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WORTMANN, Maria Lúcia Castagna; RIPOLL, Daniela  e  POSSAMAI, Laís. Educação ambiental corporativa para crianças: analisando a animação Peixonauta do Discovery Kids. Perspectiva [online]. 2012, vol.30, n.02, pp.371-394. ISSN 0102-5473.

By analysing the animated TV series Fishtronaut broadcast by the cable television channel Discovery Kids, which is associated to the Discovery Channel group, we point out how environmental issues are presented to children and how some preservationist identities are portrayed by this TV series. Fishtronaut emphasizes a number of environmental issues: the introduction of exotic and domestic species in nature, and how this affects the environment; water, soil and air pollution; and certain natural phenomena. Conducted at the intersection of the fields of education, environmental education, cultural studies and media studies, this study analyzes how this cartoon teaches which actions and problems should be considered in relation to the so-called natural environments. The analysis focused on 30 episodes that present four environmental themes: a) material recycling; b) introduction of exotic species; c) pollution; and d) climate change and associated problems. The results suggest that Discovery Kids practices a kind of “corporate environmental education” by introducing and drawing on “green” themes in its scheduling. This aim is clear in Fishtronaut. Some characters represent subjects who are made environmentally aware; others teach “environmental responsibility”. Others have legitimated knowledge. Moreover, technology is highlighted as a safe and fast way to solve environmental problems. But by simplifying solutions, the series tends to present environmental problems in a banal and naturalized manner, leading to their elimination.

Palavras-chave : Environmental Education; Corporate Environmental Education; Media and Children’s Education.

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