Shaping Cultural Identity and Values of Malaysian Youth Through Anime. A Study on Influence and Impact

Master's Thesis , 2023 , 30 Pages

Communications - Ethics in the Media

This paper aims to investigate the influence of anime on the values and cultural identity of Malaysian youth. It explores how anime precipitates shifts in attitudes, social relationships, and values among adolescents and how they manage challenging circumstances through anime. It also discusses how anime can shape cultural identity and stresses the importance of parental and educators' supervision in monitoring anime consumption and promoting healthy media use.

TABLE OF CONTENTS

Acknowledgements

1 INTRODUCTION
1.1 Background

2 LITERATURE REVIEW
2.1 Impact of anime on values and attitudes
2.2 Cultural Identity and representation in Anime
2.3 Gender roles and Stereotypes
2.4 Media Literacy and Critical Consumption of Anime

3 RESEARCH QUESTION

4 METHODOLOGY
4.1 Data Analysis

5 FINDINGS
5.1 Influence of anime on values and attitudes
5.2 Positive and negative impacts of anime
5.3 Popular anime and its portrayal of values and attitudes
5.4 Shaping cultural identity from anime
5.5 Social interactions influenced by anime
5.6 Role of parents and educators in guiding anime consumption
5.7 Cultural misunderstandings or conflicts arising from anime

6 SIGNIFICANCE

7 CONCLUSION

8 REFERENCES

ABSTRACT

The impact of anime on Malaysian youth values and cultural identity is investigated in this thesis. The study investigates how anime has changed the values, attitudes, and social relationships of twelve individuals through an array of interviews. The findings show that anime has a major impact on the ideals of strength, friendship, and a never-say-die attitude among Malaysian youngsters. Participants stated that anime assisted them in navigating difficult moments and positively impacted their behaviour. Furthermore, the study emphasises anime's ability to mould cultural identity, with participants mentioning examples of incorporating tiny qualities from anime in everyday activities and participating in cosplay events as displays of cultural identity. However, the study acknowledged the possibility of cultural misunderstandings as a result of anime watching. Participants emphasise the importance of parental supervision and educators' engagement in monitoring anime viewing, as well as fostering healthy consumption of media and resolving any disputes. Overall, this study offers insights on the multifaceted impact that anime has on Malaysian adolescent beliefs and cultural identity, providing suggestions for future investigation and evaluation in this field.

Acknowledgements

I'd like to offer my heartfelt gratitude to everyone who helped and contributed to the finalisation of this thesis. First and foremost, I am grateful to the participants who willingly offered their ideas and experiences, as this research would not have been possible without them. Their willingness to participate in interviews and contribute valuable viewpoints was critical in influencing the study's results and conclusions. I'd also like to thank my supervisor, Dr. Emma Baulch, for their experience, direction, and continuous support throughout the study process. Their insightful comments and support have significantly improved the quality and lucidity of this thesis. In addition, I am thankful to my friends, family and my partner for their constant support and understanding throughout this academic journey. Their encouragement and confidence in my abilities has been an ever-present source of inspiration for me. Finally, I'd like to thank those in academia and the resources that have aided in the creation of this research.

1 INTRODUCTION

Anime is more than mere entertainment; it has been shown to have a major impact on the values and attitudes of adolescents Lu & Zhang (2019). Anime fosters moral values, encourages friendship and perseverance, and explores various cultural backgrounds through its fascinating narrative storytelling, likeable characters, and stimulating topics. Anime's influence on the values and attitudes of today's youth can have far-reaching implications, impacting their behaviour, decision-making, and perspective of the world around them (Yusof et al., 2022). This study shows that there is still a need to thoroughly investigate and comprehend its importance in moulding the values and attitudes of Malaysian youth. Previous investigations have primarily concentrated on the effect of anime in Japan and other nations, with few studies explicitly undertaken in the Malaysian context. It will collect personal experiences and viewpoints from Malaysian teenagers and young adults who have been surrounded by anime using interviews which are qualitative research methodologies. This study will provide essential information into the importance of anime in the lives of Malaysian adolescents by investigating the reasons they have for viewing anime, views regarding its impact, and the ways in which it has affected their values and attitudes. This study's findings will not only add to the existing body of research on anime and its impact, but will also help educators, parents, and policymakers comprehend the beneficial aspects of anime consumption and guide youth in connecting with anime-related material in an appropriate and accountable manner.

1.1 Background

Anime, a particular form of animation that originated in Japan, has grown into a global sensation in the world of entertainment. Anime has captured viewers of every demographic and age with its distinctive narrative, bright illustrations, and diverse subjects. Anime has spread to many nations, including Malaysia, where it has garnered a large following and has impacted the youth in a variety of ways. Anime first appeared in Malaysia in the early 1980s, when Japanese animated shows such as "Doraemon" and "Ultraman" premiered on Malaysian television channels (Wahab et al., 2012). With their compelling narratives and colourful protagonists, these shows immediately captivated the attention of Malaysian children, laying the groundwork for the burgeoning fascination with anime. With the advent of video rental companies and the affordability of VHS tapes and DVDs, anime became more accessible (Rodriguez, 2022). These new advancements in technologies gave Malaysians access to a broader selection of anime series and films, including both popular conventional titles and less well-known treasures. The internet further transformed anime viewership by offering channels for video streaming, social networks, and fan-generated content, resulting in a strong anime culture in Malaysia (Gonzalez, 2022).

For many youth, anime provides a form of escapism, recreation, and empowerment. The engrossing storytelling, engaging characters, and stimulating issues offered in anime have a strong impact on youth beliefs, attitudes, and behaviours. The influence of anime on the youth may be seen in many facets of their lives (Park, 2005). To begin with, anime encourages the creation of social bonds and partnerships. Malaysian teenagers frequently bond over common interests in anime, such as visiting conventions, joining fan organisations, and taking part in cosplay activities (Yergin, 2017). These activities not only help to enhance their social networks, but they also provide opportunities for creativity and artistic expression (Jeunesse, 2022). Furthermore, anime influences the moral values and worldview of adolescents. Many anime series emphasise companionship, devotion, determination, and righteousness as elements. Anime fosters positive values and moral teachings through fascinating plots and character development, promoting compassion, development as an individual, and an awareness of accountability (Pace, 2019). Anime also has an impact on young people by widening their viewpoints and presenting them to new cultures. Anime frequently depicts Japanese culture, customs, and societal standards, allowing Malaysian young to get a glimpse of the Japanese way of life. This exposure to many cultures fosters cultural knowledge and appreciation, which aids in fostering the growth of global citizens (Dalil, 2015). It is crucial to note, however, that not every element of anime impact is favourable. If consumed without sufficient direction and judgement, several anime genres and concepts, such as extreme violence, sexualization, and gender stereotypes, can have harmful consequences on young viewers. As a result, parental and educational participation is critical in directing youth anime consumption and assisting them in navigating potential hazards.

2 Literature review

The impact of the media on youth beliefs and values has sparked considerable scientific attention. With the growing prevalence of anime amongst Malaysian youth, it is critical to study its influence in moulding their opinions and beliefs. This literature study seeks to investigate existing research and academic articles that investigate the effect of anime on youth values and attitudes. This review attempts to offer information about the influence of anime in developing the values and attitudes of adolescents by synthesising and analysing the pertinent research.

2.1 Impact of anime on values and attitudes

Anime, with its numerous genres, fascinating storytelling, and likeable characters, has a huge influence on the values and views of its viewers, particularly among young people. Anime has the capacity to mould and impact people's values and attitudes in a variety of ways through its narrative and conceptual development. The promotion of moral and ethical principles is one of anime's most important effects on values and attitudes. Many anime series provide strong moral lessons and emphasise characteristics like companionship, determination, trust, and fairness (Pace, 2019). These principles are frequently depicted in fascinating tales and robust protagonists, allowing viewers to empathise with and internalise them. Anime's depiction of moral quandaries, complicated ethical issues, and the repercussions of acts can cause viewers to think on their own principles and behaviour, supporting growth in oneself and the creation of a sense of morality.

Numerous studies have investigated the impact of media, including anime, on the values and attitudes of youth in various cultural contexts. Research done by Lu & Zhang (2019) talks about the various effects of anime, both positive and negative, on Chinese youth in China. They argue that anime caters to the psychological needs of the Chinese youth and that it releases the psychological pressure or stress that youth gain when maturing and growing up which might hint towards the idea that anime can be used as a sort of escapism for the youth to release their stress or live in their own fantasy for that short period of time. Another research done by Hassan, Sallehuddin & Abdul Aziz (2016) talked about anime and its impact on university students in Malaysia. They had conducted research on 4 universities in Malaysia and found that most students enjoy watching anime but are not obsessed with it and that the respondents had agreed that dressing up or conversing like a character from anime is not normal. Another study done by Ceylan Dadakoglu et al., (2022) conducted focus group interviews with a group of secondary students about their views on the root values of anime and manga. According to the study, all participants had already known about anime and manga and had either watched anime or read manga at least once. The findings of their study were that all the participants believed that anime and manga had positive values and positive beliefs that can be learnt. Some of them had even taken some themes such as ‘respect' and implemented it into their daily lives, increasing their positivity and values for life. This study has shown that many people who interact with anime and manga had taken a positive value out of it and had grown to learn the positive ways of which they can implement into their daily life. Not only that, the study also shows that some participants who watched anime had taken a liking to the cultural aspect of the shows and decided to further learn the language and cultures such as taking off your shoes/slippers before entering someone's house or always saying thank you for the meal after eating. These studies indicate that anime can play a significant role in shaping values and attitudes of the youth but also can change the perceptions of the youth depending on the anime they watch or the events that occur.

2.2 Cultural Identity and representation in Anime

Cultural identity and representation are important parts of anime that shape the values, attitudes, and perceptions of those who watch it. Anime has the potential to depict varied cultures and provide portrayals that relate with people from all walks of life. One of the most remarkable characteristics of anime is its depiction of Japanese culture. Anime gives an insight into Japanese customs, traditions, and societal standards via the medium of animation, narratives, and assimilation of cultural components (Dalil, 2015). This acquaintance with Japanese culture can pique viewers' fascination and pique their curiosity, generating an impression of cultural awareness and understanding. Malaysian youth, in particular, can extend their viewpoints and improve their cross-cultural knowledge by watching anime.

The representation of cultural identity in anime is a vital aspect that can shape the values and attitudes of youth. Lasseter (2021) discusses in his research about the lack of representation and racial diversity in anime. They found out that most anime shows usually have white main characters and white characters in their posters. The lack of racial diversity in anime can have significant effects on the perceptions of those watching, particularly for individuals from racial or ethnic groups that are underrepresented or misrepresented within the medium. When anime primarily features characters from specific racial or ethnic backgrounds, it can create feelings of exclusion or underrepresentation among viewers who do not see themselves reflected in the characters. This limited representation can lead to a sense of marginalization and a perception that their experiences and identities are not valued. Additionally, the absence or misrepresentation of racial diversity in anime can perpetuate stereotypes and inaccurately portray different cultures. Such misrepresentations contribute to the formation of negative stereotypes and may foster misunderstandings or discriminatory attitudes among viewers. Another research done by Buwadi (2020) discusses the ‘magical girl' genre, otherwise known as mahou shoujo. They explain that the plot is catered towards a female audience where the main character can turn into a superhero and save other people which represents the concept of ‘girl power' and suggests that young women can stand up for themselves while still maintaining their feminine identity. Cultural identity in anime can have a positive impact on viewers by fostering a sense of connection, pride, and self-acceptance. When anime portrays characters with diverse cultural identities, it allows viewers to see themselves reflected in the stories and narratives. This representation helps individuals from specific cultural backgrounds develop a stronger sense of belonging and validation, as they witness their own cultural experiences being acknowledged and celebrated.

2.3 Gender roles and Stereotypes

Gender roles and stereotypes have long been a key feature of anime, frequently expressing and strengthening social conventions and assumptions. Anime is notable for depicting both conventional and modern gender roles, with a diverse spectrum of archetypes for characters that may reinforce prejudices. Traditionally, anime has depicted gender roles that correspond to established gender conventions. Male characters are frequently portrayed as imposing, exemplary, and authoritative, whereas female characters are gentle, fostering, and subservient. Traditional gender stereotypes are perpetuated across a variety of anime genres, including romance, action, and fantasy (Kong, 2022). It is crucial to emphasise, however, that anime is a varied medium, and not every anime reinforces these gender stereotypes. Gender roles and stereotypes in anime have received increased attention and criticism in recent years. Some anime shows have begun to question and disrupt established gender standards by depicting strong, multidimensional female protagonists who defy preconceptions while actively engaging in the plot.

Anime often portrays distinct gender roles and stereotypes that can impact the values and attitudes of youth. A research done by Gray (2022) discusses how gender norms in anime had affected the male attitudes towards women. They talked about misogyny being a problem and that anime may have developed the ‘Lolita complex' where men who watch various types of anime, especially mahou shoujo anime, had committed themselves to a idealised and utterly fictional creation of young, delicate women to the point that a fear of mature women had been ingrained in men who watch these anime. Gray also mentions that gender norms in anime can have varying effects on both male and female watchers. For male viewers, the portrayal of masculine ideals and gender roles in anime can influence their perceptions of masculinity. Many male characters in anime embody traits such as strength, bravery, and assertiveness, which can contribute to the reinforcement of traditional gender norms. This can create expectations and pressures for male viewers to conform to these ideals, potentially affecting their self-image and behavior. On the other hand, positive representations of diverse male characters in anime who challenge traditional gender norms can provide male viewers with alternative role models, encouraging them to embrace individuality and a broader range of expressions of masculinity. For female viewers, gender norms in anime often present a complex picture. While some female characters in anime display agency, strength, and independence, there is also a prevalence of idealized feminine stereotypes, such as submissive or overly sexualized portrayals. According to Gray, these representations can reinforce societal expectations of femininity and may impact female viewers' self-perception and body image.

Anime also offers opportunities for female empowerment through the depiction of strong, intelligent, and complex female characters. These representations can inspire female viewers to embrace their own strengths and challenge traditional gender roles. Another research done by Jessa (2020) talks about how different types of anime can affect the perceptions of gender stereotyping in life. When watching typical shounen anime like Dragon Ball, it reinforces negative and false beliefs on the expectations of women thus resulting in possible negative beliefs on women in life and promoting male superiority and privilege. However, when watching seinen anime like wakako zake, it actually depicts more positive views and images of women thus opening minds and changing perspectives of women in life. Certain genres of anime can reinforce gender stereotyping positively to watchers by adhering to traditional gender roles and emphasizing specific characteristics associated with masculinity and femininity. For example, in the magical girl genre, female characters are often portrayed as cute, feminine, and focused on love and friendship. These representations can reinforce the idea that femininity is synonymous with passivity and emotional sensitivity. Conversely, in action-oriented genres like mecha or shonen, male characters are typically portrayed as courageous, assertive, and driven by a sense of justice. These portrayals reinforce the idea that masculinity is associated with strength, heroism, and power. Another study done by Yu (2015), discussed anime and its effects on the perceptions of people in China regarding gender stereotyping. They had stated that well-educated people in China had all perceived Japanese culture and values through anime. They had conducted interviews with 8 participants with a series of questions regarding their choices in real life when it comes to relationships and other gender related themes. One such question was whether the males could accept if their significant other had asked to share housework/chores and their answers agreed that this was acceptable and that they would. However, interestingly enough, the females had all also agreed but set rules to keep their husband in line. One such rule would be to never criticise them if they were doing the chores, and in return, the females would not criticise their husbands. One of the females had even gone further by saying that if the husband did not want to share housework, she would simply find a husband who would have housework skills, that she would never marry a man who does not have housework skills. This shows how anime, where most shows depict an equal amount of respect and love between lovers and even show the males doing most of the housework for their wives as a sign of true gentlemanliness, that the people have changed their perceptions of marriages and gender stereotyping.

2.4 Media Literacy and Critical Consumption of Anime

Media literacy and critical consumption have become vital skills for people living in the digital age of today, particularly when interacting with many forms of media, particularly anime. The capacity to access, analyse, assess, and analytically interpret messages from the media and their impacts is referred to as media literacy. When it comes to anime, media literacy is crucial in allowing audiences to make educated decisions, cultivate an essential mentality, and critically interact with anime content. For starters, media literacy teaches viewers how to appropriately consume anime content. With the abundance of anime series, motion pictures, and digital platforms available, it is critical to go through the alternatives and select content that matches with your personal tastes, principles, and age appropriateness. By becoming knowledgeable about the media, consumers can make well-informed choices about the anime they watch by evaluating criteria such as category, evaluations, ratings, and cultural background. Additionally, media literacy allows viewers to analyse and comprehend the messages given by anime. Anime frequently expresses political, cultural, and social problems through complex tales and motifs. Individuals who are knowledgeable about the media can go past the superficial knowledge of anime and evaluate its deeper themes, character motives, imagery, and cultural connections (Black, 2014). This increased comprehension enables viewers to interact with the information in a manner that is more meaningful, promoting critical thinking and interpretive skills. Furthermore, media literacy allows anime viewers to assess the standard and trustworthiness of anime content. It entails challenging the anime's origins, quality assurance, genuineness, and depiction. This critical assessment assists viewers in becoming more informed consumers, differentiating between superior productions that uphold positive principles and those that propagate negative assumptions or lack artistic integrity. This literature review emphasises existing studies on the influence of anime in moulding youth values and attitudes.

According to Reysen et al (2017), anime can influence cultural identification, create compassion, reinforce gender stereotypes, and impact views on diversity. More research on the Malaysian context, however, is required to better understand the distinct cultural influences and ramifications of anime viewership on the values and attitudes of Malaysian youth. Furthermore, incorporating media literacy programmes can help youth objectively consume anime, enabling them to establish values and attitudes that correspond with society standards and encourage healthy growth. Furthermore, knowledge of media assists in identifying and confronting stereotypes and prejudices that may exist in anime. Anime, like any other kind of media, can occasionally reinforce gender, ethnic, or cultural preconceptions. Viewers who are knowledgeable about the media have the means to detect and critique these depictions, thereby fostering media inclusion and diversity. Viewers can actively participate in the dialogue surrounding portrayal by thoughtfully watching anime and advocating for a more genuine and welcoming narrative (Morrissette et al., 2017). Finally, media literacy enables viewers to interact with anime-related material in a responsible and ethical manner. Knowing copyright rules, honouring the validity of intellectual property rights, and knowing the potential consequences of infringement or unlawful streaming are all part of it. Individuals that are media literate aim to assist the media sector and producers by consuming anime in an ethical and legal manner, thus supporting the medium's longevity and development (Van der Linde, 2011). In conclusion, knowledge of media and analytical consumerism are essential when it comes to engaging with anime. Fans may view anime ethically, analyse its themes, assess its execution, question preconceptions, and enjoy it responsibly by gaining media literacy skills. These abilities allow viewers to navigate the enormous universe of anime, make informed decisions, and connect with the content critically and meaningfully. Finally, media literacy enables people to become active members of the anime community while also fostering media variety, cultural awareness, and responsible consumption.

3 Research Question

The research question, "What role does anime play in shaping the values and attitudes of Malaysian youth?," was chosen due to a combination of personal passion, societal importance, and an absence in the current literature. Anime has grown in recognition not only in Japan, but also abroad, especially in Malaysia, where it has a devoted fan following. However, there has been little research especially on the role of anime in developing the values and attitudes of Malaysian youth. Recognising this gap, I saw a chance to add to the current body of literature while also learning about how anime impacts the younger generation in a varied and diverse culture like Malaysia. Furthermore, the study question is important in comprehending Malaysian youth cultural factors and socialisation processes. Given anime's enormous popularity and possible influence on individuals' ideas, behaviours, and views, it is critical to explore how this form of media moulds the values and attitudes of Malaysian youth. This research can provide significant insights for parents, educators, and politicians in encouraging youth engagement with this kind of entertainment through investigating the good and negative consequences, cultural repercussions, and social interactions related with anime. Overall, the research topic incorporates personal interest in anime, the necessity to fill the hole in the literature, and the need to comprehend the influence of anime in developing Malaysian young values and attitudes. I hope to add to the scholarly conversation, offer practical consequences, and develop a greater knowledge ofthe influence of anime on Malaysia's younger population through this study.

4 Methodology

The primary research method used in this qualitative study is interviews, which are used to investigate the role of anime in developing the values and attitudes of Malaysian youth. For this research, a qualitative study was the superior option for various reasons. To begin with, qualitative research enables a more in-depth investigation of complicated issues and a better understanding of the function of anime in moulding Malaysian young values and attitudes.

This topic necessitates a detailed investigation of individual experiences & perspectives which qualitative approaches may successfully capture. Second, qualitative research lends itself well to the investigation of subjective experiences and views. The influence of anime on values and attitudes is a multidimensional and subjective phenomenon that quantitative metrics simply cannot completely convey.

The study aimed for a sample size of ten to fifteen Malaysians. A total of twelve participants actively took part in this study where eight of the participants were male and four of the participants were female, between the ages of fifteen and thirty and were either studying in university or are working adults. Details of the participants are shown in the following (Table 1). The technique of purposeful sampling was used to identify individuals, who have varied levels of interaction with anime and come from a variety of experiences, passions, and viewpoints. To assure the study's ethical principles, each participant provided informed consent, emphasising their voluntary involvement, anonymity, and the opportunity to opt out from the research at any time. Semi-structured interviews were done with each participant, allowing for a thorough examination of their anime encounters, opinions, and mindsets, as well as the impact of anime on their values and attitudes. The interview questions were aimed to elicit thorough replies from participants about their involvement with anime, the overarching concepts and messages they observe in anime content, and how they feel that anime has affected their values and attitudes. For numerous reasons, using interviews as a methodology in this study was recommended.Interviews enable in-depth investigation of a topic by documenting the participants' personal encounters, thoughts, and observations. It is feasible to obtain a full grasp of how anime impacts the values and attitudes of Malaysian youth by establishing direct dialogues with persons who have had firsthand encounters with anime. Second, interviews allow participants to express their stories while also providing rich qualitative data. The approach of open-ended interviews allows for a more sophisticated investigation of the issue, allowing participants to convey their opinions, feelings and unique tales about anime. Furthermore, interviews allow us to delve further and seek clarification or explanation on specific topics mentioned by participants. This level of participation encourages a more in-depth study of the research subject and allows for a deeper examination of anime's impact on values and attitudes. With the participants' permission, all interviews were audio-recorded and translated verbatim for analysis.

Table 1: Participant Details

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4.1 Data Analysis

The data analysis sought to discover patterns, concepts, and crucial findings that would aid in answering the research question on the influence of anime in developing Malaysian young values and attitudes. Thematic analysis was the major method used to analyse the interview information. This required multiple iterative stages to obtain a thorough and rigorous examination. Initially, the data was familiarised by repeatedly perusing the transcripts of the interviews, engaging oneself in the participants' narratives, and obtaining a comprehensive grasp of the content. Following that, coding was used to identify and categorise significant pieces of data. Both inductive and deductive coding methods were employed. Deductive coding entailed applying existing classifications or notions from the literature or study structure, whereas inductive coding entailed recognising emerging patterns and trends directly from the information at hand. This coding procedure entailed dividing the data into smaller units of significance, allocating codes to them, and developing a preliminary coding structure. Following the initial coding, the codes were examined and modified using a continual comparison procedure. Similar codes were combined to generate sub-themes, which were then analysed to discover general themes that encompassed the opinions of the respondents and viewpoints on the significance of anime in creating values and attitudes. Throughout the course of the study, emphasis was paid to both similarities and discrepancies in the answers provided by each of the participants. To obtain a complete comprehension of the data, anomalous cases and contradicting findings were investigated. Reflecting on the data, recognising links and linkages between codes and concepts, and viewing the data from numerous angles to represent the variety and complexity of the opinions of the respondents were all part of the method of analysis. The final stage of the analysis was combining the selected motifs into a cohesive narrative that addressed the study question. The themes were backed with descriptive comments from the participants, which provided prooffor the results and increased the analysis's validity and credibility.

5 Findings

There are 7 main themes which are identified in the following (Table 2).

Table 2: Themes

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All the twelve interview data were analysed according to the themes above. According to my interview participants, almost all of them had decided to watch anime because of their friends or family with the occasional few started watching anime because they were exposed to it on tv. It was also found out that those who were working adults had less time watching anime in a month (1-2 hours a month) compared to those who were not working adults (4 hours plus).

5.1 Influence of anime on values and attitudes

The interviews gave surprising insights into the influence of anime on the participants' values and attitudes. The majority of the twelve people interviewed believed that anime had an extensive impact on their values and attitudes, demonstrating the important function that this kind of media plays in moulding personal views and viewpoints. One of the most noticeable ways that anime has influenced the participants is through their relationships with one another. Many participants stated that watching anime has helped them network and engage with individuals who share similar passions. It has aided in the establishment of friendships and networks centred around anime fandom, instilling an emotion of community and togetherness. P1 had explained as followed:

“My experience with watching anime is quite good because watching anime also allows me to connect with other people easier. When someone shares the same hobby, it allows you to communicate better and also understand them better because you both love the same hobby.”

Furthermore, anime has played an important impact in developing the participants' moral ideals. They emphasised how anime motifs and tales frequently concentrate around solid ethical values such as loyalty, bravery, and perseverance. Participants internalised these concepts and incorporated them into their own lives after seeing these virtues continuously emphasised in their favourite anime series. Another key factor affected by anime was the drive to never give up in spite of adversity. Many anime narratives, according to the participants, portray protagonists who conquer supposedly insurmountable problems via tenacity and determination. These stories have inspired and encouraged the participants, inspiring them to confront their own challenges with fortitude and a good attitude. P7 had explained as followed:

“One of the strongest values I learned from anime is the concept of never giving up. Thus, there are times when I feel very motivated after watching an inspiring anime, most likely a sports-related one, and I begin taking better care of myself, for example by going to the gym or eating healthier foods.”

5.2 Positive and negative impacts of anime

In terms of the good and bad effects of anime on youth values and attitudes, the participants predominantly emphasised the positive aspects. They all believed that anime had a significant positive impact on young people, enhancing relationships with others, supporting positive ideals, widening viewpoints, and educating them for real-life problems. Because anime frequently tackles complicated feelings among individuals and problems in society, the participants stated that it acts as a medium for building empathy, comprehension, and sympathy. While the specific negative consequences of anime were not explored fully in the interviews, it may be deduced that the participants consider these adverse impacts to be minor or unimportant in comparison to the good features. It is important to note, however, that media intake, especially anime, should be addressed with a critical mentality and balance in order to avoid any negative outcomes such as extreme escapism or inflated expectations. P3 had explained as followed:

“They take the values of anime way too deep into their hearts. Because of this there are times where people wish they could live the life of the characters in said show and because of that, rather than taking the show as just a source of entertainment, they change their whole identity including their value and attitude in hopes of achieving the same life.“

Finally, the interviews provide insight on the transforming impact of anime on the participants' values and attitudes. Anime has evolved as a significant force in moulding people's development and growth, from its influence on relationships to the incorporation of ethical principles and the determination to conquer problems. Anime was considered as a mainly positive medium by the participants, who attributed it to establishing connections, fostering positive ideals, and providing adolescents with vital life competencies.

5.3 Popular anime and its portrayal of values and attitudes

The findings of the interviews offer useful insights into Malaysian youngsters' tastes for anime genres. According to the participants, anime featuring heroics or slice-of-life themes are very popular among Malaysian young nowadays. These genres are popular because of their distinctive blend of thrilling scenes and comic instances, which results in an exciting and riveting viewing experience. P10 had explained as followed:

“I think action and slice-of-life genres are especially popular among Malaysian youth. Action anime are generally mentally stimulating due to factors such as fast movement, burst of colours, and immersive artstyle.”

The participants contend that the values represented in heroic and slice-of-life anime are responsible for their appeal. The concepts of power, relationships, and a never-say-die attitude are very appealing to Malaysian adolescents. These anime series' noble characters, who demonstrate persistence, fortitude, and a capacity to conquer obstacles, act as role models for the kids. They inspire and motivate young viewers to cultivate similar qualities in their own lives. Another factor that draws Malaysian teenagers to these anime genres is their focus on the significance of camaraderie. The depiction of profound and important ties between characters in heroic and slice-of-life anime connects with the youth audience, who cherish strong friendships and supporting connections in their own lifestyles. Furthermore, the participants stated that the never-say-die attitude portrayed in these anime genres resonates with Malaysian youth. Despite hurdles and losses, the characters' steadfast drive to continue accomplishing their goals coincides with the prevalent ethos of tenacity and tenacity among the youth population. P7 had explained as followed:

“Anime often portrays characters who overcome seemingly insurmountable obstacles through their determination and resilience. I believe that such themes of resilience and determination are particularly relevant to Malaysian youths who often face challenges in their daily lives.” This topic underscores the concept that achievement can be achieved with patience and an upbeat mentality, urging young people to face their own obstacles with confidence. In conclusion, the interviews show that heroic and slice-of-life anime genres are popular among Malaysian teenagers owing to their appealing blend of action, comedy, and values. These genres are consistent with Malaysian youth values such as strength, friendship, and a never-say-die attitude. The likeable individuals and their travels become a source of motivation for young viewers, urging them to develop comparable traits and follow their dreams with tenacity and perseverance.

5.4 Shaping cultural identity from anime

The conclusions of the interviews show that ten out of twelve participants believe anime has the capacity to alter individuals' cultural identities, particularly Malaysian youth. Participants stated that, while the impact may not be strong, certain tiny qualities and rituals from anime can gently contribute to establishing one's cultural identity in everyday life. For example, saying 'itadakimasu' preceding a meal, which translates to 'I humbly receive,' is a simple habit that can be picked up without even realising it. P6 had explained as followed:

“Those who consume this form of media may adapt and perhaps embody the nuances of the characters in the anime. If given enough time and reach, the whole world can also adapt these cultures by watching anime - making everyone similar to the Japanese way of life.”

Furthermore, the participants indicated that cosplaying and participating in anime events is an even more substantial method in which anime affects the cultural identity of Malaysian youth. Cosplaying is the practice of dressing up as favourite characters from anime and aiming to mimic their behaviours and mannerisms. This immersive experience allows people to interact with their favourite characters and demonstrate their love of anime in a concrete way. These events provide a venue for Malaysian youngsters to express their artistic abilities, build relationships, and take part in anime-related debates. Respondents cited Comic Fiesta and Animangaki as particular examples of such events, which bring enormous audiences and foster a sense of togetherness. P1 had explained as followed:

“It contributes in terms of, like i said, building a community for example like comic fiesta or the cosplay community or anime watchers where they bring people together and these people know each other without even talking just because they share the similar interest so it does have the power to do it.”

Participants who believed in anime's ability to shape cultural identity emphasised the good qualities it promotes in the building of cultural identity among Malaysian young. Anime develops a sense of identity and gives possibilities for connection, resulting in the formation of new relationships and dialogues by drawing along a wider group of anime aficionados. Individuals can share their knowledge, discuss thoughts, and discover different points of view through these relationships, eventually leading to a stronger and encompassing cultural identity among the youth. Finally, the interviews suggest that 10 of the 12 participants feel anime may impact people's cultural identities, particularly Malaysian youth. Small qualities and rituals from anime, as well as active engagement in cosplay and anime events, have been noted as ways in which anime impacts cultural identity. Positive characteristics offered by anime, such as community-building, camaraderie, and conversation, have been identified as factors leading to the establishment of cultural identity among Malaysian adolescents. The emergence of large-scale anime and cosplay events like Comic Fiesta and Animangaki exemplifies anime's impact on bringing people together and establishing a common sense of cultural identity.

5.5 Social interactions influenced by anime

The results of the interviews show a wide range of opinions and experiences on the societal impact of anime on the participants. When asked about their personal anime experiences and how it affected their social connections, the responses were varied. Six of the twelve individuals had favourable encounters, two had negative experiences, and four thought anime had no effect on their interactions with others. Participants who had positive experiences said anime helped them make social relationships with their friends. They discovered that talking about and expressing their admiration of anime made the atmosphere more friendly and accepting. Some participants stated that anime aided them overcome their introverted inclinations, growing less shy and more chatty as a result oftheir involvement with it. P9 had explained as followed:

“Well, as an introvert, I managed to find close friends when I got into secondary school with the small talks about the common animes that we watched.”

The two participants who had unfavourable encounters, on the other hand, expressed comparable accounts. They remembered when consuming anime was deemed unusual and stigmatised. Anime fans were frequently labelled as social outsiders and experienced negative judgement from their peers. However, the participants admitted that the public's view of anime has shifted in recent years, with it growing more acceptable and even mainstream among youth. P5 had explained as followed:

“During primary days (like 10+ years ago), liking anime wasn't as common as it is now. So, some people tend to get a bad impression of you if you do like anime/they stay away or make fun of you.”

Finally, some people claimed viewing anime had no effect on their social connections. For them, anime was just for enjoyment, and it had no affect on their behaviour or relationships with others. P2 had explained as followed:

“Don't have any, I lived a very normal life. Anime at best was a source of entertainment and a topic for conversation among friends in school.”

Overall, the interviews reveal a diverse range of personal experiences and views on anime's societal impact. While some participants had favourable effects, such as deeper connections and more social confidence, others had previously experienced prejudices and social isolation. However, it is worth noting that the participants recognised an improvement in public acceptability and increasing popularity of anime in recent times, suggesting a more tolerant and welcoming atmosphere around the medium. Furthermore, several participants did not believe anime had a substantial impact on their social connections, viewing it purely as a source of enjoyment.

5.6 Role of parents and educators in guiding anime consumption

The findings of the interviews show that participants agree on the importance of parents and educators in regulating youth anime consumption. Due to the variety of genres and topics accessible in anime, all participants believed that parents and educators should be engaged and play a big role. They voiced worry over specific genres, which they believe could promote contentious and stereotypical attitudes to young viewers, thereby affecting their growth and lives thereafter. Participants emphasised the necessity of parents and educators guiding and accepting their children rather than imposing severe rules. They feared that establishing severe regulations would spark the curiosity of children, leading to potential rebellion. Instead, they advocated for open dialogue between parents and educators, as well as counselling on suitable subject selections. Participants also suggested that parents and educators ensure that their children do not watch particular anime genres or titles, such as "harem" or "ecchi," which may contain information that might adversely impact young brains. They emphasised the importance of being vigilant in monitoring the types of anime that youth watch in order to safeguard their mental health. P5 and P6 had explained as followed:

“I think parents should be aware of what titles are being watched by their children. Just give advice if the anime they chose to watch is not suitable for them, but I don't think they should be forced to stop in any way if they want to promote healthy media consumption and positive values.”

“Too much control from parents/educators may also bring rebellious tendencies, so I guess everything should be balanced.”

While recognising the risks, participants also recognised anime's educational and entertaining qualities for youth. They called for an equitable approach in which parents and educators acknowledge anime as a form of entertainment while also acknowledging its educational value. They argued that educators and parents should take advantage of anime's educational qualities in order to involve youth and encourage relevant debates. P10 had explained as followed:

“I think primarily not shunning it is a great start. It should be acknowledged as a form of art and production that can be watched by all ages, rather than a kid's thing.”

In conclusion, the participants believed that parents and educators play an important role in guiding youth anime consumption. They emphasised the importance of open dialogue, content surveillance, and embracing anime as a medium capable of providing both enjoyment and educational value to young audiences. Parents and educators can assist adolescents in making educated decisions and navigating the world through using an encouraging and embracing approach.

5.7 Cultural misunderstandings or conflicts arising from anime

According to the findings of the interviews, nearly all of the participants, nine out of twelve, saw the possibility for anime to play a role in contributing to cultural confusion and disputes among Malaysia's many ethnic groups. They voiced worry about the impact of anime on creating views and preconceptions, which could lead to cultural misunderstandings. P6 had explained as followed:

“Some actions and thoughts may be seen acted out by characters in a Japanese Anime, may not necessarily be allowed or seen as common practice in Malaysia. This is where conflict could then be borne out of.”

Despite acknowledging the possibility ofconfrontation, participants indicated confidence that these concerns may be handled and addressed. They proposed many approaches to reducing cultural misconceptions induced by anime. Censorship measures were considered as one strategy to regulating content and ensuring that it does not spread negative stereotypes or perpetuate cultural biases. Participants also stressed the necessity ofteaching the youth about anime as a subculture. They believed that by increasing cultural sensitivity and offering a deeper awareness of the cultural background, disputes could be avoided. To create a deeper understanding among viewers, this education could include conversations about the beginnings, concepts, and cultural variables portrayed in anime. P 10 and P4 had explained as followed:

“I can't think of a solution for older people who complain, but I think it's good to start educating younger ones of this subculture that very much exists in the country. It's a form of expression, and nothing much more at the end ofthe day.”

“Besides censorship, the only other thing that I can think ofis to remember that this is just an anime, and not meant to be taken literally.”

Participants also emphasised the importance of being open-minded, reverence, and impartial communication in addressing potential problems caused by cultural misconceptions. They emphasised the need ofactively attempting to learn and appreciate diverse cultures, as well as promoting conversation and dispelling misconceptions. P11 had explained as followed:

“I feel that by experiencing or watching the shows as well would allow the opposition groups to have an understanding of the themes in anime and the messages they portray even ifthey do not completely agree with them this at least allows an open communications channel between those who do watch it and those who don't and that allows for unbiased communication and I feel that would be the bridge to alleviate most of this conflicts between opposition groups and people who watch it.”

In conclusion, the participants recognised that it was possible for anime to cause cultural misunderstandings and conflicts among Malaysia's various ethnic groups. They were optimistic, however, that these concerns might be handled through a variety of ways, including censorship, education, and encouraging cultural respect and comprehension. It is considered that disputes emerging from anime-related misconceptions can be successfully resolved by taking proactive initiatives to develop communication and cultural awareness.

6 Significance

The study's findings shed light on the significance of anime in moulding the morals and beliefs of Malaysian adolescents. To begin, most participants' desire to watch anime was affected by their social surroundings, with friends and family having a big impact. This emphasises the significance of interpersonal interactions in the acceptance of anime as a form of amusement and inspiration. In terms of the impact of anime on values and attitudes, the vast majority of participants agreed that anime had a good impact on them. Friendship, moral ideals, and the desire to never give up have been recognised as major influencers. Participants credited anime with guiding them through challenging circumstances while positively moulding their current behaviour and behaviours. These findings are consistent with the research question because they give light on the particular manners in which anime influences Malaysian young values and attitudes.

The participants acknowledged anime's good benefits on youth, highlighting its role in creating connections, supporting beneficial principles, broadening minds, and educating individuals for everyday circumstances. The overwhelming agreement that anime's beneficial effects outweigh its negative effects lends credence to the idea that anime plays a helpful role in moulding the values and attitudes of Malaysian adolescents. Furthermore, panellists emphasised the appeal of anime themes with heroism or slice-of-life narratives among Malaysian young. These genres have been linked to qualities such as courage, companionship, and a never-say-die mindset, which were strongly felt by the participants. This shows that the values portrayed in particular anime genres have significance and effect among Malaysian adolescents.

Furthermore, the participants stated that anime can help shape cultural identity, with tiny aspects of anime, such as linguistic expressions or cosplay practices, playing a role in everyday life. They emphasised anime's good benefits of bringing people together, building connections, and inspiring discussions. This finding implies that anime can help Malaysian youth build their cultural identities. The individuals' experiences with social interactions were mixed. Some claimed good effects such as enhanced social relationships and more confidence, while others described unpleasant experiences such as being labelled as "social outcasts" in the past for viewing anime. Nonetheless, the general consensus was that anime has become increasingly popular and welcoming among young people, favourably influencing their social relationships. Participants recognised the importance of parental and educational advice when it comes to young anime viewing. Instead of limiting the availability of anime content, they emphasised the need of open discourse, knowing diverse genres, and advising. Participants recognised the possibility of miscommunication between cultures as a result of anime consumption, but stated that these concerns could be addressed by means such as censorship, education, and encouraging impartial dialogue and understanding.

In conclusion, the outcomes of this study provide useful insights into the role of anime in developing Malaysian young values and attitudes. The participants' beneficial effects on friendships, ethical principles, inspiration, cultural identity, and relationships with others contribute to answering the research question and demonstrating anime's varied function in the lives of Malaysian adolescents. The findings have practical consequences for parents, schools, and society in terms of guiding and comprehending the impact of anime on youth.

7 Conclusion

In conclusion, we explored the role of anime in shaping the values and attitudes of Malaysian youth. Through qualitative interviews with a sample of participants aged 15 to 30 years old, valuable insights have been gained regarding the influence of anime on various aspects of their lives. The findings shed light on the decision-making process behind watching anime, with social influence from friends and family being a significant factor. The study revealed that anime has a positive impact on the values and attitudes of Malaysian youth. Participants acknowledged how anime influenced their friendships, moral values, and motivation to persevere. Anime served as a source of inspiration during challenging times and contributed to positive changes in their behavior and actions. Importantly, participants recognized the predominance of positive effects, with the benefits of anime outweighing any potential drawbacks.

Furthermore, specific genres of anime were identified as particularly popular among Malaysian youth, mainly those with heroism plots or slice-of-life narratives. These genres resonated with the participants due to the values they portrayed, such as strength, friendships, and a never-give-up mentality. This highlights the relevance and influence of anime in shaping the values and attitudes of Malaysian youth. The study also explored the impact of anime on cultural identity. Participants acknowledged that anime plays a role in shaping cultural identity through small traits integrated into daily life, such as language expressions and cosplay practices. They emphasized the positive effects of anime in bringing communities together, fostering friendships, and sparking conversations. This demonstrates the role of anime in the formation of cultural identity among Malaysian youth.

While participants had varied experiences in terms of social interactions related to anime, the overall perception was that anime has become more accepted and inclusive among the youth. Positive impacts were reported, including improved social connections and increased confidence. Although some participants had negative experiences in the past, the evolving acceptance of anime in society has led to more positive social interactions among Malaysian youth. The study highlighted the importance of parental and educational guidance in navigating the world of anime. Participants emphasized the need for open communication, understanding different genres, and providing guidance rather than strict restrictions. They recognized the potential for cultural misunderstandings but believed that these issues could be addressed through methods such as censorship, education, and fostering unbiased communication and respect.

Overall, this research contributes to a deeper understanding of the role of anime in shaping the values and attitudes of Malaysian youth. The findings provide valuable insights for parents, educators, and society at large in guiding and understanding the influence of anime on youth. By recognizing the positive impacts, cultural significance, and the evolving social dynamics surrounding anime, stakeholders can foster an environment that promotes the healthy consumption and appreciation of anime among Malaysian youth.

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[...]

• College: Monash University Malaysia, Sunway Campus (Arts and social science)
• Author: Paul Lane (Author)
• Publication Year: 2023
• Pages: 30
• Catalog Number: V1371446
• ISBN (PDF): 9783346905741
• ISBN (Book): 9783346905758
• Language: English
• Tags: Anime, Malaysian Youth, Cultural Identity, Media Consumption, Social Values