Anime Viewing and Media Literacyamong Adolescents:A Study on the Ability to Differentiate Between Positive and Negative Values

Anime has become a significant part of Malaysian adolescents' daily media diet. This study examines how adolescents understand and interpret the values embedded in anime, focusing on their ability to distinguish between positive and negative moral content. Using a qualitative focus group discussion (FGD) involving seven adolescents aged 13 to 16, the findings show that participants could identify positive values such as courage, friendship, cooperation, and justice, while also recognising negative ones including aggression, inappropriate language, bullying, laziness, and selfishness. Most participants showed basic moral reasoning when evaluating character behaviour, though some tended to excuse negative content as comedy. The study concludes that anime is more than entertainment but it is a space for value learning that calls for family guidance and structured media literacy education. Implications include strengthening media literacy in schools and encouraging parental involvement in adolescents' media consumption.

Media Literacy

1. Abdullah, M. A. R. (2023). Learning moral values through cartoons for Malaysian preschool-aged children. International Journal of Learning, Teaching and Educational Research, 22(6), 370–394. https://doi.org/10.26803/ijlter.22.6.20 [Google Scholar] [Crossref]

2. Abdul Rashid, R., & Mamat, R. (2016). Literasi media: Analisis elemen visual dalam kartun kanak-kanak. Jurnal Komunikasi: Malaysian Journal of Communication, 32(1), 125–142. [Google Scholar] [Crossref]

3. Bahri, K., Yusri, & Furqany, S. (2019). The impact of cartoons on children's behavior. Journal of Society Innovation and Development, 1(1), 11–15. [Google Scholar] [Crossref]

4. Bandura, A. (1977). Social learning theory. Prentice-Hall. [Google Scholar] [Crossref]

5. Braun, V., & Clarke, V. (2019). Reflecting on reflexive thematic analysis. Qualitative Research in Sport, Exercise and Health, 11(4), 589–597. https://doi.org/10.1080/2159676X.2019.1628806 [Google Scholar] [Crossref]

6. Chin, Y. S., & Zanuddin, H. (2019). New media literacy and media use among university students in Malaysia. International Journal of Engineering and Advanced Technology, 8(5C), 469–474. https://doi.org/10.35940/ijeat.E1066.0585C19 [Google Scholar] [Crossref]

7. Creswell, J. W., & Poth, C. N. (2018). Qualitative inquiry and research design: Choosing among five approaches (4th ed.). SAGE Publications. [Google Scholar] [Crossref]

8. Elvionita, T., & Sannusi, S. N. (2022). Kajian literasi media dalam kalangan pelajar terhadap isu kontroversi Malaysia dan Indonesia di media sosial. Jurnal Wacana Sarjana, 6(5), 1–13. [Google Scholar] [Crossref]

9. Fadlan, A., Nurmalia, & Besti, S. (2025). Analisis nilai-nilai pendidikan akhlak dalam film animasi Islami Nussa dan Rara New Series. Tekno Aulama: Jurnal Teknologi Pendidikan Islam, 2(1), 15–24. [Google Scholar] [Crossref]

10. Hidayat, D., & Hidayat, Z. (2020). Anime as Japanese intercultural communication: A study of the weeaboo community of Indonesian Generation Z and Y. Romanian Journal of Communication and Public Relations, 22(3), 85–103. https://doi.org/10.21018/rjcpr.2020.3.312 [Google Scholar] [Crossref]

11. Janah, F. A., Alifia, N. H., & Nirwana, P. (2024). Peran media dalam pembentukan identitas cosplayer di Jember. Buddayah: Jurnal Pendidikan Antropologi, 6(1), 29–37. [Google Scholar] [Crossref]

12. Kellner, D., & Share, J. (2007). Critical media literacy is not an option. Learning Inquiry, 1(1), 59–69. https://doi.org/10.1007/s11519-007-0004-2 [Google Scholar] [Crossref]

13. Kohlberg, L. (1981). The philosophy of moral development: Moral stages and the idea of justice. Harper & Row. [Google Scholar] [Crossref]

14. Krueger, R. A., & Casey, M. A. (2015). Focus groups: A practical guide for applied research (5th ed.). SAGE Publications. [Google Scholar] [Crossref]

15. Mamat, R., Abdul Rashid, R., Paee, R., & Ahmad, N. (2022). VTubers and anime culture: A case study of Japanese learners in two public universities in Malaysia. International Journal of Health Sciences, 6(S2), 11958–11974. https://doi.org/10.53730/ijhs.v6nS2.8465 [Google Scholar] [Crossref]

16. Mamat, R., Rashid, R. A., Abd Rahim, N., & Halim, H. A. (2014). Imej karakter animasi Jepun (Anime) dalam kalangan remaja di Selangor. Jurnal Teknologi, 67(1), 39–43. [Google Scholar] [Crossref]

17. McLafferty, I. (2004). Focus group interviews as a data collecting strategy. Journal of Advanced Nursing, 48(2), 187–194. https://doi.org/10.1111/j.1365-2648.2004.03186.x [Google Scholar] [Crossref]

18. Morgan, D. L. (1998). The focus group guidebook. SAGE Publications. [Google Scholar] [Crossref]

19. Ong, G. M. L., & Amran, M. S. (2023). The effects of watching children's animated cartoons on the aggressive and prosocial behavior of primary school pupils. Malaysia Journal of Invention and Innovation, 2(2), 1–10. (Sila pastikan Vol/No ini betul). [Google Scholar] [Crossref]

20. Patton, M. Q. (2015). Qualitative research & evaluation methods: Integrating theory and practice (4th ed.). SAGE Publications. [Google Scholar] [Crossref]

21. Putra, B. R. H. P., & Khasan, M. (2024). Konsep diri pada remaja otaku anime. Jurnal Noken: Ilmu-Ilmu Sosial, 10(2), 407–416. [Google Scholar] [Crossref]

22. Rachmadani, S. R., Harahap, E. W., & Nasution, K. (2023). Nilai-nilai etika dalam Anime One Piece Movie Red perspektif Aristoteles dalam buku Etika Nikomakea. Jurnal Pendidikan Tambusai, 7(3), 21299–21305. [Google Scholar] [Crossref]

23. Ritchie, J., & Lewis, J. (2003). Qualitative research practice: A guide for social science students and researchers. SAGE Publications. [Google Scholar] [Crossref]

24. Santrock, J. W. (2019). Adolescence (17th ed.). McGraw-Hill Education. [Google Scholar] [Crossref]

25. The Malketeer. (2024, August 6). Southeast Asia's anime craze is powering the next brand boom. Marketing Magazine Asia. https://marketingmagazine.com.my/southeast-asias-anime-craze-is-powering-the-next-brand-boom/ [Google Scholar] [Crossref]

26. Wilson, C., Grizzle, A., Tuazon, R., Akyempong, K., & Cheung, C.-K. (2011). Media and information literacy curriculum for teachers. UNESCO. [Google Scholar] [Crossref]

27. Yusof, N. A. (2019). Pengaruh anime terhadap akhlak remaja Islam di Selangor [Doctoral dissertation, Universiti Kebangsaan Malaysia]. PTSL Digital UKM. [Google Scholar] [Crossref]

28. Yusof, N. A., Alias, J., Mat, N., Mamat, M., Lim, K. K., & Haron, H. (2024). Exploring the impact of anime on Muslim teenagers' moral behaviour. International Journal of Academic Research in Business and Social Sciences, 14(7), 861–873. [Google Scholar] [Crossref]

29. Yusof, N. A., Mastor, K. A., Haron, H., Lim, L. K., Alias, J., Mamat, M., & Salleh, A. R. (2022). The influence of anime on the moral value among arts and design students: A pilot study in UiTM Shah Alam. International Journal of Academic Research in Business and Social Sciences, 12(10), 968–988. [Google Scholar] [Crossref]

30. Yusof, N. A., Mastor, K. A., Mamat, M., Lim, K. K., Haron, H., Tahir, H. M., Jaafar, R., & Baharum, K. (2023). The influence of anime as Japanese popular culture among art and design students. Nurture, 17(4), 493–503. [Google Scholar] [Crossref]

31. Zhang, Q., Cao, Y., Gao, J., Yang, X., Rost, D. H., Cheng, G., Teng, Z., & Espelage, D. L. (2019). Effects of cartoon violence on aggressive thoughts and aggressive behaviors. Aggressive Behavior, 45(5), 489–497. https://doi.org/10.1002/ab.21836 [Google Scholar] [Crossref]

• Assessment of the Role of Artificial Intelligence in Repositioning TVET for Economic Development in Nigeria
• Teachers’ Use of Assure Model Instructional Design on Learners’ Problem Solving Efficacy in Secondary Schools in Bungoma County, Kenya
• “E-Booksan Ang Kaalaman”: Development, Validation, and Utilization of Electronic Book in Academic Performance of Grade 9 Students in Social Studies
• Analyzing EFL University Students’ Academic Speaking Skills Through Self-Recorded Video Presentation
• Major Findings of The Study on Total Quality Management in Teachers’ Education Institutions (TEIs) In Assam – An Evaluative Study