The Postgraduate Networking Project

Ema Sofia Leitao School of Journalism, Media & Cultural Studies Cardiff University Nationality: Portoguese Funded Full-Time Registration: January 2001 Completion: November 2004 Director of Studies: Prof. Máire Messenger Davies The aim of the PhD To understand how animation professionals construct child audiences, and how such constructions are reflected in the media texts they produce and/or broadcast; while, at the same time, assessing how a group of Portuguese children 'use' animation. Experience in stages towards the PhD As I approached children's television from a relatively new angle it was quite difficult for me to work on the literature research. I found myself lost in bibliography from a variety of academic fields (from developmental psychology; the sociology of childhood and the competence paradigm; media studies and discourse-oriented research, particularly semiotics; and animation studies). Field-work, though far more pleasurable and rewarding, was another difficult stage as I returned to my home-country to conduct the interviews and questionnaires. This meant that there were language as well as resource limitations. I did not have as many opportunities as I would have liked to test my methodology before actually going to the field. Writing-up was a solitary stage where a lot of self-discipline was needed. Support The PhD was funded by the 'Fundação para a Ciência e a Tecnologia', Portugal The School, and indeed Cardiff University, provided me a highly supportive environment. The university facilities are excellent. Nonetheless, I would have liked to have a working-place at the School (i.e. my own desk in an office with other PhDs) as this would have helped me to follow a daily work-routine, to share my ideas and frustrations with fellow students, and to go through the more lonely (and sanity-consuming!) stages of the process. My supervisor and other staff and fellow students were very friendly and always willing to help and share their knowledge and experience. What you would suggest to a new PhD student... Draw a timetable and set yourself deadlines, this may seem  unnecessary in the beginning but, on your final year, you'll see how important this was. Talk about your ideas with fellow PhDs and with other members of staff - even if they don't seem much! Abstract of the Thesis: Constructed Childhoods: A study of selected animated television programmes for children with particular reference to the Portuguese case The thesis addresses the broad question: To what extent is children's animation culturally specific? Despite the criticism and concerns about the lack of quality imprinted by globalisation and commercialism, children's animation is still a relatively marginal subject of analysis. Thus, the need to perceive what characterises a programme aiming both at home and international markets; the mechanisms underlying the globalisation of the genre; and its implications on cultural identity. The research is based on a triangular model that considers three levels of communication: production, message and reception. It makes use of semiotics, interviews and task-oriented techniques to analyse different moments in the communication process. The aim is to understand how animation professionals construct child audiences, and how such constructions are reflected in the media texts they produce and/or broadcast; while, at the same time, assessing how a group of Portuguese children 'use' animation. The results suggest that creatives of children's animation are aware of the importance of cultural relevant products, but may lack an informed knowledge of the child audiences. As a consequence, children do not always decode cartoon messages accordingly –particularly signifiers of 'cultural specificity'. In relation to the globalisation of children's animation, the data shows that market oriented productions can be made relevant for local audiences, and that their contents are often re-invented by children. The study calls for further research into animation contents and for a greater inclusion of young audiences both in academic studies and in programme production. Publications and Papers Not applicable Current Job Professora Auxiliar, ISCEM (Higher Institute of Business Communication), Lisbon, Portugal Contact details Ema Sofia A. Leitão Lecturer at ISCEM, Lisbon, Portugal E-mail: ema.leitao@netvisao.pt