PERANAN LES’ COPAQUE PRODUCTION DALAM MEMPROMOSIKAN BUDAYA MALAYSIA MELALUI ANIMASI UPIN & IPIN: PERSPEKTIF PENONTON
THE ROLE OF LES’ COPAQUE PRODUCTION IN PROMOTING MALAYSIAN CULTURE THROUGH UPIN & IPIN: AUDIENCE PERSPECTIVES
DOI:
https://doi.org/10.35631/IJLGC.1145048Keywords:
Animasi (Animation), Budaya Malaysia (Malaysian Culture), Upin & Ipin, Warisan Budaya (Cultural Heritage)Abstract
Budaya ialah aset penting sesebuah negara dan medium yang berpotensi untuk memperkenalkan identiti sesebuah masyarakat di peringkat antarabangsa. Seiring dengan perkembangan media digital, dan pendedahan generasi muda kepada kepelbagaian kandungan antarabangsa, animasi dilihat sebagai satu daripada medium kreatif yang dapat mengetengahkan budaya tempatan. Justeru, kajian ini bertujuan untuk meneliti pendekatan Les’ Copaque dalam mempromosikan budaya Malaysia menerusi animasi Upin & Ipin dari perspektif penonton serta peranan animasi tersebut dalam mempromosikan budaya Malaysia di peringkat antarabangsa. Kajian ini menggunakan reka bentuk kajian kes menerusi temu bual mendalam separa berstruktur. Peserta kajian terdiri daripada 12 peserta dari Malaysia, Indonesia, Brunei dan Singapura. Data temu bual dirakam dalam bentuk audio, ditranskripsikan secara verbatim dan dianalisis secara tematik. Dapatan kajian menunjukkan bahawa peserta kajian mempunyai pandangan positif terhadap pendekatan Les’ Copaque yang menghasilkan animasi Upin & Ipin sebagai wahana promosi budaya Malaysia. Empat tema dilaporkan daripada makalah ini iaitu animasi sebagai medium untuk mempromosikan budaya Malaysia, paparan sambutan perayaan, gamabaran suasana kampung dan representasi budaya Malaysia menerusi animasi Upin & Ipin. Dapatan kajian turut menunjukkan bahawa paparan kepelbagaian kehidupan masyarakat Malaysia dalam animasi dapat menarik perhatian penonton serta memperkenalkan unsur budaya tempatan di persada antarabangsa. Kajian ini memberi implikasi terhadap industri animasi dan kreatif dengan mengetengahkan potensi kandungan animasi berteraskan budaya sebagai medium promosi budaya Malaysia di peringkat antarabangsa.
Culture is an important national asset and a potential medium for introducing the identity of a society to international audiences. With the development of digital media and the increasing exposure of younger generations to diverse international content, animation is regarded as a creative medium that can showcase local culture. Thus, this study aims to examine Les’ Copaque Production’s approach to promoting Malaysian culture through Upin & Ipin from the viewer’s perspectives as well as the role of the animation in promoting Malaysian culture internationally. This study employed a case study design using in-depth semi-structured interviews. A total of 12 participants from Malaysia, Indonesia, Brunei, and Singapore were involved in the study. The interview data were audio-recorded, transcribed verbatim, and analysed using thematic analysis. The findings indicate that the participants had positive perceptions of the use of Upin & Ipin as a medium for promoting Malaysian culture. This article reports on four themes: animation as a medium for promoting Malaysian cultura, the portrayal of festive celebrations, the depiction of village life, and the representation of Malaysian culture through the Upin & Ipin animation. The findings also indicate that the portrayal of Malaysian’s diverse social and cultural life in the animation can attract viewers’ attention while introducing local cultural elements to international audiences. This study has implications for the animation and creative industries by highlighting the potential of culture-based animated content as a medium for promoting culture internationally.
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