And to bring about that change, many organizations turn to facts as a means by which to persuade their audience.īut there’s just one problem. Motivation is what’s needed in order to bring about change. Persuasion can be understood as an act or process of presenting arguments to move, motivate, or change your target audience. Three core aspects of GIF popularity that directly support progress What are strategists to do? GIFs might provide part of that answer. Media and communication strategists must work within conditions that often hinder effective communication, conditions such as attempting to convey complex information in brief spans of time or working to provide mobilizing or motivating content within a polarized environment. Consumers’ unconscious response to the GIFs increases the effectiveness of marketing campaigns.įor social and political issues, the landscape can become far more complex. Within the consumer realm, this knowledge has been put to good use, intentionally implanting GIFs into consumer campaigns in order to effortlessly influence, and in many cases upgrade, the emotional state of social media users ( Rúa-Hidalgo, et al., 2021). What’s the saying? A picture is worth a thousand words? Whether it’s joy, sadness, disgust, or shock, GIFs quickly express our feelings far better than a 280 character tweet could. In an aptly named presentation at the 2014 Association for Computing Machinery conference, “I Have So Many Feels!” Elli Bourlai and colleagues detailed the extraordinary way in which GIFs easily encapsulate our emotional landscape. However, within the looped animated photo of a GIF, the next movement never takes place, locking our attention in anticipation of something that never comes into being.īut there’s more than simply capturing our attention. Our mind’s eye anticipates progressive movement, where one movement leads to the next. GIFs draw our eye because they capitalize on the way in which our brain evolved to see motion and prioritize faces. We will prefer a moving image with a person to a moving image of a landscape.We will prefer a moving image to a static one.Visual processing within the brain takes place approximately 60,000 times faster than the way our brains process text.So what’s with all the hype? Why have GIFs taken the internet by storm and-perhaps more importantly-why should we be using them with just about everything we do?įirst, let’s establish some brain basics: GIFs have become so popular that Giphy boasts a user share rate of more than 7 billion per day. In many respects GIFs have become a kind of internet shorthand, depicting complex emotions in a single click and encompassing cultural concepts with lightning speed. GIFs have captured our imagination like nothing else.
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