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Media Ethics: South Park
Abstract:This essey has few levels. First part is about notional mechanism considering stereotype status, signification and impotance of stereotype deconstruction in society. The second part consists analysis of the characters, content and the way of implementation of deconstruction models in cartoon sitcom South park, emphasing reasrch object, questioning the role of stereotype deconstruction and consideration the possibilities of dispositive changes. Third part reffers on the interpretation – theory implementation and presenting the results of resrch with discussion on ethics problems during the using of deconstruction of stereotypes with the suggestion for its implementation.
In the first part, I take over notional mechanism from two studies. One reffers on media studies, and the other one on media ethics. The term of deconstruction is implemented here in such a formulation as it is constituted inside the philopsohy and theory of Jacques Derrida. In content analysis I explore which stereotypes are the most present in cartoon sitcom South park and in which way the deconstruction of narrative was done. I discover few ways of deconstruction of content stereotypes-that will be explained on the examples from the cartoon sitcom-as it follows:
1. Stereotype vs. stereotype: Implementation of thetorical power of the same mechanisms that stereotypes use.
2. Passive deconstruction of stereotypes: Exaggeration in stressing the traditional stereotypes without subversion of provided attitude.
3. Meta – position of stereotypes: When the stereotype is discussed, scientific discourse is used.
In this essey I will discuss the role of this cartoon sitcom reffering the local context ( the tough stereotype opinions inside some groups to whom the material for deconstruction of the stereotype should be offered), time and place of broadcasting content (Channel B92), superannuation of the spectators who are allowed to watch the show (18+) and interveninig value inside this content framework. In the last part interpretive method will be present by theory of deconstruction and theory of sexuality and throug affirmation of thesis and necessisity of deconstruction of media contents in local context.
Key words: sterotype, ethics. media, deconstruction, South park, representation.