Visual Grammar Models in Animated Music Videos as a Media Environmental Campaign: A Case Study of “Sabda Alam” By Smk Raden Umar Said Kudus

Winny Gunarti Widya Wardani ORCID iD, Syahid Syahid ORCID iD & Taufiq Akbar ORCID iD

Issue: Vol.4  No.2 February 2023  Article 4  pp.140-154
DOI: https://doi.org/10.38159/ehass.2023424 |   Published online 23rd February, 2023
© 2023 The Author(s). This is an open access article under the CCBY license (http://creativecommons.org/licenses/by/4.0/).

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The protection of wildlife in Indonesia is still one of the important topics in the design of media campaigns. Among the various forms of campaign media that socialize is a media campaign in the form of animated music videos. This study discusses a two-dimensional animated music video entitled “Sabda Alam” by SMK Raden Umar Said Kudus, which tells about endemic birds in Indonesia. The purpose of this research is to formulate the elements in the animated music video to be used as a visual grammar model. This research used a combination method in the form of quantitative and qualitative analysis. Quantitatively, the data shows that this animated music video can have a positive influence on the audience, so that the audience feels more concerned about environmental problems, especially about endangered animals in Indonesia. Qualitatively, the analysis refers to the elements in the visual communication design using a visual grammar approach from Christian Leborg which consists of abstract elements, concrete elements, activities elements, and relations elements. The results of the analysis of this study formulate a visual grammar model that combines formalistic aspects in the basic design, animated film structure, cinematography, and layers of sign meaning based on semiotic theory. This research is expected to be a scientific reference in making animated music videos as a media campaign, and to be able to inspire creators to develop other environmental-themed creative economy products.

Keywords: Visual Grammar Model, Animated Music Video, Campaign Media

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Dr. Winny Gunarti Widya Wardani, M.Ds. is a Senior Lecturer at Universitas Indraprasta PGRI, Jakarta Indonesia. Having an interest in design and media research, and has written a number of scientific articles in the National and International Journals. In 2016, has won the Best Paper award at The 1st International Conference of Vocational Higher Education (ICVHE), Universitas Indonesia Vocational Education Program. She has written 5 design books and 4 popular themed books, has also written twice for book chapters, and is currently still actively writing as a blogger at https://www.kompasiana.com/winnygunarti

Syahid, M.Pd., is a Senior Lecturer at Universitas Indraprasta PGRI, Jakarta, Indonesia. Having an interest in the field of social research and the arts, and focusing on developing the creative economy, especially for more competitive works of art through the media.

Taufiq Akbar, S.Sn., M.Ds., is a Senior Lecturer at Universitas Indrasprasta PGRI, Jakarta Indonesia. Having an interest in the field of animation and videography, and has published a number of articles on visual communication design in national and international journals. Currently serves as the head of the marketing department who is responsible for providing audio visual content on social media.

Wardani,W.G.W,  Syahid  & Akbar, T. “Visual Grammar Models in Animated Music Videos as a Media Environmental Campaign: A Case Study of “Sabda Alam” By Smk Raden Umar Said Kudus,” E-Journal of Humanities, Arts and Social Sciences 4, no.2 (2023):140-154.  https://doi.org/10.38159/ehass.2023424

© 2023 The Author(s). Published and Maintained by Noyam Publishers. This is an open access article under the CCBY license (http://creativecommons.org/licenses/by/4.0/).

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