Cross-Cultural Narratives in Animation: A Comparative Analysis of Eastern and Western Representations and their Impact on Cultural Integrity

This study presents a focused comparative analysis of cultural narratives in Eastern and Western animation, examining their impact on cultural integrity and audience reception. Through the lens of selected animations Upin & Ipin, Boboiboy, Mulan, and Moana the research investigates how these media preserve or distort cultural identities, especially in the context of global distribution via streaming platforms. A qualitative methodology is employed, utilising content, case study, and semiotic analysis to investigate the representation and interpretation of cultural elements in animation. Stuart Hall’s encoding/decoding model provides the theoretical framework, allowing for a detailed examination of how cultural messages are embedded by animators and decoded by diverse audiences. The findings reveal significant differences between Eastern and Western animations regarding narrative structure, character design, and thematic emphasis. Eastern animations, mainly from Malaysia, prioritise local cultural elements and community values, while Western animations often adapt cultural symbols for broader appeal, sometimes at the expense of accuracy. This study contributes to the discourse on cultural representation in global media by offering insights into best practices for culturally sensitive animation. It advocates for a balanced approach that maintains cultural integrity while engaging a global audience. It emphasises the importance of thoughtful cultural adaptation in animation to support cultural preservation and cross-cultural understanding.