The Application and Innovation of Animation Technology in Multicultural Communication Activities that Involve Malaysia and China

DOI

10.2991/978-2-38476-238-5_6How to use a DOI?

Keywords

Multicultural communication activities; globalization innovation; animation technology

Abstract

Today’s society is a global one and it enters an Information Era. The new generation (Alpha Generation) is tech-savvy. In the past decades, there have been many multicultural communication activities in Malaysia and China, among which Chinese animation technologies have played important roles. Though China has made progress in its animation technologies, it still is facing some challenges in multicultural communication activities in Malaysia and China. This research aims to explore the market potential of Chinese animation in conducting multicultural exchange activities in Malaysia and discuss the strategies for innovating Chinese animation to gain its markets in Malaysia in terms of multicultural exchange activities. This study using qualitative approaches (such as interviews, observation, and desk research based on secondary data) was employed in this research. 15 participants (7 Chinese participants and 9 Malaysian participants) were randomly recruited online and responded to the online survey. The collected data was analyzed with content analysis. The interview of participants from both countries showed that hand-drawn animation, traditional animation, digital animation technology (both 2D and 3D), and VR/AR technology were the animation techniques already applied in the post-2010 multicultural events in Malaysia and China. However, innovative animation techniques were still faced with challenges, such as acceptance of local MarketWatch of professional talents, misunderstandings due to multiculturism, and challenges due to technical level and resource limitations. Efforts should be made to strengthen the training of animation talents and introduce new technologies, such as artificial intelligence and deep learning methods. Globalization and new generation and the new technology had impacted innovative animation technologies in multicultural exchange activities. This research is of great practical significance. It will be helpful to the policymakers and the practitioners, as well as the animation designers.

Copyright

© 2024 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Mo Bing
AU  - Shafilla Subri
AU  - Wang Lin
PY  - 2024
DA  - 2024/04/29
TI  - The Application and Innovation of Animation Technology in Multicultural Communication Activities that Involve Malaysia and China
BT  - Proceedings of the 3rd International Conference of Art, Craft, Culture and Design (ICON-ARCCADE 2023)
PB  - Atlantis Press
SP  - 59
EP  - 69
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-238-5_6
DO  - 10.2991/978-2-38476-238-5_6
ID  - Bing2024
ER  -