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[PDF] CHAPTER 1 INTRODUCTION 10 Background of study The purpose

As an introduction to this dissertation, I would state the objectives of this study, the difference between the writing styles of English and Chinese in this study

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CHAPTER 1 INTRODUCTION

1.0 Background of study

The purpose of this dissertation is to study the intertextual references that are incorporated into the formation of the fictional world of the Nickelodeon animation Avatar: The Last Airbender. These intertextual references are drawn from cultures and practices in our world and fitted into the creation of an animated world. Intertextuality is a concept that does not just appear in written texts but exists in all forms of texts. Chandler (1994, p. 143) notes that not anyone, even for the first time, can famous piece of music or watch a famous play or film without being conscious of the context in which the His statement goes to show that intertextuality is everywhere and in everything around us, like the materials we read, the images that we see and the music that we listen to. In this study, we would see how intertextuality plays a heavy role in the portrayal of an animation series. The animation chosen for this study is a unique one, initially targeted for school- going children, but which eventually appealed to a wide range of audiences from various ages and demographics instead. Avatar is created from a blend of Western and Eastern culturesconceptualized from American producers with backgrounds in Japanese anime and Hong Kong cinema, animated in Korea and voiced by American actors. Thus, this animation does not fall strictly into the category of an American animation or a Japanese anime, but rather, it is a new breed of animation which is a combination of the two. 2 As an introduction to this dissertation, I would state the objectives of this study, the research questions and the significance of this study. I would also give a slight introduction to Nickelodeon, the animation company who owns Avatar, as well as an introduction to Avatar itself. Finally, I would discuss the scope and limitations of this study.

1.1 Objectives

The thesis hopes to achieve the two following objectives:

1. To explore the East Asian, South Asian and Western cultural references made in the

animation.

2. To investigate how these intertextual references were reflected in the animation.

1.2 Research Questions

1. What are the East Asian, South Asian and Western cultural references made in the

animation?

2. How are linguistic and visual intertextual references incorporated and presented in the

animation?

1.3 Significance of Study

This study is significant because Avatar: The Last Airbender, popular as it is, has never been thoroughly explored as a social semiotic subject before. Apart from the lack of studies done on this animation, there have also been very few studies done in this area of social semiotics. Therefore, this study would shed light into the efforts that animators put into creating a fictional world which is, to a certain extent, based on the world we live in. The animation is rich in cultural references that were incorporated into its presentation. 3 This study would reveal how these numerous references are realized and exhibited in the animation. From these references, we would be able to see how intertextuality is used in the pre-production to achieve social semiotic significance in its post-production. This insight would contribute to the limited literature of social semiotics in intertextuality studies, animation and Avatar: The Last Airbender.

1.4 Nickelodeon

networks. It is owned by MTV Networks which itself is a division of Viacom. According to its website, Nickelodeon was founded on the 1st of December 1977 (The History of

Nickelodeon

subscribers to QUBE, a two-way interactive cable TV system that was launched in

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