Abstract
M.A.
Not only are today’s cartoons regarded as entertaining, but they seem to incorporate a
twisted, random type of humour that may seem strange to the real world. The characters
themselves are fascinating to watch and their exploits and misadventures are relatable to the
common person. The study hypothesises that animated-media plays a very important role in
fostering identity as much as mainstream media does; the content and characters in cartoons
may have a very strong effect in fostering multiple and innovative identities that are in keeping
with the complex nature of today’s postmodern society. The study proposes that the kidult
culture phenomenon is directly connected to popular culture and the hypothesis of nostalgia.
The study draws on the Uses and Gratifications theory to display the high level of audience choice
and activity when it comes to the consumption of media. Using The Regular Show as a case study,
focus groups were utilised in an effort to understand what the 21st century’s active adult
audience finds so appealing about the cartoon show itself and other cartoons that are proposed
to be adult directed cartoons. The focus groups also discussed kidult culture as a phenomenon
and what it means for identity formation.