How Heteronormative Gender Roles Are Reinforced Through...

Children s behaviours are actively shaped by social forces and are continuously evolving. The media in popular culture are powerful tools in moulding and instilling specific responses in accordance to social scripts. ‘SpongeBob Squarepants’ is a popular animated show aimed at children aged 2-13. Through its clever humour and amiable characters, it is easy to see why it captivates children, and likewise adults, across the world. SpongeBob Squarepants is not unique in reflecting stereotypical gender roles and cultural meanings in society. The cartoon, created by Hillenburg, conveys subliminal messages of binaries, gender roles and hierarchy. Through the characters, this essay will observe how heteronormative gender roles are reinforced through socialisation of popular media. However, closer examination also reveals a refreshingly positive and progressive attitude towards gender roles. On the one hand, characters are portrayed conforming to gender role expectations of behaviours and appearances. In Rock-a-Bye Bivalve’, SpongeBob and Patrick adopt a baby clam. Reflecting social norms that a traditional nuclear family consists of mother, father and a child, they allocate their respective roles. The dialogue illustrates their understanding of what each gender role demands. I wanna be the mom! I don t think you can be the mom, Patrick, because you never wear a shirt! You re right! If I was a mom, this [hairy chest] would be†¦ shocking. Just call me daddy!