英语论文网

analysis in this study can be seen through how audiences interpret messages within a specific media. The decision to accept or decline messages depends very much on audience reception of which the environment and socio-cultural background of the audience is also of importance (Mohd Zain, 2002). Hence, if one perceives an animation to be worthy of the audiences trust and taste, it will continually be supported and used to satisfy their entertainment and personal desires.

In this study, the researcher intends to identify how Malaysians understand and interpret the contents of local animation in terms of the values concerning national identity. What should be taken note here is the need to identify how the interpretation of Malaysian animation has affected the attitude and actions of its viewers. There are bound to be social effects of locally produced animation and this approach is meant to be used to identify those effects.

There are not many empirical studies conducted on animation in Malaysia and even if they are published and available, it is difficult to locate (Mohd Amir, 2005). While some might look into the negative or violent effects of animation (see Lee, 2005), the researcher intends to take a rather audience-centred approach and glare into developing and promoting animation content to fit current audience preferences.

Methodology of Study

The results of this study very much depend on the framework of the planning process. Several features will be prioritized in the planning process to ensure that the study achieves the stated objectives. As mentioned, this study aims to understand the characteristics of Malaysian animation, identify the reception of Malaysian animation among the local audience and identify the future direction towards enhancing local animation products locally and to the world in order to promote Malaysian culture and identity.

Generally, the idea is to first create a characteristic profile of Malaysian animation (the sampling unit) and then move on towards identifying audience reception. The possible qualities to succeed internationally are recognized as an indication of the areas to be improved to thrive in the global market. Hence, qualitative content analysis, focus group interviews and in-depth interviews are suggested with respect to the objectives of the research.

Qualitative Content Analysis

In order to first understand the characteristics of Malaysian animation, a qualitative content analysis on Malaysian animation will be conducted. The reason for the qualitative approach is that no data whatsoever is available to be found on local animation that helps to quantify these characteristics. Hence, it is fully up to the researcher to create a starting point (hopefully for many studies to come).

Krippendorff (in Mayring, 2000) defined content analysis as 'the use of replicable and valid method for making specific inferences from text to other states or properties of its source'. Mayring (2000:1) further explained the rationale for a qualitative approach to content analysis which is to conserve the benefits of quantitative content analysis for a more qualitative text 本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。