Title: Understanding ethnic bleaching behaviours of the animation character designs and its determinants in Malaysia: a social cognitive theory perspective

Authors: Faryna Mohd Khalis; Normah Mustaffa; Mohd Nor Shahizan Ali; Mohd Rizaimy Shaharudin

Addresses: College of Creative Arts, Universiti Teknologi MARA, 08400 Merbok, Kedah, Malaysia ' Centre for Research in Media & Communication, Faculty of Social Sciences and Humanities, Universiti Kebangsaan Malaysia, 43600, Bangi, Selangor, Malaysia ' Centre for Research in Media & Communication, Faculty of Social Sciences and Humanities, Universiti Kebangsaan Malaysia, 43600, Bangi, Selangor, Malaysia ' Smart Manufacturing Research Institute (SMRI), Fakulti Kejuruteraan Mekanikal, Universiti Teknologi MARA, 40450 Shah Alam, Selangor, Malaysia

Abstract: This study has aimed to determine the factors that influence the ethnic bleaching behaviours towards the student's creation of animation character designs in Malaysia. Qualitative and quantitative research methods were utilised with 44 informants, and 177 respondents of students and lecturers from three universities in Malaysia participated in the data collection process. The findings have shown the factors that impact the ethnic bleaching phenomenon, categorised into four main themes and 17 sub-themes. Through the lens of the social cognitive theory, the study asserts that the ethnic bleaching behaviour of the student's animation character design is influenced by the interplay of the triangular interaction between the media influences, individual influences, development of local animation, and learning and understanding. Future studies should look into the impact of other factors that might be important to impact the behaviour of students in the creation of animation character designs in Malaysia.

Keywords: cultural; animation; ethnic bleaching; identity; character; Malaysia.

DOI: 10.1504/IJART.2022.125626

International Journal of Arts and Technology, 2022 Vol.14 No.2, pp.87 - 112

Received: 07 Jul 2021
Accepted: 05 Jan 2022
Published online: 17 Sep 2022 *

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