Journal of Contemporary Issues in Business and Government Vol. 27, No. 3, 2021 https://cibg.org.au/ P-ISSN: 2204-1990; E-ISSN: 1323-6903 DOI: 10.47750/cibg.2021.27.03.283 Copyright © The Author(S) 2021. Published By Society Of Business And Management. This Is An Open Access Article Distributed Under The CCBY License. (Http://Creativecommons.Org/Licenses/By/4.0/) Perceptions of Mothers’ regarding the Effect of Cartoon Programs on Primary School Children Dr SAIRA TAJ 1 , Dr TAHIRA KALSOOM 2 , Dr MOAFIA NADER 3 1 Assistant Professor, Research and Evaluation Dept, Institute of Education, Lahore College for Women University,(LCWU) Lahore. 2 Assistant Professor Research and Evaluation Dept, Institute of Education (LCWU), Lahore. 3 Assistant Professor Research and Evaluation Dept, Institute of Education (LCWU), Lahore., Pakistan. Abstract: This research study assesses whether cartoon programs, the most famous entertainment among children and elders globally, are affecting the behaviour of our children. The researchers conducted interviews, and a survey from mothers of Lahore city. By using convenient sampling technique, researchers selected 100 mothers of primary school going children who have television set with internet or cables in their homes. The survey research was conducted by utilizing a self-constructed instrument. Fifteen mothers were interviewed using a self-constructed, semi-structured interview protocol. The study design is mixed method research. The results from both methods were quite similar and consolidated. Study showed that the cartoon programs are influencing our children to a considerable extent. Especially they have a strong and negative effect on the language and verbal responses of children. In today’s scenario in which children use to watch cartoons for a great stretch of their day it was recommended that the cartoon programs should be deeply screened and should be carefully developed keeping in view the social and moral values. There should be valid laws for censor policies for national and international cartoon programs. A great responsibility is also on the shoulders of parents, especially mothers and teachers who have to play critical role in this whole process as they can help them learning something out from a negative experience too. Keywords: cartoon programs, gender, animation, schoolchildren, impact, effect. INTRODUCTION Since 1950’s television has been criticized by parents, media specialists, child developmental experts and various social critics as to be a major factor which is responsible for shaping and influencing viewer’s especially childrens’ behaviours. In particular television’s impact on kids’s emotional, social, and behavioral responses has been recognized and documented in a good manner 1 . Similarly, development of negative and aggressive behaviors due to television viewing were also reported by past research studies 2 . Klein & Shiffman said 3 , cartoons are the most preferred programs of kids which are among those packages that most kids enjoy from the very beginning of their life journeys constantly. Because of the extensiveness of cartoons in youngsters’ lives, their impact on youngsters has been tested on many aspects, such as violence, health, rules in playing games, taking challenges, interest in different subjects and communication and relationships etc. Our budding generations are becoming sluggish and lethargic in their everyday life. Potter and Warren claimed 4 , “Cartoon applications contained violence as its critical issue. It’s far found that cartoon content material is complete of violence than serial performs and comedies” The results of different researches 5,6 additionally depicts that children who are slow and possess more disabilities, emotional issues, and show intellectual retardation are among those who highly consumes television, in particular children, are at great risk of being effected badly with violence and hostility induced by television. At the same time as there's growing help for healthcare experts to evaluate media histories of children. Television programs acts as a site for children to take a look at several types of exemplary interpersonal interactions, especially in the perspective of family existence lifestyle. Various research studies 7-9 determined that youngsters are more inclined towards TV programs in which infant characters are included. With reference to TV-viewing, a massive majority of these over mature children consider a baby male or female under the age of 18 as their preferred person. Moreover they appeal to desired characters which might resemble them and belongs to their same sex. In a research study Gökçearslan 10 discussed that innocent cartoon images and pictures conveys very sensitive messages which possesses different disadvantages such as gender representation of the cartoon characters. Corsaro 11 mentions the term early life representational culture to describe the numerous representations or