Communication Research On The Puerility Of Chinese-made Cartoon

Chinese animated cartoon has made glorious achievements in history. But since the 80's of last century, it was greatly shocked and challenged by the introduction of Japanese and American cartoon and obviously at a disadvantage in competition. Although government strengthened support dynamics in recent years and the yield of Chinese cartoon increased steadily, but it is nearly self-evident that Chinese cartoon has been ignored by the audience and failed in the market competition with Japanese and American cartoon. The reason for this situation may lie in the puerility of Chinese cartoon; therefore this paper is aim to solve the problem.Firstly this paper use content analysis method, select 106 Chinese cartoons which was produced between 2005 and 2007 as examples. Based on the coded quantization of their contents according to research category, this paper analyze the audience orientation, types of subject matter and subject claim of Chinese cartoon. Aiming at the puerility of Chinese cartoon in audience orientation and contents, this paper start from the perspective of communication theory, and also use film psychology and children literature for reference, briefly review the history of Chinese cartoon, study the different roles of cartoon industry such as producer, audience and investigator, inquiry the reason for puerility of Chinese cartoon, and point out that the essence of this situation is"false puerility"and"adult narration". Finally, this paper makes some propositions for the creation of Chinese cartoon.