Before Sailor Moon hit North American airwaves in 1995, there were few female heroes in Saturday morning cartoons.
At that time, in TV shows designed specifically for kids, only 23 percent of the characters - and even fewer of the major characters - were female. "In cartoonland, all the girls are sidekicks and there's no doubt who's in charge," said ABC news anchor Carole Simpson. And they were stereotyped, too: the lone Smurfette was blond and all too caring; Scooby Doo's Velma was smart but unattractive; and a female Power Ranger was, of course, dressed in pink.
Source: "From Sidekick to Superwoman: TV's Feminine Mystique" by Shawn Doherty and Nadine Joseph
Because producers of children's television knew that girls were less likely to watch TV, and more likely to listen to CDs, tapes or the radio, they traditionally catered to young boys. But the popularity with young girls of the Sailor Moon cartoon series made those producers realize that there was an untapped market of young females that would watch TV - if they had the right program to attract them.
Sailor Moon's appeal to young girls was not just the fact that she and her fellow "sailors" were female, but also the style of storytelling inherent in the Japanese tradition of anime. Unlike traditional North American cartoon characters, Sailor Moon's character evolved as the series progressed, rather than remaining static.
As with a soap opera or a mini-series, each character develops personality and maturity as the series continues. For example, Sailor Moon goes from being a frightened teen in the show's initial episode, to developing into a more mature and caring heroine in later shows. She essentially "grows up" on the screen each day, until eventually she becomes a queen and a mother.
Source: Dr. David Gauntlett
www.theory.org.uk/ctr-rol4.htm
With the success of Sailor Moon and other anime cartoons in North America, there has been an increase in female action heroes in children's cartoons. However, increased representation doesn't always guarantee a decrease in gender stereotypes. For example, although Sailor Moon achieves maturity and has tremendous powers, most of her young viewers still relate to her as a giddy love-starved girl with superpowers.
"Empowerment" is a common subtext in many recent cartoons geared to girls. The popular series Powerpuff Girls also plays on common gender stereotypes: the "sweet little girls" also happen to be "butt-kicking superheroes." In this series, a professor who tries to create a perfect little girl by mixing sugar, spice and everything nice, ends up with more than he expects when a dash of Chemical X falls into the mix. The result is the Powerpuff Girls: three "angelic" five-year-olds who fight crime with their super strength, super speed and laser vision. Each character reflects common female cartoon stereotypes: one's smart, one's sweet and one's a tomboy - but together they use the "wham-bam" action traditionally reserved for male superheroes. Their motto: "Saving the world before bedtime."
As one Powerpuff observer notes:
Common superhero ideology dictates that great power brings great responsibility. As superheroes, the Powerpuffs are required to use their abilities for the benefit of mankind - to serve and protect in the tradition of the police and other law enforcement agencies, though on a more fantastic scale. The role of protector is an aggressive position, in direct conflict with the idea of the feminine as passive. For this reason, male superheroes outnumber female heroes in the comic book realm, because a woman cannot fulfill social expectations and still perform the duties required of a superhero. The women are often relegated to the roles of girlfriend or mother, figures in need of protection and the occasional rescue. Powerpuff Girls neatly sidesteps this uncomfortable dichotomy by purging the citizens of Townsville of any social expectations. Thus the Girls are respected and admired for their role as resident superheroes, while still being adored for being sweet and caring little girls.
Source: "The Powerpuff Girls: A Society of Girl Power,"
http://members.aol.com/Lampbane/powerpuff.html
Some popular female action/cartoon characters transcend stereotypes by being transgendered - sharing both male and female personas. In the film X-Men, an adaptation of the popular comic book series, female heroes (and villains) are equally matched. Even Disney moved with the times in its 1998 animated movie Mulan, which was based on a young girl's quest to break out of rigid social sex-role expectations.
The study of gender, action heroes and cartoons offers tremendous opportunities to reflect on cultural gender stereotypes, and what it means to be male or female in today's society. As we explore and compare cartoons, we can deconstruct media messages about gender stereotypes, that perpetuate traditional male and female roles - and contemplate alternatives to them.
Questions:
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Why have television producers traditionally been reluctant to create children's programs that feature girls or women as superheroes?
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If you're familiar with older cartoon series, how would you describe the roles and personalities of characters such as April O'Neil from Teenage Mutant Ninja Turtles, Wilma Flintstone or Betty Rubble from The Flintstones, Velma or Daphne from Scooby Doo, or Smurfette from The Smurfs? (Feel free to list other examples of older cartoon characters you're familiar with.)
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Stereotypes are common story-telling tools, but they can also be limiting. Explain how the male and female stereotypes that are perpetuated in cartoons can be limiting.
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How does Sailor Moon differ from traditional North American cartoons?
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In what ways is Sailor Moon a non-stereotypical action hero?
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In what ways is she a stereotypical female action hero?
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Respond to this statement: "The role of protector is an aggressive position, in direct conflict with the idea of the feminine as passive." How does this apply to female action heroes? Can you think of any exceptions?
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Think of a television show that features a female action hero. In this show, how are men portrayed? What roles do they assume? Are they stereotypical, or non-stereotypical?
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Do you think that we have achieved equity in how men and women or boys and girls are represented on children's television? Provide examples to support your response.
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In a short paragraph, respond to the following statement:
"Television clearly makes an impression on kids today, whether it's in what they think they should look like, or the qualities they associate with women and men. The media are powerful tools that can either reinforce negative stereotypes or present strong role models for young girls and boys today."
Matt James
Senior Vice President
Kaiser Family Foundation
