Audience Perception Of Morality On 3D Animation

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 ani...

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Main Author:	Law, Shu Jing
Format:	Thesis
Published:	2016
Subjects:	TR845-899 Cinematography Motion pictures
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id	my-mmu-ep.11143
record_format	uketd_dc
spelling	my-mmu-ep.111432023-02-23T09:13:54Z Audience Perception Of Morality On 3D Animation 2016-05 Law, Shu Jing TR845-899 Cinematography. Motion pictures 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. 2016-05 Thesis http://shdl.mmu.edu.my/11143/ http://erep.mmu.edu.my/ masters Multimedia University Faculty of Creative Multimedia EREP ID: 3618
institution	Multimedia University
collection	MMU Institutional Repository
topic	TR845-899 Cinematography Motion pictures
spellingShingle	TR845-899 Cinematography Motion pictures Law, Shu Jing Audience Perception Of Morality On 3D Animation
description	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.
format	Thesis
qualification_level	Master's degree
author	Law, Shu Jing
author_facet	Law, Shu Jing
author_sort	Law, Shu Jing
title	Audience Perception Of Morality On 3D Animation
title_short	Audience Perception Of Morality On 3D Animation
title_full	Audience Perception Of Morality On 3D Animation
title_fullStr	Audience Perception Of Morality On 3D Animation
title_full_unstemmed	Audience Perception Of Morality On 3D Animation
title_sort	audience perception of morality on 3d animation
granting_institution	Multimedia University
granting_department	Faculty of Creative Multimedia
publishDate	2016
_version_	1776101396925382656

Audience Perception Of Morality On 3D Animation

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