Content Analysis of the Visual Design in a Social Media Awareness Campaign about Coral Reef Ecology in Malaysia
DOI:
https://doi.org/10.24191/idealogy.v11i2.932Keywords:
Awareness Campaign, Coral Reef, Conservation, Social Media, Visual DesignAbstract
This research study of the use of visual design elements and storytelling strategies in social media awareness campaigns about coral reef ecology within Malaysia & International Campaign video. Examining existing campaign content and identifying visual design principles and design limitations. A qualitative content analysis approach, guided by Krippendorff ’s framework, was applied to six selected coral reef awareness videos on social media platforms. The findings revealed that while campaigns commonly implemented marine-related colour palettes and motion graphics to enhance visual appeal, visual hierarchy, narrative, and platform diversity, message clarity and emotional engagement are needed. Most campaigns relied on specific platforms, especially on YouTube, which short-form or interactive platform that is popular among younger audiences. The use of storytelling approaches was rather informative than emotionally driven. Therefore, this study concluded that the importance of implementing structured visual design principles and storytelling frameworks into environmental awareness campaigns needed to be addressed for effective messaging.
Keywords: Awareness Campaign, Coral Reef, Conservation, Social Media, Visual Design.
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