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Guess What Time It Is
By Jeff Yanc
GUESS WHAT TIME IT IS: If the names Fleegel, Bingo, Drooper
and Snorky don't mean anything to you, chances are you didn't
grow up watching Saturday morning TV in the 1970s. Luckily, the
authors of the new book, Saturday Morning Fever: Growing Up
With Cartoon Culture, not only survived the '70s kid-vid experience,
they also have an encyclopedic memory of every Wonder Twin, Sleestak
and Herculoid that ever mesmerized a generation of young boob
tubers.
Timothy and Kevin Burke have fashioned an entertaining history
of Saturday morning programming that examines not only the shows
themselves, but also the industrial conditions that gave rise
to what we now know as children's television.
The Burkes position the '70s as the "Golden Age of Kid-Vid,"
detailing how by that decade, children's programming had been
around long enough to have attracted the concerned attention of
various special interest groups, and was being watched by an unprecedented
number of divorce-generation latchkey kids. Little did Count Chocula-buzzed
TV junkies know that their cherished cartoon world was also a
vicious battleground where greedy toy advertisers, network hacks,
cut-throat cartoon companies, opportunistic politicians and concerned
parents struggled for the souls of American youth.
Consumer watchdog groups like ACT arose in the late '60s, claiming
that kids' TV was too violent, and that impressionable children
should not be targeted by advertisers via entertainment programs.
The FCC responded to the hoopla by regulating the number of commercials
that could appear in kids' programming and forcing stations to
include several hours worth of "educational" kids' shows
per week. At the same time, kid-vid production companies like
Hanna-Barbara gnashed their teeth and tried to concoct cheap,
nonviolent program formulas that would appease both parents and
advertisers.
By the 1980s, as the Reagan Administration pushed for deregulation,
the commercialization of kids' TV had begun to run rampant, with
trite toy-fueled shows like Strawberry Shortcake barely
bothering to distinguish their storylines from the commercials
that surrounded them. While innovative programs like Pee Wee's
Playhouse occasionally managed to sneak through the glut of
mindless toy-programs, they were the exception to the rule.
As parent groups like ACT disbanded in the late '80s, self-serving
"family values" politicians swooped in to condemn kid-vid
for their own political gain.
With the cable and satellite TV explosion of the last decade,
cartoons are more numerous than ever. Network upstarts like Fox
and Nickelodeon breathed new life into the flaccid carcass of
kid-vid by letting auteur cartoonists, rather than corporate think-tanks,
create shows like Ren and Stimpy, Eeek! The Cat and
The Tick. While the '90s have generally seen an upswing
in quality kid-vid, the cartoon of the moment is the middlebrow
corporate phenomenon Rugrats (whose feature film spin-off
recently became the first non-Disney cartoon movie to gross more
than $100 million domestically). And while official regulations
for '90s kid-vid are scarce, chilling developments such as the
V-chip and the TV ratings system are now at work to once again
dampen any overt subversion in kids' programming.
While children obviously need parental guidance, there's something
more than a little hypocritical about a world of adults who revel
in vapid consumerism and violent, sexist entertainment telling
children such behavior is wrong. Toward the goal of helping kids
teach their parents to become more responsible media consumers,
consider the following:
- Parents are very impressionable and may think that all
TV is bad. Encourage them to develop critical thinking skills
that will help them decide what to watch.
- Parents are often frightened by TV violence, and they
may not understand that vicious space monsters and coyotes falling
off cliffs are actually "entertainment" and are not
real. Teach them the difference between real and pretend violence.
- Parents can easily be confused about the difference between
TV and reality, thinking that fictional events actually happened.
Teach them to turn the channel, or even turn the TV off entirely,
if they don't like what they're seeing.
- Parents often carelessly purchase products for themselves
based on TV advertisements. Inform them that computers, utility
sports vehicles and beer products may not work as well in life
as they do on TV, and that purchasing useless junk will not make
them happier people.
- Repeat to them the title of a popular '70s Saturday morning
program--Kids are People, Too.
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