Discussion of orientalism through semiotic analysis in animation

• Main Authors: Idris, Izra Inna Md, Rahamad, Mohamad Saleeh, Md Syed, Md Azalanshah
• Format: Article
• Published: Penerbit Universiti Kebangsaan Malaysia 2021
• Subjects: Communication. Mass media
• Online Access: http://eprints.um.edu.my/34980/
• Institution: Universiti Malaya

This study reveals, interprets and understands the oriental influence in Saladin: The Animated Series through the semiotic analysis of Roland Barthes. This study looks at the semiotic elements found in the animated series through a system of signs and this conceptual framework of Barthes is divided into two components, signifier and signified. This sign system is used to look at the symbols through frames in this animation. The analysis of this study examines the changes in the title, poster, use of language, which led to the occurrence of orientalism discourse to disgrace the Islamic figure, Salahuddin al-Ayubi. The findings of the study found that the Westerners used Saladin as a title and not Salahuddin al-Ayubi. Next, the changes in the portrayal of Islamic figure in the poster of the animated film Saladin and Saladin: The Animated Series. There was confusion when the main character of this animated series, Saladin, was not placed in the middle of the poster. Each of the posters shows the influence of orientalism. In terms of language use, the animated series shows the acceptance of external influences such as the use of English as the primary language. The Arabic language is used for the audience in the Middle East and the Malay language is positioned only as a subtitle. The results show that orientalism tarnishes the identity of this Islamic figure.