The color problem in Sillyville: Negotiating white identity in one popular “kid‐vid”

Television network and video producers have been attacked for failing to develop programming that instills racial and intercultural awareness and acceptance, particularly for children. In response, a number of direct‐to‐television videos have been created for young audiences whose purpose is to foster racial and intercultural acceptance. “Sillyville,”; one such “kid‐vid”; is examined employing a conjunctural method of critical rhetoric and social drama theory. We examine a sudden conflict in the fictional world of Sillyville, where color communities reject the communal code of harmonious play. The central character, Sillywhim, attempts to bring the colors together. We interpret competing themes of subversion and affirmation of dominant prescriptions about race and discuss their significance for child‐oriented programs.