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1 

        MULTIDISCIPLINARY SCIENTIFIC RESEARCH 
          BJMSR VOL 10 NO 2 (2025) P-ISSN 2687-850X E-ISSN 2687-8518 

         Available online at https://www.cribfb.com 

     Journal homepage: https://www.cribfb.com/journal/index.php/BJMSR 

                                                                                                                                                                                                    Published by CRIBFB, USA 
                                                                                                                                     

BRIDGING TRADITION AND INNOVATION: THE ROLE OF PINGXIANG 

NUO MASKS IN ANIMATION CHARACTER DESIGN                                                       
 

 Nian You Zhu (a)     Shafilla Binti Subri (b)1   Mohd Khairulnizam Bin Ramlie (c)   Huan Zhou (d)   Pei Yao Li (e)   
 

(a) PhD Candidate, Universiti Teknologi MARA, Negeri Kedah 08400, Malaysia and Jiangxi Manufacturing Polytechnic College, Nanchang, 

China; E-mail: zhunianyou@xmphdss.cn 
(b) Senior Lecturer, Universiti Teknologi MARA, Negeri Kedah 08400, Malaysia; E-mail: shafilla@uitm.edu.my 
(c) Senior Lecture, Universiti Teknologi MARA, Negeri Kedah 08400, Malaysia; E-mail: nizamramlie@uitm.edu.my 
(d) Lecturer, Jiangxi Manufacturing Polytechnic College, Nanchang, China; E-mail: 598259011@qq.com 
(e) PhD Candidate, Universiti Putera Malaysia, Serdang, Selangor 43400, Malaysia; E-mail: 15027057935@163.com 
                 

 
A R T I C L E I N F O 

 
 

Article History: 

 
Received: 27th October 2024 

Reviewed & Revised: 27th October 2024 

to 10th March 2025 

Accepted: 11th March 2025 

Published: 15th March 2025 

 
Keywords: 

 

Artist Qualification, Cultural  

Expressiveness, Pingxiang Nuo  

Masks, Funny Role, Positive  

Supporting Role 

 
JEL Classification Codes: 

 

      C10, C81, C87, C12 

       
       

      Peer-Review Model:  

 

      External peer review was done through  

      double-blind method.        

 
A B S T R A C T      

 

The lack of integration and cultural representation in Pingxiang Nuo masks can reduce the aesthetic 

appeal of the audience, which is a challenge for the industry. The dysconnectivity of the audience with 

no emotions toward Pingxiang Nuo mask characters is problematic for the industry on a large scale. 

The purpose of this research is to measure the impact of Pingxiang Nuo mask funny role and positive 

supporting role on cultural expressiveness with mediating impact of artist qualification. The study is 

designed to provide comprehensive insight into contributing more value to the culture's expressiveness. 

This study used a purposive sampling method to collect the data. This method was significant for 

sampling as students, teachers, professionals and audience of art design was population. A sample of 

325 individuals, including students, teachers, professionals, and art design audiences, was collected. 

Smart PLS 4 was used for conducting statistical analysis with partial least square–structural equation 

modeling (PLS-SEM). The findings of this research contribute to the literature that the impact of 

Pingxiang Nuo masks funny role and a positive supporting role on cultural expressiveness is accepted. 

The study also confirmed that the effect of the Pingxiang Nuo influences the mediating role of artist 

qualification mask funny role and the positive supporting role of cultural expressiveness. The study 

asserts that the qualification of the artist is essential and significantly contributes to cultural 

expressiveness with the help of Pingxiang Nuo masks. In China, it is required to improve the cultural 

expressiveness with the help of Pingxiang Nuo mask that is required for cultural and historical 

representations. 

 
 

© 2025 by the authors. Licensee CRIBFB, USA. This open-access article is distributed under the 
terms and conditions of the Creative Commons Attribution (CC BY) license 
(http://creativecommons.org/licenses/by/4.0).  

            

 

INTRODUCTION 

Chinese animation industry has seen rapid growth in the market during this decade (S. He & Duan, 2023). There is also a 

notable challenge in creating expressive and culturally authentic characters that attract national and international audiences. 

Similarly, the traditional Chinese masks have a significant contribution to culture and historical expressiveness, whereas 

Pingxiang Nuo masks have a leading role (Wang et al., 2021). The expressive and cultural presentation of these masks in 

local festivals also influences different audiences with the representation of different characters (Murphy et al., 2021). 

Meanwhile, the application of these masks in the practical arena, considering moderation animation, is still unnoticed (Chen, 

2022). Therefore, this research is designed to bridge a gap by exploring the way distinct features of Pingxiang Nuo masks 

can be used for facial modeling to boost cultural expressiveness. 

The Pingxiang Nuo masks portray the narrative value of culture to the audience based on the expressive power of 

different characters (Yu, 2021). In Pingxiang Nuo masks, there is representation of heroic to humorous characters which is 

a significant factor to convey the story and emotions of public. The industry related to Pingxiang Nuo masks has been 

growing over time. However, there is a need for further work on cultural expressiveness, which can be based on the character 

design and quality of the artist (Lee et al., 2021). Whereas the lack of integration and cultural representation in Pingxiang 

Nuo masks can reduce the aesthetic appeal of the audience which is a challenge for industry (Xu & Sun, 2021). The 

dysconnectivity of the audience with no emotions toward Pingxiang Nuo mask characters is problematic for the industry on 

                                                      
1Corresponding author: ORCID ID: 0000-0003-4357-7400 
© 2025 by the authors. Hosting by CRIBFB. Peer review is the responsibility of CRIBFB, USA.  

https://doi.org/10.46281/bjmsr.v10i2.2309 

 
To cite this article: Zhu, N. Y., Subri, S. B., Ramlie, M. K. B., Zhou, H., & Li, P. Y. (2025). BRIDGING TRADITION AND INNOVATION: THE ROLE 

OF PINGXIANG NUO MASKS IN ANIMATION CHARACTER DESIGN. Bangladesh Journal of Multidisciplinary Scientific Research, 10(2), 1-11. 

https://doi.org/10.46281/bjmsr.v10i2.2309 

http://creativecommons.org/licenses/by/4.0/)
http://creativecommons.org/licenses/by/4.0/)
https://www.openaccess.nl/en
https://doi.org/10.46281/bjmsr.v10i2.2309
https://orcid.org/0009-0002-5137-0311
https://orcid.org/0000-0003-4357-7400
https://orcid.org/0000-0002-2829-0500
https://orcid.org/0009-0008-2877-9788
https://orcid.org/0009-0008-0893-4840


Zhu et al., Bangladesh Journal of Multidisciplinary Scientific Research 10(2) (2025), 1-11

 

2 

a large scale (S. He & Duan, 2023). To address this issue, the current research is designed to explore the importance of 

Pingxiang Nuo masks in improving animation character design and boosting cultural appeal to the audience. 

In literature, there is debate among scholars reporting the importance of animation character design and its 

connection with cultural expressiveness. However, there is less debate on the influence of Chinese traditional masks such 

as Pingxiang Nuo masks (L. Liu et al., 2020). The previous studies in literature have paid attention to the cultural symbols 

and artistic expression, but the unique characteristics of Pingxiang Nuo masks are unheeded by the scholars (Yu, 2021). 

Therefore, a comprehensive debate on this phenomenon is important for signifying the literature by providing newly 

developed relationships in the literature. 

Similarly, the existing studies in literature debated the use of traditional and cultural masks, but the role of artist 

quality and way of expression was unnoticed (L. Li, 2020). Previous studies have highlighted that traditional masks have a 

significant impact on cultural expression through the intervention of the artist (Y. Liu, 2022). However, this debate in the 

context of Pingxiang Nuo masks is less reported because the literature is still in the infancy stage (S. He & Duan, 2023). 

Therefore, a structural relationship-based investigation among these relationships is widely recommended to investigate, 

which can advance the literature. The study also recommended the development of future research on the Pingxiang Nuo 

mask's impact on cultural representation (G. Li, 2021). 

This research is conducted with the objective of measuring the impact of Pingxiang Nuo's mask funny role and 

positive supporting role on cultural expressiveness while mediating the impact of artist qualification. The study is designed 

to provide comprehensive insight into contributing more value to the culture's expressiveness. A sample of 325 individuals, 

including students, teachers, professionals, and art design audiences, was collected. Smart PLS 4 was used for conducting 

statistical analysis with partial least square–structural equation modeling (PLS-SEM). The findings of this research 

contribute to the literature that the impact of Pingxiang Nuo masks funny role and a positive supporting role on cultural 

expressiveness is accepted. The study also confirmed that the mediating role of artist qualification is accepted between the 

impact of Pingxiang Nuo mask funny role and the positive supporting role on cultural expressiveness. Cultural expression 

in China can be improved with the Pingxiang Nuo mask's funny role and positive supporting role while utilizing a qualified 

artist. The rest of the study is divided into the review of literature, methodology, findings, discussion of results, and 

implications. Future directions are also reported in the concluding section of this paper. 

 

LITERATURE REVIEW 

Pingxiang Nuo Masks Funny Role 

Pingxiang Nuo masks are famous for representing different characters, including funny roles for entertainment (Xu & Sun, 

2021). The funny role expressed by these masks is supported by exaggerated facial expressions and different choices of 

color, which evoke laughter in the audience (L. Liu et al., 2020). Furthermore, Pingxiang Nuo mask masks present a comical 

representation of the characters, which is significant and playful in storytelling (S. He & Duan, 2023). The audience is 

emotionally attached to the characters represented by the masks, which can improve the social commentaries (Chen, 2022). 

The playful design of masks is also attractive to the audience as this intervention shapes the storytelling narrative. 

 

Pingxiang Nuo Masks Positive Supporting Role 

Pingxiang Nuo mask also demonstrates a positive supporting role (Y. Liu, 2022). It is a representation of traditional symbols 

that are useful for the feature development expression of different colors. The choice and representation of protagonists 

representing loyalty and wisdom are helpful in evoking a positive support role (Yu, 2021). The cultural representation and 

courage advocated by these traditional masks is a way forward for spectators to observe them with definite meanings (G. 

Li, 2021). The audience can get inspiration from positive supporting roles advanced by these masks, which have rich cultural 

values and symbols of bravery. 

 

Artist Qualification 

The qualification and skills of the artists are important in cultural representation (Wang et al., 2021). The aesthetic beauty 

of the artistic approach and the quality of the art must be adequately represented by the artist. It is a significant factor in 

contributing to cultural values with the help of traditional features (L. Li, 2020). The representation of Pingxiang Nuo masks 

in different cultural festivals is challenging for artists to translate their emotions and values into new features(G. Li, 2021). 

The combination of artistic value and cultural sensitivity develops a sense of commitment to authenticity in original art. 

 

Cultural Expressiveness 

Cultural expressiveness refers to the ability of characters to showcase any narrative, whether it is based on historical 

representations or emotional values (Meng, 2023). The authentic expression of art and culture by the characters is a 

significant factor that strongly connects audiences with the characters (Liao & Dai, 2020). The deeper emotions of the 

audience are improved with aesthetic expression and the richness of cultural values (Press, 2021). Furthermore, the narrative 

quality and expressive cultural values are promoted through cultural expression, which provides a sense of attachment to 

the audience that is related to culture (Lee et al., 2021). Meanwhile, the better understanding of culture improves the 

expressiveness with employing a quality artist for it. 

 

Hypotheses Development 

The funny role represented by different characters is significant in impacting the audience (Deng et al., 2023). The role of 

traditional masks is important in comic expression. The texture, color and design of masks representing the comic value has 

significant influence on the personality of audience (X. He & Sornyai, 2023). The audience is connected to the cultural 



Zhu et al., Bangladesh Journal of Multidisciplinary Scientific Research 10(2) (2025), 1-11

 

3 

association represented by any mask. Therefore, the funny role of the masks has some value for the audience, which is 

necessary for artists to represent (Wu & Boonsrianun, 2023). It is also recommended that the spectators support the artists 

and the comic representation of the public with funny masks. The role highlighted by the characters have significant value 

to influence the public perception of artistic value. It is valuable in the representation of culture, which has a significant 

impact on the audience. The expression of culture with artistic value boosts the funny character representation for the public 

(Chang, 2020). However, the participation of audiences in cultural festivals is also improved based on the value of funny 

roles. Meanwhile, when the characters are less focused on representing an artistic value with significant culture, it can be 

problematic to boost the cultural values (Bai & Nam, 2022). Hence, significant work to improve the impression on audiences 

is required with the representation of funny characters. 

 

H1: There is a relationship between Pingxiang Nuo Mask's funny role and artist qualification. 

H2: There is a relationship between Pingxiang Nuo masks funny role and cultural expressiveness. 

 

The positive supporting role based on characters and historical figures improves the qualification of artists (Guo et 

al., 2024). When the audience is supportive, it becomes easy for the artist to represent a culture. The value given to cultural 

expression is necessary for a positive and supportive role. Furthermore, the traditional characters represented by masks have 

a lasting impact on the audience, which is significant to their growth (Richards & King, 2022). However, the qualification 

of artists is also necessary to strengthen a culture and understanding of values. Furthermore, when a valuable insight 

represents the characters, the confidence of the audience is boosted (Luo & Lau, 2020). The spectators are impressed by the 

characters when their cultural values are expressed in them. Besides, the representation of bold characters, which were 

symbolically associated with strength, is a significant factor in the influence to improve artistic value (Lee et al., 2021). 

Therefore, a straightforward, expressive approach with masks is helpful in associating the public with culture. Similarly, a 

message to strengthen the positive image is supported by the cultural values advocated for this purpose (D. Li, 2021). Hence, 

the audience supports cultural values and cultural association representation through masks. 

 

H3: There is a relationship between the positive supporting role of Pingxiang Nuo masks and artist qualifications. 

H4: There is a relationship between the positive supporting role of Pingxiang Nuo masks and cultural expressiveness. 

 

The role of the artist is important in cultural representation (Murphy et al., 2021). When the artist are qualified, 

they showcase the culture importantly which helps the audience to understand the phenomena and culture of improvement 

(Shi & Nicolas, 2023). Furthermore, the quality of education and skills of the artist are significant in representing the culture. 

The representation of any culture by the artists is possible when they have the skills and techniques to represent the culture 

(Bai & Nam, 2022). Many artists who are highly qualified to represent a culture should be given the chance to deal with 

cultural expression (Richards & King, 2022). The more value added to cultural representations by artists can improve the 

overall behavior for cultural understanding (Chang, 2020). Therefore, a strategic improvement in cultural representation is 

possible with the conscious involvement of the artists. 

 

H5: There is a relationship between artist qualification and cultural expressiveness. 

 

The qualification of the artist is a significant factor in representing a culture (Chen, 2022). In traditional events of 

any country, the role of artist quality is necessary to influence the public (Deng et al., 2023). It is recommended that 

traditional values are represented when artists are skilled. The funny role or comic representation by the characters is helpful 

in evoking the emotions of the audience (Liao & Dai, 2020). Furthermore, the use of masks in cultural representations is 

also significant in providing more value to the audience while they understand the cultural and associational meanings 

(Press, 2021). Therefore, the role of artist is considered as significant which can improve the value of artist with cultural 

representation and showing funny characters. 

 

H6: There is a mediating role of artist qualification between Pingxiang Nuo mask funny role and artist qualification. 

 

The positive and supporting characters represented by different artists are also influencing the audience (Richards 

& King, 2022). When the audience is introduced to significant characters, a sense of influence full of motivation is developed 

(Wu & Boonsrianun, 2023). It is recommended that artists who represent cultural art should focus significantly on improving 

cultural values. The association of culture is helpful for the artists to engage the audience with their role, which has a positive 

impact on spectators (Bai & Nam, 2022). The use of masks in representing the character which strengthens the value of 

spectators have a significant influence on audience working (Press, 2021). Therefore, it is recommended that qualified artists 

should be hired for cultural representation of characters to show the strict influence of cultural values. 

 

H7: There is a mediating role of artist qualification between Pingxiang Nuo Mask's positive supporting role and artist 

qualification. 

 

 

 

 

 



Zhu et al., Bangladesh Journal of Multidisciplinary Scientific Research 10(2) (2025), 1-11

 

4 

Figure 1 shows the model of this research. It describes the relationship between variables investigated in this study 

and clearly explains the direct and mediating relationships. 

 

 
Figure 1. Research Framework 

 

 

MATERIALS AND METHODS 

Research Design and Instruments 

There are different designs to conduct research and contribute to knowledge. Similarly, this research was based on 

quantitative data as structural relationships between variables were observed. In quantitative data, both secondary and 

primary resources are used in different research. However, this study was considered a primary source because the 

population of the study was students, teachers, professionals, and the audience of art design. A survey-based method was 

considered suitable for collecting the data for this research. The scale items for this research were developed and carefully 

considered. A comprehensive process of scale development, as recommended by Munshi  (2014), was used for this purpose. 

A pool of scale items was developed in the first stage. Secondly, the language of scale items was reviewed by the group of 

experts. It was ensured that all scale items reflected the operationalization of variables. The experts tested the face and 

content validity of the developed scale. It was ensured that all scale items were significant to collect the data after reviewing 

and modifying the language. Furthermore, the study used a sample of 68 participants from the same population to conduct 

a pilot study. Exploratory factor analysis and confirmatory factor analysis findings were performed to analyze the results. 

The reliability of scale items was ensured with a pilot study. The scale items are reported in Appendix A. 

 

Data Collection Method and Analysis 

This study used a purposive sampling method to collect the data. This method was significant for sampling as students, 

teachers, professionals and audience of art design was population. In social sciences, a sample of more than 300 participants 

is acceptable and used in many studies. Therefore, the study distributed 600 questionnaires to the participants in Jiangxi 

Province, China. The respondents were requested to provide significant information for this research. A sample of 337 

respondents was collected, but some of them were deleted during the initial screening. Therefore, 325 responses were 

finalized for this research to analyze the relationship between the variables of this study. This study used Smart PLS 4 to 

analyze the data. Measurement model assessment, structural model assessment, and predictive relevance findings were used 

in this research. 

 

RESULTS 

Demographics 

The study collected data from students, teachers, professionals, and audiences of art design. There were 60 participants in 

the age group of 18-25 years, while 156 participants were in the 26-30 age group. Meanwhile, there were 73 participants in 

the age group of 31-35 years, whereas 36 participants were in the age group above 35 years. The male participants were 

147, and 178 were female participants in this research. 42 respondents of the study were students, while 43 were teachers. 

The professional participants were 129, and there were 111 respondents from the animation audience. The education level 

of 60 participants was diploma, 203 were undergraduate, and 62 were postgraduate. Table 1 denotes the detailed data of 

respondents. 

 

Table 1. Demographic 

 
Variables Level Participants Total Percentage 

Age 18-25 Years 60 325 19%  
26-30 Years 156 325 48%  
31-35 Years 73 325 23%  
Above 35 Years 36 325 11% 

Gender Male 147 325 45%  
Female 178 325 55% 

Your Status Student majoring in art design 42 325 13% 

Pingxiang Nuo Masks 

Funny Role 

Pingxiang Nuo Masks 

Positive Supporting Role 

Artist Qualification Cultural Expressiveness 



Zhu et al., Bangladesh Journal of Multidisciplinary Scientific Research 10(2) (2025), 1-11

 

5 

 
Teachers majoring in art design 43 325 13%  

Professionals in the Pingxiang Nuo culture and animation industry 129 325 40%  
Animation Audience 111 325 34% 

Education Diploma 60 325 19%  
Undergraduate 203 325 63% 

  Postgraduate 62 325 19% 

 

Measurement Model Assessment 

The analysis of this research was performed based on different steps. The normality of data is checked at the first stage. The 

data was inserted into Smart PLS 4, and the mean value and standard deviation were checked. Furthermore, the findings of 

skewness and kurtosis were tested to measure the normality of distribution. Skewness and kurtosis between -3 and +3 are 

accepted as significant (Royston, 1992). The reported data in Table 2 confirmed that all values of skewness and kurtosis 

were in the significant threshold. Therefore, the normality of data was significantly achieved. 

 

Table 2. Data Normality 

 
No. Observed Variables Mean Standard deviation Excess kurtosis Skewness 

1 PNMFR_1 3.338 1.141 -0.974 -0.091 

2 PNMFR_2 3.262 1.159 -1.011 0.001 

3 PNMFR_3 3.28 1.197 -1.158 -0.035 

4 PNMFR_4 3.382 1.178 -1.23 -0.106 

5 PNMFR_5 3.378 1.193 -1.119 -0.163 

6 PNMFR_6 3.323 1.199 -1.275 -0.008 

7 PNMSR_1 3.348 1.163 -1.151 -0.046 

8 PNMSR_2 3.323 1.133 -1.101 -0.022 

9 PNMSR_3 3.372 1.171 -1.127 -0.077 

10 PNMSR_4 3.375 1.145 -1.166 -0.093 

11 PNMSR_5 3.366 1.197 -1.162 -0.109 

12 AQ_1 3.335 1.156 -1.126 -0.021 

13 AQ_2 3.449 1.107 -1.032 -0.192 

14 AQ_3 3.434 1.202 -1.196 -0.148 

15 AQ_4 3.474 1.162 -1.034 -0.249 

16 AQ_5 3.48 1.181 -1.317 -0.11 

17 CE_1 3.348 1.134 -1.131 -0.039 

18 CE_2 3.335 1.159 -1.137 -0.096 

19 CE_3 3.332 1.161 -1.092 -0.14 

20 CE_4 3.412 1.188 -1.113 -0.211 

21 CE_5 3.317 1.172 -1.09 -0.096 

 

PLS Algorithm calculations were performed to measure the reliability and validity of data. The factor loadings 

were tested at the initial stage. The factor loading value above 0.70 is considered significant for the reliability of items 

loaded on a construct (J. Hair et al., 2022). The findings reported in Figure 2 and Table 3 confirmed that all values were 

above the recommended threshold. Therefore, the reliability of the scale items was significantly achieved. Hence, the data 

was considered appropriate for further analysis. 

 

 
Figure 2. Measurement Model 



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6 

Table 3. Factor Loadings 

 
Items AQ CE PNMFR PNMSR 

AQ_1 0.82 
   

AQ_2 0.832 
   

AQ_3 0.853 
   

AQ_4 0.847 
   

AQ_5 0.853 
   

CE_1 
 

0.831 
  

CE_2 
 

0.827 
  

CE_3 
 

0.846 
  

CE_4 
 

0.825 
  

CE_5 
 

0.809 
  

PNMFR_1 
  

0.827 
 

PNMFR_2 
  

0.813 
 

PNMFR_3 
  

0.841 
 

PNMFR_4 
  

0.838 
 

PNMFR_5 
  

0.817 
 

PNMFR_6 
  

0.84 
 

PNMSR_1 
   

0.836 

PNMSR_2 
   

0.808 

PNMSR_3 
   

0.824 

PNMSR_4 
   

0.828 

PNMSR_5 
   

0.836 

 

The findings of convergent validity were checked to measure the validity and reliability of data. The findings of 

average variance extracted > 0.50 were tested to measure the significant variance in the data (J. Hair et al., 2022). 

Furthermore, the findings of Cronbach’s alpha and composite reliability > 0.70 were tested for reliability and validity of 

data (J. Hair et al., 2022). The results confirmed that all data was valid and achieved a significant threshold. Hence, the data 

was considered valid for further analysis (see Table 4). 

 

Table 4. Convergent Validity 

 
Variable Cronbach's alpha Composite reliability Average variance extracted 

AQ 0.897 0.924 0.707 

CE 0.885 0.916 0.685 

PNMFR 0.909 0.93 0.688 

PNMSR 0.884 0.915 0.683 

 

The data's discriminant validity was tested to measure discrimination and collinearity issues. The findings of 

discriminant validity were measured with the Heterotrait-Monotrait (HTMT) method. HTMT values below 0.85 are 

accepted as significant for significant discriminant validity in data (J. Hair et al., 2022; Henseler et al., 2009). The results 

reported in Table 5 confirmed that HTMT was significant, and there were no collinearity issues in the data. 

 

Table 5. Discriminant Validity 

 
Variable AQ CE PNMFR PNMSR 

AQ 
    

CE 0.523 
   

PNMFR 0.419 0.416 
  

PNMSR 0.488 0.498 0.484 
 

 

The findings of the variance inflation factor were measured to identify the common method bias in the data. It is 

necessary to identify when the data of any research is collected from a single source. The findings of the variance inflation 

factor should be less than 3.3 for an acceptable threshold (J. F. Hair et al., 2011). The data reported in Table 6 confirmed 

that the variance inflation factor was significant. Therefore, there was no bias in the data. 

 

Table 6. Variance Inflation Factor 

 
Variable AQ CE 

AQ 
 

1.309 

CE 
  

PNMFR 1.231 1.303 

PNMSR 1.231 1.378 

 

Structural Model Assessment 

The findings of PLS Bootstrapping were performed to measure the relationship between variables. The recommended 

threshold t > 1.96 was considered for the accepted hypothesis (J. Hair et al., 2022). According to findings of H1, there is a 

significant relationship between Pingxiang Nuo mask funny role and artist qualification. Furthermore, H2 results disclosed 



Zhu et al., Bangladesh Journal of Multidisciplinary Scientific Research 10(2) (2025), 1-11

 

7 

that there is a significant relationship between Pingxiang Nuo's funny mask role and cultural expressiveness. The study 

found that H3 is significant, and there is a significant relationship between the positive supporting role of Pingxiang Nuo 

masks and artist qualification. The results of H4 confirmed that there is a relationship between the positive supporting role 

of Pingxiang Nuo masks and cultural expressiveness. Finally, the study reports that H5 is accepted, and there is a significant 

relationship between artist qualification and cultural expressiveness. The results are reported in Figure 3 and Table 7. 

 

Table 7. Direct Relationship 

 
Direct Relationships Original sample Standard deviation T statistics P values 

AQ -> CE 0.302 0.051 5.909 0 

PNMFR -> AQ 0.235 0.049 4.762 0 

PNMFR -> CE 0.155 0.056 2.758 0.006 

PNMSR -> AQ 0.335 0.051 6.606 0 

PNMSR -> CE 0.242 0.058 4.186 0 

 

 
Figure 3. Structural Model 

 

Similarly, indirect or mediating relationships were tested. According to H6 results, there is a significant mediating 

role of artist qualification between Pingxiang Nuo Mask's funny role and artist qualification. Moreover, H7 findings report 

that there is a significant mediating role of artist qualification between Pingxiang Nuo mask's positive supporting role and 

artist qualification. The results of indirect relationships are reported in Table 8. 

 

Table 8. Indirect Relationships 

 
Mediating Relationships Original sample Standard deviation T statistics P values 

PNMFR -> AQ -> CE 0.071 0.019 3.695 0 

PNMSR -> AQ -> CE 0.101 0.024 4.267 0 

 

Predictive Relevance 

Finally, this study checked the findings of predictive relevance. It was checked to measure the predictive power of the 

independent variables toward the dependent variables. PLS Blindfolding analysis was performed for this purpose. A Q2 > 

0 value is used to measure predictive relevance 34. The findings of predictive relevance reported in Table 9 and Figure 4 

confirm that the Q2 value for this research model was above the recommended threshold. Therefore, it is established that 

the model of this research has significant predictive power. 

 

Table 9. Predictive Relevance 

 
Variables SSO SSE Q² (=1-SSE/SSO) 

AQ 1625 1360.088 0.163 

CE 1625 1288.439 0.207 

PNMFR 1950 1950 0 

PNMSR 1625 1625 0 

 

 



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8 

 
Figure 4. Predictive Relevance 

 

DISCUSSIONS 

The study used quantitative data to measure the relationship between variables. According to findings of H1, there is a 

significant relationship between Pingxiang Nuo mask funny role and artist qualification. Furthermore, H2 results disclosed 

that there is a significant relationship between Pingxiang Nuo's funny mask role and cultural expressiveness. These 

relationships are compared with previous studies in the literature. According to Deng et al. (2023), the role that is highlighted 

by the characters has significant value in significantly affecting how the general audience perceives the value of artistic 

expression. It has an important role in the portrayal of culture, which has a significant impact on the audience. According 

to Chang (2020), increasing the portrayal of humorous characters in the public eye is facilitated by the production of a 

culture that possesses artistic worth. The value of comedic roles, on the other hand, has been shown to increase audience 

involvement in cultural festivals due to its positive impact, according to L. Li (2020) states that the characters are less 

focused on reflecting an artistic value that is significant to culture, so it can be challenging to increase cultural values. 

According to Press (2021), there is a tremendous influence on the audience as a result of the humorous roles that various 

individuals represent. When it comes to comic expressiveness, traditional masks play a significant role. According to He 

and Sornyai (2023), a large amount of impact is exerted on the personality of the audience by the texture, color, and design 

of the masks that convey the comedy value. There is a connection between the audience and the cultural association that is 

represented by any one mask. According to Meng (2023), the humorous function of the masks, therefore, carries with it a 

certain amount of value for the audience, which is something that artists are required to convey. Besides, it is advised that 

the spectators show their support for the artists and comic portrayals of the public by wearing humorous masks. 

Consequently, there is a large amount of effort that has to be done in order to improve the impression that audiences have 

with the representation of amusing characters. 

The study found that H3 is significant, and there is a significant relationship between the positive supporting role 

of Pingxiang Nuo masks and artist qualification. The results of H4 confirmed that there is a relationship between the positive 

supporting role of Pingxiang Nuo masks and cultural expressiveness. According to Luo and Lau (2020), the characters leave 

an impression on the audience when they are able to convey the cultural values that are being expressed. According to Bai 

and Nam (2022), the depiction of courageous individuals who were symbolically associated with strength is a significant 

aspect that contributes to the influence that is used to boost artistic value. According to Yu (2021), when it comes to masks, 

it is helpful to use a straightforward, expressive approach in order to identify the public with culture. As a similar point of 

reference, the cultural values that are pushed for this reason lend support to a message that is intended to strengthen the 

positive image. These relationships are compared with previous studies in the literature. According to S. He and Duan 

(2023), an artist can improve their qualifications by playing a supporting role that is based on historical figures and 

significant individuals. It is much simpler for an artist to portray a culture when the audience is on board with their creative 

endeavors. According to D. Li (2021), cultural expression is essential for playing a role that is both supportive and beneficial. 

In addition, the traditional figures that are portrayed by masks have an impression that is long-lasting on the audience, which 

is vital to their development. According to G. Li (2021), to strengthen culture and gain a better knowledge of values, it is 

also vital to have artists who have the required qualifications. Additionally, the audience's confidence is strengthened when 

a valuable insight within the story represents the characters. To sum up, the audience is also in favor of the portrayal of 

cultural values and cultural associations through the use of masks. 

The study reports that H5 is accepted, and there is a significant relationship between artist qualification and cultural 

expressiveness. This relationship is compared with previous studies in the literature. According to J. Li and Yu (2023) state 

that in the process of cultural representation, the involvement of the artist is significant. In situations where the artists are 

qualified, they are able to present the culture in a significant way, which assists the audience in comprehending the 

phenomenon and the culture of improvement. According to Y. Liu (2022), the level of knowledge and expertise possessed 

by the artist is of great importance when it comes to accurately representing the culture. According to Wu and Boonsrianun 

(2023), if an artist possesses the abilities and techniques necessary to portray a culture accurately, then they are able to 

represent any civilization successfully. According to Liao and Dai (2020), a large number of artists who are highly qualified 

to reflect a culture ought to be provided with the opportunity to work with cultural expressions. According to L. Liu et al. 



Zhu et al., Bangladesh Journal of Multidisciplinary Scientific Research 10(2) (2025), 1-11

 

9 

(2020), increasing the amount of value that artists add to cultural representations has the potential to improve overall 

behavior for cultural understanding. Thus, with the artists' active participation, it is possible to achieve a strategic 

improvement in the way cultural representation is carried out. 

Similarly, the indirect or mediating relationships were tested. According to the results of H6, there is a significant 

mediating role of artist qualification between Pingxiang Nuo mask funny role and artist qualification. This relationship is 

compared with previous studies in the literature. The qualifications of an artist are an important consideration when it comes 

to representing a culture. In order to exert an influence on the general audience, the artist's quality is essential in traditional 

events held in any country. According to Xu and Sun (2021), when artists are accomplished, it is recommended that they 

represent traditional ideals in their respective works. In addition, the utilization of masks in cultural representations is also 

crucial since it offers additional value to the audience while simultaneously allowing them to comprehend the cultural and 

associational meanings present. According to Guo et al. (2024), the role of the artist is regarded as being significant, which 

has the potential to enhance the worth of the artist by displaying humorous characters and providing cultural representation. 

Moreover, H7 findings report that there is a significant mediating role of artist qualification between Pingxiang 

Nuo mask positive supporting role and artist qualification. This relationship is compared with previous studies in the 

literature. According to Wang et al. (2021), it is strongly suggested that artists who represent cultural art should place a large 

amount of emphasis on enhancing cultural values. According to Chen (2022), it is beneficial for artists to have the 

association of culture since it helps them to engage the audience with their role, which in turn has a positive impact on 

spectators. According to Shi and Nicolas (2023), the usage of masks in the process of expressing the character boosts the 

value of the spectators, which, in turn, has a significant impact on the performing abilities of the audience. Consequently, it 

is recommended that qualified artists be employed for the purpose of culturally representing characters in order to 

demonstrate the level of influence that is strictly associated with cultural values. 

 

CONCLUSIONS  

This research is conducted with the objective of measuring the impact of Pingxiang Nuo's mask funny role and positive 

supporting role on cultural expressiveness while mediating the impact of artist qualification. The study is designed to provide 

comprehensive insight into contributing more value to the culture's expressiveness. Furthermore, the results of this research 

contribute to the literature that the impact of Pingxiang Nuo masks funny role and a positive supporting role on cultural 

expressiveness is accepted. The study also confirmed that the mediating role of artist qualification is accepted between the 

impact of Pingxiang Nuo mask funny role and the positive supporting role on cultural expressiveness. Like every study, this 

research also has some theoretical and practical implications. Firstly, it contributes to the knowledge that Pingxiang Nuo 

Masks have a significant impact on cultural expressiveness and artist qualification. These relationships were not reported 

empirically in the previous studies. Therefore, this research makes a significant contribution to the body of knowledge. 

Furthermore, this research advances the body of knowledge by reporting that Pingxiang Nuo Masks' positive supporting 

role is a significant antecedent for artist qualification and cultural expressiveness. Nevertheless, this relationship was missing 

in the previous studies. Therefore, this research makes a significant contribution to the body of knowledge as it addresses 

the inconsistencies reported in the literature. In addition, this research reports the mediating role of artist qualification. On 

the one hand, the study contributes to knowledge that artist qualification significantly mediates between Pingxiang Nuo 

mask funny role and artist qualification. On the other hand, the study provides new insights into the literature that show that 

artist qualification significantly and positively mediates between Pingxiang Nuo mask's positive role and artist qualification. 

The study have some recommendations for practitioners as it reports that cultural expressiveness is improved by 

Pingxiang Nuo mask including funny role and positive role. However, the study asserts that the qualification of the artist is 

important and significantly contributes to cultural expressiveness with the help of Pingxiang Nuo masks. In China, it is 

required to improve the cultural expressiveness with the help of Pingxiang Nuo mask that is required for cultural and 

historical representations. The practitioners can benefit from this research by incorporating the artist's qualification for 

cultural expressiveness. 

There are some limitations of this research and researchers in future should focus to work on these limitations. 

Firstly, this research collected cross-sectional data, which is limited to providing a more detailed analysis of relationships 

between variables. Therefore, future studies are recommended to collect longitudinal data as collected data at different times 

provides a holistic approach for analysis. Secondly, the study used quantitative data, which is also limited to collecting data 

on the self-administrated questionnaire. Therefore, future studies should collect data using qualitative methods, which can 

serve to improve the literature. Another use of qualitative data is to interview the respondents, who provide detailed 

information about the factors.  
 

 
Author Contributions: Conceptualization, N.Y.Z.; Methodology, S.B.S.; Software, P.Y.L.; Validation, H.Z., and M.K.B.R.; Formal Analysis, N.Y.Z.; 

Investigation, N.Y.Z.; Resources, N.Y.Z.; Data Curation, N.Y.Z.; Writing – Original Draft Preparation, N.Y.Z.; Writing – Review & Editing, N.Y.Z.; 
Visualization, N.Y.Z.; Supervision, M.K.B.R.; Project Administration, S.B.S.; Funding Acquisition, N.Y.Z. Authors have read and agreed to the published 

version of the manuscript. 

Institutional Review Board Statement: Ethical review and approval were waived for this study because the researcher does not involve vulnerable groups 
or sensitive issues. 

Funding: Authors received no funding for this research. 

Acknowledgment: This research is part of the first author’s Ph.D. work at the Universiti Teknologi MARA, Malaysia. 
Data Availability Statement: The data presented in this study are available at the request of the corresponding authors and are not publicly available due 

to restrictions. 

Conflict of interest: Authors declare no conflict of interest. 

 



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APPENDICES 

Appendix A: Scale Items 

 
Variables Items 

Artist Qualification The artist possesses extensive knowledge of traditional Pingxiang Nuo masks. 

 The artist has demonstrated exceptional skill in crafting Pingxiang Nuo masks. 

 The artist has a formal education or training in traditional mask-making. 

 The artist’s experience in creating Pingxiang Nuo masks spans several years. 

 The artist is widely recognized and respected within the Nuo mask-making community. 

Cultural Expressiveness The Pingxiang Nuo masks effectively convey the cultural heritage of the Nuo tradition. 

 The masks reflect the unique artistic style associated with Pingxiang Nuo culture. 

 The expressive features of the masks enhance their cultural significance. 

 The masks are instrumental in preserving and promoting Pingxiang Nuo cultural practices. 

 The use of masks in performances enriches the cultural experience of the audience. 

Pingxiang Nuo Masks - Funny Role The mask's design successfully embodies the humorous elements of the character. 

 The funny role masks add an element of comedy to Nuo's performances. 

 The humorous features of the masks are easily recognizable and appreciated by the audience. 

 The funny role masks are integral in balancing the overall tone of the performance. 

 The artist's interpretation of the funny role enhances the comedic aspect of the mask. 

 The mask's design successfully embodies the humorous elements of the character. 

Pingxiang Nuo Masks - Positive 
Supporting Role 

The mask's design clearly represents the positive supporting character. 

 The positive supporting role masks effectively complement the main characters in performances. 

 The features of the masks convey the virtuous attributes of the supporting role. 

 The positive supporting role masks contribute significantly to the narrative of Nuo's performances. 

 The artist's depiction of the positive supporting role is well-received by audiences. 

 
 

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