Analysing the Motion Graphic Principles Used in Microplastics Pollution Awareness Video
DOI:
https://doi.org/10.24191/idealogy.v11i1.831Keywords:
Motion Graphic Principles, Microplastic pollution, Microplastic awareness videoAbstract
Public awareness of microplastic pollution in Malaysia remains low despite increasing scientific attention to its environmental and health impacts. Traditional live-action formats dominate local awareness efforts, underutilising the potential of motion graphics to enhance communication. This study aims to examine how motion graphic principles can improve the effectiveness of microplastic pollution awareness videos in engaging and educating audiences. Using Ge Song’s (2016) framework of four motion graphic principles (logic, transformation, transition, and music), this study used a qualitative content analysis of seven selected awareness videos that primarily utilise motion graphics. Each video was evaluated on sub-elements such as message clarity, visual transformation, narrative flow, and emotional resonance using a structured 5-point Likert scale. Findings reveal that the logic principle was consistently applied across all videos, ensuring clear message delivery and well-structured narratives. Transformation and transition principles were moderately well utilized, particularly in videos targeting younger audiences or produced with higher-quality animation. Music, however, showed the most inconsistency, with several videos lacking emotional depth or relying on minimal sound design. In conclusion, while motion graphics demonstrate strong potential for simplifying complex information and increasing audience engagement, their application in Malaysian microplastic awareness videos remains uneven. This study suggests that a more balanced and integrated use of all four motion graphic principles could significantly enhance the impact of future environmental campaigns, bridging the gap between scientific information and public understanding.
Keywords: Motion Graphic Principles, Microplastic pollution, Microplastic awareness video
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