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In 2014, Les' Copaque set up its own animation academy because it realized that education in this field is very important in developing a 3D
production regardless of being an employee, entrepreneur and production owner. The field of 3D Animation is no longer solely dependent on
producing cartoons alone, but this field has expanded to several branches. Les' Copaque Animation Academy (LCAA) was developed not
only to meet the needs of the market but the LCAA also complements the field of education at the skills level up to the university level (Les'
Copaque Production, 2021).

1.1 BACKGROUND OF THE PROBLEM

Nowadays, there are various cultures that have been known by teenagers and children apart from the Malaysian culture since information
could be spread easily and fast in this modern world. The most famous culture among Malaysian people today is Korean culture or better
known as K-pop. It is no longer unfamiliar to Malaysians, since several groups of people are obsessed with Korean celebrity groups of
celebrities. These will have an impact on today's young people’s behavior. As we know, everyone has different attitudes and behaviors,
especially teenagers and children. Teens are naturally apathetic or contemptuous of something that does not immediately attract their interest.
And when you focus on trying to change your child’s attitude, you’re setting yourself up for frustration (Devine, n.d.).

The attitude has influenced the broader Malaysian social culture and is reflected in the behavior of people from most backgrounds (Evason,
2016). Moral standards are important as a reflection or representation of Malaysian and Islamic beliefs, as shown by the characters in the
animation series Upin and Ipin. Character archetypes, storytelling and language used in Upin and Ipin animation are similar with these
values. Therefore, this research will focus on the factors that influence young people’s behavior through Upin and Ipin animation (HARIS,
2019).

1.2 RESEARCH QUESTIONS

This study listed three main research questions:

RQ1: Do character archetypes in Upin and Ipin animation will positively affect young people’s behavior?
RQ2: Does storytelling in Upin and Ipin animation will positively affect young people’s behavior?

RQ3: Does language in Upin and Ipin animation will positively affect young people’s behavior?

1.3 RESEARCH OBJECTIVES

This study listed three main objectives:

i. To identify the significant relationship between character archetypes in Upin and Ipin animation and young people’s behavior.

ii. To identify the significant relationship between storytelling in Upin and Ipin animation and young people’s behavior.

iii. To identify the significant relationship between language in Upin and Ipin animation and young people’s behavior.

2.0 LITERATURE REVIEW

This part of literature review is about the several elements that can influence young people’s behavior through Upin and Ipin animation
among young generations today.

2.1 YOUNG PEOPLE’S BEHAVIOR

Usually, young people can be defined as people around the time between childhood and adulthood, between the ages of 15 to 25 years old,
as well as youth. While behavior can be defined as the way how people act or react. Nowadays, young people can easily be influenced by
several things that they see and read, especially through social media or peer influence, that can affect their behavior.

Malaysia has quite a range of lifestyles, beliefs and moral values. There are many types of cultures in Malaysia that we already know,
including food, dance, clothing, tourism, and etc. Despite the various diversity in races and religions, there are behavioral and cultural
parallels. Having a variety of races and various types of culture can reflect the behavior of young people. A harmonious and prosperous

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