Modernization of Archetypal Female Images: Dynamics of Gender Characters in Cartoons Released in 2000-2020

In recent years researchers have become increasingly interested in the tremendous changes that have occurred in the representation of characters of female gender in cartoons. However, prior studies have not noted enough attention to the analysis of cartoon series, while they form an important part of the media culture. The purpose of the present paper was to study the dynamic of the image of women in cartoon series produced between 2000 and 2020. Specifically, the study examined: a) changes in the visual image of female characters b) changes in the agency for female characters c) modifications of female characters compared to archetypical images of female heroines. Content analysis and narrative analysis are planned used as the main method of analysis. Seven cartoons were collected using the theoretical sampling method. In the result of analysis we described changes in the images of female heroines in a comprehensive and versatile way and assessed the dynamics of change in female images.