Ultimart: Jurnal Komunikasi Visual

Where Did You Go Today? A Brief History of Narrative Space. Where Will You Go Tomorrow? The Future of Narrative Space

Sarah Haynes — Wed, 26 Jun 2024 11:07:49 +0000

Whilst location and setting, mise en scene, have always been key elements of moving image, since the advent of computing, space has become a more prominent feature. This paper will consider the spaces in which moving image narratives play, the fictional spaces they conjure and the effect of technologies on the construction, delivery and reception of narrative space. Manovich’s characterization of the digital experience as, ‘spatial wandering,’ (2001, p49) echoed Murray’s declaration that, ‘Digital media are spatial.’ (Murray quoted by Ryan, 2016, p100). Narrative has always been immersive. The transporting nature of narrative provides one of its key pleasures. ‘Relax. Concentrate. Dispel every other thought. Let the world around you fade,’ Calvino, (1979, p3) invites his readers to lose themselves in his novel, If On A Winters Night A Traveler, beginning a journey into a narrative that explores the very idea of immersion. Like the first establishing shot of a film, Calvino instructs his readers to imagine a train station, positioning them in a scene created in their minds eye. ‘Arguably the best stories are those which you are lost in.’ (Weedon, 2018, p50). Millennia ago, sitting around the campfire, storytellers would ignite the imaginations of their listeners, conveying them to fantasy spaces, historical landscapes, fabled events, carried there by their own visions. Successive technologies have separated storytellers from their audience, through the alphabet, print, photography, film, and computer screens. This paper will look to a future of narrative space, when stories spill out of the screen, providing embodied experiences, in headsets, projection mapped onto locations, in mixed and augmented reality scenarios, mediated by artificial intelligence. Are we moving into a new narrative age following Manovich’s ages of the frame, proscenium arch, cinema and computer screen, one in which we leave the frame behind and step into the narrative space? This paper posits that the introduction of digital processes in the production and consumption of moving image afford new experiences of narrative space for both producers and consumers of moving image culture.

Keywords: narrative space; storytelling; virtual reality; virtual production

Mission Possible: Creating a Spectacle with a Repetition of the Same Formula

Vera Syamsi — Wed, 26 Jun 2024 11:10:36 +0000

A motion picture is one of the most popular spectacles people enjoy for various reasons, among others for entertainment. A film titled “Mission: Impossible” is one of the all-time most watched movies globally, since the first series was created in 1996. In the year 2023 it has come to the 7^th series, and what has been released was only the first part, leaving its fans anxiously waiting for the end of the story. Many people would say there is nothing new in each of the series; the script writer applies the same ‘formula” to attract audience, however the series never fail to generate a lot of revenue, with the last rendition already be very popular and recorded as one of the box-office only within the first two days of its showing. In the era where spectacles are the pinnacle of day-to-day life for almost everyone, this research is going to investigate audience reception of the film “Mission: Impossible -Dead Reckoning Part One” in terms of the components of a spectacle, applying the concept of The Society of Spectacle by Debord (1967) which stated that a spectacle is built by utilizing “The Star, the Agent of Spectacle, False Choice / Pseudo needs and Détournement. The research focuses on the détournement by analyzing audience comments posted on a social media platform, investigating the reasons they love and hate the film, and the result will reveal how (un)successful the detournements are applied.

Keywords: mission; impossible; spectacles; the society of spectacles; détournement; reception studies

Study of the Application of ’90s Nostalgic Appeal in Visual Elements of Marketing Media: Nintendo

Farah Adilla Nur Syafira, Guguh Sujatmiko, Hedi Amelia Bella Cintya — Wed, 26 Jun 2024 11:14:06 +0000

During the digitalization era, business growth throughout the world is increasingly rapid, meaning that not all companies can survive due to the demands of entrepreneurs to adapt and implement marketing strategies that are much more effective and innovative. One approach to marketing strategy that is starting to emerge is to use nostalgic appeals to attract consumer attention. 'Nintendo' is one of the companies that has survived and developed creative ideas by using nostalgic elements effectively in its marketing. This research aims to examine the application of nostalgic appeal in visual elements in 'Nintendo' marketing media. This research uses research methods in the form of observation and analysis of selected Nintendo marketing media content that uses nostalgic elements, focus group discussions (FGD) with respondents to determine the effect of using nostalgic elements on attraction and buying interest and literature study. From the results of this research, it is known that 'Nintendo's' strategy of using its ’90s nostalgic elements in its marketing has succeeded in getting a positive response from consumers. The visual elements analyzed include tonal colors, design elements, images and icons, and typography. Through these nostalgic visual elements, consumer loyalty to the company increases and triggers strong purchasing interest in regular consumers and new market segments. This shows that the use of nostalgic elements in the company's visual marketing media has succeeded in having its appeal and can be used as an effort to renew marketing strategies in rapid business competition.

Keywords: nostalgia; visual elements; marketing; nintendo

AR E-Commerce Experience: Case Study Brand Maybelline at Tokopedia

Lia Herna — Wed, 26 Jun 2024 11:16:22 +0000

Online shopping culture is one of the popular cultures that is currently developing. This popular culture develops along with the rapid development of new media. E-commerce is starting to utilize Augmented Reality as part of its features. Tokopedia launched an AR feature for consumers to try various makeup products. As AR applications in the consumer market are still emerging, studies on AR are insufficient. In this study, the authors analyzed the level of user acceptance of AR implementation in Tokopedia e-commerce by testing the user experience (UX) dimension using a mixed method. Qualitative methods with 5 respondents and quantitative interviews with a system usability scale (SUS) and a user experience questionnaire (UEQ) were conducted on 23 respondents. The results obtained, SUS got a value of 77.61 and UEQ with the value of each category being greater than the impression value. The AR feature has a very positive reception overall, indicating its potential for future use in all industries.

Keywords: augmented reality; user experience; maybelline; tokopedia

Semiotic Analysis of Tourism Soft-Selling: Decoding Short Films as Persuasive Narratives

Ni Putu Anindhitha Ayesha Sandra, Ni Made Karunia Noina — Wed, 26 Jun 2024 11:26:25 +0000

Tourism marketing plays a crucial role in promoting destinations and attracting tourists. Nevertheless, tourism marketers are finding it increasingly difficult to attract the interest of potential travelers in a crowded digital environment. Short films have become a popular and effective medium to market destinations and influence tourist behavior due to their visually captivating storytelling and ability to evoke emotions in a short duration. Studying the impact of short films on tourism marketing is essential to comprehend their influence on tourist motivations, destination perceptions, and purchasing decisions. Therefore, this study aims to analyze the persuasion strategies used in promoting various tourist destinations through short films. By conducting a descriptive qualitative study, this study seeks to understand various semiotic elements and narratives in their short films to create persuasive messages that appeal to potential tourists. The analysis of these short films as persuasive narratives will provide insights into how cultural meanings are constructed and communicated through tourism marketing. By understanding the semiotic elements and persuasive narratives employed in these short films, we can gain a deeper understanding of how persuasive messages are crafted and how they influence tourists' perceptions and decision-making processes.

Keywords: semiotics; short film; tourism; promotional; persuasive narrative

Kevin’s Developmental Psychopathology Portrayal in The Movie “We Need to Talk About Kevin”

Luisa Erica, Donny Hendrawan — Wed, 26 Jun 2024 11:32:56 +0000

"We Need to Talk About Kevin" is a movie that tells the story of Kevin's life starting from infancy to adolescence, which shows various psychopathological symptoms. Since childhood, Kevin has had various behavioral disorders and has difficulty building a good relationship with his mother, Eva. These behavioral issues worsened until finally, Kevin committed murder against his father, younger sister, and his peers. There are various interactions that can be explained using a perspective from developmental psychopathology to explore every factor in Kevin's life. This research is qualitative research with a phenomenological approach to understand and interpret every aspect of Kevin's life from his childhood and analyze them using theories of developmental psychopathology. The result of this research shows that there are a few factors of developmental psychopathology depicted in the film such as genetics, environmental factors, attachment style, symptoms of maternal depression and stress during pregnancy, as well as parenting styles that play a role in each stage of Kevin's development. In the end, there are also solutions presented to minimize psychopathology in children, namely improving the quality of relationships, family communication, and good co-parenting between father and mother. Through this research, it is hoped that there will be a deeper understanding of the factors in the developmental psychopathology depicted in the film "We Need to Talk About Kevin".

Keywords: movie analysis; phenomenological approach; developmental psychopathology

A Visual Meaning of Criticism of Capitalism in Film: Kara, Anak Sebatang Pohon

Nandang Wahyu Setia — Wed, 26 Jun 2024 11:33:50 +0000

Kara, Anak Sebatang Pohon (2005) is a short film with a story that reminds of the presence of capitalism in the social conditions of a family who lives very far from the crowds. The author is interested in researching this film because the story built by this film is critical of capitalism, and semiotics as a theory the author uses to analyze the process of sign formation and meaning production to see how media texts build their meaning. With the dichotomy of the sign system explained by Ferdinand De Sausurre, namely Signifier and Signified, whose relationship is an association between 'the signified' and 'the signifier', the author uses it to reveal the meaning of the series of symbols (signs) in the film This will be the presence of capitalism amidst the happiness of the life of a small family. Qualitative methodology and the Constructivist paradigm are used as a thought approach in looking at the unit of research analysis, namely the “shots” in the film Kara, Anak Sebatang Tree so that the writer has a reference in interpreting the meaning in the film's story content. Research on this film explains how the content of the story is built and constructed, namely capitalism in carrying out its distribution using all means, and the presence of capitalism has had a negative impact. An ironic condition occurs where a condition that was initially undesirable is rationalized.

Keywords: film; capitalism; semiotic

The Challenges of the Production, Distribution and Exhibition of “Noken Rahim Kedua” Documentary Film

Amanda Putri Nahumury — Wed, 26 Jun 2024 11:34:38 +0000

As the result of a documentary film that highlights the meaning of Noken for the Papuan tribe, "Noken Rahim Kedua" experienced many challenges, both in the production, distribution and exhibition processes. This research aims to determine the challenges faced in the production, distribution and exhibition process of "Noken Rahim" Kedua documentary film. This research is a qualitative descriptive research with a case study research method that focuses on in-depth data collection interviews. In addition, the data analysis process in this research is using the Miles and Huberman model, which divided by three stages: data reduction, data display, and conclusion drawing. The research results show three important points. First, the production process of this film experienced various limitations, both in terms of time, costs, and personnel in the shooting process. Second, the distribution process of this film experienced many challenges because it could not be screened en masse because it was considered sensitive so there needed to be discussion during the screening. Third, the exhibition process is carried out through film festivals and screenings in alternative screening rooms.

Keywords: documentary; film; film production; noken rahim kedua

The Visual Structure of 19th Century Batavian Indigenous Women

Suwito Casande, Yusup Sigit Martyastiadi — Wed, 26 Jun 2024 11:35:30 +0000

This research used material objects in the form of indigenous Batavian women's clothing worn in the 19^th century (1870-1930). Clothing at this time was used as a social marker based on ethnicity. This research used the symbolic interactionism paradigm, and the analysis of clothing structure was carried out formally regarding the main clothing, millineries, and accessories. The interpretation used Anthony Gidden's theory to see the formation of structures and agents. This research concluded that indigenous women in the 19^th century had a significant role in shaping the type and quality of clothing in the Dutch East Indies. Indigenous women in the 19^th century were not only users but were also involved in creating fashion for the people of Batavia.

Keywords: clothing; indigenous women; batavia; colonial

The Importance and Challenge of Acting for Animation Students

Sella Putri Arby — Wed, 26 Jun 2024 11:36:06 +0000

This research aims to investigate the impact of Acting in Animation course and how it helps animation students develop their ability to use movements and facial expressions to tell a story through 3D character animation models. The main focus of this research is to see if animation students can animate 3D character models better after understanding movements and emotions in acting techniques. This research will analyze the influence of body movements, facial expressions, and even vocal expressions on the overall quality of an animated work. The research method involves an in-depth study of acting for animators theories based on 12 animation principles. Through interviews with experienced animators, direct observation of the animation process, and critical analysis of prominent animation works, this research aims to identify the most effective acting strategies and techniques for creating convincing animated characters. The result of this research is expected to provide a deeper insight into the needs of acting for animation production, as well as provide practical guidance for animation students who wants to improve their abilities as animators to create the proper module in Acting in Animation class.

Keywords: animation; acting; students; animators