Values in Animated Films: Content-Analysis of Popular Children's TV Programs in Russia

This study is based on the hypothesis that kid’s television content transmit values and norms thought animated stories. It means that it is possible to teach and learn values from kid’s content. Furthermore, we suggest the idea that foreign and Russian television content for kids consist of different values, thus the purpose of the study is to identify the differences between social values, presented in Russian and foreign television content for preschoolers. As the object of the research is a kid’s content there can be only one method that afford us to analyze it. It is qualitative content analyzes using codification. During the study we are going to collect preschool content representing the variety of modern TV content for preschoolers. We suggest using the typology of values by S. Schwarts to analyze kids content. As the base we consider kid’s content from kid’s channels for preschoolers airing on Russian TV market. As an exploratory study we are aiming to get new insights about values content of TV shows for kids and the difference between Russian and foreign content.