“Just a Stupid Carrot Farm, Dumb Bunny”

Abstract

This qualitative content analysis takes a critical media literacy approach to analyze and evaluate representations of rural people and places in the movie Zootopia. The chapter begins with a definition of critical media literacy and discussion of representations of rural people and places in popular culture. Next, the author analyzes and evaluates the themes that emerged throughout the critical inquiry. Zootopia conveys the following themes: a lack of opportunity through narratives of outmigration, romantic notions of rurality, exaggerations of urban violence, and portrayals of farming as the lowest status profession. The researcher provides a pedological tool for critiquing the film through reflection and action for teachers' use with students called BAAM.