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An Initial Attempt: A Synthesis of Cultural Adaptation and Representation in Animation

2020; Volume: 10; Issue: 12 Linguagem: Inglês

10.6007/ijarbss/v10-i12/8354

2308-3816

Muhamad Azhar Abdullah, Nabilah Abdullah,

Media, Gender, and Advertising

The use of cultural representation is becoming more evident in contemporary animation and has developed its own circle of aficionados.The intensification of criticisms on the use of cultural elements in contemporary animation is most apparent after the release of the feature-length motion animation -Mulan, in 1998.It has been set as an exemplification of an erroneous attempt for cultural adaptation in an animation.However, Nikelodeon's animated series Avatar: The Last Airbender (2005)(2006)(2007)(2008) succeeded its predecessor, Mulan, from critical criticisms and controversies related to cultural adaptation despite displaying distinct visual cultural elements which were immersed in its animated features.This paper delved into reviewing the exploits of cultural representations that are integrated in the arts and storytelling of an animation production and attempts to synthesise the findings comprehensively.The synthesis reveals that although the elements used in an animation may have distinct visual cultural elements, the adapted intricacies and 'shifts' in animated visuals and storytelling have trawled meaningful transcultural audiences.