Hannah Smyth
High Distinction
Willoughby Girls High School
“Baa Baa Politically Correct Sheep”;
The intent, extent and effect of Political Correctness in children's media

The investigation of political correctness within children’s media has determined that it has become a common, and expected, facet of the media institution. This reflects the prevalent current social mores, particularly the need to ensure equality and eradicate discrimination. The nature of politically correct presentations evidently embodies egalitarian values through the use of equal representation of race and gender. The language of political correctness in children’s media also displays a value laden depiction of such adult issues as violence and sexuality. These PC portrayals cohesively form an illustration of the ideal, preferable future, based on the desire for an environment of collective morality and limited prejudice.

Therefore, the first component of my hypothesis has been proved; that political correctness in children’s media acts as a means of social control. This intent forms the Postconventional Level of Kohlberg’s theory of moral development, as the principles of political correctness convey a promotion of social justice and the improvement of society. This has been achieved by addressing persons in the Preconventional Level. During this early stage of moral development individuals learn to conform to the norms of their society or culture. The power of the media as a socialising agent has been harnessed to enforce the messages of political correctness, and thus shape the social and moral identity of Australia’s young generation.

The knowledge of this intention was gained primarily through primary research methodologies. Specifically, an interview with Mr. Peter Maggs, the Head of New Media for the Australian Children’s Television Foundation, revealed that the institutional intent behind PC messages was to promote equality and acceptance. This predominantly positive view was most obviously the result of Mr. Maggs’ professional role as a media representative. However, this bias was balanced by the interview with author, James Finn Garner. Having satirised the principles of political correctness throughout his professional work, he offered a necessary critical perspective of PC media. The interview supported the evidence given by Mr. Maggs, therefore supporting my hypothesis. This information was further verified through extensive secondary research, through which I gained opinion and fact from both the media and public perspective. The most relevant of these sources included, the ACTF’s “Children’s television guidelines”, which offered legislative support of Mr. Maggs’ opinion, and Dr. Kaoruko Kondo’s essay on “Can Television be good for Children?”, which provided an objective investigation on the intent and effect of children’s media and also findings and opinions of those specialised in psychology.