Learning from #TestTraceVaccinate to Help #SemuaWajibPakaiMasker: Singapore and Indonesia’s Psa Visual Campaigns

DOI

10.2991/978-2-38476-016-9_7How to use a DOI?

Keywords

visual campaigns; reading images; visual grammar

Abstract

The COVID-19 pandemic has not appeared to be contained, and instead countries around the world are preparing to embrace it as an endemic. This is shown from a number of visual campaigns created to inform and educate the public on how to live side-by-side with the wide spreading virus. Indonesia, as one of the countries with the worst casualties, has also recently been introduced to the #SemuaWajibPakaiMasker public service announcement (PSA) visual campaign widely distributed by government ministries’ official social media accounts. At the same time, Singapore, who appeared to have prepared for living with the virus, has also launched its massive #TestTraceVaccinate campaign. Combining Kress and Leeuwen’s (2020) framework of reading images and Machin and Mayr’s (2012) representational strategies in visual communication, this study examines the visual messages in both campaign videos to see how issues of coping with the pandemic are represented and produced in each campaign video. The findings of this study are beneficial as insights to provide recommendations for the Indonesian government on what paramount considerations are in producing campaign videos by looking at how each video considers what and who are represented, how the participants interact, and how the relevant frames are composed.

Copyright

© 2023 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  - Abhirama Swastyayana Dian Perdana
AU  - Mohammad Shihab
AU  - Rustono Farady Marta
PY  - 2023
DA  - 2023/04/18
TI  - Learning from #TestTraceVaccinate to Help #SemuaWajibPakaiMasker: Singapore and Indonesia’s Psa Visual Campaigns
BT  - Proceedings of the 1st International Conference on Research in Communication and Media (ICORCOM 2021)
PB  - Atlantis Press
SP  - 67
EP  - 76
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-016-9_7
DO  - 10.2991/978-2-38476-016-9_7
ID  - Perdana2023
ER  -