Considering representation and ideology in classic American holiday specials

 In this session, you will be exploring the messages and values that are encoded in the following films:

Santa Claus is Coming to Town

• There is a distinct anti-German ideology throughout the film. The comedy German accents, the names and also the distinctive, nazi-esque costumes of the soldiers all confirm their nature. The burning of toys ins a clear reference to Nazi book burning, and constructs a very deliberate ideological perspective that America is the most powerful and moral nation.
• Gift giving is fundamental to Christmas, and we should give as well as receive
• Furthermore, there is the alarming ideology that even in times of extreme poverty and deprivation, children must smile and be happy. This clearly capitalist ideology reinforces the idea that life is terrible and we must endure at all costs. Rather than actively changing our material conditions, we should live through little treats like toys. 
• Jessica is a fully grown woman who is instantly won over by being given a child’s toy. This reinforces a stereotypical ideological perspective that women only carte about material things. Jessica’s job is stereotypically feminine and reflects 1970s gender norms
• Jessica helps to get the team out of prison, but only with the help of Winter
• SCICTT takes the form of an origin story, taking something familiar, and providing explanations 

Rudolph the Red-Nosed Reindeer 

• The film is based upon the ideology of societal approval. Rudolph’s nose seems to cause absolute hatred in everybody around him, until finally it is essential to use him. The red nose could be symbolic of simply being different. His father’s hatred of rudolph is particularly surprising, and the drama in this narrative is depressing and hard hitting
• Stereotypical representations of gender. Clarice is heavily sexualised and is constructed based on stereotypical assumptions of sex and gender, and is constructed from the MES of eyelashes and a high pitched voice. She functions only as a love interest, reinforcing a patriarchal ideology
• Everyone in the narrative is white with no exceptions, which reflects the desires and the ideologies of the time. 
• The stigma that Rudolph faces for having a red nose, is symbolic of racism. He is mocked in the street, is treated with hostility, and is segregated from the rest of the group. He ends travelling with the dentist elf to the Island Of Misfit Toys, and ends up being refused access here as well. 
• The narrative is outdated and mean spirited, with every character being absolutely awful

A Year Without Santa Claus

• The vast majority of characters are white, which reinforces a dominant, hegemonic perspective that white people are privileged, and exert more power. However, later on, all the children of the world unite and combine to bring Santa his presents, which suggests not only that the entire world follows a broadly Christian ideology, but also reflects a post-colonial attitude to the world and it’s different people can simply get along by believing in Santa Claus
• The central narrative is that children are the glue holding together Christmas, yet they have lost their faith in Santa. 
• The vast majority of characters are male, with the only two female characters being stereotypical mothers, which reinforces patriarchal ideological perspectives 
• Stereotypical Christmas iconography that reinforces certain values 
• The character of Snowmeiser is not only completely confusing but also visually terrifying 

While these films are pretty much unknown in the UK, outside of some of the songs featured in them, they are cultural artefacts in America, and children are still forced to watch them for this day. Furthermore, they have been referenced in lots of US media, and reflect lots of dominant US hegemonic ideological positions. So they are perfect for analysis!

We're going to watch them, then we're going to discuss them. Here are some potential talking points:

• Representation of gender
• Themes
• Ideologies
• Dominant hegemonic values
• Genre and narrative
• Shifting normative values and ideologies
• Cultural resonance
• Style and content