Sociology

General Introduction
Bernard Berelson defined Content Analysis as a research technique for the objective, systematic, and quantitative description of manifest content of communications (Berelson, 74). Content analysis is a research tool used to determine the presence of certain words or concepts within texts or sets of texts. It is used in a large number of fields. The following list (adapted from Berelson, 1952) offers more possibilities for the uses of content analysis which by and large are in relation to sociology Reveal international differences in communication content detect the existence of propaganda identify the intentions, focus or communication trends of an individual, group or institution describe attitudinal and behavioral responses to communications determine psychological or emotional state of persons or groups.

In his introduction to content analysis, Michael Palmquist enumerates the following as the advantages of content analysis. In particular, he says, content analysis... Looks directly at communication via texts or transcripts, and hence gets at the central aspect of social interaction can allow for both quantitative and qualitative operations can provides valuable historicalcultural insights over time through analysis of texts is an unobtrusive means of analyzing interactions provides insight into complex models of human thought and language use when done well, is considered as a relatively exact research method (based on hard facts, as opposed to Discourse Analysis)

On the other hand, Michael recognizes that content analysis suffers from the following limitations Can be extremely time consuming is subject to increased error, particularly when relational analysis is used to attain a higher level of interpretation is often devoid of theoretical base, or attempts too liberally to draw meaningful inferences about the relationships and impacts implied in a study is inherently reductive, particularly when dealing with complex texts tends too often to simply consist of word counts often disregards the context that produced the text, as well as the state of things after the text is produced can be difficult to automate or computerize. Timothy Shortell (Shortell, 2006) justifies the need of content analysis in the work of sociologists when he writes sociologists dont always study people. When examining structure, we often study groups, such as families, organizations, communities or nations. But, we can also study things. Human-made objects, called SOCIAL ARTIFACTS, contain information about the society from which they come Its clear that we need a particular method for studying these things. In my view childrens cartoons and commercials are the things sociologists interested in children must study and content analysis offers them the means to study these things.

DATA CHART AND TOTALS
Cartoon Recording Sheet
Cartoon 1 The Wabbit Who Came to Supper
Source for cartoon Online
Character NameGenderRaceEthnicitySocial ClassAge Employment Bugs BunnyMale Red Middle class81 Comedian Elmer FuddMale White Middle class60Comedian Totals 2  1122
Cartoon 2 SpongeBob SquarePants
Source for cartoon TV show
Character NameGenderRaceEthnicitySocial ClassAge Employment SpongeBobMale White Low class47Comedian Snail GaryMale White Low class47Comedian Patrick StarMale RedLow class52Actor Sandy CheeksFemale White Low class33actressEugene KrabsMale White Low class51Actor Sheldon PlanktonMale White Middle class41Director Squidward TentaclesMale White Middle class58Voice actorTotals 6161527
Commercial Recording Sheet
Sources for Commercials
Product and SponsorProduct TypeGeared TowardsActors Race, Age, gender Announcers genderKey words or phrasesBarbie dolls, MartellLearning toys children Female Barbie girliPhone, McCann EricksoniPhoneChildren  Male Attack of the Misfit ToyscadmiumjewelryChildren Female Another Thing For Moms To Worry AboutSpace jam CartoonChildrenMichael JordanMale Have-to-have Childrens sunglassesSunglassesChildrenFemale Help zoneTotals5132

In summarizing the Wabbit who came to supper, there were two male characters both from a middle class with the ages of 61 and 80 years respectively. They were both comedian.
While in the case of SpongeBob SquarePants, out of the seven characters, six were male and only one was female. Five of them were from low class while two emanated from middle class. Their ages were 47, 47, 52, 33, 51, 41, and 58 years old respectively.

In summarizing my data for commercials, Ive noticed that all the commercials and directed to children with three female announcers against the two male counterparts. Even though some of the product types were all household oriented, it struck that the persons targeted with the commercials are the children.

In general I realized that more men are involved in children cartoon work as opposed to women. On the other hand more women were involved in childrens commercials as compared to men.

Data analysis
My total for the cartoon voices a conflict in respect to the age gaps. As much as the cartoons are targeting children, the persons animating the cartoons are very old people whose motive is only to create an impression to the young. The old have found it very lucrative to use children as a mode through which all the household needs are customized.

Jan Zeiger in her article marketing to children, noted that companies market to children today more than ever before. Corporations see children as consumers and have employed successful marketing strategies that result in children asking their parents for specific products, she noted. This happens because kids are more exposed to media and advertising agents than ever before. They want to see their mentors in television characters at the toy store, at their school book fair or even at a local joint. It has been big business for a while because companies realize that putting Elmo, Buzz Light year, or Blue on a lamp, pair of shoes, or puzzle will result in children asking for that item. The have  to  have kind of adverts pushes the pressure up further since children view such items as such necessary part of life that they cannot live without.
Conclusion

In her Book, Born to Buy Juliet Schor affirms my findings. She leveled a common ground by warning little spenders that advertisers want your kids and are better at wooing them than ever before. Juliet goes a head to clarify that advertisers have always aimed at kids through a limited set of products like cereals and toys but what happened in the 1990s is a dramatic explosion in the amount of advertising aimed at children because of the growth of cable and the increase in kids watching more adult shows. Now, it is children who are influencing adults choices of items like hotels and travel destinations. This she confirmed when one of the marketers exclaimed, When I grew up, I got to pick the color of the car. Now kids get to pick the car.  

The impact of such ill  directed adverts are numerous as illustrated by Juliet in her study of 300 fifth and sixth graders. She found out that those who are more materialistic and consumer oriented develop high levels of depression and low self esteem, headaches and poor relations with their parents. Juliet advices parents to reduce exposure to electronic media and provide a stimulating environment outside of it. This is the only way out of this muck that our children are transfixed by the commercials.