![]() The speed with which GIFs can be made also make them susceptible to other societal processes where stereotyped, prejudicial, or discriminatory imagery can quickly become embedded in the name of a trending topic. They are also relatively easy and inexpensive to create, making them the perfect companion for an organization that must move swiftly with the political landscape.ĪND user beware. In sum, it is important to consider the images you are using and the way in which they may (or may not) signal belonging.Ĭompared to texts and still images, GIFs can compress a lot of information into a small, easily shareable form of media. Conversely, accessing imagery specific to a target audience could highlight your communication as sensitive to the likes and dislikes of that population. Sometimes images used within GIFs speak to a very specific knowledge set, creating something of a backfire effect from belonging to exclusion. The ease in which GIFs can encapsulate culture and take on the latest trend can also serve to isolate folks not in the know. Of course there can be a downside to this as well. Instantly we establish a connection to others who also share that sentiment and in doing so feel a sense of belonging, both to the image as well as to each other. Perhaps they represent an aspect of our past (in this case The Muppet Show) or our identity that is meaningful for us. We internalize GIFs like this one because on an emotional as well as cognitive level we self-identify with them. This helped to convey complex material while helping their readers stay engaged with the content. GIFs.Ī 2015 State of Marketing report noted how companies, like Salesforce Marketing Cloud, paired GIFs with survey findings in order to add elements of humor and culturally relatable reactions to their key points. (Check out this nifty article that takes an in-depth look at exactly why that’s the case.) So what are we to do when we really need to present facts? How do we gain people’s attention when the typical viewer scrolls through enough content to match the height of the Statue of Liberty? Or sustain that attention with dry statistical material once we’ve got it? Yes, you guessed it. 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.
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