Relying upon a content analysis of one specific type of medium to which young people are exposed beginning at an early age, on a regular basis, and for many years (i.e., animated cartoons), the present study examines what types of messages are provided about verbal aggression. This research examines the following issues: (1) How prevalent is verbal aggression in animated cartoons? (2) Has this prevalence changed over time? (3) What characteristics tend to be associated with being a perpetrator of verbal aggression? (4) What reasons are given for why cartoon characters engage in verbal aggression? (6) What "types" of characters are yelled at, threatened, insulted, and so forth? Results indicate that verbal aggression is fairly prevalent in cartoons (it is the second most common type of antisocial behavior shown, ranking second only to violence) and that this prevalence has increased greatly over time. Cartoons tend to normalize verbal aggression, both by virtue of its frequency of occurrence and by the lack of patterning of characteristics associated with perpetrating this behavior. Although many (nearly half) of the reasons implied for being verbally aggressive are negative in nature, a substantial proportion of the time, this behavior is undertaken for positive reasons or for no reason at all. Characters of all types are equally likely to be verbally aggressive for negative reasons, although only certain types of characters (e.g., female, intelligent, "good guys," physically attractive) are shown to engage in this behavior for positive reasons.
Keywords: animated cartoons; media content; messages; portrayals; verbal aggression; violence.