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The Film and Animation degree program offered by Multimedia University (MMU) has knowledge transfer concepts that are imminent within it. The proof to this is ...
Knowledge Transfer Systems in Film and Animation Department at Multimedia University (MMU) Vimala Perumala, Tan Wee Hoeb and Deepak Kumaran Menonc a

Faculty of Creative Multimedia Multimedia University, 63100 Cyberjaya, Selangor Tel : 03-83125026, Fax : 03-83125554, E-mail : [email protected] b Malaysian Institute of Information Technology Universiti Kuala Lumpur, Jalan Tuanku Abdul Rahman, 50100 Kuala Lumpur Tel : 03-26941328, Fax : 03-26941376, E-mail : [email protected] c

Faculty of Creative Multimedia Multimedia University, 63100 Cyberjaya, Selangor Tel : 03-83125522, Fax : 03-83125554, E-mail : [email protected]

ABSTRACT The Film and Animation degree program offered by Multimedia University (MMU) has knowledge transfer concepts that are imminent within it. The proof to this is the five types of knowledge transfer processes available namely serial transfer, near transfer, far transfer, strategic transfer and expert transfer. Each of the processes has their own advantages and limitations. There are still many suggestions and recommendations to be adhered to if the Film and Animation degree program was to improve. The conclusion would be that to overcome the barriers in knowledge transfer, confidence, concern and communication are the key factors.

Keywords Knowledge Animation

Transfer

Processes,

Film

and

1.0 INTRODUCTION The degree program of Film and Animation in the Faculty of Creative Multimedia is designed for the students to "learn by doing" and therefore involves hands-on production for the two years duration of studies. Supplementing this experience are strong components in scriptwriting as well as film history and aesthetics that expose the students to a very broad spectrum of

filmmaking styles. These major components contribute to the students’ growth in concept development and accomplished story telling. The main goal is that all graduates would be able to produce their own independent work creatively or to fulfill any production responsibilities in any medium suitable to their interests and abilities. Through lectures and laboratories, students develop individual skills in moving-image communications and learn the aesthetic principles governing the art. Technology and technique are never taught as an end in themselves but in terms of learning to use the tools necessary to achieve a creative goal in relation to the audience. The curriculum also recognizes the increasing interrelationship between the technologies of film, video, animation, and computers. Because film, video, and animation projects are designed by individual students, a wide variety of styles and intentions are expressed in the department’s work. For a success of a Film and Animation Department there should be a mutual transfer of knowledge among the academic staffs and students. A simple cycle in Film and Animation Department is when during lecture, knowledge is passed from the lecturer to the students and the students absorb it. Therefore, students probe more questions based on the knowledge given by the lecturers and the online notes that are available. Through this, the lecturers are able to moderate how effectively the knowledge has been transferred.

The mechanisms for transfer are vital to the quality of the end result. There are five (Dixon, 2000) methods of knowledge transfer available for consideration to use and these are serial, near, far, strategic and expert transfer.

2.0 KNOWLEDGE TRANSFER SYSTEMS It is further believed that the involvement of academic staffs and students in knowledge transfer activity not only benefits the university and society in the future but also develops the capabilities of the individuals involved in such activity, whilst providing complementary support for teaching and studies. In order to assess the relevance of knowledge transfer systems to the Film and Animation Department, we need to differentiate the five different types of knowledge transfer processes. According to Dixon (2000), the success or failure of these five different types of transfer is said to be determined by three criteria: (1) the intended receiver of the knowledge is in terms of similarity of task and context; (2) the nature of the task in terms of how routine and frequent it is, and (3) the type of knowledge that is being transferred.

Figure 1: Serial Transfer System (Film and Animation Department)

The process shows the teaching method that is being used by the department. The methods will be reviewed annually to produce a new syllabus based on the students’ performance. Therefore, the knowledge that has been created before is not wasted and is reusable for the upcoming students that will be joining Film and Animation. To ensure a proper serial transfer in the Film and Animation Department, the needs to plan, record, analyze and revise knowledge for each scenario is equally important.

2.1 Serial transfer



Serial transfer is an essential part of knowledge management systems and caters the need to transfer knowledge so that it is not wasted and is reusable for the new settings and environments. Lakomski (2004) define that “serial transfer applies to a team that performs a task and then repeats the task in a different context. In this category, source team and receiving team are the same.”



As shown in Figure 1, Film and Animation Department applies serial transfer process through revision and creation of new plans.



A proper plan to transfer knowledge with proper quality standards Recording the plan and the impact created by implementing the plan Analyzing what went wrong in the actions and which knowledge was missed or not used

2.2 Near Transfer “Near transfer is involved where knowledge is transferred from a source team to a receiving team that is carrying out a similar task in a similar context but in a different location. The task largely involves routine work. In this category routine explicit knowledge is moved from one location to another” (Lakomski, 2004). One of the main approaches of knowledge transfer between the academician and students is through online notes. A student receives adequate knowledge without any hassle by just going

through the online notes. Students are even given opportunity to review the best works produced by the previous students as their reference and guidance. Besides that, students can also communicate with their respective lecturers/tutors through e-mail. Basically the website includes announcements, grading, student info and references besides the online notes to keep the students updated and aware of the course structure. Apart from that, list of e-mail addresses of lecturers/tutors are provided to allow the students to keep in contact with them. To view the online notes, follow this links: URL: http://10.100.55.61/~mmf2013/ (Second Year – GAMMA)

Figure 3: Screen Shot of Film and Animation Online Notes (Final Year)

2.3 Far Transfer URL: http://10.100.55.61/~mmf3053/ (Final Year – DELTA) Another example is where students acquire immediate help from their lecturers/tutors or other classmates through Yahoo Messenger that is widely used and one of the main communication mediums in MMU.

Figure 2: Screen Shot of Film and Animation Online Notes (Second Year)

Lakomski (2004) define that “far transfer involves transferring tacit knowledge from a source team to a receiving team when the knowledge is about a non-routine task”. This is a very common practice in Film and Animation Department. Expertise and professionals from the industry are invited to give talks, seminars or workshops to ensure the students well equipped, exposed and updated to the fast growing technology specifically in this field. Here, the invited guest conducts their session informally by creating their own itineraries that allow two-way interactions. Thus, it gives the opportunity to the students to mingle at will as well as ample time to talk to the speakers. The speakers share valuable knowledge that they have gained through experience that the students are unable to achieve through their studies. Followings are the seminars and workshops organized by the Film and Animation Department:

Table 1: List of Seminars and Workshops held by Film and Animation Department TOPIC

SPEAKER

“My animation Jeroen G Vershoor experience in the feature and general industry” Practices in Animation and Visual Effects Screening: Making DV features, making DV essays: Lips to Lips & Lost

Prof. Mariano Elepano Amir Muhammad

Screening: Independent James Lee DV filmmaking: Snipers Screening: Independent DV Filmmaking: Interviews

Ng Tien Hann

The Animator as Storyteller

Hassan Mutalib

Open Forum: Malaysian Jerry, Stan Lee, Tan Animation: The Industry Jin Ho, Syed H. Al Mashoor Forum Filem Kuala Lumpur

Hassan, Dr. Annuar, Patrick Lim

The Process of Animation

Dr. Annuar

Theatre and Acting

Mano Maniam

The Making of TVC

Moon Chan Kien

Digital Broadcast Productions Workshop

Mr. Rozi Amin

Virtual Character

Steven Stalhberg

2.4 Strategic Transfer “Strategic transfer involves when very complex knowledge (about a product launch or an acquisition) has to be transferred from one team to another where the teams may be separated by both time and space. In this category, large parts of the organization are affected by the implementation of the transferred knowledge. This knowledge comprises both tacit and explicit knowledge” (Lakomski, 2004).

Therefore, in this case, an activity organized based on strategic transfer involves not only the Film and Animation Department but is also critical to the Faculty of Creative Multimedia as well as Multimedia University’s (MMU) Management as whole. The strategic transfer is contrast to the far transfer approach. For example, large events such as CAADRIA organized two years back by MMU, it brought together experts across the world for a twelve days conference intended as a forum for knowledge exchange. The conference was organized down to the minute, with a full schedule of speakers, workshops and events for twelve long, structured days (8 – 20th April 2002). The conference provided a platform for the external researches to talk about their research projects. In short, the knowledge needed was identified by the top-level management in making strategic decisions therefore multiple voices are synthesized and as the conference concern the MMU as whole.

2.5 Expert Transfer Expert transfer is seen as a convenient and a workable way to share expertise that maybe located anywhere. Lakomski (2004) define that “Expert transfer involves the transfer of explicit knowledge about a task that may be done only infrequently”. In the Film and Animation Department, academicians and students are highly encouraged to use expert transfer in acquiring knowledge that may not be found in the books. It is a quick answer to something, such as when a student sends out e-mail to ask if anyone knows how to setup a 3D character, and someone knows the answer and e-mails the student in return. It is with something that can be written down very explicitly, concrete and clear knowledge that technology plays an important role. Expert transfer is an easier, faster and most importantly inexpensive way of gaining specific knowledge. One of the tools that are easily available on the Internet is the Yahoo group. The most common Yahoo groups that are highly participated by the academicians and students of Film and Animation Department are Kelab Seni Malaysia, Cinema Online, Malaysian Cinema, FA Studio and Kaki Seni Malaysia. Becoming a part of the members in this Yahoo groups allows them

to seek the expertise of others in the same field to assist them when facing an unusual technical problem beyond the scope of their own knowledge.

3.0 ADVANTAGES AND LIMITATIONS OF KNOWLEDGE TRANSFER 3.1 Serial Transfer 3.1.1 Advantages The value of this knowledge will help the academicians in Film and Animation Department to reduce time and energy in reinventing the knowledge cycle. They can reuse the existing information and concentrate on improvising it rather than starting from scratch.

No initiative is taken by the students to maximize the usage of the online notes that are available. Useful information is frequently updated but the students are not utilizing it to keep track on the current info. Imbalance occurs among the students whereby a hardworking student who always browses the online notes will have an excellent performance in studies and vice versa. It solely depends on the attitude of the student itself. A student does not need to go an extra mile to search for information or knowledge during their studies as it is crystal clear that information are given directly by the Film and Animation Department through the online notes. In other words, students are basically spoon-fed.

3.3 Far Transfer

For instance, if a staff is assigned to write up the syllabus for the Film and Animation course, it might take a week if the department is going to start from scratch without any reference to complete the task, but by using the serial transfer method, it will just take a few days. This is because the department can always refer to the existing syllabus and work based on it. Thus, mistakes can be prevented from being repeated and allowing corrections associated with it.

3.3.1 Advantages

3.1.2 Limitations

Some students are not interested in listening to talks or seminars organized by the department as the session is considered boring in their point of view. There is also a situation whereby the students do not dare to speak out or question the speaker if there are any doubts.

One of the limitations would be lack of manpower in the faculty resulting in frequent shifting of staffs from one department to another.

Students are given free workshops and seminars by specialist and professionals from the film and animation industry to further enhance their knowledge. This will prepare the future graduates to be well equipped to face the challenging animation production industry. 3.3.2 Limitations

3.2 Near Transfer 3.4 Strategic Transfer 3.2.1 Advantages 3.4.1 Advantages Students are provided with information and knowledge needed during their studies through online notes. The announcements posted on the intranet allow them to stay updated to the current issues related to the department. Therefore, students can always have the easy access to the online notes that is available 24 hours a day and there is no the hassle of looking for their own notes. 3.2.2 Limitations

Events such as CAADRIA are considered as golden opportunities for all the academicians and students to meet intellects from different parts of the world face-to-face and provide room for discussions. Besides that, the Faculty of Creative Multimedia can get a great experience in organizing a mega event in future with the experience that they had gained in organizing the CAADRIA event. By working through with all levels of department as well as the MMU top management as a whole will provide a better platform when MMU is going to organize an event similar to this.

3.4.2 Limitations Organizing event such as CAADRIA cost a fortune and time to gather a group of knowledge specialists. On the other hand, the top-level management normally makes the decisions regarding the conference and the rest will have to conform. There is not much of time for conversation and a room for choice as everything is scheduled and structured.

3.5 Expert Transfer 3.5.1 Advantages Getting help through yahoo groups or forums is a very supportive medium of communication in a way, as it doesn’t require much hassle in searching for answers for a specific problem. It saves a lot of time because a specific question can be answered just through electronic messages. Certain knowledge that can’t be acquired through the books can be gained from an experience person in that field. 3.5.2 Limitations This also concerns the attitude of a person. Mostly people become a member of a certain yahoo group or forum when they need help but once they have gained the knowledge they totally ignore the website. Therefore sometimes question posted remain as it is, unanswered. At times, students face difficulties when they don’t get the assistance in a particular time frame. For example, they will get the reply after they had submitted their projects.

4.0 SUGGESTIONS AND RECOMMENDATIONS The Film and Animation Department should focus more on face-to-face meeting rather than communicating through Internet and telephones. Using tools to communicate limits the conversation’s depth. The staffs in the Film and Animation Department should increase their social skills by practicing more interpersonal communication rather than mediated interpersonal communication through the Internet or telephone.

Initiation should be taken by all teaching staffs to attend meetings or discussions held. Proper environment needs to be created in the faculty so that knowledge sharing and transfer is properly appreciated. Work done as a team or individually should be acknowledged and appreciated. Thus, it will motivate the academicians to work closely with the department, as they feel valued. In a way, it will encourage the staffs to attend discussions in a group held by the department. Hence, knowledge transfer will be effectively practiced by all, as there is a full commitment from the staffs. This will enable them to maximize their contributions to the department and to feed back the experience gained by knowledge transfer activities into their teaching and learning.

5.0 CONCLUSION In this broad vision people recognize that working together openly and realizing the importance of each type of knowledge transfer will result in more productivity and innovation than anyone could reach individually. Rather than dwelling on the academic descriptions of naturally occurring events it is best to formally accept and to encourage the sharing of information between project teams and disciplines. To conclude, as a step to overcome the barriers and limitations in knowledge transfer found in the Film and Animation Department through this report, it is essentially important that confidence, concern and communication need to be encouraged. The confidence comes from the feeling that one is doing the right thing. Concern comes from the process of ensuring that staffs are comfortable of what is expected from them and that they have adequate training to follow through on the department’s requirements. The communication process is not just the discussions through Film and Animation Department but the technology communications that enable different groups in the same field to stay in contact with each other. By introducing the concept of Knowledge Transfer we can codify and reuse this knowledge to shorten project times and reduce costs. Therefore, not only the Film and Animation Department should take advantage of this, but MMU as whole.

6.0 REFERENCES Dixon, N. M. (2000). Common Knowledge: How Companies Thrive by Sharing What They Know, Harvard Business School Press, Boston. Lakomski, G. (2004). On Knowing in Context. British Journal of Management, Volume 15(S1), 89. Individual and Social Barriers to Knowledge Transfer, [Online]. Available: http://csdl.computer.org/comp/proceedings/hicss/ 2001/0981/08/09818025.pdf [September 30, 2004] Recommendation for Improving Knowledge Management within our Organization, [Online]. Available: http://www.acs.org.au/certification/Documents/K M/2003KM1-KMRecommendations.pdf [October 01, 2004] Knowledge Transfer in Scotland: Scoping Study, [Online]. Available: http://www.shefc.ac.uk/about_us/departments/res earch_policy/knowledge_transfer/scoping_study.p df [October 01, 2004] An Investigation Of Environmental Factors Influencing Knowledge Transfer, [Online]. Available: http://www.tlainc.com/articl38.htm [October 01, 2004] Five Types of Knowledge Transfer, [Online]. Available: http://commonknowledge.org/resources.html [October 02, 2004] Criteria for Selecting Transfer Type, [Online]. Available: http://commonknowledge.org/resources.html [October 02, 2004] Knowledge Transfer, [Online]. Available: http://www.universitiesscotland.ac.uk/Facts%20and%20Figures/knowled ge.pdf [October 02, 2004] Niza Hamzah (personal communication, October 05,2004) Azhar Salleh (personal communication, October 03, 2004)