WESTERN ANIMATED MOVIES AND THE DISCURSIVE CONSTRUCTION OF CHILDHOOD IN PAKISTAN: A CRITICAL DISCOURSE ANALYSIS OF CULTURAL IMPERIALISM AND PERCEIVED CULTURAL CHANGE

Abstract

The global media's use has become more ubiquitous and has been greatly transforming kids' entertainment and culture around the world. Western animated movies, particularly the Disney princess movies, have become ex

tremely popular in Pakistan's kid's amusement field and have been a cause of concern regarding its effect on language, conduct and culture. The present study is based on the theories of Critical Discourse Analysis (CDA) and Cultural Imperialism Theory and analyzes the effect that western animated films are having on Pakistani children. The study scales a mixed-method approach which includes the data of questionnaires filled by 100 parents and teachers of private schools in Lahore, Pakistan for the year 2024-2025. In particular, the primary culture narratives and the ideology they embody in selected Disney movies: Cinderella, The Little Mermaid, Tangled, Frozen, and Moana will be analyzed. The results indicate that children consider animated movies as an effective influence on their selection of language, fashion, social behavior and cultural aspirations. The participants stated that they had reservations about the use of English language and western culture in the growing preference of children to watch such films, but on the other hand, they perceived the education and language advantage that accrues from watching such films. The findings also reveal that western animated films have certain conceptions of beauty that can help reshape the local cultural identity over time, conceptions of individuality, freedom and modernity. The research is based on the concept of cultural imperialism and shows that the global media products are means of communicating the dominant cultural ideologies that influence the perceptions and practices of the local community.The concept of cultural imperialism is used to study the global media products as a medium of disseminating dominant cultural ideologies which have an effect on local perceptions and practices. The study is a good contribution in the field of existing literature on media discourse, childhood studies and cultural globalization in Pakistan. This study employs critical discourse analysis as a research method, with the aim of examining the Western animated movies in the context of children's culture in Pakistan, particularly the Disney animated princess films.The research methodology used in this study is critical discourse analysis which aims at the study of the western animated movies in the context of children's culture in Pakistan, especially the Disney animated princess films.