The study, entitled “Representation of Chinese Culture in the Animation Film I Am What I Am 1: Semiotic Study,” highlights how film can serve as an important medium for introducing culture to a wider audience.
Directed by Sun Haipeng, the animated film does not present Chinese culture merely as a visual backdrop. Cultural elements instead play an important role in shaping the characters’ identities, the atmosphere of the story, and the social messages conveyed to audiences.
Film as a Medium for Cultural Introduction
Culture is not limited to clothing, objects, music, or traditions. It also encompasses values, beliefs, norms, and the ways in which communities understand and interpret life.
In Chinese society, traditions related to family, social solidarity, good fortune, courage, and respect for ancestral heritage continue to play an important role. Film has therefore become one of the media capable of conveying these values through images, sounds, dialogue, characters, and storylines.
Ririn Ayu Indah Manalu, Alemina Br. Perangin-angin, and Jessy from the University of North Sumatra found I Am What I Am 1 particularly relevant for analysis because it consistently features various Chinese cultural symbols.
Using Roland Barthes’ semiotic approach, the researchers analyzed each symbol through three layers of meaning: denotation, connotation, and myth. Denotation refers to what is directly visible. Connotation relates to broader cultural and social meanings, while myth reveals beliefs or ideologies that have developed and been passed down within society.
Seven Cultural Symbols Become the Focus of Analysis
The study identified seven major cultural symbols in the film:
red lanterns;
red envelopes (angpao);
traditional Chinese musical instruments;
traditional qipao clothing;
the character 福 (fu);
lion dance; and
lion symbols.
These seven symbols function as more than visual elements. Each carries meanings related to the social life and cultural values of Chinese society.
Overall, the analysis shows that the film represents culture as something that continues to live and be transmitted, rather than as a relic of the past separated from modern life.
Lanterns Represent Hope and Good Fortune
The red lantern is one of the most recognizable cultural symbols featured in the film. At the denotative level, lanterns serve as sources of illumination and decoration.
However, in Chinese culture, red lanterns carry broader meanings. The color red is often associated with good fortune, happiness, courage, positive energy, and prosperity.
In the film, the lantern also represents hope for a better life. This meaning corresponds with the journey of the main character, who must face various limitations and challenges in order to achieve his dreams.
At the level of myth, the lantern is also connected to the belief that light and the color red can ward off negative energy and bring good fortune. Through a simple yet powerful visual symbol, the film introduces these meanings to audiences.
Angpao as a Symbol of Blessings and Solidarity
Another symbol analyzed in the study is the angpao, or red envelope. The red envelope, which commonly contains money, is widely recognized as part of Chinese cultural celebrations.
However, its meaning goes beyond the act of giving money. Angpao also represents affection, care, prayers, blessings, and social relationships.
In the film, the angpao highlights the importance of family support and the surrounding social environment. The value represented is not merely the amount of money given but also the good wishes accompanying the gift.
The research by Ririn Ayu Indah Manalu and her colleagues shows that the angpao can be understood as a symbol of social solidarity and as a means of transmitting traditions from one generation to the next.
Traditional Music Represents Collective Strength
The lion dance performance in the film cannot be separated from the presence of drums, cymbals, and the suona. The sounds of these instruments regulate the rhythm of the movements while creating a festive atmosphere.
At the cultural level, the sounds of traditional musical instruments represent spirit, strength, courage, and collective energy. Music functions not only as entertainment but also as a means of bringing communities together.
This finding is closely related to the journey of the main character, who cannot achieve success alone. Support from friends and cooperation become important elements in overcoming challenges.
Thus, traditional music in the film also symbolizes the idea that individual achievements can be built through collaboration and social solidarity.
Qipao Emphasizes Chinese Female Identity
The qipao serves as a cultural symbol representing Chinese female identity. The traditional garment, characterized by its high collar and distinctive design, functions as more than clothing.
In the film, the qipao conveys meanings of elegance, modesty, dignity, and attachment to tradition. The garment demonstrates how cultural identity can be expressed through various aspects of everyday life.
The semiotic analysis also shows that the qipao is connected to social constructions of the ideal woman in Chinese culture. The representation of women as elegant, modest, dignified, and self-controlled reflects meanings continuously shaped through culture and media.
Animated Films Can Become a Medium for Cultural Preservation
The researchers from the University of North Sumatra conclude that I Am What I Am 1 serves a purpose beyond entertainment.
Through the cultural symbols it presents, the film introduces traditional values to audiences from diverse backgrounds. Animation can bridge culture and younger generations because it conveys messages through visuals, characters, music, and stories that are easily accessible.
The findings also have implications for the creative industry. The use of local cultural symbols in films, animation, and audiovisual products can serve as a strategy for introducing cultural identity to international audiences.
In education, animated films can also be used as media for cultural learning. Audiences do not merely observe the physical form of a tradition but can also understand the social values and beliefs underlying it.
Ririn Ayu Indah Manalu, Alemina Br. Perangin-angin, and Jessy demonstrate that culture can continue to be transmitted through modern media without losing its fundamental meaning. When traditional symbols are placed within stories relevant to contemporary life, culture can become more accessible to younger generations.
Ultimately, I Am What I Am 1 demonstrates that animated films can serve as spaces for introducing, representing, and preserving culture. Lanterns, angpao, traditional music, qipao, the character fu, lion dance, and lion symbols do not merely strengthen the film’s visual identity but also convey messages about hope, good fortune, togetherness, courage, and the importance of preserving cultural heritage.
Author Profiles
Ririn Ayu Indah Manalu is the lead author and a researcher from the University of North Sumatra whose academic interests include Chinese culture, semiotics, cultural representation, film, and media.
Alemina Br. Perangin-angin is an academic from the University of North Sumatra who contributes to research in language, culture, literature, and communication studies.
Jessy is an academic from the University of North Sumatra who contributes to research related to culture, language, and media studies.
Research Information
Title: Representation of Chinese Culture in the Animation Film I Am What I Am 1: Semiotic Study
Authors: Ririn Ayu Indah Manalu, Alemina Br. Perangin-angin, and Jessy
Affiliation: University of North Sumatra
Journal: Jurnal Sosial, Politik dan Budaya (SOSPOLBUD)
Publication Year: 2026
E-ISSN: 2962-2417
DOI: 10.55927/sospolbud.v5i2.16716
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