Citation

Law, Shu Jing (2016) Audience Perception Of Morality On 3D Animation. Masters thesis, Multimedia University.

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Abstract

The general views of animated cartoons are more of a means of entertainment than education. It was found the studies of animated cartoons in Education field were limited, which most of the researcher concerned abut the violence, aggression and negative behaviors in the media. It is believed that animated cartoons provide moral values to the audiences. The aims of this study is to investigate the audience perception of interpreting moral values on 3D animated cartoon among young adults. This research has three objectives. The conceptual framework adopted Reception Theory as audiences play a major role in this study. This is to examine and identify different perceptions and interpretations from audiences to the given 3D animated cartoons. The study also attempts to understand whether animated cartoons are effective in conveying moral messages to the young adults. In this study, "Partly Cloudy" animation was chosen to represent the animated cartoon that shows the strong moral message, while "Presto" animation represent the animated cartoon that packs with less moral message. Fifteen informants who reside in Malaysia with diverse social and cultural backgrounds were purposesive selected for in-depth interviews. Before the in-depth interviews, informants required to answer the demographic questionnaires for the purpose to understand their backgrounds. The results showed all informants were able to interpret the moral message of the "Partly Cloudy" animation, while most of the informants unable to interpret any messages from "Presto" animation. This study implies that a well-design animated cartoon delivering the moral messages to varieties of audiences. The good values in animated cartoons can still able to deliver to the audiences, if the contents are clearly defined and the presentations of the cartoon animations are achieved in a proper balance.

Item Type:	Thesis (Masters)
Additional Information:	Call No.: TR897.7 L39 2016
Uncontrolled Keywords:	Computer Animation
Subjects:	T Technology > TR Photography > TR845-899 Cinematography. Motion pictures
Divisions:	Faculty of Creative Multimedia (FCM)
Depositing User:	Ms Nurul Iqtiani Ahmad
Date Deposited:	23 Feb 2023 09:13
Last Modified:	23 Feb 2023 09:13
URII:	http://shdl.mmu.edu.my/id/eprint/11143

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