Understanding ethnic bleaching behaviours of the animation character designs and its determinants in Malaysia: a social cognitive theory perspective
by Faryna Mohd Khalis; Normah Mustaffa; Mohd Nor Shahizan Ali; Mohd Rizaimy Shaharudin
International Journal of Arts and Technology (IJART), Vol. 14, No. 2, 2022

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.

Online publication date: Sat, 17-Sep-2022

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

 
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Arts and Technology (IJART):
Login with your Inderscience username and password:

Username:        Password:          Forgotten your password?

Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email subs@inderscience.com