Theoretical perspectives ranging from Social Cognitive Theory to Cultivation Theory agree that childhood is a critical point in socialization and that television is a major socialization tool. Studying content popular among children can provide insight into the norms and values being presented to young people. Manifest and latent lessons are examined in the popular children’s television program, Doc McStuffins. Doc McStuffins debuted on Disney Junior in 2012 and continues to be popular with young children (aged 2-7).
Doc McStuffins is an animated program about a 6 year- old girl who can communicate with her toys. She not only communicates with toys but also serves as their doctor. Studying the lessons found in Doc McStuffins help us understand the mass-mediated education provided to young children. Much of the lessons found in Doc McStuffins are manifest, most importantly an appreciation and understanding of the medical field. Children can prepare for their own trips to the pediatrician by watching toys get treated by Doc. Some of the “illnesses” that Doc treats are truly medical, but still others are social. Each episode focuses on two distinct issues that children can learn from.
Besides these obvious, yet important childhood lessons, Doc McStuffins teaches latent lessons as well. Doc McStuffins challenges traditional gender, family and race norms. The program also includes various personality profiles that subtly prepare children for interaction with various types of people in their own lives (such as braggarts, bullies, introverts and extroverts).
By examining both the manifest and latent lessons in Doc McStuffins we are provided a glimpse into the current cultural landscape of children’s television – and children’s culture in general - which is vastly different from the cultural landscape of the past.
About the presenterAmy Franzini
Amy Richards Franzini is an Associate Professor of Communication Studies at Widener University in Chester, PA. She received both her M.A. and Ph.D. in Mass Media and Communications from Temple University. Dr. Franzini studies the representations of children, childhood, parents and parenting in popular media. Dr. Franzini has chapters published in the books, Common Sense: Intelligence as Presented on Popular Television (2008) and Fleeting Images:Portrayals of Children in Popular Culture (2012).