Abstract

The new generation is fascinated by the overwhelming exposition of media. Today, media is performing powerful role in the mental growth and emotional development of children. At the very first stage of cognitive development, children copy the words and expressions used in their surroundings. Cartoons and language used in them directly affect cognitive and linguistic development of children. The present study dissects the linguistic patterns and ideologies used in cartoons shown in Pakistani media. It further attempts to overlook the impact of linguistic features of cartoons on language learning propensities of children. The study adopted mixed method research design by following qual-quan approach. The linguistic analysis of the cartoons was done qualitatively whereas its impact on children’s language was measured through quantitative way. 100 students and 100 teachers were selected to determine the sample by applying random sampling technique. Self-developed questionnaire was used to collect data from the respondents. The collected data shows that cartoons are source of education, entertainment and information for children. Children can improve their language competencies by watching cartoon. However, students were found using many Hindi words in their daily conversation. Linguistic benefits of cartoon language collide with the cultural threats faced by a large number of parents. The findings of the study recommend that children should be shown level oriented and culturally specific cartoons so that students may get maximum linguistic benefits from them.

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