Page 65 - MARSIUM'21 COMP OF PAPER

UPIN AND IPIN: FACTORS INFLUENCING MALAYSIAN CULTURE

THROUGH ANIMATION

Nurul Syakira binti Abdul Karim, Prof. Rohaizat bin Baharun

Azman Hashim International Business School, Universiti Teknologi Malaysia, Johor Bahru.

*Corresponding author: n.syakira@graduate.utm.my

Abstract

We now live in a world that is influenced by globalization and technology. Animations are no longer

unfamiliar to Malaysians, especially for children. However, not only for children, teenagers and adults
also love to watch animations. By watching animation that highlights more on good values and lessons,

most people can lead their life to prosperity and harmony. Upin and Ipin have successfully influenced
young people’s behavior even in different races and religions. The purpose of this study is to identify

whether young people’s behavior can be influenced by character archetypes, storytelling and language

used in Upin and Ipin animation. This research would be used for convenience sampling, which involves
the targeted population of UTM students and other people. An online questionnaire would be analyzed in

this research and distributed to 110 respondents through WhatsApp. The Statistical Package for Social
Science (SPSS) software would be used to evaluate the data.

Keywords: Animation, character archetypes, storytelling, language, young people’s behavior.

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