Article

Visual Communication and the Concept of Mass Appeal

Article

07 Juni 2024

By : Danang Respati Wicaksono

Visualization is a method of absorbing information where a person will gain knowledge through the delivery of an image of an object. Visual information absorption occurs when there is enough light that allows the eyes to see an object, then what has been seen by the eyes will be conveyed to the brain for processing. After the object seen enters the brain for processing, there will be a selection process that allows the brain to filter out what should be prioritized and what should not. After the brain selects the information that has been obtained, there will be a description stage where the brain processes the information and makes a description according to what is needed.

At some stage of processing things that have been seen the brain will process deeper information at a deep level of consciousness and sometimes things that have been processed will be related in one's mind which at some time will appear as a fleeting memory, this is called mental imagery.

With the advancement of information technology as a communication data processing medium, there is more access to visual information that one can get. Methods of delivering visual messages through domains such as; memes, commercials, online streaming platforms (Netflix, Twitch, YouTube), social media, and online video games (through the medium of telling the plot in a game or how players send images through messages).

Williamson in Widjajanto (2013: 143) states that social media is media designed to spread messages through social interaction, and is made with publication techniques that are very accessible and large-scale. The impact of social media advancement will indirectly make Visual Communication develop faster. This factor is also supported by many social media users who prefer to send stickers or emojis inclusively in expressing their thoughts rather than typing in detail what they want to convey.

From this, the existence of Visual Communication learning is a form of practicing the various visual trends that emerge and how they impact the public at large. Visual Communication is a branch of Communication Science that acts as a learning method for dissecting creative expressions and ideas of graphic elements.

A Visual Communication design will always change according to human needs. Nowadays, there is one popular method of delivering messages, especially in online streaming media or social media, namely memes that express a message through visual design that is popular in cyberspace. Memes are essentially a form of joke idea as a form of criticism or representation of a thought on a particular theme.

The use of emojis such as 'pepe the frog' and its sub-categories such as 'pepega' represent the stupidity of a person's behavior. Another example of the use of memes is in the online comic with the character 'Wojak' found on the YouTube channel 'The Millennia Thinker'. Wojak itself is a form of character visualization that illustrates the concept of grievances, stereotypes and world generations (baby boomers to generation Z).

Another factor in the preference for visualization over text is the human tendency to focus on certain things. Based on the findings of several studies, humans can maximally focus on a reading for 1-2 hours. This can be found with more frequency in children, so with Visual Communication it is hoped that many people will be freer and more focused on actively interpreting what is seen.

In Informatics Engineering and Communication Science lectures, the concept of “mass appeal” refers to the ability of a product, content, or message to attract the attention and interest of many people or the masses. This concept is very important in communication science and informatics engineering because it is closely related to how messages are delivered, received and processed by a wide audience. In communication science, mass appeal refers to messages or content that is designed to be understood and enjoyed by many people from different backgrounds, interests and preferences.

In the realm of informatics engineering, a Visual Communication has the concept of mass appeal and deals with data analysis and the use of SEO and AI algorithms to understand the preferences and behavior of users en masse. By analyzing data from online platforms such as social media or websites, companies can find out trends and preferences that can be used to improve the appeal of their content or products.

In today's digital era where content is produced and consumed quickly, understanding how to produce visually appealing content is becoming increasingly vital. With the guidance of Dian Nusantara University, people are provided with the knowledge of Communication and Information Technology that enables young graduates to have a visionary, authoritative and professional spirit.

The importance of the concept of mass appeal cannot be ignored in visual communication design. By understanding audience preferences through effective use of visual elements and utilizing informatics technology to enhance personalization and distribution, we can optimize the potential of visual communication to achieve our goals.

Therefore, as we continue to explore new developments in design and technology, it is important for visual communication practitioners to stick to the principles of mass appeal. We can continue to produce content that is engaging, relevant and able to speak to a wide audience in an ever-evolving era of communication.

***References Source :

Nugraha, Aditya. Sudrajat Hasanah, Ratih. Putri Satria, Primadani Berlian. FENOMENA MEME DI MEDIA SOSIAL (STUDI ETNOGRAFI VIRTUAL POSTING MEME PADA PENGGUNA MEDIA SOSIAL INSTAGRAM). Prodi Ilmu Komunikasi, Fakultas Komunikasi dan Bisnis, Universitas Telkom.
Wahyuningsih, Sri, S.sos.,M.si. (2015). Desain Komunikasi Visual. Universitas Trunojoyo Madura.

(Danang Respati Wicaksono / Humas UNDIRA)

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