Defining Value Added Animation to Promote Positive Living Environment: a Critical Study of Upin and Ipin
DEFINING VALUE ADDED ANIMATION TO PROMOTE POSITIVE LIVING ENVIRONMENT: A CRITICAL STUDY OF UPIN AND IPIN
Introduction
The global animation industry is growing very fast, as practitioners, we are all caught up in the excitement of producing our own animated creations to keep abreast of trends and take advantage of the “hype”. However, there is a tendency to blindly follow animation styles that are already well established in popular culture. Located in Southeast Asia, Malaysia is strategically situated between the East and West and sandwiched between the great civilizations of China and India; thus it has always been exposed to different cultural influences that have shaped its local culture. Therefore, cultural adaptability and hybridity have always been unique features of Malaysia.
Looking at our rich culture with indispensable values, we should have animation products that somehow reflect our legacy, unfortunately, our local animation industries are still searching for its 'stands'. Why is our local animation industry always looking to foreign animation genres for inspiration and guidance, especially when these styles encourage questionable values rather than bringing moral benefits? Why do we care more about the technology used to deliver these entertainment rather than the basic human values that we should, theoretically, treasure the most? Why are the fundamental moral issues being neglected? Moral and ethical issues that are fundamental to a society’s well-being are often dismissed by most viewers, especially when the entertainment factor is so high that the prime reason for watching is enjoyment at the expense of social and moral concerns. The tendency of children to mimic what they have seen from animated programmes, such as using harsh words against their peers and talking back to their parents, is a tangible phenomenon that can be observed. What kind of entertainment should they be allowed to watch? In terms of animation, what kind of programmes should
Introduction
The global animation industry is growing very fast, as practitioners, we are all caught up in the excitement of producing our own animated creations to keep abreast of trends and take advantage of the “hype”. However, there is a tendency to blindly follow animation styles that are already well established in popular culture. Located in Southeast Asia, Malaysia is strategically situated between the East and West and sandwiched between the great civilizations of China and India; thus it has always been exposed to different cultural influences that have shaped its local culture. Therefore, cultural adaptability and hybridity have always been unique features of Malaysia.
Looking at our rich culture with indispensable values, we should have animation products that somehow reflect our legacy, unfortunately, our local animation industries are still searching for its 'stands'. Why is our local animation industry always looking to foreign animation genres for inspiration and guidance, especially when these styles encourage questionable values rather than bringing moral benefits? Why do we care more about the technology used to deliver these entertainment rather than the basic human values that we should, theoretically, treasure the most? Why are the fundamental moral issues being neglected? Moral and ethical issues that are fundamental to a society’s well-being are often dismissed by most viewers, especially when the entertainment factor is so high that the prime reason for watching is enjoyment at the expense of social and moral concerns. The tendency of children to mimic what they have seen from animated programmes, such as using harsh words against their peers and talking back to their parents, is a tangible phenomenon that can be observed. What kind of entertainment should they be allowed to watch? In terms of animation, what kind of programmes should