Thes

CREATING AN INFORMATIVE MOTION GRAPHICS
ABOUT THE RIGHT OF DUE PROCESS FOR FILIPINO MILLENNIALS
An Undergraduate Thesis Submitted
to
School of Media Studies

Mapúa University
in partial fulfillment of
the requirements for the
degree of
BACHELOR OF SCIENCE IN MULTIMEDIA ARTS AND SCIENCES
By:
JEROME A. PIAMONTE
PROF. JOHN XAVIER CHAVEZ

Adviser
July, 2019
TABLE OF CONTENTS
CHAPTER 1 Introduction
1.1 Background of the Study 4

1.2 Statement of the Problem 7
1.3 Assumptions 8
1.4 Objectives of the Study 8
1.5 Significance of the Study 9
1.6 Scope and Limitations 9
CHAPTER 2 Review of Related Literature
2.1 Related Literature 10

2.2 Synthesis 26
CHAPTER 3 Research Framework
3.1 Theoretical Framework 27

3.2 Conceptual Framework 29
3.3 Definition of Terms 30
3.4 Design Influences 31
CHAPTER 4 Research Methodology
4.1 Multimedia Development Process 34

4.2 Research Methodology 35
4.3 Material Exploration 36
4.4 Development 37
CHAPTER 5 Findings and Analysis
5.1 Survey Results 40

5.2 Application of Theories 47
CHAPTER 6 Summary, Conclusion and Recommendation
6.1 Summary 50
6.2 Conclusion 50
6.3 Recommendation 50
REFERENCES 52
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LIST OF FIGURES
Figure 1: Contrast 19
Figure 2: Alignment 20
Figure 3: Repetition 20
Figure 4: Proximity 21
Figure 5: Theoretical Framework 27
Figure 6: Conceptual Framework 29
Figure 7: Design Influences, IMG 1 31
Figure 11: Multimedia Development Process 34
Figure 12: Screenshot: Motion Development 1 39
Figure 13: Screenshot: Motion Development 2 39
Figure 14: Age Respondents 40
Figure 15: Pre-test Survey Question #1 41
Figure 16 Pre-test Survey Question #2 41
Figure 21: Post-test Survey Question #1 44
Figure 27: Theory Application 49
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Chapter 1
INTRODUCTION
1.1 BACKGROUND OF THE STUDY
Gaining knowledge over what is called visual communication is like learning a language;
a language which is composed of just pictures. Motion graphics or moving graphics is created by
video or animation technology and also by making a hallucination of movement or changing the
appearance of visual factors. (Shir & Asadollahi, 2014)
Motion graphics is a continuous sequence of animated typography, 2D and 3D animation
(Barnes, 2016). Motion in picture may be created by dot and line and presented in different
shapes. The type of movement might be helical, circular, zigzag, or direct. The direction of
motion can also be upward, leftward, rightward, etc. (Shir & Asadollahi, 2014)
Image and sound are related to the main sensations of human which are vision and
hearing; by the utilization of both sensations to present an attractive output, a graphic motion
designer can make people move (Woolman, 2004). Motion graphics as a visual communication
device, are capable of either or both informing or entertaining an audience. Motion graphics uses
complex animation to present visual explanation of a subject matter or to convey narratives. It is
common that all motion graphics shares the following purpose: realize the goal of conveying
messages to an audience, and produce an optimal viewing experience for the audience. (Barnes,
2016).
However, graphics and motion graphics/animation are not always effective. Early studies
by Levie & Lentz (1982); Levin & Lesgold (1978); Mandl & Levin (1989) gave mixed results
when comparing learning with graphics to learning with text, often in spite on graphic
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enthusiasm. A study from Morrison and Tversky (2000) reviewed existing educational
animations to determine whether animations will be more valuable than still graphics. In that
study, three researchers examined the effectivity of animation when it comes to teaching students
how to use a Macintosh computer (Dyck, 1995; Payne, Chesworth, & Hill, 1992; Harrison, 1995,
respectively). Three groups were formed: The first group was taught by using animated
instructions, the second group using graphics, and the last group using static text. It concluded
that students in the animated graphic conditions did not outperform those taught using text
(Dyck, 1995; Payne, Chesworth, & Hill, 1992) or those taught using static graphics (Harrison,
1995) conditions.
Morrison and Tversky (2000) suggested two principles for making animated graphics
successful: Principle of Apprehension where animation must be readily perceived and
comprehended, and the Principle of Expression where conceptual knowledge to be conveyed
must be apparent from animation. Although fulfilling the said conditions, it does not guarantee
that animated graphics will be superior to existing or equivalent static ones.
In light of the abovementioned studies, the researcher took a special interest on a topic
that is quite controversial in the country these days. The researcher aims to create a three (3)
minute educational motion graphics that can be appreciated and can attract millennials. The
researcher will apply both Principles of Expression and Apprehension to see whether satisfying
both condition can facilitate learning to Millennials as per Morrison and Tversky (2000)’s study.
The researcher will also prove that motion graphics despite the mixed results in the study of
Morison et al. can still be an effective tool in relaying a message to the audience.
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One of the most controversial issue at the time of this study is the Philippine President
Rodrigo Duterte’s War on Drugs campaign (Rappler, 2017). Ever since Philippine President
Rodrigo R. Duterte took office last June 30, 2016. The President carried out a “War on Drugs”
campaign that advocated the killings of criminal suspects, as part of his vow to “solve drugs,
criminality, and corruption in three to six months.” The campaign led to the deaths of over
12,000 Filipinos and at least 2,555 of those deaths were attributed to the Philippine National
Police (Human Rights Watch, n/a).
Despite the efforts of the United Nations and the Commission on Human Rights, many
Filipino citizens are mis-informed that the “War on Drugs” campaign steps on the basic human
right which the Philippine Constitution Provides (1987) provides wherein no person shall be
deprived of life, liberty, or property without due process of law, nor shall any person be denied
the equal protection of the laws. By using the issue as the subject of the motion graphics, the
author hopes to educate or further increase the understanding of millennials about the “War on
Drugs Campaign”.
Millennials, disturbingly, are not reading literature or newspapers as much as previous
generations of the same age, however, millennials do enjoy interactive full motion multimedia
the most. [ CITATION Swe06 \l 4105 ]. To further strengthen the argument, a study made by
Velasco (2016) indicates that motion graphics/animation is more popular than still images.
Motion graphics has proven that in computer-based multimedia learning environments, it offers a
potentially powerful venue for improving student understanding, the modality principle states
that it is better to present words as auditory narration with moving graphics than as visual on-
screen text. (Babic, Pibernik & Mrvac, 2008).
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1.2 STATEMENT OF THE PROBLEM
Motion graphics aren’t always effective, studies produced mixed results when it comes to
motion graphics being educational or effective against still graphics (Dyck, 1995; Payne,
Chesworth, & Hill, 1992; Morrison, & Tversky 2000). In spite of the above-mentioned studies,
the researcher aims to prove that motion graphics can still be an effective tool in relaying a
message to the audience.
` The study aimed to produce an informative motion graphics output that will educate its
target audience on the subject of The Right to Due Process (Article III Section 1 of the Bill of
Rights of the Philippine Constitution). It is important to study how visual impression, including
visual quality and conceptual meaning on motion graphics can make the target audience easily
perceive and comprehend the subject (Peng, 1998; Morrison, & Tversky 2000).
Aside from using certain principles of animation and graphic design, the researchers
aimed to apply two principles, namely, expression and apprehension in the output. To prove the
application of certain principles of animation and design and the application of the principles by
Morrison (2000), the researcher will create a checklist on how they are integrated in the actual
output; a checklist containing: a sample frames of the motion graphic, how the principles and
theories were used and implemented in the output. However, in the application of the principles
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of expression and apprehension, the researcher conducted a post-test in the form of a survey
questionnaire.
The author shall answer the following questions:
1. How to apply the techniques and principles of graphic design in producing the
motion graphics?
2. How to apply the Principles of Expression and Apprehension of Morrison (2000)
in the creation of the motion graphics?
3. Did the Principles of Expression and Apprehension of Morrison (2000) aid the
motion graphics to become an effective tool to relay the message?
1.3 ASSUMPTIONS
The research is conducted with the assumption that creating a Motion Graphics that
incorporates Morrison’s (2000), Principles of Expression and Apprehension can facilitate
learning to millennials, despite Morrison’s (2000) conclusion that although satisfying the said
principles it doesn’t guarantee that animated graphics can be superior to existing or equivalent
static ones (Dyck, 1995; Payne, Chesworth, & Hill, 1992; Morrison, & Tversky 2000).
1.4 OBJECTIVES
The objective of this study is to produce a motion graphic video that incorporates the
Principles of Expression and Apprehension of Morrison (2000) to present the Right of Due
Process in relation to the War against Drugs policy of Philippine President Rodrigo R. Duterte.
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The objectives of this study are:
 To create a 3-minute motion graphics about the right of due process.
 To apply the theory of Agenda-setting in the creation of the motion graphic
 To apply the Principles of Expression and Apprehension of Morrison (2000) in the
creation of the motion graphics.
1.5 SIGNIFICANCE OF THE STUDY
The discoveries of the study will serve as a guide of information for anyone who would
want to know about the effects or the effectivity of the Principles of Expression and
Apprehension of Morrison (2000) with its utilization in the medium of motion graphics to relay a
specific message.
The study can be helpful to researchers who are looking to incorporate the
recommendations and principles of the study of Morrison (2000) in the creation of educational
motion graphics. The study also raises the importance of motion graphics when it comes to
presenting social relevant topics.
1.6 SCOPE AND LIMITATIONS
The study aimed to educate the youths by producing a 3-minute motion graphic about the
Right of Due Process or also known as the right for due process using multimedia and
communication theories and principles. A post-test in a form of survey methodology will also be
conducted to see whether the motion graphic is educational or not. //Used Theories
The demographic composition of the respondents in the study are Filipino Millennials
between the ages of 18 to 30.
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Chapter 2
REVIEW OF RELATED LITERATURE
2.1 RELATED LITERATURE AND STUDIES
2.1.1 The Philippine Constitution and President Duterte’s War on Drugs
1987 Philippine Constitution
The Bill of the Rights in the 1987 Philippine Constitution; specifically, Article III,
Section I tells us that no person shall be deprived of life, liberty, or property without due process
of law, nor shall any person be denied the equal protection of the laws.
The War on Drugs
Philippine President Rodrigo Duterte’s murderous “drug war” entered its second year in
2017, resulting in the killing of more than 12,000 drug suspects, Human Rights Watch said today
in its World Report 2018. Duterte has responded to increased criticism of his anti-drug campaign
by impugning, harassing, and threatening critics of the government and human rights defenders.
(Human Rights Watch, 2018)
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Since the “drug war” began on June 30, 2016, Duterte and his officials have publicly
reviled, humiliated and, in one instance, jailed human rights advocates. Senator Leila de Lima,
the president’s chief critic, has been detained since February 2017 on politically motivated drug
charges in apparent retaliation for leading a Senate inquiry into the drug war killings and, early
on, opening an investigation of the Davao Death Squad in Davao City, where Duterte was mayor
for more than 20 years. (Human Rights Watch, 2018)
2.1.2 Visual Communication and Graphic Design
Visual Communication Design
Visual communication design deals with the interpretation, organization, and visual
representation of messages. (Frascara, 2004)
According to Frascara, (2004): Communication design is social science, art, technology,
and craft. It is a social science because it is always aimed at people, and psychology, sociology,
and anthropology have much to offer to the construction of effective communications. It is an art
because it deals with forms and requires awareness of and sensitivity to the visual languages of
people and places. It is a technology because it is always produced by industrial means. And it is
a craft because the technology used requires an understanding that cannot rely exclusively on the
machines that implement it. Design is an intellectual, sensitive, and practical discipline, requiring
many levels of human activity: power of analysis, sensitivity to difference, mental ﬂexibility,
interpersonal skills, clarity of judgment, visual sensitivity, cultural awareness, and technical
knowledge. In today’s society, where information is a key commodity, the importance of visual
communication design is only limited by the quality of the designers.
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Graphic Design for Education
Humans are highly visual beings; nearly half of the human mind is devoted to our sense
of vision. (Weinschenk, 2012). A research made by Medina, indicates that a person can
remember 10% of information after 3 days of hearing it, whilst a picture increases that said
number for 65% (Medina, 2014)
This tells us that, visual communication is one of the best ways to teach people new
information and help them to understand and retain that information, (Sammons & Daniel, 2017)
for pictures are said to makes things easy to remember and understand.
2.1.3 Introduction to Motion Graphics
Motion Graphics
Printed Graphic Design is static: words and pictures are “stuck” on the page, the viewer
sees everything in one glance. The designer tries to control the viewer’s gaze by manipulating
position, scale, and color. Hierarchy. By contrast, motion design is kinectic: elements move,
zoom, appear and dis- appear. It is temporal and linear, with the exception of interactive design,
in motion design nothing is left when it is over except for an impression. (Shellhorn, n.d.)
Motion graphics can be seen as a designers’ creative response to technology as it is the
“The combination of graphic design and animation”. Digital media allows designers to use of
animation to convey time based visual messages where static images have traditionally been
used. (Schlittler, 2015)
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According to Shir & Asadolla (2014), since more technological platforms are rising,
media owners as well as companies are now going for the advertisements that are combinations
of different elements. Which would increase the value of motion graphics and other forms like it,
being labeled as more important than printed media.
Motion Graphics for Education
Evidences points out that motion graphics has proven that in computer-based multimedia
learning environments, offers a potentially powerful medium for improving student
understanding, it states that it is better to present words as auditory narration than as visual on-
screen text. (Babic, Pibernik & Mrvac, 2008).
The most important component of motion graphics is the communication of idea; which
the motion graphics must fulfill. Although it is primarily pictures and images that carries the
idea, while on-screen text ensures the understanding. (Babic, Pibernik & Mrvac, 2008).
2.1.4 Cases where Motion Graphics fails to educate.
On the surface, animation is compelling. In principle, it should be a natural for conveying
concepts of change, just as space in graphics is a natural for conveying actual space. (Morrison,
2000) Although, being compelling, it doesn’t guarantee that motion graphics is always effective
and/or educational.
2.1.4.1 Bieber, Hannafin, and Rieber
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The study of Bieber and Hannafin (1988) and Rieber (1989) is an example where motion
graphics were proved to be an un-effective medium for education. The except of the study are as
follows: In the first case, animation was used as an orienting activity prior to the presentation of
each section of the lesson (Rieber & Hannafin, 1988). In the second case, elaborating the textual
lesson with additional text and/or no, static, or animated graphics did not lead to performance
differences (Rieber, 1989). Rieber, Boyce, and Assad (1990) used the same design to evaluate the
performance of college students when learning Newton's laws. As with the earlier experiments
there was no effect of graphic condition. Additionally, providing different forms of practice, one
involving interactive animation, had no effect in any of the three experiments.
In conclusion, Bieber and Hannafin (1988) and Rieber (1989) found no effects of
animation’s effectiveness in teaching Newton’s laws of motion to elementary school students.
2.1.4.2 Byrne, Catrambone, and Stasko
Byrne, Catrambone, and Stasko (n/a) tested the effectiveness of animated graphics in
teaching college students computer algorithms, specifically depth-first searches and binomial
heaps. The authors were discouraged to find that the benefits of viewing animated graphics were
equivalent to making predictions about the outcomes of the algorithms when provided with static
graphics.
2.1.5 Principles of Animation and Graphic Design
Principles of Animation
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Any animation/motion graphic to be produced, whether it involves human/comical
characters or not, the 12 basic principles of animation is relevant. The 12 Basic Principles of
Animation from the Illusion of Life by Frank Thomas & Ollie Johnston (1981) are as follows:
1. Squash and stretch
When an object moves, its movement indicates the rigidity of the object. Many real world
objects have little flexibility, such as furniture, however most organic objects have some level of
flexibility in their shape. Also squash and stretch is useful in animating dialogue and doing facial
expressions. It is used in all forms of character animation from a bouncing ball to the body
weight of a person walking.
2. Anticipation
An action occurs in three parts: the preparation for the action, the action itself, and the
termination of the action. Anticipation is the preparation for the action. Anticipation is an
effective tool for indicating what is about to happen. A dancer does not just leap off the floor. A
backwards motion occurs before the forward action is executed. The backward motion is the
anticipation.
3. Staging
Staging is the presentation of an idea so that it is completely and unmistakably clear. A
pose or action should clearly communicate to the audience the attitude, mood, reaction or idea of
the character as it relates to the story and continuity of the story line. The effective use of long,
medium, or close up shots, as well as camera angles also helps in telling the story. Do not
confuse the audience with too many actions at once. Staging directs the audience's attention to
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the story or idea being told. Care must be taken in background design so it isn't obscuring the
animation or competing with it due to excess detail behind the animation. Background and
animation should work together as a pictorial unit in a scene.
4. Straight ahead and pose to pose animation
Straight ahead action is so called because an animator literally works straight ahead from
the first drawing in the scene. This process usually produces drawings and action that have a
fresh and slightly zany look, because the whole process is kept very creative. Straight ahead
action is used for wild, scrambling actions where spontaneity is important.
In pose-to-pose animation, the animator plans his action, figuring out just what drawings
will be needed to animate the scene. Pose-to-pose is used for animation that requires good acting,
where poses and timing are important. Size, volumes, and proportions are controlled better this
way, as is the action.
5. Follow through and overlapping action
When the main body of the character stops all other parts continue to catch up to the main
mass of the character, such as arms, long hair, clothing, coat tails or a dress, floppy ears or a long
tail (these follow the path of action). Nothing stops all at once. This is follow through.
Overlapping action is when the character changes direction while his clothes or hair continues
forward. The character is going in a new direction, to be followed, a number of frames later, by
his clothes in the new direction. Overlapping maintains a continual flow between whole phrases
of actions.
6. Slow-out and slow-in
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Slow in and out deals with the spacing of the inbetween drawings between the extreme
poses. As action starts, we have more drawings near the starting pose, one or two in the middle,
and more drawings near the next pose. Fewer drawings make the action faster and more
drawings make the action slower. Slow-ins and slow-outs soften the action, making it more life-
like.
7. Arcs
All actions, with few exceptions (such as the animation of a mechanical device), follow
an arc or slightly circular path. This is especially true of the human figure and the action of
animals. Arcs give animation a more natural action and better flow. All arm movements, head
turns and even eye movements are executed on an arcs. Arcs are used extensively in animation,
since they create motion that is more expressive and less stiff than action along a straight path.
8. Secondary action
A secondary action is an action that results directly from another action. Secondary actions are
important in heightening interest and adding a realistic complexity to the animation. This action
adds to and enriches the main action and adds more dimension to the character animation,
supplementing and/or re-enforcing the main action.
9. Timing
Timing, or the speed of an action, is an important principle because it gives meaning to
movement. The speed of an action defines how well the idea will be read to the audience. Timing
can also defines the weight of an object. Two similar objects can appear to be vastly different
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weights by manipulating timing alone. Timing can also contribute to size and scale of an object
or character. Timing plays an essential role in illustrating the emotional state of an object or
character. It is the varying speed of the characters movements that indicate whether a character is
lethargic, excited, nervous, or relaxed. Expertise in timing comes best with experience and
personal experimentation, using the trial and error method in refining technique. The basics are:
more drawings between poses slow and smooth the action. Fewer drawings make the action
faster and crisper. A variety of slow and fast timing within a scene adds texture and interest to the
movement.
10. Exaggeration
Exaggeration is not extreme distortion of a drawing or extremely broad, violent action all
the time. It1s like a caricature of facial features, expressions, poses, attitudes and actions. Action
traced from live action film can be accurate, but stiff and mechanical. In feature animation, a
character must move more broadly to look natural. The same is true of facial expressions, but the
action should not be as broad as in a short cartoon style. Exaggeration in a walk or an eye
movement or even a head turn will give your film more appeal. Use good taste and common
sense to keep from becoming too theatrical and excessively animated
11. Solid drawing
The basic principles of drawing form, weight, volume solidity and the illusion of 3D
apply to animation as it does to academic drawing. The way you draw cartoons, you draw in the
classical sense, using pencil sketches and drawings for reproduction of life. You transform these
into color and movement giving the characters the illusion of three-and four-dimensional life.
Three dimensional is movement in space. The fourth dimension is movement in time.
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12. Appeal
Where the live action actor has charisma, the animated character has appeal.
Audiences like to see a quality of charm, pleasing design, simplicity, communication, or
magnetism. A weak drawing or design lacks appeal. A design that is complicated or hard to read
lacks appeal. Clumsy shapes and awkward moves all have low appeal.
Principles of Graphic Design
Sammons and Daniel (2017), tells us that the foundation of what makes a good design
embodies the following principles: contrast, alignment, repetition, and proximity.
Contrast
Contrast means difference, making one element dominant over the other. (Reynolds,
2008). Contrast creates visual interest in a graphic, if it is not present it is possible for the
audience to become visually disinterest overtime. (Sammons & Daniel, 2017) Contrast can be
presented: through the manipulation of space (distance [near or far], empty and filled), through
the manipulation of color (light and dark, cool or warm), through typeface selection (serif and
sans serif, bold and narrow), and the positioning of the elements. (Reynolds, 2008)
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Figure 1: Poster showcasing contrast.
Image Credit: Abhishek Garg
Alignment
Alignment is connecting every element through an invisible line, making elements
harmonious with each other. (Reynolds, 2008) Creating a visual system that allows the viewers
to identify those individual elements and how they relates with each other. (Sammons & Daniel,
2017)
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Figure 2: Alignment
Image Credit: Shawn Berry
Repetition
Repetition means the using the same or similar elements all through the design/s, it bring
the sense of unity, cohesion, and consistency; making the elements in the design viewed as part
of larger whole (Reynolds, 2008).
Figure 3: Repetition
Image Credit: Huffington Post, 2012 House Outlook
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Proximity
Proximity is the space between the elements - how close or far apart is done to achieve an
organized look. The principle tells us that for the viewers to see elements/items to be viewed as a
group rather than as several unrelated items, elements/items that are related should be grouped
together. (Reynolds, 2008) A good use of proximity will minimize or eliminate clutter visually,
and will emphasize neatness and organization, and will aid the viewer in comprehending easily
the graphic. (Sammons & Daniel, 2017)
Figure 4: Proximity
Image Credit: Terras Gauda Contest by L.E.GRÁFICO
2.1.6 Designing for Millennials
According to research, in order to capture the attention of millennials, four elements are
needed: minimalism, vibrant colors, typography, and analog. (Brand Packaging, n.d.)
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Minimalism
Millennials love minimalism, but rather than limiting color palettes to just black and
white or fonts, the combination of cleanliness with uncluttered layouts, and effective use of white
space and symmetry is the millennials’ minimalism. Flat design is also one of the most popular
trends among millennials. It makes bold use of bright, contrasting colors and unique typography,
along with texture and shadow. (Brand Packaging, n.d.)
Vibrant Colors
Designers have been used to using muted colors for their minimalism designs. However,
vibrant colors are making a comeback and graphic designers are using them to help their
graphics stand out. Designers use contrasting colors to attract the attention of millennials to its
graphics. (Brand Packaging, n.d.)
Typography
Millennials love their typography. Daring typography choices with the likes of Avenir,
Gotham or even Futura is needed on a design to get the design noticed by this audience.
Different fonts can also give structure to the design and provides reading cues to direct the
audience. (Brand Packaging, n.d.)
Analog
Research shows millennials to be the most nostalgic generation in decades. The
manifestation of retro/old design has a growing popularity amongst millennials. As we move
ever further into the 21st century, millennials are increasingly choosing to engage with products
and designs that utilizes older analog production methods (Brand Packaging, n.d.).
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2.1.7 Agenda Setting Theory
Agenda setting describes the powerful influence of the media in our society and its ability
to tell us what issues are important (University of Twelve, n.d.). Media can influence the
presentation of issues in news reports and consequently the minds of the public. Media can
prioritize what people should think and how people should think about a certain issue.
(McCombs & Shaw, 1968)
The theory proposes two levels of agenda setting:
1. Media uses objects or issues to influence how the people should perceive a
certain issue (McCombs & Shaw, 1968).
Coleman, McCombs, Shaw, and Weaver (2009) defines the first level as:
“the process of the mass media presenting certain issues frequently and
prominently with the result that large segments of the public come to perceive
those issues as more important than others.”
That is to say, the extent and magnitude of a coverage of an issue would
determine its importance to its audience.
2. Media uses a figure or characters of issues to influence how the people
perceives a certain issue (McCombs & Shaw, 1968).
The second level determines how people perceive an issue, a figure or a
character, or an object as it focuses on its attributes, characteristics, and
properties. The level also describes the tone of the coverage and the object.
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2.1.8 Critical Theory
Traditionally, critical theory is oriented towards critiquing and changing society as a
whole (Horkheimer, 1827). According to Horkheimer (1827), the theory explains how criticisms
aim “to liberate human beings from the circumstances that enslave them”.
Critical theory is only adequate if it meets three criteria:
1. Explanatory: it should explain what is wrong with the current social reality
2. Practical: it should be able to identify the factors to change it.
3. Normative: it should provide both clear norms for criticism and achievable practical
goals for social transformation.
2.1.9 Critical Theory for Technology
Critical Theory for Technology doesn’t see technology as a neutral object. Rather, it
understands technology through context and conditions in which it is designed. Andrew
Feenberg (2002) argues that there is a value in design: technology is a product of its context, who
made it, why it was made, and how it was intended to be used. The theory promotes greater
equity and social justice for all.
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2.1.10 Modernism
Modernism describes the range of art, design, and architectural movements and
subsequent ideas that emerged during the first half of the 20th century. The modernist approach
to graphic design focused on the use of white space and san serif typography that utilized
asymmetry. (Noble & Russell, 2016) Modernism deals with innovation and experimentation with
form (the shapes, colours and lines that make up the work) with a tendency to abstraction.
The rejection of history and conservative values (such as realistic depiction of subjects);
innovation and experimentation with form (the shapes, colours and lines that make up the work)
with a tendency to abstraction; and an emphasis on materials, techniques and processes.
Modernism has also been driven by various social and political agendas. These were often
utopian, and modernism was in general associated with ideal visions of human life and society
and a belief in progress. (Tate, n.d.)
Witcombe (2009) asserts that the political aspects of Modernism were underpinned by a
firm belief in progress, freedom, and equality. The aim of this universally appealing design was
to put notions of fairness and equality into practice, whilst also producing timeless objects of
work unaffected by fashion trends; the notion of non- style, which in itself became a style
(Oropallo, 2011).
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2.2 SYNTHESIS
In this study, it is shown that to attain the goal of the study, which is to promote and make
the target audience value the principles of Right of Due Process, the Agenda-setting is the most
feasible communication theory, as it can help inform the audience what issues are important and
what and how people should think about a certain issue. The critical theory as a technological
theory for this study can help promote greater equity and social justice for all. It also, embodies a
design for the purpose it its built on – why it is made and how it is intended to be used. Using the
data from Brande Packaging (n.d.), the author can incorporate the characteristics of design that
has a high chance for millennials to appreciate, attract, and value the output set for the study
which is motion graphics.
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Chapter 3
Research Framework
3.1 THEORETICAL FRAMEWORK
Aesthetic Movement Technological Theory Communication Theory
Morrison and Tversky’s Agenda-setting Theory

Modernism
Principles
The modernist approach to A Principle where A theory that describes the

graphic design focused on attracting the interest of ability of media to
the use of white space and the audience can lead to influence the importance
san serif typography. learning of the topics of the public
agenda.
A Motion Graphics about the

Right of Due Process
Figure 5: Theoretical Framework
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3.1.1 Agenda-setting Theory
As the agenda-setting theory allows media to prioritize what people should think and how
people should think about a certain issue. (McCombs & Shaw, 1968). Lippmann (1922), also
acknowledges the vital role of media in setting a particular agenda which can influence the
opinion of the public. (Lippmann, 1922: 9-16).
The author shall incorporate the theory in the creation of the output of the study by using
the proposed two levels of Agenda-setting: First, the usage of objects or issues to influence how
the people should perceive a certain issue (McCombs & Shaw, 1968), in this case – the legality
and immorality of the War on Drugs. Second, the usage of a figure or characters of issues to
influence how the people perceives a certain issue (McCombs & Shaw, 1968), in this case – the
figures involving the War on Drugs.
3.1.2 Morrison and Tversky’s Principle
Many other studies have failed to find benefits of animated over equivalent static
graphics (e.g. Rieber 1989; Rieber & Hannafin 1988; Byrne et al. 1999; Hegarty et al. 2002).
However, Motion Graphics itself attracts attention (Morrison and Tversky, 2002), and when the
audience is hooked, they will likely absorb the topic of the motion graphics. Interestingly, at least
two different types of interest can be distinguished: emotional interest and cognitive interest.
According to Kintsch (1980), emotional interest is created by events that are arousing. Cognitive
interest, on the other hand, is produced by the relationships between incoming information and
background knowledge.
29
Researchers studying text processing have used the term seductive details to refer to
interesting but irrel- evant details that are added to learning material to make it more attractive
(Garner et al. 1989; Wade & Adams 1990; Garner et al. 1992). Seductive details show a negative
effect on learning (Morrison and Tversky, 2002). For example, Harp and Mayer (1997, 1998)
found that adding entertaining graphics to a scientific text increased emotional interest but not
cognitive interest.
Animated graphics are bound to have more information and details than static graphics.
However, the dynamic details that characterize animated graphics may only be seductive details
that provide emotional interest but distract learners from making sense of the material. Animated
graphics, in essence, have seductive details that increase emotional interest, but not cognitive
interest. (Morrison and Tversky, 2002) In line with this, the effect of animation on learning and
motivation may vary depending on individual differences in need for cognition (NFC), age, and
spatial ability.
30
3.2 CONCEPTUAL FRAMEWORK
Input Process Output

Qualitative Literature Morrison and Tversky’s
Review Principle
A Motion Graphics About
Graphic Design Principles Agenda-setting the Article III, Section I of
the Philippine Constitution
Animation Principles Modernism
Figure 6: Conceptual Framework
Using the collected data from the qualitative literature reviews, the researcher will then
apply the data in the creation of the motion graphics as well as, the graphic design and animation
principles. The output shall emphasize on the Agenda-setting Theory, supported by Morrison and
Tversky’s Principle; which uses words and visuals to aid learning experience of the viewers. The
output shall incorporate modernism as its overall design aesthetic. With the use of the said
theories, principles, and art style, a motion graphic about the Right of Due Process will be made
output of the study.
3.3 OPERATIONAL DEFINITION OF TERMS
UN – Abbreviation for the United Nations; an intergovernmental organization tasked to
promote international cooperation and to create and maintain international order.
31
Animation – A dynamic medium in which images or objects are manipulated to appear as
moving images
Motion Graphics - Are pieces of digital footage or animation which create the illusion of
motion or rotation, and are usually combined with audio for use in multimedia projects.
Graphic Design - is the process of visual communication and problem-solving using one
or more of typography, photography and illustration.
3.4 DESIGN INFLUENCES
The following images are example works from the modernist movement. Akzidenz-Grotesk
(from the first two images), probably the most influential typeface for the movement. It was
released by the Berthold Type Foundry in 1896 and was arguably the first of its kind. It soon
became one of the most widely used typefaces.
The images presented below embodies the modernist approach to graphic design which it
focused on the use of space and san serif typography that utilized asymmetry, and, most
importantly, the deployment of a
mathematically determined grid to
determine the placement of design elements—a
method that remains extremely important to
this day in web design.
32
Figure 7: Design Influences, IMG 1
Figure 8: Design Influences IMG 2
33
34
CHAPTER 4
METHODOLOGY
4.1 MULTIMEDIA DEVELOPMENT PROCESS
35
Figure
Research
Survey, and Qualitative Literature Review
Pre-Production
Creation of Script and Storyboard. Incorporation of Agenda-setting and Morrison and
Tversky's Principles
Production
Animation of the Storyboard, Voiceover of the Script, and Creation of Graphics.
Incorporation of Modernism as its design style.
Post-Production
Rendering of Audio and the Motion Graphics
11: Multimedia Development Process
The research part of the process was used to gather information for the study; namely for
the content and the study and creation of the motion graphics as a whole. The Pre-Production
part of the process is to create a script based on the Article III, Section I of the Philippine
Constitution and President Duterte’s: “War on Drugs” and the visualization of the motion
graphics’ frame by frame. This part of the process incorporates the theories of Agenda-setting
and Morrison and Tversky’s Principles. The Production part of the process is the creation of the
motion graphics, its animation of the storyboard and the voiceover of the script. This part of the
process incorporates Modernism to use as its art style. The Post-Production part of the process is
to render the motion graphics as a whole.
36
4.2 RESEARCH METHODOLOGY
The study shall be developed using a survey methodology and a qualitative literature
review method.
4.2.1 Survey Methodology
Respondents of the survey methodology consists of at least 50 Filipino citizens, between
the ages of 18 to 30, different perspective towards a phenomena gives the researcher a broder
data to analyze (Casey & Murphy, 2009).
The survey methodology also includes a post-test for the author to know whether
applying the Principles of Expression and Apprehension of Morrison (2000) can affect the
learning experience of the audience.
4.2.2 Sampling
Respondents was chosen by the author through a simple purposive sampling method.
Where-in the author used a maximum variation sampling to ensure that the survey was
conducted with diverse characters (Research Methodology, n.d.)
4.2.3 Qualitative Literature Review
37
The researcher conducted a qualitative literature review, for the creation of the motion
graphics, for the researcher to know which color scheme, graphic design elements and animation
principles and styles are to be considered for the output of the study.
Based on this methodology, the researcher was able to figure out how to design the
motion graphic. The demographic preferred the design style of Minimalism, the usage of vibrant
colors, and likes good typography (Brand Packaging, n.d.), they also prefer visuals over
everything and likes up to date design trends (Startus, n.d.).
4.3 MATERIAL EXPLORATION
The researcher used the following software, applications, and materials for its creation of
the output set by this study:
1. Adobe Photoshop CC
2. Adobe Illustrator CC
3. Adobe After Effects CC
4. Adobe Premiere Pro CC
5. Audacity
The author used Adobe Photoshop CC and Adobe Illustrator CC for the creation of assets
of the output, Adobe After Effects CC and Premiere Pro CC for the animation of the content and
the addition of visual effects and audio. Audacity was used to record the voice-over for the
output.
4.4 DEVELOPMENT
4.4.1 SCRIPT
38
INTRO V.O
This is the War on Drugs.
AFTER VICTIM VIDEO MONTAGE
Large-scale extrajudicial violence as a crime solution was a marker of Duterte’s
22-year tenure as mayor of Davao City. On the 26th of April 2009 Human Rights Watch
released its report on the alleged extrajudicial killings in Davao City.
TRANSITION: This is a voice clip of Edgar Matobato, a self confessed member of the
Davao Death Squad.
PH MAP GRAPHIC APPEARS ON SCREEN
Duterte told a crowd of more than 300,000: “If I make it to the presidential
palace I will do just what I did as mayor. You drug pushers, holdup men, and do-nothings,
you better get out because I'll kill you (Human Rights Watch).
PH MAP TO DUTERTE AND DELA ROSA GRAPHIC
President Rodrigo Duterte together with PNP Chief Ronald Dela Rosa started a
drug policy called “Oplan Tokhang”. The policy is aimed at illegal drug personalities
nationwide. In 2018, Human Rights Watch published a death toll stating that the policy
has led to the deaths of over 12,000 Filipinos, mostly poor. In the same year, Philippine
website Rappler.com publishes a more detailed death toll (Insert MM Blood Map). 4279
were killed in police operations with 22,283 were homicides under investigations. (Insert
Static)
39
UNCONSTITUTIONAL GRAPHIC
A large number of critics are calling the policy unconstitutional. The 1987
Philippine Constitutions states that no person shall be deprived of life, liberty, or property
without due process of law.
These words have as their central promise an assurance that all levels of
Philippine government must operate within the law and provide fair procedures. When
officers knocks on your door, you have the right to refuse without a warrant. They cannot
just barge in. Policemen cannot force you to go to the police station without an arrest
warrant.
All individuals are innocent until proven guilty, the process should be a case is
filled against an individual, and it’s up to the judge to give the verdict and punishments.
That is how it should be, the police shouldn’t take the matter in to their own hands.
40
4.4.2 PRODUCTION SCREENSHOTS
Figure 12: Screenshot in developing the motion graphic
Figure 13: Screenshot in developing the motion graphic
41
4.5 Production Timeline
The figure below displays the production timeframe of the motion graphics. On March
2019, the author created the script; in this process, the author researched the important details
about the War on Drugs that crucial for the motion graphics. On April 2019, the author collected
design pegs to incorporate in the design process. Finally, on April 2019 until July 2019, the
author animated the motion graphics and lastly, the author incorporated the voiceover on the
finished animation on July 2019.
March 2019 April 2019 May 2019 June 2019 July 2019
Creation of
Script
Collected
Design
Pegs
Started
Animating
Recorded
the voice
over
4.6 Budgetary Requirements
The table represents the budget of the author during the span of the study.
Description Quantity Price

Printing of Thesis 1 3 1200
Manuscript
Thesis 2 Requirements 1 250
(CDs & forms)
42
Food for Thesis 2 Panels 2 400
Printing of Thesis 3 3 800

Manuscript
Food for Thesis 3 Panels 4 700
43
CHAPTER 5
FINDINGS AND ANALYSIS
5.1 SURVEY RESULTS
The researcher has conducted surveys from different age brackets ranging from
professionals to students. The researcher has prepared two sets of questions through Google
Forms and was distributed through social media, the questionnaire helped gather information in
order to test the practical applications of Agenda-setting theory, Morrison and Tversky’s
Principles, critical theory in the medium of motion graphics.
AGE RESPONDENTS
44
Figure 14: Age Respondents
POST-TEST
1. Are you aware of the ongoing war on drugs campaign?
45
2. Do you think that the current war against drugs violates human rights?
3. Were your opinions changed after watching the motion graphics (Yes: Explain or No)
Figure 21: Post-test Survey Question #1
4. Did the animation spark your interest on the topic?
46
Answer the following questions by rating (with 5 being the highest and
1 being the lowest):
5. After watching the animation were you stimulated emotionally? If yes, what emotion
were evoked by the motion graphics? 5 = Strongly agree, 4 = Somewhat agree, 3 =
Neither agree nor disagree, 2 = Somewhat disagree, and lastly 1 = Strongly disagree.
47
48
6. After watching the animation were you stimulated cognitively? 5 = Strongly agree, 4 =
Somewhat agree, 3 = Neither agree nor disagree, 2 = Somewhat disagree, and lastly 1 =
Strongly disagree.
7. What did you feel about the animated text? Were you attracted or interested in any way?
49
8. Is the content of the animation hard to process? If yes, please explain why.
9. Is motion graphics an effective medium in discussing the subject of war on drugs? (Y or
N, others: please specify (ex. static graphics, video documentaries)
50
After conducting the survey, the researcher found out that 94% of the respondents are
aware of the ongoing war on drugs campaign, while 88% have rated their knowledge on their
rights to Average to Excellent. 86% of the respondents are aware that the ongoing war against
drugs violates human rights however, 14% doesn’t. The purpose of the post-test was to prove the
importance of Agenda-setting theory in influencing the opinions of the viewers. This was proven
true, as those same 14% who previously were not aware of the human rights violations in this
drug war, had their opinions changed. The survey also proven that the motion graphics is the
right medium in discussing the topic.
Following Morrison and Tversky’s Principles (2002), the questions 4-8 were asked. The
principle tells us that the animation may distract the audience from the topic when incorporating
complex designs. Also, Morrison and Tversky, said that if the audience finds the animation
interesting, they will likely spend time and resources learning the topic.
51
In summary, the researcher was able to identify the design trends at the time of this
research writing to properly attract its target audience in this case – the millennials. Four
elements are needed to attract millennials: minimalism, vibrant colors, typography, and
analog. After this was incorporated the author made sure to avoid complex designs to avoid them
from being distracted. To confirm that the author complied with this, the author asked its survey
respondents whether the motion graphics sparked their interest on the topic, in which 98.1% said
yes. The researcher also asked whether they were attracted or interested, it was asked because if
they were attracted this means that they were emotionally interested, and if they were just
interested this means that they were cognitively interested. Morrison and Tversky (2002), says
that cognitive overload may distract the reader from the important information. Conforming this,
the researcher asked if the animation was hard to process, 96.6% said no.
5.2 APPLICATION OF THEORIES
Theory / Art
Explanation Application
Style
Agenda- A theory that
setting describes the
ability of
media to
influence the
importance of
the topics of
the public
agenda.
The motion graphics about Pres. Duterte’s war on drugs

used agenda-setting to influence public opinion on the issue.
A post-test was conducted to see whether the theory was
effective. 88% of the respondents knew already that the war
against drugs is unconstitutional, however, the 12% of the
correspondents changed their view from being an EJK
52
supporter.
The modernist
approach to
graphic design
focused on the
Modernism
use of white
space and san
serif
typography.
A screenshot that shows the elements of modernism; white

space and the use of san serif fonts.
Wherein
conceptual
knowledge to
Principle of
be conveyed
Expression
must be
apparent from
animation.
The image shows EJK death toll in a manner in such a way

that it will not overwhelm the audience. An animated graph
showing the rise of the death count in extrajudicial killings in
the Philippines
53
Wherein
animation
Principle of must be
Apprehensio readily
n perceived and
comprehended
.
A video montage on the background in pair with a simple

rising numbers of the death toll for the audience to easily
comprehend the information.
Figure 27: Theory Application
Principle / Element Definition Application
54
A technique used A street texture was

in two- used as a
dimensional representation of
design to replicate the bloody drug
three-dimensional war; the victims of
surfaces through the drug are
various drawing commonly found in
and media the streets.
techniques. On
three-dimensional
surfaces, it is
Texture experienced by
touch or by visual
experience.
Color typically The color that was
known as hue. This used here is red, a
word represents a representation of
specific color or this bloody drug
light wavelength war.
found in the color
spectrum, ranging
circularly from red
to yellow, green,
blue and back to
red.
Color
Line has both a Line was used here
position and a to represent the
direction in space. voice of Edgar
The variables of Matobato.
line are: size,
shape, position,
direction, number,
interval and
density. Points
create lines, lines
create shapes or
Line planes and
volume.
55
Emphasis is the Red was used to

part of the design emphasize the
that catches the Philippines, red as
viewer’s attention. used as a
Usually the representation of
artist will make the blood of the
one area stand out victims of the EJKs.
by contrasting it
with other areas.
The area could
be different in size,
Emphasis color, texture,
shape, etc.
Repetition works The same map of
with pattern to South East Asia was
make the work of used to show unity
art seem active. in the motion
The repetition graphics.
of elements of
design creates
unity within the
work of art.
Repetition
Also known as Large bold
typography, and it typography was
is considered an used here to
element in graphic emphasize the
design. Although it quote of President
consists of Rodrigo Duterte.
elements of
design, it is - in
itself - often an
element in the
form of visual
Typography
communication.
Proximity creates This was used to
relationship show the
between elements. connection of the
It provides a focal three branches of
point. Proximity Government to the
doesn’t mean that Philippine
elements have to Constitution.
be placed
together, it means
they should be
visually connected
56
Proximity in someway.
CHAPTER 6
SUMMARY, CONCLUSION, AND RECOMMENDATION
9.1 SUMMARY
The study was conducted to be able to create a motion graphics video about the
Due Process in relation to the War on Drugs campaign by President Rodrigo Duterte.
Research coming from different articles and past videos about the topic was taken in as a
source to create the video that is suited to give more information and be well understood
by the audience.
9.2 CONCLUSION
Based on the data gathered from the post tests, the study proved that motion
graphics can be a successful medium to spread information compared to other mediums.
Principles of Apprehension and Expression by Morrison and Tversky (2000) aided the
motion graphics to be easily comprehended and understood by the viewers.
The usage of modernism helped the learning experience in the motion graphics as
it provided a clean and uncluttered presentation of information. The method used for the
research is Literature Review, the researcher learned that the demographic of the study
liked the design style of Minimalism, the usage of vibrant colors, and likes good
typography (Brand Packaging, n.d.)
57
9.3 RECOMMENDATION
The following are recommended for furthering the research:
1. Application of Agenda-setting theory in other multimedia mediums.
The use of the Agenda-setting theory in other multimedia mediums should be
more explored.
2. Improving the animation technique
Improving the animations can have an impact on the success of the motion
graphic.
3. In-depth explanation of the War on Drugs Campaign
The researcher suggested that a more in-depth explanation of the War on
Drugs campaign to further tackle issue.
4. Other aesthetic combination
Other aesthetics may be more suitable in discussing the issue of War on
Drugs.
58
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CREATING AN INFORMATIVE MOTION GRAPHICS

ABOUT THE RIGHT OF DUE PROCESS FOR FILIPINO MILLENNIALS

An Undergraduate Thesis Submitted

School of Media Studies

BACHELOR OF SCIENCE IN MULTIMEDIA ARTS AND SCIENCES

PROF. JOHN XAVIER CHAVEZ

1.1 Background of the Study 4

CHAPTER 2 Review of Related Literature

2.1 Related Literature 10

CHAPTER 3 Research Framework

3.1 Theoretical Framework 27

CHAPTER 4 Research Methodology

4.1 Multimedia Development Process 34

CHAPTER 5 Findings and Analysis

5.1 Survey Results 40

CHAPTER 6 Summary, Conclusion and Recommendation

Figure 5: Theoretical Framework 27

Figure 6: Conceptual Framework 29

Figure 7: Design Influences, IMG 1 31

Figure 8: Design Influences, IMG 2 32

Figure 9: Design Influences, IMG 3 32

Figure 10: Design Influences, IMG 4 33

Figure 11: Multimedia Development Process 34

Figure 12: Screenshot: Motion Development 1 39

Figure 13: Screenshot: Motion Development 2 39

Figure 14: Age Respondents 40

Figure 15: Pre-test Survey Question #1 41

Figure 16 Pre-test Survey Question #2 41

Figure 17: Pre-test Survey Question #3 42

Figure 18: Pre-test Survey Question #4 42

Figure 19: Pre-test Survey Question #5 43

Figure 20: Pre-test Survey Question #6 43

Figure 21: Post-test Survey Question #1 44

Figure 22: Post-test Survey Question #2 44

Figure 23: Post-test Survey Question #3 45

Figure 24: Post-test Survey Question #4 45

Figure 25: Post-test Survey Question #5 46

Figure 26: Post-test Survey Question #6 46

Figure 27: Theory Application 49

1.1 BACKGROUND OF THE STUDY

appearance of visual factors. (Shir & Asadollahi, 2014)

Motion graphics is a continuous sequence of animated typography, 2D and 3D animation

complex animation to present visual explanation of a subject matter or to convey narratives. It is

successful: Principle of Apprehension where animation must be readily perceived and

comprehended, and the Principle of Expression where conceptual knowledge to be conveyed

that animated graphics will be superior to existing or equivalent static ones.

Police (Human Rights Watch, n/a).

Millennials, disturbingly, are not reading literature or newspapers as much as previous

screen text. (Babic, Pibernik & Mrvac, 2008).

1.2 STATEMENT OF THE PROBLEM

message to the audience.

The author shall answer the following questions:

2. How to apply the Principles of Expression and Apprehension of Morrison (2000)

in the creation of the motion graphics?

motion graphics to become an effective tool to relay the message?

incorporates Morrison’s (2000), Principles of Expression and Apprehension can facilitate

The objectives of this study are:

 To create a 3-minute motion graphics about the right of due process.

 To apply the theory of Agenda-setting in the creation of the motion graphic