WALL E: ENVIRONMENT FRAMING

INTRODUCTION

During the 90’s, questions about the environment were growing as much as the communicative field about environmental issues. Media and industries therefore became spokespersons of the environment, conveying ecological messages and replying to people’s confusion regarding ecological issues (Cox, 2010). That is the choice of Pixar today, as an ecologically responsible and environment communicant organisation, to perpetuate the movement, providing its audience an entertaining alternative of preventing global warming. Wall E is a chef d’oeuvre of animation, engaging a major debate in an environment perfectly designed.

AN ENVIRONMENT CONSTRUCTED IN LINE WITH THE TARGET.

Pixar’s core business is all about entertaining people through creative stories and original cartoon characters combined with a perfect quality of image computer. That is why children are Wall E’s main target even if the computer technology used in the animation can extend the target to a larger audience. However, children still remain the first addressee of the movie. Indeed, we take for granted that because many previous years of human activity has damaged the planet, it is the duty of future generations to resolve the problem. In other terms, the solution to environmental issues comes from the same place. Against their wishes, children are directly implicated and are the hope for a better future.
According to Kriesberg (2010), nowadays in our societies and with the rise of environmental issues, awareness among young people is developed since school. Children learn about the environment by listening to their parents and teachers from a generation to another. Children between 10 to 13 years old age are able to understand environmental messages and then apply what they have learned by getting involved by any mean. That is especially for this age bracket that Pixar designed the world of Wall E. There is much competition between industries to attract