Visual Culture Analysis in Campaign of Covid-19

Vivi Varlina, Yasraf Amir Piliang, Ruly Darmawan, Tri Sulistyaningtyas

Abstract


In the contemporary context, the significance of utilizing online media as an information portal cannot be overstated. This importance is particularly pronounced during the Covid-19 pandemic, as people actively seek information through online platforms to meet their informational requirements. The primary objective of this research is to investigate the visual elements employed in Covid-19 campaigns, with each element carrying meaningful representations. To accomplish this, the researcher employs visual culture studies to analyze Covid-19 campaigns from a neurophysiological perspective. The methodology involves employing a semantic differential scale and principal components analysis (PCA) with the participation of 22 respondents, who assess 12 binary paired adjective concepts. The analysis centers on four images sourced from the online media platform www.covid19.go.id. The findings indicate that people perceive visual objects influenced by technology in a manner that involves recognition. Each visual element serves as a representation of knowledge and is linked to specific ideas. From a modern neurophysiological standpoint, technology-mediated visual elements lead to logical and constructive outcomes while exhibiting unique affordabilities. These research findings impart valuable insights to the Government of Indonesia, underscoring the importance of considering physiological, affective, and aesthetic aspects of visual elements in formulating their pandemic campaign policies


Keywords


Visual Culture; Covid-19 Campaign; Semantic Differential; Neurophysiology; Principal Components Analysis (PCA)

Full Text:

PDF

References


Cavallaro, Dani. (2001). Critical and Cultural Theory: Thematic Variations. The Athlone Press.

Chráska, Miroslav., & Chraskova, Marie. (2016). Semantic Differential and Its Risks in the Measurement of Students' Attitudes. Procedia: Social and Behavioral Sciences, 217, 820-829. https://doi.org/10.1016/j.sbspro.2016.02.155

Ciabuca, Alina. (2015). The Development of a Semantic Differential Scale for Assessing the Perceived Image of Citizens about Romanian Police Forces. Procedia: Social and Behavioral Sciences, 187, 28-33. https://doi.org/10.1016/j.sbspro.2015.03.006

Delicado, Ana., Rowland, Jussara. (2021). Visual Representation of Science in a Pandemic: Covid-19 in Images. Journal Frontiers in Communication, 6, Article645725. https://doi.org/10.3389/fcomm.2021.645725

Divilova, Sona. (2016). Semantic Differential as One of the Research Tools Suitable for Establishing the Attitudes of Pupils to Old Age and Seniors. Universal Journal of Educational Research, 4(8): 1858-1862. DOI: 10.13189/ujer.2016.040815

Hoffman, Donald E. (1998). Visual Intelligence: How We Create What We See. W.W. Norton and Company.

Kaiser, H. F. (1960). The Application of Electronic Computers to Factor Analysis. Educational and Psychological Measurement, 20 (1), 141–151. https://doi.org/10.1177/001316446002000116

Kress, Gunther., & Leeuwen, Theo Van. (2021). Reading Images: The Grammar of Visual Design. Routledge. Nikolopoulos, Spiros., Giannakidou, Eirini., Kompatsiaris, Ioannis., Patras, Ioannis., & Vakali,

Athena. (2011). Combining Multi-modal Features for Social Media Analysis, 71-96. http://dx.doi.org/10.1007/978-0-85729-436-4_4

Osgood, C.E., Suci, G., & Tannenbaum, P. (1957). The Measurement of Meaning. University of Illinois Press.

Piliang, Yasraf Amir. (2018). Teori Budaya Kontemporer. Aurora.

Rosenberg, Benjamin D., & Navarro, Mario. (2017). Semantic Differential Scaling. SAGE.

Schirato, Tony., & Webb, Jen. (2004). Reading The Visual. Allen & Unwin.

Sytsma, Rachel. (2006). Factor Analytic Results from a Semantic Differential on the Construct Optimism. UCONN. https://gifted.uconn.edu/factor_analytic_optimism/#

Tabachnik, B. G., & Fidell, L. S. (2001). Using multivariate statistics (4th ed.). Allyn and Bacon.

Tahir, Hanafi Mohd., Padil, Nagib., Rashid, Mohd Shahril Abd., Baharom, Shahrel Nizar., & Kamarudin, Dalila. (2020). Visual Communication as a Medium Sending Standard Operating Procedure (SOP) Message to Public During Pandemic Covid-19. Advance in Social Science, Education and Humanities Research, 502, 173-179. https://doi.org/10.2991/assehr.k.201202.072

Van Eymeren, Margaretha M. (2014). Memahami Persepsi Visual: Sumbangan Psikologi Kognitif dalam Seni dan Desain. ULTIMART Jurnal Komunikasi Visual, 7 (2), 47-63. http://dx.doi.org/10.31937/ultimart.v7i2.387

Widiatmojo, Radityo., & Fuad, Moch Nasvian. (2021). Thematic Analysis on COVID-19 Photojournalism in Indonesia. Jurnal Komunikator, 13 (2), 112-124. https://doi.org/10.18196/jkm.11557




DOI: http://dx.doi.org/10.12962/j24433527.v16i1.17810

Refbacks

  • There are currently no refbacks.


Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

p-ISSN (1979-5521)  e-ISSN (2443-3527)