Chinese Broadcast Students and Envisionment of the Physical Characteristics of Male Antagonists in Film

Positive values, often universal in nature, foster a strong audience connection with protagonists in visual content. Conversely, antagonists, usually driven by culturally specific fears, struggle to resonate as deeply. While studies of antagonists in visual content, particularly films, tend to focus on physical portrayals and broad thematic meanings, limited research has explored the early stages of content creation and the creators' perspectives. This study bridges the gap by delving into how aspiring future content creators, specifically Chinese content creators, conceptualise and intend to portray antagonists in their envisioned visual content. The research focused on seven selected Chinese students studying for a broadcasting degree programme at a local private higher education institution in Kuala Lumpur and explored the nature of the physical characteristics envisioned for male antagonists, the underlying reasons behind these visions, and their possible sources. Utilising qualitative content analysis, the study conducted text-based interviews via Google Chat with seven selected participants over three months between July and September 2023. The findings revealed that media consumption exerts a significant influence over the participants' perceptions of the physical traits towards the portrayal of the male antagonists in visual content. Familial media consumption habits were the primary influence during their formative years. As the participants moved towards self-selected media content, it assumed a more prominent role in shaping their perceptions. Race-based or religion-based cultural factors did not appear to have a substantial influence on their portrayals. This study suggests that the nature of family media consumption culture and the later shift towards self-directed media consumption warrant further investigation.