Children are the most valuable assets of a society. They are the resources for
cultural institutions. The process of socialization begins as soon as a child is born.
In the past, parents, teachers, and relatives were the source of moral values for
children. However, in the present era, especially after the disintegration of the joint family
system, television has taken over the role of storytelling grandmothers and relatives.
Children are now more fascinated by television programs, especially by animated programs
and cartoon characters like Chhota Bheem. They bond with the characters of cartoons.
According to Ernst and Young’s (2012) newsletter Newsreel, “Animated content typically
makes it easier for broadcasters to capture the attention of children by building an imaginary
world for them.”
The storytelling process is not merely a pastime. Through telling of moral stories,
positive values could be inculcated in children. Today, television also has taken up an
active role in teaching many things to children such as how to deal with others, solve
personal problems, and make friends, besides imparting simple decision-making skills and
so on. In the present scenario, watching television is not only for entertainment; rather it
reflects the sociocultural phenomenon of the society. By watching the animated cartoons,
children become more efficient and imaginative.
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