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LOOKISM IN THE VISUAL COMMUNICATION: A SOCIOLOGICAL ANALYSIS OF MODERN RUSSIAN CHILDREN'S ANIMATION.
Abstract
This paper analyzes reproduction of discrimination in visual communication through the investigation into discourse on lookism in contemporary Russian children's animation (2000-2014). The lookism is considered to be a form of discrimination on the grounds of appearance, which can be produced by film or cartoon with help of transmitting discrimination situations as well as stereotypes and myths regarding peoples' appearance. Using methods of discourse analysis and semiotics, we study visual and verbal films' discourse and answer the question if lookism is produced in it. We are also interested in the characteristics of attractiveness/unattractiveness coupled with stereotypes and myths about person's qualities and his/her appearance as the main features of the film's discourse. Our elaboration and description of indicators of lookism can be used in the specific analyses of films/cartoons. The conclusions of this work are the following. First of all, children's animation discourse in contemporary Russia translates some presuppositions and values as well as stereotypes associated with person's appearance, but cannot be regarded as discriminatory due to the variety of notions of presuppositions provided by the cartoon. Secondly, there is the lack of reflection of the ideology of the consumer society in contemporary Russian animation, which is considered to be the basis of lookism discrimination today.
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