EXPOSURE TO ANIME, ATTITUDE AND MORAL AWARENESS AMONG GENERATION Y VIEWERS

Abstract

This study intends to 1) Investigate the exposure to animes 2) Investigate the attitudes toward animes, 3) Investigate moral awareness among viewers from Generation Y 4) Explore the relationships between the exposure to animes, attitudes, and moral awareness among viewers from Generation Y. Employing a quantitative research paradigm, this survey involved 400 participants aged 23 - 42 years who were selected through proportional stratified sampling. Descriptive and inferential statistics were utilized to analyze data. The inferential statistics used to test hypotheses were One-Way ANOVA, Pearson Correlation Coefficient and Post - Hoc Comparison by Scheffe if there were differences. Results revealed that demographic characteristics concerning gender and education levels did not influence exposure, but there were differences based on participants’ occupations. The average viewing period of most participants was 5 hours/week. They had the highest attitude toward contents that reflect the morality of responsibility, aligning with their highest moral awareness in the aspect of responsibility. Regarding the relationships among variables, there was a significant correlation between exposure to animes and attitudes toward them at the 0.05 level. The correlation was positive. Moreover, the exposure to animes was significantly related to moral awareness at 0.05 level with a positive correlation. Attitudes toward animes also demonstrated a significant relationship with participants’ moral awareness at the 0.05 level with positive correlation