SPECIFICS OF IMPLEMENTATION OF THE EDUCATIONAL FUNCTION OF CHILDREN'S CONTENT ON CCTV (2016-2021)

Hao Yanyan

The presented article analyzes various aspects and forms of implementing the educational function of children's television in China. The main focus is placed on the significance of this thematic segment, covering one of the largest television audiences and offering diverse content on universal, thematic paid, and free channels. The authors conceptualize the educational activities of children's television, highlighting key aspects such as the transmission of moral values and social norms, dissemination of cultural and scientific knowledge, engaging children in the learning process, and fostering the ability for self-awareness and understanding of the surrounding world. Using both quantitative and qualitative research methods, the authors analyze the implementation of these aspects in television programs and animated films for children in CCTV. The research covers 34 children's TV programs and 74 animated series presented on 33 universal and four of the most popular specialized TV channels. The results indicate that one of the most prevalent forms of content on children's television is animated films, primarily aimed at conveying moral values and social norms. Among journalistic content, the magazine format is quite common. Television programs are more oriented towards attracting children to educational materials. However, combining entertaining and educational components proves to be challenging, and therefore, some programs intended for children on universal channels only superficially address educational objectives.

Keywords:television functions, children's television, children's TV programs, educational programs, Chinese television, children's upbringing, children's education, CCTV