電視卡通性別角色刻板印象之研究－以三代卡通為例

The Research of the Gender Role Stereotypes from Three Generations of Cartoons

本研究旨在探討三代卡通「性別角色刻板印象」，以十二部電視卡通為研究對象，利用內容分析，對卡通人物的「性別角色特質」進行分析。研究者彙整三代電視卡通人物「性別角色特質」的現象，發現不同年代卡通人物的「性別角色特質」有些承襲傳統刻板特質，有些卡通人物的「性別角色特質」會隨著年代的差異而改變。例如勇敢冒險的特質，不再只有屬於男性卡通角色才會出現的特質，2000年以後的電視卡通，哭泣也不再是女性卡通的的專利。此外，女性卡通人物對於情感的處理漸漸傾向多元化發展，第一代卡通中只有男性卡通會主動追求心儀的對象，第二代時除了男性卡通會主動追求外，女性卡通人物亦會主動示好。然而，有些卡通內容仍受傳統社會價值下的影響，例如：女性卡通角色愛幻想、重物質、愛特價商品；男性卡通角色熱愛運動、喜歡競爭等。雖然卡通影片開始有跳脫性別角色刻板的影子，但仍可發現傳統性別角色刻板印象。

The purpose of this study was to analyze “gender role stereotypes” from three generations of cartoons. The researcher applied content analysis to analyze two episodes from twelve different cartoons， totaling twenty four in all. The researcher analyzed “gender characteristics” from three generations of cartoons. The finding of this research revealed that the gender role stereotypes still existed in three generations of cartoons， In spite of this， we still could see the change during these three generations. For example， the “brave characteristic” would not apply only to male cartoon characters， whereas in the third generation the “crying characteristic” was not exclusive to female characters. In addition， cartoon female characters were more multi-dimensional in dealing with their emotions. In the first generation， male cartoon characters actively pursue female characters which they find attractive. During the second generation， along with male characters displaying stereotypical behavior， female characters also began to outwardly express their love towards male characters. Nonetheless， we could still see the existence of gender stereotypes caused by traditional values， such as female characters depicting characteristics of fantasy dreaming， materialistic ideals， and love of discounted products. Male characters also exhibited preference for sports and competition. Overall， cartoons may no longer portray as many gender role stereotypes nowadays. Even so， we still can find some forms of traditional gender role stereotypes existing within the third generation of cartoons.