CHIC

2020
PROGRAM & ABSTRACT
BOOK
 FOREWORD FROM SMMTC DEAN
3

4 BIOGRAPHY - FIRST KEYNOTE SPEAKER

5 BIOGRAPHY - SECOND KEYNOTE SPEAKER

6 CONFERENCE SCHEDULE

7 ABSTRACT

21 CHIC 2020 ORGANIZING COMMITEE

TABLE OF

CONTENTS
 FOREWORD FROM SMMTC DEAN

Assalamualaikum w.b.t.

With a big heart, I would like to welcome all participants to our first virtual conference, CHiC2020.
Accordingly, I also would like to congratulate the organizing committee, led by Dr. Hammuzamer
Irwan Hamzah as they have worked very hardly since the beginning of the year in ensuring this event
of Creative Humanities International Conference (CHiC2020) turns into a reality. CHiC2020 is a
rebranded international conference from two successful conferences (CIIC2015 & ICON-HMC2017)
organized by SMMTC, UUM since 2015.

CHiC2020 intends to provide an avenue for an insightful of issues, information and unique research
findings from the creative humanities angle. However, as the pandemic of Covid-19 takes place,
CHiC2020 is converted into the VIRTUAL CONFERENCE mode. This new mode would still allow
academician, industry players and person interested to engage into presentation, forum and
discussions related to creative humanities angle in the new normal. I also believe that our specially
selected keynote speaker, Mr. Sinan Ismail, the CEO of Digital Durian and Associate Prof. Ts. Dr. Arrifin
Abd Mutalib would stimulate further exploration and discussion in the stated field.

CHIC2020 is specially designed for experts in the academic sector especially the creative fields to
meet together and discuss about current findings as well as future enhancement. With the theme
“Being Humane in Multicultural Society”, CHiC2020 provides various tracks for authors to share with
the community of various issues on being humane in the multicultural society. Every paper accepted
for this conference has been rigorously reviewed and evaluated by at least two experts in the
respected field, which then will be published in selected indexed, refereed journal and e-proceedings
respectively. On top of that, three papers have been proudly selected to receive the special “Best
Paper Award” for their excellent write-up. To the author(s), keep on following of CHIC conferences in
coming years. Let’s together assemble the academics, industry players and community to contribute
to the multicultural society that we live in. We believe that CHiC2020 could be an avenue where all
related parties could seemingly get together and devise strategies for the human and society.

Thank you.

Assoc. Prof. TS. Dr. Sobihatun Nur

Abdul Salam.
SMMTC’s Dean
Universiti Utara Malaysia

3
 BIOGRAPHY - 1ST KEYNOTE SPEAKER

Sinan bin Che Ismail (Sinan Ismail)

CEO of Digital Durian

Sinan Ismail was born in Kajang Selangor on 10th August 1982. He holds a degree in Computer
Modeling (Applied Maths) from Universiti Sains Malaysia (USM). He becomes the CEO of DD
Animation Studio since 2012, and now is responsible in managing 135 permanent staff. He plays a
vital role in the company direction as well as guiding and mentoring them towards achieving the
company’s goals.

Sinan’s excellent work began in 2005 when he joined Netcarbon Sdn Bhd as a 3D animator, in
charging works related to in e-learning content. Sinan then joined Asia Pacific Videolab, also as a 3D
animator who was responsible to create 3D animation for TV commercials. Shieldtox, Ayam Brands,
Thumb Up, Dettol, Pentene and Toshiba are among TV commercials he designed.

He then grew his desire in animation industry, by partnering with a friend and founded Digital Durian
Enterprise in 2007, a new company venturing in offering animation products for various occasions.
With the company, products in the form of wedding gifts, wedding cinematography, wedding cards
and personalized wedding gift were successful enjoyed by the clients. Further, the company focus
was enhanced into producing multimedia content, 3D animation, e-learning and motion graphic.
Now, Digital Durian has been rebranded into DD Animation Studio, which focuses on their super-
famous product among children Didi & Friends and Umar dan Hana. In fact, the products have also
penetrated the markets in Asia Europe, USA, MENA, & Africa. Some of their contents have been
dubbed into localized contents.

Today, DD Animation Studio has become a prominent company churns out creative content for
children. The content is fun and entertaining that suits company’s mission that aspires to create value
and make millions of children and families around the world happy with their content, products and
experiences. Without any doubt, Sinan Ismail is playing a major catalyst in helping Malaysia develop
into a hub of world-class creative content production.

4
 BIOGRAPHY - 2ND KEYNOTE SPEAKER

Associate Professor Ts. Dr. Ariffin Abdul Mutalib

Fellow, Multimedia Innovation and Digital
Humanities (MIDH),
School of Multimedia Technology and
Communication, Universiti Utara Malaysia (SMMTC, UUM)

Ts. Dr. Ariffin is a fellow at Multimedia, Innovation, and Digital Humanities

Research Unit (MIDH-RU). He specializes in Interaction Design. He holds a doctorate in
Information Technology from UUM and Master in Interactive Multimedia from Heriot-Watt
University, Scotland. His research projects are focused on multimedia in teaching and
learning, emerging technologies, and usability of interactive products.

He has secured a number of grants from the government at national level, from the industry,
and from the university. Through the research works, he has supervised various PhD
researches, carried out by local and international students, in which eight have graduated
with three of them excellently graduated on time, with numerous innovation awards. Besides
that, he also co-supervises PhD students of other universities. On top of that, from the
research projects and PhD supervision he has published more than 60 papers in Scopus-
indexed journals and proceedings, as well as book chapters.

Now, he has deployed into conducting training related to User Experience (UX) Design. All
these have not only benefited himself, but also other colleagues in SMMTC. He used to be
the dean of School of Multimedia Technology and Communication (SMMTC) in Universiti
Utara Malaysia (UUM) (2017-2018). Earlier, he was in the management team as the Head of
Department and Deputy Dean. Earlier, he served as a quality manager for programme
accreditation in UUM.
Besides, he also begins to bring in funding to UUM through consultation projects. In 2018, he
secured a scholarship from a DAAD, Germany, for International Deans Course (IDC), held in
Germany, Philippines, and Indonesia in three parts respectively. When the course is
organized in Malaysia by the Ministry of Education, they appointed him to be the host for
Part 1, and the course was held in UUM. That is where his consultation projects begin, in
which his talents were first noticed in the IDC. Since that, a few more projects were secured,
which also benefit many of his colleagues in SMMTC.

5
 CONFERENCE SCHEDULE
Time/ Date CHIC2020 Conference Day
28 Septmber 2020 (Monday)

8.00 Host: Dr. Azlina Kamaruddin

8.00 - 9.00 Room1 - Attendance

9.00 - 9.15 Room1 – Inauguration Ceremony by Professor Dr. Norshuhada Shiratuddin (SMMTC,UUM)

9.15 - 9.45 Room1 - Keynote 1 : En. Sinan Ismail (CEO Digital Durian)

9.45 - 10.15 Room1 - Keynote 2 : Prof Madya Ts.Dr. Ariffin Abdul Mutalib (SMMTC, UUM)

10.15 - Room 1: Aesthetics in Design Room 2: Creativity & Room 3: Culture, heritage, &
11.15 Broadcasting communication Technology History in Design Educational
Tools

10 15 4 2 37

10.30 10 7 20

10.45 17 8 30

11.00 21 9 32

11.15 - 18 36

11.15 - Room 1 : Advertising & creative Room 2: Informatics & Room 3:

11.30 Economy Multimedia Journalism Creativity & Technology
Humanities, philosophy & Language & Literature
Technology

11.30 6 12 19

11.45 23 13 24

12.00 15 14 26

12.15 16 25 27

12.30 34 33 28

1.00 - 35 5

1.15 Best Paper Awards Announcement

6
 ABSTRACT
AESTHETICS IN DESIGN
BROADCASTING COMMUNICATION

4. SOCIAL MEDIA: THE DOUBLE-EDGED SWORD IN FAMILY COMMUNICATION

Nathasya Kamal (UUM)

The inevitable effect of social media, owing to the considerable amount of usage in our daily
lives. Social media has changed the nature and context of interacting with others, thereby
influencing the way we communicate in some way. Social media can influence the quality and
interaction within the context of a partnership. There is a tremendous amount of work in this
area. The data regarding the impacts is equivocal. Findings from previous research have
shown a split inference by which some researchers discovered detrimental effects of social
media on interpersonal communication within the family while others indicated otherwise.
This research aims to discover the effects of social media on family communication. Several
parties, such as policymakers, parents, and spouses, will benefit from this research to be
more aware of the impacts of social media on family institutions.

10. INTERNAL CRISIS COMMUNICATION (ICC): A MANAGERIAL PERSPECTIVE

Aida Suhana Abdul Hamid (UUM)

Internal crisis communication (ICC) is an area of study that focuses on how the employees
communicate inside the organization, among each other or management, or across
organizational boundaries towards any negative event that happened. Previously, the
underpinning variables on ICC research are focused on social media usage, leadership, crisis
responsibilities, error management culture, commitment, and organizational support. Even
more, the literature search provides a very common study from the employee perspective
and a very limited study found in discussing the same area from the perspective of
managerial. Therefore, this conceptual paper aims to develop a new model of ICC from the
managerial perspective. The findings of this study identify two antecedents of ICC, namely,
transparent communication and leadership. In addition, the study highlights a potential
positive relationship between ICC, and trust. An integrative conceptual framework and
detailed summary table are presented in the paper.

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17. USAGE OF COMMUNICATION TOOLS IN CORPORATE EVENT: UNIFI SPORTS DAY
Natasha Shahanim (UUM) and Nadia Diyana Mohd Muhaiyuddin (UUM)

Telekom Malaysia (TM) have offers a comprehensive suite of communication services and
solution fixed of telephony and broadband, mobility, content, wifi and smart services across
Malaysia. This article is to represent the development of a communication tools such
Electronic Direct Mailer (EDM), banner and bunting. The main purposes on developing and
designing the communication tools are to make sure all Unifi staffs as a participant are aware
about the event. The design of the communication tools must be interactive and eye-
catching in order to make sure all staff are aware about Hari Sukan Unifi. Refers from the
previous design, the use of color are very bold and the information are not organized
properly. The objective of the project is to develop and to evaluate the communication tools
(EDM, banner, backdrop and placard) for Hari Sukan Unifi. Besides, to evaluate the
communication tools. The methodology are consist of three phases. First phases is pre-
event, all design developing and other task such as data arrangement (staffs data and GRAB
voucher). The second phases is during event day for setup the venue, take picture during the
event and passed the placards to every ‘Rumah Sukan’. The last phases is post event day,
select a few meaningful picture from ‘Hari Sukan Unifi’ event day to insert into Thank you
EDM and handled Appreciation Luncheon of Hari Sukan Unifi is the post event for Hari sukan
Unifi to celebrate the committee’s member. The result and the feedback for project are done
after the presentation all design template in event committee meeting. The feedback is
discussed about the background design (color and graphic), the picture at header are not
well arranged, arrangement of the content copy and design button. For future work in design
communication tools, the client requirement has to be more observe and the
communication tools design could be more interactive and look fun.

21. THE INFLUENCE OF CORPORATE SOCIAL RESPONSIBILITY ON ORGANIZATIONAL

PERFORMANCE
Wan Nor Hidayah Wan Afandi (UUM)

The relationship between corporate social responsibility (CSR) and organizational

performance has induced much interest among researchers which usually roams around
financial performance. But ethical and responsible behaviours also help organizations to
foster a positive reactions among stakeholders to ensure their perpetual support. The
objective of this paper is to draw a framework for examination of relations among CSR,
employees’ commitment, organizational citizenship behaviour (OCB) and organizational
performance. Hence, its purpose is to review relevant literature and infer into the conceptual
framework. The conceptual framework proposes that employees’ commitment and OCB are
the mediating factors between CSR and organizational performance. Thus, organizations
should pay a considerable attention to CSR since it can produce positive attitudes and
behaviours among employees in order to enhance its performance.

8
 CREATIVITY & TECHNOLOGY

2. THE USE OF ARCS MOTIVATION MODEL IN SERIOUS GAMES FOR REHABILITATION:

RECENT PEER REVIEWED LITERATURE
Nur Nafishah Safian (USIM), Waidah Ismail (USIM) and Norasikin Fabil (USIM)

Motivation is one vital key in sustaining a patient’s performance while undergoing

rehabilitation. As technology grows, the health sector has provided rehabilitation services
with chosen assistive technologies such as serious games to facilitate patients. This article
focuses on the adaptation of patients in terms of motivation toward serious games on
rehabilitation. Generally, the fact that serious games are not new technologies has attracted
scholars to conduct numerous relevant studies. However, most past researchers were not
from the perspectives of the use of the ARCS motivation model in serious games for
rehabilitation. Hence, the present study has reviewed number of past studies on serious
games for rehabilitation using three assistive technologies: virtual reality, simulators, and
robotics which provide patients with different environments and experiences. Several
databases were screened using the combination of free text like serious games, exergames,
motivation, and rehabilitation. Four determinants of the ARCS motivation model: attention,
relevance, confidence, and satisfaction are used to classify attributes found in peer-reviewed
literature. The results of the attributes were tabulated at the end of the research. Finally, it
can be concluded that serious games for rehabilitation give positive effects and level up
patient’s motivation and performance clinically and functionally.

7. A COMPARATIVE ANALYSIS OF USER INTERFACE AND INTERACTIVITY DESIGN GUIDELINE

ASPECTS FOR ALGORITHM VISUALIZATION MOBILE TOOL
Ahmad Affandi Supli (Xiamen University Malaysia) and Norshuhada Shiratuddin (UUM)

This paper elaborates the summary recommendation of user interface and interactivity
aspects for developing effective algorithm visualization on mobile platform, which are derived
from comparative analysis approach. These recommendations are then important later on to
be constructed as a unity of complete design guidelines. This is because the existing design
guidelines for algorithm visualization are still very limited, especially for mobile platforms and
there is still a lack of comprehensive discussion in terms of interactivity and user interface
(UI). In fact, the researchers reveal that engagement of the students is the key effective point
to upgrade the students’ performance by providing various interactive ways and convenient
UI. Therefore, this study put forward a comprehensive recommendation in this regard in
which each of them has justification based on a comparative analysis. These
recommendations which consist of UI design and interactivity aspects should be helpful for
designers who want to develop an effective algorithm visualization app.

9
8. A COMPARATIVE ANALYSIS OF DESIGN COMPONENTS IN VR AND IVR APPLICATION IN
CHILDREN ROAD SAFETY EDUCATION
Nur Sauri Yahaya (UUM), Ariffin Abdul Mutalib and Sobihatun Nur Abdul Salam (UUM)

Virtual Reality (VR) is one of the alternative support tools used to promote road safety
education to children. Through VR, attractive and interactive elements such as concept,
approaches and interactive learning material and content can attract children’s attention to
learn road safety education. The main concern of this study is to explore and identify
appropriate elements and components, especially in designing the VR or Immersive Virtual
Reality (IVR) applications employed in previous research. In accordance, six VR and IVR
applications, and seven articles have been selected for review in a comparative analysis. The
finding of this study mainly discusses the appropriate design components such as general,
multimedia, immersion, interaction and navigation for designing the VR or IV applications for
children road safety education. Some of the insights and suggestions are retrieved based on
the classification of the design component and elements that can be beneficial for
developing the VR or IVR tools in children road safety education.

9. A COMPARATIVE STUDY IN EXPLORING HOW MUSIC-BASED LEARNING IMPACTED

CHILDREN LEARNING SESSION
Hanis Salwani Othman (UUM), Syamsul Bahrin Zaibon (UUM) and Ahmad Hisham
Zainal Abidin (UUM)

Learning support is essential for a learner to perform well in the academic regardless of the
age and education level. One of the approaches that contribute to active learning is to
implement music-based learning (MBL) during the learning process for both formal and
informal learning. So, the primary concern of this study is to explore and discuss the
significant impact of music intervention that has been applied in the learning session in the
previous researches. Following the concern, 11 articles from the past six years (2015-2020)
were selected for review and analyses processes as a part of comparative study. The findings
in this study show the significant impact of the MBL learning concept in the student learning
process in terms of learning achievement, behavioural development, and learning
engagement. The recommendation for future work was mentioned in the last section in
determining appropriate criteria of music which suitable to be implemented for children
learning.

10
18. INFLUENCE OF LUNG VITAL CAPACITY, NUTRITIONAL STATUS, PHYSICAL ACTIVITY AND
MOTIVATION TO EXERCISE ON PHYSICAL FITNESS IN STUDENTS OF JAKARTA 140 JUNIOR
HIGH SCHOOL
Fahmy Fachrezzy (Jakarta State University), Uzizatun Maslikah (Jakarta State
University), Masnur Ali (Jakarta State University) and Qory Jumrotul Aqoba (Medical
Faculty Sultan Ageng Tirtayasa University, Indonesia)

This research aims to determine the vital capacity of the lungs, nutritional status, physical
activity and motivation to exercise on physical fitness for students of Jakarta 140 Junior High
School in 2019, a sample of 60 male and female students. This research uses a survey
method to see the effect between variables. Data analysis techniques using path analysis.
Path analysis technique is used to test the direct and indirect effects on vital lung capacity,
nutritional status, physical activity and motivation to exercise on physical fitness in students
of Jakarta 140 Junior High School. Path analysis technique with the help of SPSS program
version 20.00 at the significance level α = 0.05. The results of this research are as follows: (1)
The vital capacity of the lungs directly influences physical fitness; (2) Nutritional status directly
influences physical fitness; (3) Physical activity directly influences physical fitness; (4) Sport
motivation has a direct effect on physical fitness; (5) the vital capacity of the lungs directly
affects the motivation to exercise; (6) Nutritional status directly influences sports motivation;
(7) Physical activity directly influences the motivation to exercise; (8) Lung's vital capacity
through motivation to exercise simultaneously has direct effect on physical fitness; (9)
Nutritional status through motivation to exercise simultaneously has direct effect on physical
fitness; and (10) Physical activity through motivation to exercise simultaneously has direct
effect on physical fitness. Thus, the higher the lung's vital capacity, nutritional status, physical
activity and motivation to exercise a person, the better the physical fitness level of the person
and vice versa, the lower the vital capacity of the lungs, nutritional status, physical activity,
then the lower the person's physical fitness level.

11
 DESIGN EDUCATIONAL TOOLS

37. THE RELATIONS OF USING DIGITAL MEDIA AND PHYSICAL ACTIVITY TO THE PHYSICAL
FITNESS OF GRADE IV AND GRADE V PRIMARY SCHOOL
A. Erlina Listyarini (Yogyakarta State University), Anisa Dwi Oktaviani (Yogyakarta State
University), and Kukuh Hardopo Putro (Yogyakarta State University)

This study aims to determine the relations of using digital media and physical activity to the
physical fitness of grade IV and grade V students of SD N Ngablak in academic year
2019/2020, Turi, Sleman Regency both individually and wholly. This research is a correlative
study, which aims to find out whether there is a relation between independent variables and
dependent variable. The population of this study was 49 students from grade IV and V SD N
Ngablak in the academic year 2019/2020, Turi, Sleman. All of them were used as research
subjects. The data collection technique is surveys. The surveys are done by applying
collection techniques using surveys, tests and measurements. The instrument used in this
study was a questionnaire both for digital media- variables and physical activities, as well as
the TKJI test for Indonesian physical fitness variables. Data analysis techniques are regression
and correlation-analysis, both in simple way and double way through the prerequisite tests
for normality and linearity. The results showed that at the level of 5% error means the
correlation between the use of digital media and physical activity on the physical fitness of
students in grade IV and V of SD Ngablak in 2019/2020 academic year Turi, Sleman Regency
was t value 11,072> t tablet 3.20. Since t value > t value, so it can be concluded there is a
significant relation between the use of digital media and physical activity on physical fitness.

20. THE EFFECT OF STORYTELLING METHOD ON THE EMOTIONAL INTELLIGENCE AND THE
EMPATHY OF CHILDREN IN GROUP B KINDERGARTEN OF AL-AMIEN YOGYAKARTA
Haryanto Haryanto (Yogyakarta State University), Agung Wahyu Hermansyah
(Yogyakarta State University), and Ali Muhtadi (Yogyakarta State University)

This study aimed to reveal the effect storytelling method on: (1) the emotional intelligence, (2)
the empathy, and (3) the emotional intelligence and the empathy of children in Group B Al-
Amien Kindergarten Yogyakarta. This study was quasi-experimental research, targeting
children in Group B Kindergarten of Al-Amien Yogyakarta. The research respondent was 32
children, consisting of 16 children as the experimental group and 16 children as the control
group. The research data were obtained from the observation at the time before and after
the teaching. The data obtained were analyzed and tested by using the t-test and
multivariate test. The results were as follows. First, there was a significant effect of the
storytelling method on the emotional intelligence of children in Group B Al-Amien
Kindergarten Yogyakarta at the significance level of 0.018 with the mean difference of 6.26.
Second, there was a significant effect of the storytelling method on the empathy of the
children in Group B Kindergarten of Al-Amien Yogyakarta at the significance level of 0.013
with the mean difference of 7.50. Third, there was a significant effect of the storytellin
method on the emotional intelligence and the empathy of the children in Group B
Kindergarten of Al-Amien Yogyakarta at the significance level of 0.045.

12
30. THE DEVELOPMENT OF A GAME-BASED LEARNING APPLICATION FOR LEARNING MALAY
LANGUAGE AS SECOND LANGUAGE
Hammuzamer Irwan Hamzah (UUM), Ariffin Abdul Mutalib (UUM), Abd Hadi Abd Razak
(UUM) and Yusrita Mohd Yusoff (UUM)

This paper presented the development of a game-based learning application for learning the
Malay language as Second Language. The main problem of this study was to helpforeign
students studying at Universiti Utara Malaysia (UUM) to learn the Malay language. The
requirements for the application were determined based on the multimedia principle and
learning pedagogy. Then, a prototype of the application was designed and developed based
on the gathered requirements. Next, this application will also be verified through experts and
validated through a user testing session. For the current status, a prototype was currently
developed to show how the application looks and works.

32. THE DEVELOPMENT OF ZAKAT AND ASNAF DIGITAL STORIES (ZADiS); A PROTOTYPE
Hammuzamer Irwan Hamzah (UUM), Harryizman Harun (UUM), Salina Ismail (UUM) and
Alias Mat Nor (UUM)

This paper presented the development of zakat and asnaf digital stories (ZADiS). The main
objective of this research is to enlighten people about the meaning of every type of zakat and
asnaf. For the requirements of the information in each kind of zakat and asnaf, they were
identified from experts at Lembaga Zakat Negeri Kedah (LZNK). Until now, this research
designed and developed the ZADiS, which are two series of digital animation video. Next, this
research will verify the digital stories’ contents with the experts at LZNK. Then, ZADiS will also
later be validated with the users (feedback acquirement). This research hoped that ZADiS
could enlighten the public about the zakat and asnaf concept.

36. IMPROVEMENT OF HOTS METHOD IN BASKETBALL GAME THROUGH TGFU LEARNING

Soni Nopembri (Yogyakarta State University), Kukuh Hardopo Putro (Yogyakarta State
University) and Kukuh Wahyudin Pratama Pratama (Universiti Malaya)

This study aims to improve higher-order thinking skills or in other words, higher-order
thinking skills (HOTS) possessed by students through learning using the teaching games
method for understanding (TGFU). The lack of development of physical education learning
which improves students' higher-order thinking skills has an impact on the child's ability to
solve an increasingly complex problem or make the right decision to solve a problem.
Therefore we need a learning method that can improve the higher-order thinking skills that
must be possessed by students. This study aims to improve students' high-level thinking
skills by using teaching games for understanding (TGFU) as media. In this study, this research
used a classroom action research method with 32 students as the number of participants.
This study shows that the increase in of higher-order thinking skills possessed by students.

13
 CULTURE, HERITAGE & HISTORY
ADVERTISING & CREATIVE ECONOMY
HUMANITIES, PHILOSOPHY & TECHNOLOGY

6. MALAYSIAN FOLKTALE CONCEPTUAL MODEL (MFCM) CONSTRUCTION: A VISUAL GUIDE TO

CLASSIFY THE MALAYSIAN FOLKTALES Harryizman Harun (UUM)

A conceptual model represents an arrangement of concepts composition that aids onlookers to

comprehend or imitate the subject matter which the model signifies. The conceptual model in the context

of the study represents the intricate concepts of folktale classification via the method of structural

semantic analysis. Such a conceptual model is currently unavailable in the local milieu. Consequently, it is

a question beckons to be answered about how such a conceptual model can be constructed. The main

objective of the study is to construct the conceptual model, which acts as a visual guide to classify the

Malaysian folktales. The conceptual model construction method employed is pictorial representation. As

the core of the study, it is revealed that the conceptual model, which is coined as the Malaysian Folktale

Conceptual Model (MFCM), is positively constructed using the method selected. As an entity that embodies

the intricate concepts of folktale classification via the structural-semantic analysis method, it is indeed a

valuable tool to guide the classification of the Malaysian folktales.

23. SOCIAL COMMERCE ADOPTION USING TECHNOLOGY, AND TRUST FACTORS: AN

EMPIRICALINVESTIGATION OF MALAYSIA SMEsWalid Ali (UKM), Muriati Mukhtar (UKM), and
Ibrahim Mohamed (UKM)

Social commerce has become a vital platform for business owners and managers as it assists

organisations to increase competitiveness and improve relationship with customers. Nevertheless, there

are not many empirical studies that focused on small-and medium-sized enterprises (SMEs) in developing

nations. Hence, this study’s aim is to assess the effects of trust and technological factors on the use of

social commerce by SMEs in Malaysia. Based on structural equation modelling, these study asses the

model and associated hypotheses. Outcomes obtained from a survey conducted on 232 SMEs within

Malaysia revealed that technological factors (Perceived Usefulness, Service Quality Compatibility)

followed by trust factors (Reliability, Social Influence, Attitude) possess the greatest effect on behavioural

intention to utilise social commerce. In addition to conclusion and contribution of this study, the

limitations and direction of future research are also presented.

14
15. DIGITAL KING ADVERTISEMENT VIDEO Siti Hajar Ahmad Faudzi (UUM), Nadia Diyana Mohd
Muhaiyuddin (UUM) and Mohd Jameluddin Mahasan (MEXTEC Corp (M))

Digital King owned by Mextec Corporation (M) Sdn.Bhd. Digital king established in 2016, not only focus on

printing services, design and advertising but also produce a unique product for the satisfaction to

customer. Video advertisement is the best marketing tool to help Digital King increase sales because it

can convey huge amounts of information in a short time and win customer confidence to purchase or

experiencing Digital King services. The objective of this project is to develop the Digital King

advertisement video is to identify the elements in the Digital King advertisement video and develop the

Digital King advertisement video about the technology of printing machines and products. The

methodologies used to develop the advertisement were pre-production, production and post- production.

In pre-production phase, brainstorming the ideas, convert idea into a storyboard, estimate budget, time,

software, and hardware planning. Second phase of develop advertisement video was transferred all idea

in the storyboard into screen and entire scene in the storyboard will be completely done into footage

videos before post- production phase. The last phase is post-production which is editing and evaluation

by company supervisor. The result from survey is the music background and language used in the

advertisement is okay and need some improvement need on the introduction and poster in the Digital King

advertisement video. The video must have attractive feature and clear information.so the it can conveys

huge amounts of information in a short time and win customer confidence to purchase or experiencing

Digital King services. For the future work, the advertisement video must cover all the technologies of

machine and products offered by Digital King and include more interesting scene that will win the

customers confidence to purchase the products. Keywords: multimedia, advertising video, and marketing

16. USEFULNESSOF LIFEOLINE VIDEO ADVERTISEMENT (LOVa) IN INCREASING THE COMPANY

SALESSow Li Ling (LifeOnline Sdn Bhd), Nadia Diyana Mohd Muhaiyuddin (UUM) and Linda Teh
Steine (LifeOnline Sdn Bhd)

Online video advertisement is a video content distributed via the Internet can be streamed or downloaded

to a compatible device such as computer, mobile phones or tablet which can reduce company

consumption as online advertising has a much affordable price, is able to reaches a wide audience and

get more profits. The main objective of this project is to develop a video advertisement for LifeOnline. The

process of develop a video is started with brainstorming the content, create storyboard and script writing

for the video, set up location and equipment checked before shooting, compile all the video and audio to

form a video advertisement and deliver to social media such as Facebook to target customer. The result is

analysed from 3 collected data which are total result people click in Messenger, total link clicks for how

many people watch finish the video and total sales to check the usefulness of the video advertisement on

December. After the evaluation, some improvement is implemented to improve the sales in January such

as video duration and marketing tactic. Thus, advertising video is useful for business and marketing

purposes because it helps attract customers' attention and enhance the awareness with business

products to customer. In future, video advertisement can add in some animation and testimonial in image

into the video and the explanation of the products and services can be shortest to important point to

make sure video ad does not take too long and meanwhile can increase the company sales.

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34. AUGMENTED TECHNOLOGY (AR) IN ONLINE SHOPPING: A CASE STUDY OF SHOPEE ONLINE
SHOPPING Aeni Zuhana Saidin (UUM)

Nowadays many businesses has shifted their operation to Electronic Commerce because of the rapid

growth of Internet Economy as well as the rise of consumer’s digital literacy. The adoption of electronic

commerce and online shopping has boost up the economy as the retailer has no longer requires store and

able to operate anywhere. However, this situation is might be weakening as the digital literate consumer

that demand a better online shopping experience thus requires the advancement of technology to solve

the problem. Augmented reality interactive technology (ARIT) is introduced to improve consumer's

experience thus potentially increase business profit. However, interview with an online store

representative has revealed that the advantages gained might be hindered with several issues that

need great attention both from business person and technologist.

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 INFORMATICS & MULTIMEDIA
JOURNALISM

12. INVESTIGATING USER ACCEPTANCE OF THE AFFECTIVE MEDIATION DIGITAL TRAINING FOR TOT
(TRAIN OF TRAINERS) IN EDUCATION Siti Nurhazzalilla Omar (Yosh Ventures Sdn Bhd), Sobihatun
Nur Abdul Salam (UUM) and Fauziah Abdul Rahim (UUM)

User acceptance test is the true experimental study, which involves actual target users. In this study,

detailed aspects are discussed including the procedures of selecting the users, the conditions in assigning

group, and administering the study session. The user acceptance test was carried out to gather trainers

feedback upon the developed affective mediation digital training (AMDT) for TOT in education. The

results were alienated as trainers understanding of the content provided in AMDT, the usefulness and

effectiveness, and the trainers satisfaction of using the AMDT. Findings has shown that the use of the

AMDT for learning affective mediation has proved helpful for trainers to learn affective mediation better.

The practices of affective mediation among trainers in future will help in providing a lifelong learning as

well as producing more excellent learners as human capitals.

13. A REVIEW OF PERSUASIVE MULTIMEDIA PRINCIPLES IN WEARABLE TECHNOLOGY FOR ENHANCED

DEPRESSION AWARENESS AMONG UNIVERSITY STUDENTS: OPPORTUNITIES FOR INTEGRATION Umi
Hanim Mazlan (UiTM) and Siti Mahfuzah Sarif (UUM)

Conceptual core of persuasive technology (PT) development incorporates the use of technology that is

aimed at affecting user’s psychological attributes such as awareness. In most persuasive application, the

persuasive system is said to being interactive because they are integrated with multimedia elements.

Additionally, studies have confirmed the relevance of persuasive methods in wearable technology, though

to various degrees. Nevertheless, the integration of persuasive multimedia principles in wearable

technology to enhance awareness is still lacking. Moreover, very few studies have focused on enhancing

awareness in mental health, especially concerning academic depression. Therefore, this study reviews

empirical research on persuasive multimedia with the following aims i) to identify its implementation in

various domain, ii) to investigate the utilization of principles, iii) to explore the integration of principles,

and iv) to discover the various technology used. In conducting this study, a systematic literature review

that involved three phases and several processes was implemented. This study employed two activities

which are literature review and systematic review. The reviews found that persuasive multimedia

employed principles integration in various domain including mental health. However, this study suggests

that further study needs to be carried out in determining the possible persuasive multimedia principles to

suit wearable technology as almost close to none has provided evidence of those study.

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14. HYBRIDISING SIGNALLING PRINCIPLE AND NIELSEN'S DESIGN GUIDELINES: UTILISING MOBILE
APPLICATION TO IMPART ASMAUL HUSNA FOR UNIVERSITY STUDENTS Arifah Fasha Rosmani
(UiTM), Ariffin Abdul Mutalib (UUM) and Siti Mahfuzah Sarif (UUM)

Educating asmaul husna to be engaging and exciting is feasible with the evolution of mobile innovation.

Hence, this research aims to plan and construct a mobile app to prepare university students successfully

and competently in learning asmaul husna. Signalling principles for this mobile application are selected,

as it is a very compelling principle in multimedia learning same as Nielsen's design guidelines in the area

of interaction design. AHMA-SP (Asmaul Husna Mobile Application) comprises (i) Asmaul Husna; (ii)

Huraian Makna; (iii) Solusi Kehidupan and (iv) Kuiz Kefahaman, four different sections. This research

provides an elective method for motivating students to learn asmaul husna and improve their ability to

memorise the meaning of asmaul husna and the applications in their daily life. From the test results

produced on the knowledge level through pre-test and post-test, it is apparent that there is a good

improvement in this aspect. Therefore, it is evidence that the application and integration of the Signalling

principle and the Nielsen design guideline have helped students understand the meaning and remember

the names of Allah.

25. USABILITY EVALUATION OF RORY’S MATHS ADVENTURE (ROMAAD) MOBILE GAME TO IMPROVE
PROBLEM SOLVING SKILLS OF YEAR 4 STUDENTS Subashini Annamalai (UUM), Azizah Che Omar
(UUM) and Sobihatun Nur Abdul Salam (UUM)

Implementation of game-based learning (GBL) into lessons is a way to motivate and engage students in

diverse learning styles. Primary school students in Malaysia are reported to have difficulties in

Mathematics problem-solving due to the traditional teaching method which only provide limited

information to the students and emphasize on teachers’ instruction. Researchers claim that the teachers

should try to incorporate digital teaching method such as game-based learning that can improve the

students’ Mathematics skills especially problem solving skills. Therefore, the purpose of this study is to

investigate Rory's Math Adventure (ROMAAD) mobile game's usability that was developed to improve

Mathematics skills of Year 4 students. ROMAAD was developed based on the Year 4 Mathematics

syllabus and is expected to help reinforce skills and topics as well as to motivate students to do more

Mathematical problem-solving practice at anytime and anywhere. This study involves 37 Year 4 students

from a national primary school. An instrument, adapted from Lund (2011) was employed in order to

evaluate the usability of ROMAAD. The usability evaluation was carried out based on ease of use, ease of

learning, consistency, information structure, and design and satisfaction. Overall findings showed that the

majority of the respondents were satisfied as it is fun to use ROMAAD to improve their problem solving

skills. ROMAAD is regarded as very helpful to reinforce the skills and it motivates students to do more

Mathematical problem-solving practice at anytime and anywhere.

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33. VOICE RECOGNITION SYSTEM FOR ARABIC LETTERS Mohd Nizam Saad (UUM), Azyyati Syahirah
Mohd Ludin (UUM), Siti Aisyah Hasbolah (UUM) and Nur Hazirah Abdul Muain (UUM)

The current computer technology evolutions have produced many types of applications and hardware that

enable users to work in smarter way to fulfil their needs. One of the technology that has been introduced

during this evolution is the voice recognition system. The system has been available to users almost

decades ago, but until now it is still relevant and useful to create multi-types of applications. One of the

area that developer used the voice recognition system is to improve the pronunciation of letters and

word. Since every language has unique way to pronounce the word, therefore people whose mother

tongue is different that one specific language might face problems to pronounce words in that language

correctly. As among Malaysians, the Arabic language has been used by Malay to recite the Quran,

however, some have difficulties to pronounce it correctly because the Arabic language has its own style

to pronounce the words correctly. Realizing this pronunciation problem, we developed a voice recognition

system named Voice Recognition System for Arabic Language (VoReSAL) as a tool to assist users

improving their Arabic letter pronunciation. VoReSAL is equipped with five functions which include voice

recorder, voice playback, voice compare, accuracy display and expert video playback as tutorial in order

to assist users pronouncing Arabic letter in a better and accurate technique. Besides, VoReSAL will also

stimulate the learning process as it is equipped with interesting multimedia content and features

35. UUM STUDENTS’ PERSPECTIVE ON THE USABILITY OF PKU HEALTH MOBILE APPLICATION Azizah
Che Omar (UUM) and Subashini Annamalai (UUM)

This article reports the attempts to investigate the usability of PKU Health mobile application among 30

respondents from UUM students. The PKU Health mobile application was designed and developed as a

guide for user to know more about health information including recognize the human organ, understand

the reason for the disease and the method to prevent it. The application also contains the animation,

video, image, organ description, disease information and the treatment for disease. Among the aspects

that were examined was the usefulness, ease of use and satisfaction of PKU Health mobile application. A

usability questionnaire adapted from the USE questionnaire was employed as the data collecting

instrument. This questionnaire was given to the respondents after they have experienced using the PKU

Health Kedah mobile application. Data that were collected were analyzed using descriptive statistics and

the results revealed that the respondents agreed that the PKU Health mobile application is useful, easy to

be learned, easy to be used and match its intended purpose.

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 CREATIVITY & TECHNOLOGY
LANGUAGE & LITERATURE

19. THE MAP OF ACHIEVEMENT CULTURE CHARACTER IN SPORT COMMUNITY (THE DEVELOPMENT OF
SPORT PEDAGOGY COURSE TEACHING MATERIAL SUBSTANCE AT SPORT SCIENCE POSTGRADUATE
LEVEL) Agus Kristiyanto (Sebelas Maret University), Manil Kara Kauki (University of Malaya), Kukuh
Wahyudin Pratama (University of Malaya) Martono Martono (Yogyakarta State University) and
Kusmiyati Kusmiyati (STKIP Darussalam Cilacap)

This research aimed: (1) to describe the mentality character of culture achievement in sport community in

Solo Raya area; (2) to compare the achievement of culture mentality character of sport community by

academic background in Solo Raya area; and (3) to organize the procedure and substance of ideal

cultural mentality character achievement to develop a Sport Pedagogy teaching material at Sport

Science postgraduate level. This research synthesized some necessary methods: descriptive study, case

study, library study, initial stage of research and development, and even policy research embryo related to

the development of teaching material for Sport Pedagogy course. The conclusions of research were as

follows: (1) there was no significant relationship between score frequency of cultural mentality

achievement and respondents’ sex. In other words, the respondents’ cultural mentality achievement score

was not related to sex factor; (2) there was a significant relationship between frequency distribution of

cultural mentality achievement score and education background. In other words, the cultural mentality

achievement score was highly determined by the respondents’ education background; (3) considering the

perceptional score of Sport Science students, there were some items assumed to be feasible and relevant

as the content of cultural mentality character achievement related to the substance of sport pedagogy

course; and (4) in addition, describe something to be the base of recommendation, this research focused

maximally as well to providing outcome/product. The forms of outcome/product yielded were: draft

research result article potentially published in nationally and even internationally accredited journals and

minimum pattern of draft Sport Pedagogy book to be developed through follow-up activity.

24. FlossDance App: ADAPTION OF PERSUASIVE DESIGN PRINCIPLES TO ENCOURAGE FLOSSING

HABIT VIA MOBILE APPLICATION Siti Izani Idris (UUM) and Siti Mahfuzah Sarif (UUM)

It is estimated that 75% of Malaysians are insensitive of the need for oral health and nine out of ten adults

faced periodontal disease. Although latest statistics are not clearly identified, awareness of oral health

and hygiene is still in the shadow. The purpose of this study is to presents design consideration for the

development of a mobile app in engaging user to maintain a good oral hygiene habit in an enjoyable

way. The mobile application is named as FlossDance App. The design and development of the prototype

is based on the Design Thinking Process (Empathise, Define, Ideate, Prototype and Test). In this study, the

clearly defined the application with the adaption of persuasive design principles to improve flossing of an

individual and/or a household The design and development of the oral health and wellness and access

useful information when and where they need it.

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26. RED-S IDENTIFICATION ON FEMALE ATHLETE Panggung Sutapa (Yogyakarta State University),
Kukuh Wahyudin Pratama (University of Malaya) and Manil Kara Kauki (University of Malaya)

RED-S is a contraindication for women in the sport. The purpose of the exercise was originally getting

results in the form of a healthy and a fit body, but the female athletes when exercise is done with intensity

is too high then suffered great mental distress that would arise RED-S disease include anorexia nervosa,

amenorrhea, and osteoporosis. This study aims to identify the RED-S in women swimmer athletes. The

results showed that the identification of RED-S in the women swimmer athlete is as follows: In objective

based on the control of anorexia nervosa in detail that there were 26 (100%) athletes who entered in

categories of anorexia nervosa. While the detailed control of amenorrhoea that there are 25 (96.15%)

athletes who fall into the category of secondary amenorrhoea and 1 (3.85%) athletes who fall into the

category of primary amenorrhoea. Then in the control of Osteoporosis in detail there are 0 (0%) athletes

who fall into the category of high osteoporosis, 12 (46.15%) athletes who fall into the category o

moderate osteoporosis, and 14 (53.85%) athletes who fall into the category of low osteoporosis. In

Subjective based on the tendency of the RED-S, as many as three athletes (11.54 %) were in the category

of very high, 3 athletes (11.54 %) were in the high category, 13 athletes (50.00%) were in the category of

being, 5 athletes (19.23 %) were categorized as low, and 1 athlete (3.85%) were categorized as very low.

While based on the RED-S risk factors, as many as four athletes (15.38%) were in the category of very high,

5 athletes (19.23%) were in the high category, 12 athletes (46.15%) were in the category medium, 2

athletes (7.69 %) were included in the low category, and 3 athletes (11.54%) were in the category of very

low.

27. NURTURING CREATIVITY CULTURE AMONG CHILDREN IN SCHOOLS THROUGH OUTREACH

PROGRAMME Ariffin Abdul Mutalib (UUM), Hammuzamer Irwan Hamzah (UUM) and Che Azlan Taib
(UUM)

The paper reports a programme that merges a university, government agencies, and schools to inculcate

innovation and creativity culture among rural schools. The university-government-school partnership

ensures that the programme are equipped with sufficient funding, experts, and facilities, to benefit right

potential learners. A five-phase programme from ideation to winning international award has been

successfully executed. In the beginning, 10 schools were identified to participate in the programme.

However, along the process, some schools have to withdraw for certain reasons. In the end, four schools

managed to stay focus in the programme until finished. As a great contribution of the programme is that

the participating learners besides winning international awards, have also expressed their confidence and

willingness to persuade their peers to also venture into innovation and creativity-based product

development.

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28. REVISITING UNIVERSITY-PARCEL-CENTER NOTIFICATION SYSTEM FOR IMPROVING USER
EXPERIENCE Ariffin Abdul Mutalib (UUM), Juhriyansyah Dalle (Universitas Lambung Mangkurat),
Chong Chee Ching (UUM) and Yong Kho Cin (UUM)

This paper describes an initiative that revisits a parcel management centre to redesign its notification

system. In current system, parcel recipients have to invest a lot of mental and physical efforts in collecting

their parcels. UX workshop has been used as the technique in solving the problem. In particular, discovery

and prioritization, design, and evaluation workshops have been carried out, in which user participation is

the heart for the workshops. In the end, the developed prototype has been able to support users’

experience when using the improved system, discovered through the functionality and UX testing in the

evaluation workshop.

5. BETWEEN US AND THEM: EXAMINING THE INDIGENOUS PEOPLE OF MALAYSIA AS REPRESENTED IN

THE MAINSTREAM NEWS MEDIA Hazleena Baharun (USIM), Habibah Ismail (USIM), Suraini Mohd. Ali
(USIM), and Mohd Muzhafar Idrus (USIM)

Examining the linguistic representation of aminority group using computer-assisted method is the heart of

this study. In particular, we are interested to investigate how the indigenous people of Malaysia or Orang

Asli is being represented by the news media in Malaysia as we believe that mass media play a huge role

in curating the image of a group and affecting perception of readers about that group. Whether the

media portrays a social actor/group in a negative or positive light, it will affect how they are perceived

by the mainstream community. Using corpus-assisted critical discourse analysis, a 700,000-word corpus

was examined focusing mainly on grammatical words. Through the analysis, we found that the Orang Asli

is consistently being framed as a helpless group who frequently in need of assistance. Often, they are

positioned as passive recipients of things from more dominant groups like volunteers and governments.

These consistent negative and helpless images of the Orang Asli, we believe will be detrimental to the

overall perception of society towards them which will later affect their social standing in the Malaysian

community. We believe that stories about orang Asli need to be curated in a more positive manner and

promoting them as active members of the society who can contribute to the development of the nation.

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 CHIC 2020 Organizing Committee

CONFERENCE CHAIR WEB

Prof. Dr. Norshuhada Shiratuddin Dr. Nurulhuda Ibrahim
Dr. Harryizman Harun
WORKING COMMITTEE CHAIR
Dr. Hammuzamer Irwan Hamzah PROCEEDINGS
Dr. Siti Mahfuzah Sarif
WORKING COMMITTEE Dr. Norsiah Abdul Hamid
Ts. Dr. Azliza Othman TS. Dr. Nassiriah binti Shaari
Dr. Sabrina Mohd Rashid
TREASURER Prof Madya Ts. Dr. Sobihatun Nur Abdul Salam
Ts. Dr. Nassiriah Shaari Ts. Dr. Azliza Othman
Dr. Harryizman Harun
SECRETARY Dr. Nadia Diyana Muhaiyuddin
Mrs. Yusrita bt Mohd. Yusoff
Dr. Azlina Kamaruddin SPECIAL TASK
Mrs. Nooraini@Noorfizami HUssein
SECRETARIAT Mr. Abd Hadi Abd. Razak
Mrs. Aeni Zuhana Saidin
Dr. Subashini Annamalai PROMOTION
Dr. Azizah Che Omar Mrs. Nur Fadziana Faisal Mohamed
Dr. Siti Mahfuzah Sarif Mrs. Nooraini@Noorfizami HUssein
Dr. Mohd Nizam Saad
SPONSORSHIP Dr.Farah Nadia Azman (UTEM)
Prof. Dr. Norshuhada Shiratuddin Dr. Mohammad Lutfi Dolhalit (UTEM)
Prof. Madya Dr. Sobihatun Nur Abdul Salam Dr. Mohd Helmy Abdul Wahab (UTHM)
Prof. Madya Dr. Ariffin Abdul Mutalib

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