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Transmedia storytelling in the Malaysian animation industry: embedding local culture into commercially developed products

ABSTRACT This paper examines the emerging adoption of transmedia storytelling practices among producers in the Malaysian animation industry and the connection to the public aspiration of preserving and promoting Malaysian culture both locally and internationally. The study outlines the argument that the adoption of transmedia storytelling is the result of an active exploration of the effective usage of multiple mediums for content dissemination. The subsequent discussion shows that locally developed products such as Kampung Boy, Upin dan Ipin, BoBoiBoy, and Ajen Ali not only possess universal traits of transmedia narratives but also have embedded strong local content pertaining to Malaysian cultures and values. We suggest that while animation producers may take on a production logic that mimics certain Western practices or models in order to be both relevant and competitive, the Malaysian industry has developed its own unique approach to transmedia storytelling. We conclude that Malaysian animation practices are the by-product of a collaboration between the private sector and government incentives and policy guidelines.