Tuesday, March 8, 2011

Popeye- Censorship, Stereotypes and Propaganda

Ok, I'll admit it. I started eating spinach because of Popeye. I was 7 or 8 years old, and I practically begged my mom to start making spinach soup and spinach salad at home all the time, because I wanted to be just like Popeye.


I'm sure I wasn't the only kid to be influenced in this way by the cartoon. In fact, Popeye boosted spinach sales when he came out in the 30s, and later the Popeye spinach brand became the second most popular brand in the U.S. (see: http://popeye.com/, under the history section). 

And yet, if young minds are so easily influenced (could one say, manipulated?) by cartoons, why didn't all us Popeye enthusiasts start smoking pipes or go out and get tattoos? And why, in general, do we not find many kids dropping anvils or pianos on their classmates, or pushing them off cliffs (even though many argue that cartoons make kids more prone to violence)? How and why can a cartoon be selectively influential? And, if we find out what it is from cartoons that children are likely to emulate, and what they are likely to ignore, should cartoon creators use this information (and would they misuse it)?

I think Popeye, throughout his long comic strip, radio, and television history, provides a good framework for addressing these questions, and for analyzing the influence of cartoons on society and society on cartoons.  

An Unlikely Hero

Popeye is an unusual cartoon in general. There are few shows in which all of the characters are so physically unattractive (and with rather unpleasant voices). (http://www.popeye.com/, history section- “I Yam What I Yam”). The main character himself has a squinty (some say blind) eye, a disproportionate body (especially the enormous arms), anchor tattoos, talks grammatically incorrectly, and has a pipe which never leaves his mouth.
He is good natured and kind-hearted in general (especially towards his sweetheart Olive Oyl, his adopted son Swea’ Pea, and his quadruplet nephews), but can also be hot-headed (as we'll see, this sometimes gets him into trouble when he's in the Navy, although he always ends up saving the day, single-handedly). It seems that every episode of Popeye has some degree of violence (often a lot), as he defeats Bluto and other villains; however, this violence is always portrayed as having been justified. 

Besides Popeye, the other characters in the cartoon are equally unusual, especially Olive Oyl, the object of his and Bluto's desire, who is described as a "bean pole" with a "pickle nose" (http://www.popeye.com/). There is also the hamburger-obsessed Wimpy, the antithesis of Popeye: lazy, gluttonous, and often cowardly, with a big beer (or in this case, hamburger) belly, he seems to illustrate the dangers of an unhealthy, non-spinach diet:
Potential McDonald's spokesman, or poster child for the fast-food fueled "obesity epidemic"?

Brief History

The cartoon started out in 1919 as a comic strip called "Thimble Theatre" (see http://www.popeye.com/
history section- "I’m Segar, the creator man"). Ten years later, in January of 1929, an anonymous sailor appeared with a small part in the strip; he was later identified by Segar as Popeye. Over time, Popeye's role grew, until in 1931, he was the star of "Thimble Theatre". Since then, Popeye has spread to radio, television and film, has changed hands numerous times after the death of his creator, and has been voiced by many different actors. 

Why Spinach?

Popeye's affinity for spinach was the result of an unfortunate scientific error. In the 1890s, research was published showing that spinach had as much iron as red meat (http://www.bmj.com/cgi/pdf_extract/283/6307/1671). Later scientists realized that the initial report had misplaced the decimal point, making it appear that spinach had ten times the iron it actually did. Thus, it turned out that spinach was no more (or less) nutritious than cabbage, Brussels sprouts, or broccoli, all of which are probably just as hated by kids (and could have been just as easily pushed by the cartoon). However, by the time that this new report was published, Popeye was popular and was firmly associated with his spinach. Nevertheless, as the article suggests, this may have been a useful propaganda tool for the "meatless days" of WWII- eat your spinach and you'll be strong like Popeye, and then you'll be able to defend democracy against the Huns and the Japs! (See Propaganda section below).   

Society's Influence on Popeye

It is generally easier to spot the top-down processes influencing cartoons, especially in the case of commercials or propaganda. But what about in the other direction? How and why does a cartoon change from the bottom up?  

This bottom-up process has been crucial in the case of Popeye. In fact, if not for public opinion, we might not have had a cartoon called "Popeye" at all. As mentioned previously, Popeye was not one of the original characters of the comic strip "Thimble Theatre". Furthermore, the strip's creator had only intended him to appear once or twice as a nameless character fulfilling a stock role. However, the reader response to the appearance of the character was so positive that Popeye became a permanent member of the cast. Readers sent in letters to Segar, causing the creator of the strip to expand Popeye's part more and more, until he became the central character (and some other original characters disappeared). By the time it reached television, the cartoon had been renamed after the sailor man. (http://www.popeye.com/)

But Popeye hasn't always been such a hit with the public.As much as society has used its influence in Popeye's favor, so too has it used it against him (or some of his pursuits). In 1989, Popeye was used to advertise Quaker oatmeal. In these commercials, he abandons his usual super food, saying, "Can the spinach! I wants me Instant Quaker Oatmeal!", and so he is called "Popeye the Quaker Man": 


The Religious Society of Friends (the Quakers) had a rather strong negative response to these commercials:

“Friends across the country took exception to the Popeye the Quaker Man campaign. They didn't like the depiction of Quakers, however unlikely, as beating up people. They contacted Quaker Oats in great numbers. Embarrassed, the company withdrew the campaign.” (http://www.quaker.org/fqa/sandman.html#Popeye)

This example illustrates what is probably the most common idea of censorship today-- banning something because someone is offended by the material. However, this particular case is interesting to me because I personally would never have associated this commercial with the religious Quaker group, and I doubt that many other children (or even adults) would have, either. 

Censorship

Besides the Quaker campaign, there have been other cases of overt censorship of the cartoon (the others described here are arguably more top-down by the government or the cartoon industry). One example is associated with one of Popeye's "bad habits"- smoking. There has been a general attack in the past few decades on cartoons featuring smoking characters, suggesting they are glorifying the act of smoking and making it appealing to children. As a result, in later Popeye cartoons, although he continues to carry his pipe, he never smokes it, but only uses it to make tooting noises (especially in the theme song). [Although he also sometimes 'inhales' spinach through his pipe- what kind of message could that be sending to kids?] One specific example in which Popeye was targeted was in India, where the government said it would give this and other cartoons portraying smoking in a non-negative light a rating of 18 (to be viewed by people aged 18 or older): http://timesofindia.indiatimes.com/International-Stars/Popeye-cant-puff-in-front-of-kids-anymore-/articleshow/4697986.cms. As is clear from the article, this decision was not without controversy. 

Another example of censorship is of Popeye's wartime cartoons (discussed below under the section Propaganda), which have either been banned from being shown on t.v. (at least daytime television), or have been excluded from DVD collections, or both. It is interesting to think about the reason for this censorship. Many would argue that it is due to the fact that these cartoons have very negative stereotypes of other peoples and cultures (specifically Germans and Japanese), and that these portrayals could have a negative influence on children today (especially since they might not understand the context in which these cartoons were made, and their initial purpose). However, there are two questions to be considered here, brought up by other members of our group in discussion:
      First, if either the images or the censorship of them is harmful, is this harm restricted to or contained in the time period in which it occurred? If, for example, these wartime cartoons (if shown today) would promote xenophobia, then perhaps they should be censored. On the other hand, could they not provide an important historical lesson to kids today? Should we not learn from our mistakes and recognize our own prejudices?
     Second, if cartoons made some time ago which depict such stereotypes or prejudices are banned or censored today, is this because the content is harmful, or because the memory of the action is shameful? In other words, are we embarrassed of our own past, and are we attempting to cover it up or pretend it never was, if we censor these cartoons? This may go back to the historical lesson questions: perhaps we should deliberately show these cartoons to our kids. Not passively, as many cartoons are shown, but rather actively, explaining their context and using them to initiate a discussion on issues such as stereotyping, prejudice, propaganda, censorship, etc. In the case of the Popeye wartime cartoons, perhaps the censorship is occurring for both reasons (explicit- potential for harm; implicit- covering up an unpleasant past). Does this make it duplicitous? And, if so, is such censorship more harmful than censorship based on other reasons (such as commercial, ideological, etc.)? 


Popeye's Influence on Society

If something has to be censored, then clearly it has the potential to exert some influence on people. Otherwise, no-one would bother to censor it. So what has been Popeye's influence on society?

Perhaps Popeye's most well known impact has been in getting more kids (or at least more American families) to eat spinach. It is reported that, when Popeye first appeared in the 1930s and quickly gained popularity, U.S. spinach consumption increased by 33% (http://popeye.com). Since then, Popeye has received his own brand of spinach, and has had statues erected to him in several spinach-producing cities. 

Popeye was also one of the first cartoons to be merchandised on a large scale (with toys, lunch boxes, etc.). And, as one of the earliest cartoon heroes with super powers (in this case, fueled by spinach consumption), he is reported to have inspired the creators of later famous superheroes, such as Superman. (popeye.com).

In advertising, Popeye has been used not only for spinach (and unsuccessfully for Quaker oatmeal), but also for many other "healthy" products, including cereal (Wheatena on the radio), hearty Campbell's soup, an iron-fortified breakfast shake, and Minute Maid orange juice (in this commercial, the juice is so good that it makes Bluto and Popeye best friends- they even get matching "friends for life" tattoos!). In all of these cases, however, Popeye has to reject his favorite spinach for the latest health fad (all the commercials below are about 30 seconds long): 

     Campbell's Soup
      Minute Maid OJ
             Start Breakfast Drink

Another of Popeye's (debated, and unusual) contributions is the word "jeep" to our language- the vehicle was supposedly named after the character Eugene the Jeep on the show, and the reason for the name was even stranger, having to do with Eugene's magical fourth-dimensional properties (see character bios on http://popeye.com). 

Propaganda

The nature of the character and the show made Popeye a perfect candidate for WWII propaganda. It seemed natural that the strong and justice-loving seaman should join the Navy. This is exactly what he did; and the result, as we have seen with other propaganda cartoons of the time, was very stereotypical, racist portrayals of ‘the enemy’ (Germans and Japanese), which most people today find offensive [which may or may not explain the reason for the censorship of these cartoons, as discussed above]. Here are some examples of WWII Popeye (generally, “You’re a Sap, Mr. Jap” has been considered the most controversial/offensive):  

  You're A Sap, Mr. Jap

 Scrap the Japs

 Spinach Fer Britain

 In the Army Now

 The Mighty Navy

 Seein' Red White 'n' Blue


In most of these cartoons, the Japanese are compared to or portrayed as animals (rats, monkeys), who are conniving but, in the end, ineffective against the spinach-eating sailor, who usually takes them on single-handedly (or, in a very unusual partnership, defeats them with the help of Bluto in “Seein’ Red White ‘n’ Blue”). Thus even Popeye’s usual rival is not such a villain when compared to the Japs (although Bluto does try his hardest to avoid military service by injuring himself; nevertheless, in the end his patriotism gets the best of him). In contrast, the Germans are portrayed as bumbling buffoons- stupid, but still human.   

Today these cartoons are controversial not only for their stereotypical portrayal of the Germans and Japanese, and for their inherent violence, but also for other elements which may have been relevant during the time, but which would probably not be shown in cartoons today. For example, in “You’re a Sap, Mr. Jap”, at the end the last remaining Japanese officer commits suicide in order to ‘save face’ (or, as he says, “so, I lose my face”) by drinking gasoline and then swallowing fire crackers (a parody of Japanese ritual suicide or “hara-kiri”). Although suicide in general is a sensitive topic not often portrayed in cartoons, here it is also trivialized and mocked. For example, the ‘Jap’ lands feet-up and is shown to be wearing Geisha-style shoes (although the rest of him is in uniform); also, Popeye looks in his mouth with a match and says, “The poor fellow’s got gas on his stomach”. Popeye then flees, while the ‘Jap’ explodes along with the ship. Overall, the whole scene seems rather cruel and gruesome, especially if you understand what the Japanese officer is doing and why (and that the act, for the Japanese, was a question of maintaining their honor even when they’ve lost, and of not surrendering).


Popeye, the Poster Child of the Navy

Popeye didn't just join the Navy in his WWII cartoons- the real Navy also incorporated him into their ranks. It seems he became a sort of unofficial emblem or mascot of the Navy: his name was used as a naval code word (http://www.history.navy.mil/faqs/navexos_p-474p.htm), and his image was painted on the sides of Navy bombers (just like in the cartoon):

Popeye painted on the side of a Hampden bomber plane 

(An airplane in the 2002 Columbus Air Show)

This can be seen as another example of the reciprocal nature of the influence of cartoons on society and society on cartoons, which I think can be found in many if not all cartoons to some degree. I think that, in general, cartoons exemplify the way in which society builds upon itself and regulates itself, they way it is shaped by the times and in turn shapes what is to come, and also how important in this process is the incorporation of children and the shaping of their opinions and views, either to match the societal trends or to deviate away from them and to create new ones. Like Popeye says, "I yam what I yam"... but I (the cartoon) am also what you (the viewer) are, and you are also what I am, and we are both what society makes us, and we both make society what it is. Thus I think cartoons can be seen as a microcosm of society, with astonishing, and perhaps unseen, complexity and nuance. 

~Darya Task



6 comments:

Dysology said...

This is a wonderfully informative post. However the information about the decimal error and its discovery is a complete myth - spread by Hamblin but first created by Arnold Bender: http://super-myths.blogspot.co.uk/2010/12/spinach-iron-decimal-point-error-myth.html

km said...

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Cartoons for Kids

Daniel said...

I always do research on Controversial Cartoon Characters and i found this article this helped me in my research

diego78 said...

Woah! This is informative. I never judged Popeye like this ever before. I am watching shows by Andy Yeatman now days and don’t think there is any other show right now that is this amazing. I am waiting for the vacations to start so that I can show it to my kids as well.

Anonymous said...

My favorite cartoon caracter Shredder Story

Unknown said...

Thank you for your thoughtful insights. This was a good read. However, in discussing the various controversies around Popeye cartoons, you don't address sexism and the omnipresent violence of Bluto against Olive Oyl! Have you discussed this elsewhere and I just overlooked it?