See the Text and Read the Image : the Role of Text in PR Content on Visual Social Media

Tan, Zong Han (2022) See the Text and Read the Image : the Role of Text in PR Content on Visual Social Media. Final Year Project (Bachelor), Tunku Abdul Rahman University College.

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Abstract

This research explored the roles that text contents play in the ever growing popularity of visual centric social media. The Information Foraging Theory was used to explain the role that text plays in a visual-centric social media and discuss how textual and visual congruence increases the effectiveness of message delivery. Furthermore, the possibility of the audience's perception and preference of text changing with different complexity and length of text has also been explored. Qualitative data for this research was collected from interviews. The interview questions highlighted the audience's perception towards text, the specific functions of text in visual communication and the importance of textual-visual congruence in social media. This research will help practitioners to develop and improve on crafting more effective means of using text in communicating with their audiences in competition with other contents in social media that is progressively visual-centric today.