Exploring Visual Perception and Character Appearances in Malaysian Animated Film Characters

서지정보

· 발행기관 : 한국애니메이션학회
· 수록지 정보 : 애니메이션연구 / 16권 / 2호 / 120 ~ 137페이지
· 저자명 : Mohd Rosli Bin Arshad, 김해윤

초록

The rise of creative economy in Malaysia has been identified as one of the top cultural producers among developing countries. AuYong, H. N. (2018) reported the global value in creative economy is approximate US$1.6 trillion and Malaysia’s digital economy is expected to exceed its target of contribution to the country’s gross domestic product of 18 per cent by 2020. The main contributions for these successful figures mainly came from the creative industry players who managed to utilized (IP) intellectual property rights and expanding their successful local animation contents into film, and move on to games, licensing and merchandising. Malaysian animation viewer is expanding and the reception of Malaysian animation contents had gained popularity among Southeast Asian countries and also other parts of the world.
However, the understanding of audience’s perception and thoughts from that particular media that affects their emotion has not being discussed widely by the researcher. This paper will seek a deep thought of what lies behind on their mind andemotion when seeing Malaysian animated film especially animated film character.
Thus, this study will investigate the experiences of enjoyment and “pleasantness” experiences among the audiences’ that stimulate their consciousness when watching Malaysian animated film characters. This paper will highlight the appealing design of the characters and visual perception factors that affects emotions among Malaysian audiences. In this study, One-Way Anova and Correlation statistical test will be used to determine the emotional feeling among Malaysian audiences comprised of 104 youth from Peninsular Malaysia age between 20∼27 years old to categorize the perception of Malaysian animated characters. From the results it is clear evidence that perceived pleasantness towards Malaysian audiences did not differ between age and gender. Results also indicates that correlation between variables are moderate (r = .306) and (r = .282) but shows high significant values (p ＜ 0.05) which mean Malaysian animated characters appearance is athletically appeal and attractive.
Hence, give a pleasantness feeling to the Malaysian audiences.

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