MORE IS NOT MORE by 041 Studio

SHELLEY LIN

林詩宜

ACKNOWL EDG EMEN T S

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I thank all who in one way or another contributed in the completion of this thesis. First, I would like to thank MVC Final Year Course Director Eleanor-Jayne Browne, who always encourage and direct me. She helps me to catch the spirit of this issue when I造m getting lost and push this design into another level. Prof. Kuo-Jung Hsieh knows a lot of design theory and always give an insightful suggestion. Teacher Matt Wang always give help as possible as he can when I got the problem. He helped me to clarify the issue and gave me a full discussion for my research. Roger Lo has logical ability and always support me when I feel struggling. Also,I have many thanks for dear Helene Lofman and Karen Lee.They deliver many different kinds of thinking and make me to think deeper and make the design can have more possibility.

DESIGN MOT I V A T I ON

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The competition among Taiwanâ&#x20AC;&#x2122;s television channels is both beneficial and detrimental to visual efforts of news telecast. By using freely computer graphics and animations, television news tend to look more colorful and lively. It has its demerits, however. For example, screens on which news appear have now become increasingly annoying and cluttered, it violate the principle of simplicity and concise required of television news broadcast. Furthermore, overplay of eye-catching effects and indiscriminate use of news crawls have all contributed to the unwarranted dazzling style of broadcast news. Television news should always be treated in a tasteful, professional way to reflect the importance of objectivism and newsworthiness. This study is to look into the phenomenon and understand the change of visual display in news telecast. Create a visual impact to make people rethink the value of news.

C ON T EN T S

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CHAPTER ONE

INTRODUCTION 1.1 BACKGROUND 1.2 MOTIVATION 1.3 AIM 1.4 KEY RESEARCH QUESTIONS

CHAPTER TWO 03 HISTORICAL TAIWANESE MEDIA OVERVIEW 2.1 MEDIA HISTORY OF TAIWAN 2.2 TELEVISION BROADCASTING

CHAPTER THREE

RELATIONSHIP BETWEEN MEDIA AND AUDIENCES 3.1 INTRODUCTION 3.1 PRINT MEDIA 2.2 TELEVISION

CHAPTER FOUR

WORLD SURVEY 4.1 TELEVISION GRAPHICS 4.2 COMPARISON 4.3 CONCLUSION

CHAPTER FIVE

LITERATURE REVIEW 5.1 VISUAL AND INFORMATION PROCESSING 5.2 INFORMATION OVERLOAD

CHAPTER SIX

DESIGN RESEARCH 6.1 OPTICAL ILLUSIONS 6.2 ART OF ILLUSION

CHAPTER SEVEN

METHODOLOGY 7.1 WHY MOTION AFTEREFFECTS? 7.2 DYNAMIC 7.3 STATIC

CHAPTER EIGHT CONCLUSION

REFERENCES

INTRODUCTION 1.1 BACKGROUND 1.2 MOTIVATION

B AC KG RO U N D

M O T I VA T I O N

Television is recognized as one of the greatest and most influential inventions in 20th century. On the other hand, it is also the most controversial one.

In contrast to international television networks such as CNN or the BBC, the motivation for broadcasting news, on television, in Taiwan is based on achieving the highest viewer ratings.

The birth of television makes texts, images and sounds can be simultaneously displayed in front of people. It rapidly breaks the limitations of radio broadcasts and newspapers, becomes one of the major media. Although Taiwans first official television station was established until 1960s, which is much later than the Occidental w o r l d , t h e d e v e l o p m e n t o f Ta i w a n television enterprise is quickly. After lifted the martial law, the cable television becomes allowable and the number of television channels have a significant increase. From then on, the thing which the television program producers care the most is the viewer ratings. This phenomenon not only appears in normal television program but also in news. It leads the news in Taiwan lost their credibility.

And, in order to achieve this, Taiwan television networks heighten current events by adding drama, negativity and multiple pictures in the picture. So much so, in fact viewers experience a sensory overload. But how much of the news do they really absorb? And, if current affairs material broadcast in the pictures within the picture were replaced with alternative matter would anyone notice? ////////////////////////////////////////////

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MA K E TO BR E AK / I N TRO DUCTI O N

INTRODUCTION 1.3 AIM 1.4 KEY RESEARCH QUESTIONS

AIM People always consider intuitively that they can earn more from getting more information at one time. Until now, there are many research reveals that p e o p l e â&#x20AC;&#x2122; s a t te n t i o n i s l i m i te d . T h i s study discusses the contradiction between the quantity and the quality in news. The specific issues the study aims to focus upon and examine are listed below :

K E Y R E S E AT C H QUESTIONS Key research questions : 1. Can people absorb large number of information at one time? 2.Why the screens on which news appear in Taiwan now become so complicated ? ////////////////////////////////////////////

1. By representing the news in different ways to make people rethink what is the most important news for them. 2.Throw out this issue so that the news in Taiwan can have the opportunity to be improved. ////////////////////////////////////////////

M A KE T O BREA K / IN T ROD U CT IO N

HISTORICAL TAIWANESE MEDIA OVERVIEW 2.1 MEDIA HISTORY

M E D I A H I S T O RY O F T A I WA N

OF TAIWAN

2.1.1 From Dictatorship to Democracy In modern democratic society, freedom of expression is fundamental right of citizens. Freedom of expression is almost synonymous with democracy.

01/Japanese-occupied period Between 1895 and 1945, Taiwan ¡including the Pescadores¢ was a dependency of the Empire of Japan. The expansion into Taiwan was a part of Imperial Japan¤s general policy of southward expansion during the late 19th century.

The establishment of Western democratic system was to secure a space for comments at first and then deliver information, gather opinions and build up a public domain. Since Taiwan de01 parting from the Japanese-occupied period so far, martial law is the key factor to influence the media history of Taiwan. In order to have a more comprehensive understanding in historical Taiwanese media, its need to start from the political policy which is called“ martial law ”. After the end of the Japanese occupation period, Taiwan’s dominion was transferred to Koumintang. Because Koumintang was the ruling party from 1928 until its retreat to Taiwan in 1949 after being defeated by the Communist Party of China during the Chinese Civil War. In order to prevent Taiwan be affected by the Communist Party of China, Koumintang, the government of Taiwan decided to declare martial law in 1949.

MA K E T O BR E AK / CHAPTE R TWO

“

To declare martial law, means rule people by military means. Fundamental human rights and freedoms which were demandedby the Constitution, such as assembly, association, public opinion,lectures and publication freedoms are severely restricted. So there had banned on political parties, newspapers, travel abroad, etc. This martial law lasted thirty-eight years and became the longest martial law implementation in the world. - LI,XIAO-FENG “Histroy of Taiwan”

”

With those bans on media during the martial law period which lasted a long time in Taiwan, we can suppose how fast media will develop after people liberate from the oppressive rule of government. ////////////////////////////////////////////

2.1.2 Traditional Media in Taiwan Taiwan’s traditional media primarily include newspapers, radio broadcasting and television. This paragraph aims to have a more cognition in Taiwan’s media environment nowadays through the history of various media in Taiwan. Newspapers Writing is the main carrier for human delivering culture and history. Printing technology is techniques which can disposable disseminate large amounts of information. And newspapers began to develop after the introduction of such media in printing technology. A f t e r Ta i w a n d e p a r t i n g f r o m t h e Japanese-occupied period, Kuomintang took over the newspaper industry leftover from them. Then, Taiwan entered the martial law period. Under the circumstances, the numbers of newspaper offices were stably retain approximately in thirty. Among these newspaper offices, newspaper offices which were under the jurisdiction of government were in the majority, and newspapers which were privately owned struggled to survive under the environment. After the lifting of martial law, the numbers of newspaper office had been rapidly increasing to about three hundred. Also, it caused the competition and the electronic media started to invigorate since then. The importance of newspaper began to slip from our daily lives and the newspaper readership decreased directly to a lower position. In addition, their advertising revenues continue to shrink and it made every newspaper offices faced heavy financial pressure. With so much so reasons, the numbers of newspaper offices decreased from three hundred to three. Hong Kong’s newspaper, which is called 02 ” Apple Daily ”, first access to Taiwan market in 2003. Its contents are gossip and full of war and violence.

Radio Broadcasting Taiwan’s broadcasting industry began from the Japanese-occupied period. To celebrate 30th anniversary of Japanese rule in Taiwan, they decided to set up a studio for broadcast in the progress of celebration. Same as newspaper industry, the radio industry also took over by Kuomintang after the Japanese left and Kuomintang introduced some of military radio to Taiwan from China. However, in the early time Kuomintang took over Taiwan, there are persistent conflicts between the government and people. One of the conflicts, the protesters took the radio and broadcasted the origin of the conflict to the people in the island. The government was in rage, they sent troops to carry out bloody suppression of those people who involved in this incident. Just after this precedent, the broadcasting industry has become an important tool for the government ruled Taiwan and those people who have rebel ideology were not allowed to close to the radio. Ra d i o b e c a m e to b e t h e m i l i t a r y security system supplies for controlling people. When a common family entertainment media infected with a strong political overtones, it made Taiwan moved towards an unique system of broadcasting industr y in the early postwar period.

02/Apple Dail y a tabloid-style newspaper printed in Taiwan and owned by Hong Kong -based Next Media.

Furthermore,they use large numbers of color photographs and coupled with ultra-low-cost marketing strategy. Those action soon bring a dramatic impact on the three newspapers which used has the highest status, becoming the first major newspaper. Because the emergence of competitors and the three newspapers faced with a threat from television, they started to write the contents of news to entertainment. //////////////////////////////////////////// M A KE T O BREA K / C HA PT E R T WO

03/ Three-channel Means tne three wireless televisions which are founded in the 1960-1970. Although the numbers of TV stations in Taiwan had increased nowadays, for many Taiwanese who born in the 1960-1980, they has a special feeling with three-channel bacause they grew up with those television programs.

Before the lifting of martial law in Taiwan, the broadcasting industry has long been controlled by the government. But after then, the government operated a large number of opened channels to civil society, making the life of the broadcasting industry appears. Meanwhile,the military radio still monopolized the FM radio, which has a better tone quality, and had an absolute advantage. On the other hands, it stills prompting a variety of specialized radio stations emerged. At a later time, the government allowed the establishment of private radio applications in 1993, the community of radio stations began to have the diversified development at this time. However, under the pressure of surviving in the newspapers and television which are two powerful media, the broadcasting industry has been develop relatively slow and in a relatively weak role. ////////////////////////////////////////////

Television Compared to the newspapers and radio broadcasting industry, Taiwan’s television career started late. Taiwan’s first television station, which is called Taiwan Television ¡T TV¢, was established in 1962. Later, the China Te l e v i s i o n C o m p a n y ¡ C T V ¢ a n d Chinese Television System ¡CTS¢ were established in turn. At the background of the martial law period, the television stocks are held by government agencies. Taiwan only has those so03 called “ three-channels ” until the 1990s,which involved TTV, CTV and CTS those three wireless televisions. Those originally illegal cable television c a r e e r s i n Ta i w a n we r e g r a d u a l l y legalized after 1990s. Cable televisions gradually have a high market share in Taiwan and made Taiwan entered to the digital TV era. According to those media histor y mentioned earlier, we can find that the process of evolution which is from printing technology, radio to television, has brought revolution of innovation and the dissemination of media. Although the history of electronic media onl y short-term, its effects are dramatic and widespread. And this is because the electronic media can carr y amount of information, spread wide, fast and the content can be updated at any time. Television, compared to the traditional newspapers ¡visual¢ and radio broadcasting ¡auditory¢, it can be called the evolution of traditional media. Since television is a media included both visual and auditory, then it should deliver the information more accurately than before. So, why the television j o u r n a l i s m i n Ta i w a n b e i n g s u c h controversy?

The next paragraphs will more indepth discussion with television, which is one kind of electronic media. ////////////////////////////////////////////

MA K E TO BR E AK / CHAPTE R TWO

HISTORICAL TAIWANESE MEDIA OVERVIEW 2.2 TELEVISION BROADCASTING

TELEVISION BROADCASTING 2.2.1 Three-channel stage From 1960s to 1990s, there are only three television stations in Taiwan, including Taiwan Television ¡TTV¢, China Television ¡CTV¢ and Chinese Television System ¡CTS¢. This period is also called 3-channel stage, which is a time the television industry monopolized by these three television channels. As the increased of the viewing time and the penetration rate of television, watching television programs becomes to be the main entertainment for most of the family in Taiwan. The 3-channel stage had maintained for at least twenty-five years and had a big profit from advertising every year. However, the economic benefit and TV rating from wireless television have decreased year after year since the legalization of cable television. ////////////////////////////////////////////

2.2.2 The era of cable television The landscape in Taiwan is excessive, thus people who live in low-lying areas were not be able to have a good viewing quality of television with their wireless television. At that time, the cable television was illegal, so people install electric wire in private. Afterwards, the television producers were not satisfied with the 3-channel. They started to produce television program in cable television in order to express their opinions and even some of them had the political stands. So, the cable television was operated underground at first. The government’s achievement of suppressing the cable television was not so successful, result the ratio of cable television spread quickly and boomed in Taiwan. The trend towards cable television being legalize was irresistible and the government started to enact the law of cable television. Eventually, the cable television started to be legalized and the cable television became to bethe primary media vehicle. ////////////////////////////////////////////

M A KE T O BREA K / C HA PT E R T WO

2.2.3 The competition among TV channels “ Competition” has become a very common word used in modern society. Also, it is specifically implementing in the field of television news. In the past, the wireless televisions were controlled by the go vernment because of the political factors and much like an ideological state apparatus.With the enhancement of civil awareness, state power faded out from the media ¡or exists with other format¢ and the news industry turned a new page. The development of domestic television news from 3-channel stage which broadcasted the news in regularly in specific time to an all day broadcast. The television news has gone from a simple 10 to 15 minute format in the evenings, to a variety programs and channels. Today, viewers can watch news in many different ways any time of the day. With so many TV news channels to choose from, the cable television enters to a competition system. Therefore, the winner of TV industry is those who can have the newest information and provocative pictures. Moreover, they extend the battlefield to the television graphics hope to superior to other channels. And this is the reason why the television graphics become so versatile.

MA K E T O BR E AK / CHAPTE R TWO

Under the logic of free competition, people believe that the finished products are the best which are filtered from all of the products. More competition brings more choice and well-being to consumers. When apply this concept in the process of media production, news which is more interesting and has selling point will be placed in priority because of their competitiveness. Information which has news value, however, it often being broadcast by hastily or even embellish it with drama because of their solemnity. At this time, the essence of news might be distorted. ////////////////////////////////////////////

Installation Electronic super highway // Nam June Paik 2010

M A KE T O BREA K / C HA PT E R T WO

RELATIONSHIPS BETWEEN MEDIA AND AUDIENCES 3.1 INTRODUCTION

INTRODUCTION After have a holistic understanding on the development of media in Taiwan and glean insight into the television broadcasting history, chapter two of this study shows the transformation of Taiwan’s media. But, what is the importance of the media? Do people rely on the media? And different kinds of media have which impacts on audiences? Which community they influence the most?

This chapter will investigate from print media ¡here with newspapers as its representative¢ to digital media ¡here with televisions as its representative, internet will be investigated in chapter four of this study¢. Hope to find out the relationship between media and audiences. ////////////////////////////////////////////

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According the chart below: The traditional media, includes newspapers, radio broadcasting and magazines, newspaper has the highest viewer ratings. Although it has the highest viewer ratings, it doesn’t reach half of the reach and frequency. The emerging media, includes televisions and internet, both have high viewer ratings. Although the computer age is coming and the numbers of internet usage rate rapidly increased, the televisions stills the mainstream media for people in Taiwan. ////////////////////////////////////////////

04/

Reach and Frequency of Main Media

Figure 1 : Reach and Frequency of Main Media

Components used to figure out the gross rating points obtained by a broadcast media schedule. Reach tells how many households will be exposed to the schedule, and frequency tells how often each household will be exposed.

Media Types

Viewer Ratings - %

Television

90.25

Radio

25.62

Magazine

19.23

Newspaper

46.31

Internet

66.82

01 _ Media Index Report

* N = 1,097

Advertising & Marketing // Rainmaker . XKM International Corp. 2013

09 MA K E T O

BR E AK / CHAPTE R THR E E

RELATIONSHIPS BETWEEN MEDIA AND AUDIENCES 3.2 PRINT MEDIA

PRINT MEDIA With the booming Internet and mobile de vices becoming increa singl y commonplace, people began to enter the era of digital life. Including the paper media, those media which people contacts daily have gradually connect with the digital age. ////////////////////////////////////////////

“

Printed-paper Format Stills Mainstream in Print Publications Market.

In t h e f i e l d o f p a p e r p u b l i c a t i o n markets, there still has about 50 percents of Taiwanese will read “ PaperNewspaper” and “Paper Magazine”. Moreover, those people who onl y read paper newspapers and magazines accounts for more than 40 percents. On the whole, it shows the format of printed paper newspaper stills the mainstream reading format in the market of print media.

”

05/Nielsen A leading global information and measurement company, provides market research, insights & data about what people watch & what people buy

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Based on the ” Media Report”, a mar05 keting researching by Nielsen, Figure 2 shows that the first quarter of 2013 among people aged 12 to 65 read 06 “electronic newspaper” accounts for 1 6 . 5 p e r06c e n t a n d t h e “ e l e c t r o n i c magazine” accounts for 10.4 percent. We can see the market of newspapers are relativel y high, but o veral l, the people of Taiwan to read electronic newspapers or e-magazines ratio are not yet up to 20 percent.

06/digital newspapers &magazines Means reading or browsing newspapers / magazines through computers, mobile phones or other digital devices, any electronic forms.

Figure 2 : Taiwanese Reading Condition in Printed Publications ( 12Q2 - 13Q1 ) 80

80 56

55.8

54.2

52.8

43.7

43.2

42.5

41.8

49.9

50.5

51.3

40.6

41.3

42.3

11.1

12Q2

12Q3

12Q4

20 16.9

17.3

17.1

16.5

0 12Q2

12Q3

12Q4

13Q1

10.4

13Q1

paper newspapers

paper magazines

people who only read paper newspapers

people who only read paper magazines

digital newspapers

digital magazines

* Q= quarter ex: 12Q2 means the second quarter of 2012

02 _ Media Report Nielsen // Nielsen MI & NW & LI Taiwan 2008 - 2012 2013 M A KE T O BREA K / C HA PT ER T HREE

RELATIONSHIPS BETWEEN MEDIA AND AUDIENCES 3.3 TELEVISION

TELEVISION What are called “ Zero TV households” are those families who no longer pay money to watch cable televisions and wireless televisions. Or they even reject to connect the antenna to receive free televisions signals. According to the report integrated by Nielsen America, the Zero TV households are 5 percent of the total population. Although the proportion is low, the growth rate seems to increase. Those people no longer use the tradition TV watch television, but turn on the computer and mobile phone watching television program, drama soap opera or movies. And how high the degree of media dependent for people in Taiwan, a country with high degree of densely population and the popularity of cable television ?

According to the media report integrated by Nielsen, the television penetration rate approaching to 99%. And up to 81.4% of households have installed the cable television, 13% have the wireless television. Although there are not have the information to show how big Taiwan’s Zero TV households market is, according to figure 2, which shows the past one month “ how Taiwanese use internet to watch network TV / movie” and “ how Taiwanese use mobile phone to watch television program / movie / video”. The respective rates are 20.5% and 7%, it shows the proportion of using other vehicles watching television stills low, and television still the mainstream media for the audience in Taiwan. ////////////////////////////////////////////

Figure 3 :TV Reception at Home Increasingly Diverse Ways

Horz%

Media Vehicles

Television

Internet

Mobile Phone

2012

97.5

20.5

7.0 Vert%

TV Viewing Type

2008

2009

2010

2011

2012

Cable TV

85.6

84.0

83.0

82.4

81.4

Digital Wireless TV

6.6

7.5

11.3

10.8

13.0

Chunghwa Telecom MOD

2.7

4.5

6.1

7.2

8.7

Analog wireless TV

7.1

6.2

6.5

4.3

2.2

11.1

13.1

12.3

P2P Internet TV 03 _ Media Report Nielsen // Nielsen MI & NW & LI Taiwan 2008 - 2012 2013

MA K E T O BR E AK / CHAPTE R THR E E

News has the highest viewer ratings in Taiwan television program The previous studies show that television is the mainstream media for audience in Taiwan. But, which program audiences watch the most?

Taiwanese feeling with repeating reports Taiwan Trend Research Company has done a research about people’s feeling with media in Taiwan. The question is below:

According to figure 4 & 5, it shows people watch television usually at 8-10 PM and news has the highest viewer ratings. Paradoxically, actually there has amount o f p e o p l e i n Ta i w a n d o n ’ t t r u s t a t Taiwan news.

Question: Do you think it’s severe or not that Taiwan’s television news media reported certain events too intensive in recent years?

Figure 4: Ranking List of TV Programs Type Rank

Program Type

Viewer Rating - %

News

47.31

Drama - Taiwan

23.15

Film - Occident

15.77

Entertainment Shows

13.67

Sports Cast

11.67

* This question is multiple response. N=1,097

Result: Sur vey result shows that there are 87.8% people think it’s severe to report single event intensivel y and 9.9% people don’t think so. Among them, those people whose educational background is higher than university have more than 90% of the total population. Significantly higher than those people whose educational background is lower than high school. Figure 6: Taiwanese’s Assessment of the repeating reports

Figure 5: Ranking List of TV Prime Time Rank

Viewing Time

Viewer Rating - %

20:00 - 20:59

50.59

21:00 - 21:59

48.85

19:00 - 19:59

37.19

22:00 - 22:59

33.00

23:00 - 23:59

18.05

* This question is multiple response. N=1,097

Figure 4&5 _ Media Index Report Advertising & Marketing // Rainmaker . XKM International Corp. 2013

REPEATING REPORT PROBLEM

Figure 6_ Media Citizens worry // Taiwan Trend Research 2013

No comments Not severe Severe

Figure 7: Cross-analysis of the Education Background and Their Point of View about Repeating Report Educational Background

Severe

Not Severe

No Comments

Elementary School

83.7%

11.4%

5.0%

Junior High School

81.9%

15.9%

2.3%

Senior High School

82.7%

13.5%

3.8%

University / College

91.7%

7.0%

1.4%

Graduate School

94.7%

5.9%

0.0%

Figure 7_ Media Citizens worry // Taiwan Trend Research 2013

M A KE T O BREA K / C HA PT ER T HREE

A number of previous studies have found that people’s education level has a great relevance to people’s media usage behavior. The previous chart also shows lower level of education spend more time on watching television, so it’s confirmed that the audience’s viewing t i m e i s i n i n v e r s e r e l a t i o n to t h e i r education level. The more time people spend on one media, the more they trust this media. And people’s confidence in news will have ups and downs, it depends on media’s behavior then. However, the effects of television news coverage are quiet stable for people’s age and education. Elderly people are the group which believes in television news the most, although they are not the group which watching television the longest time. On the contrary, the younger group ¡18-26 years old¢ spends the longest time on watching television. They are the group which is least inclined to believe in television news. Because the more time people spend on one media, the more they trust this media. In other words, because those people whose education level under elementary school spend the most time on watching television, there has the highest proportion in those people are believing the television news. ////////////////////////////////////////////

MA K E TO BR E AK / CHAPTE R THR E E

Summary In summary, there are more than half of people in Taiwan no longer believe in Taiwan’s television news. Some of people have received education, they have the chance to develop their independent thinking. And there are more ways people can get the news or information for modern people. They don’t need to get the news or information only through televisions. However, the elderly and child in Taiwan spend lots of time watching te l e v i s i o n , a n d t h e r e h a v e a h i g h proportion of elderly in Taiwan haven’t received an education and most of them still receive information from traditional media ¡newspapers and televisions¢. So they are a group of people who accept the news passively. They become the biggest victims under the news entertainment. ////////////////////////////////////////////

Magazine Cover #86 Making The News // COLORS 2013

M A KE T O BREA K / C HA PT ER T HREE

WORLD SURVEY 4.1 TELEVISION GRAPHICS The previous chapters are research on the development of media in Taiwan and the relationship between media and audience. This chapter will trace back to the motivation of this study : television news graphic. Taiwan’s television news graphic almost inherit from America.Through analysis America and other different countries television graphic to find Taiwan television news screen’s deficiency.

TELEVISION GRAPHICS Graphics: Graphics are visual presentations on some surface, such as a wall, canvas, screen paper, or stone to brand, inform, illustrate, or entertain. Examples are photographs, drawings, Line Art, diagrams, typography, numbers, symbols, geometric designs, maps, engineering drawings, ore other images. Graphics often combine text, illustration and color. Television: Television is a telecommunication medium for transmitting and receiving moving images that can be monochrome ¡black-and-white¢ or colored, with or without accompanying sound. “ Television” may also refer specifically to a television set, television programming or television transmission.

In principle, the essential functions of television graphics include: 1. Deliver specific message or tell audience some information. 2. E x p r e s s t r a i t s o f t h e m e s s a g e , showing the overall visual style of the program. 3. Get audience’s attention, arouse the interest of the audience. The main purpose of television graphics not only delivers messages, but also subjective express the television producer’s thought. In short, the television graphics effects include: 1. Establish the television program’s image, mood and tone. 2. Deliver the message or information clearly and directly. 3. Through visual performance, simplify the facts, concepts and processes which are complicated. ////////////////////////////////////////////

MA K E TO BR E AK / CHAPTE R F O UR

WORLD SURVEY 4.2 COMPARISON

C O M PA R I S O N In contrast to international television networks such as CNN or BBC, the television news screens are much more complicated.This paragraph will analyze and compare the television news graphic in different countries. ////////////////////////////////////////////

4.2.1 U.S.A and England The tele vision screens in both two countries tend to be clean. For example, they all use the horizontal text and they only use the lower third of the screen. The Cable News Network¡CNN¢ is an American basic cable and satellite television channel. Because of nine-eleven incident, the U.S. television network first use the scrolling text to provide instant news and they became the first one television news channel lead the television graphics come into the television news industry. CNN was also the first channel to provide 24-hour television news covera ge. CNN brings a great impact on television network around the world.

4.2.2 Japan Generally, Japanese TV news almost no so-called television graphics structure, there are only occasional news with key words ¡standard signs concise TV / Channel logo, news headlines and place standard three¢. Most of its content is focused on finishing this news. Most of the time only has the news footage and reporter’s narration only.

09/digital newspapers &magazines Means reading or browsing newspapers / magazines through computers, mobile phones or other digital devices, any electronic forms.

When meeting the elections encountered billing, major sporting events and natural disasters, some news stations will use the “L-shaped screen”, the original ne ws foota ge wil l be reduced, coupled with the results of the election billing, tournament scores and critical disaster information.

09/Nielsen A leading global information and measurement company, provides market research, insights & data about what people watch & what people buy

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01 _ CtiTV Television news graphic // CtiTV 2013

02 _ CNN Television news graphic // CNN 2013

03 _ NHK 03

Television news graphic // NHK 2013

04 _ BBC Television news graphic // BBC 2013

M MA AKE KE T TO O BREA BREAK K // IN C HA T RODU PT ER CT FOIO U RN

16 02

WORLD SURVEY 4.2 COMPARISON 4.2.3 Taiwan Taiwan and the U.S. television news mirror structure are similar, but the use of color and configuration compared to no overall plan. The television news graphics of all the stations seems different, but the basic form of the same. The below is commonly used analog Taiwanese television news graphic. On the screen that contains at least the following elements: + Screen: As the picture shown. For example, meaning the screen is displayed as “ Hot weather and eat ice cream is a good choice.” + Flags: Channel logo “041 NEWS” in the upper right corner of the screen.

+ Meteorological box: In the bottom left of the screen and above the clock place. + News Title: Description of the current broadcast news content, that figure “ Hot weather, cold ice cream.” + Place Standard: Place News pointed happened, that figure “ in Häagen-Dazs”. + Sky standard: Usually under the current broadcast news of a comment. Like the place at the top of picture shows “ Best Icecream ever”. ////////////////////////////////////////////

+ Current Time: Lower left corner of the screen. + Marquee ¡Scrolling text¢: Cross into the bottom and left of the screen. And the left straight were regulated by National Communications Commission ¡NCC¢ that they can only use this marquee to run “ major livelihood messa ge” or “ program transaction” message.

Figure 8: A Television News Program Simulation Image Figure 8_ Simulation Image Taiwan elevision news graphic // Shelley Lin 2014

X X X X X X X X X X X X X X

BEST ICECREAM EVER

HOT WEATHER , COLD ICECREAM in Häagen-Dazs

12:00

MA K E T O BR E AK / CHAPTE R F O UR

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WORLD SURVEY 4.3 CONCLUSION

CONCLUSION The motivation for television graphic design has translated “ to make information can easily absorb by audience” into “to attract viewer’s attention” and “forecast the news to keep the audience”. In order to achieve higher viewer ratings in the competitive environment, the design for television graphic joined the dynamic computer animation, static significant text and audio to arouse people’s excitement. The difference to others is one of the aesthetic factors. Scholars believe that aesthetics can bring the brand image and impress the audience and e ven loyalty ¡Bernd & Alexander¢. After the development of competition environment, the television producers find that the unique television graphic brings benefits ¡other station’s imitation and high viewer ratings¢ and it make them glad about creating new television news graphics. Once the innovation of television news graphic didn’t cause to a decline in viewer ratings, it stands for the success of innovation for TV news producers in Taiwan. They create new TV graphic based on “ guess audience’s mind ” or “ the view of people who is around them ”. This make the eco-continuous cycle exist in Taiwan’s television industry. Under the pressures of competition, i t m a ke s w h e t h e r u s e f u l o r u s e l e s s information all put into the TV screen. The viewing right for audience is sacrificed by the numbers of information. The importance of presenting the truth of news is also weakened in this environment.

United States also have the same situation as Taiwan. There are more and more information in the screen. After the nine-eleven incident, the scrolling text never disappear from the television n e w s s c r e e n . W h a t a r e a u d i e n ce s need to learn is to choose a right or useful information for them in the screen. The American also began to eview this phenomenon. Taiwan is the same, but the development of TV news graphic in Taiwan is much more complicated. Although there has the law allows intervention vertical scrolling text disappears, the previous studies have found, the vicious competition among TV stations are intensified with the assistance of technology. Although TV news journalism staff also understand the complicated screen will make audience exposed in sensory burden and information overload. However, due to the pressure of competition and viewer ratings, no one dares to give up to the battle of TV news graphic. Taiwan’s TV news audiences have been trained to accustom to the messy television news graphic by adding information gradual l y and al l day broadcast. Simultaneously, modern people live in an information era, people also trained to accustom to the large numbers of information. This two phenomenon operate the same principle essentially. The phenomenon happened frequently in our daily life and its make people often ignore this problem because we are in this situation. As a graphic designer, author’s profession is make things visualization. In this issue, author will represent “information overload” with the format of television news graphic. Hope to have the chance to make audience rethink this issue. In the best situation, through highlighting this issue, the news in Taiwan even can have the opportunity to be improved. ////////////////////////////////////////////

M MAAKE KE TTO O BREA BREAK K // IN C HA T RODU PTERCT FOIO UR N

18 02

LITERATURE REVIEW 5.1 VISUAL AND INFORMATION

V I S UA L & I N F O R M AT I O N PROCESSING

PROCESSING

This study investigates the Taiwanâ&#x20AC;&#x2122;s television graphic. It is a unique phenomenon in Taiwan. During doing the research of this study, author found that there are rarely literatures related to Taiwanâ&#x20AC;&#x2122;s television news graphic. So, this chapter will focus on theory of visual and information processing theory. Make a discussion about related literature and theory. ////////////////////////////////////////////

The messages are come from visual, and the understandings of the message are come from sensory perception through visual. Among this section, the theor y of visual attention will begin to explore the visual attention model. While the moving visual pathway experiments conducted by Garcia and Pegie, found that those experimental subjects did receive a larger influence of font or color photos. This influence primarily comes from the interpretation and perception of brain. We will give the symbols or objects which are received from sense of sight a different meanings and connotations. This section will also discuss in the perception theory. ////////////////////////////////////////////

MA K E TO BR E AK / CHAPTE R F I V E

5.1.1 Visual Attention Humans live among groups. In order to adapt, survive and progress, people need to exchange their mind, sharing knowledge, which relied on the communication media and this media mainly from language. However, in addition to language, text, graphics, facial expressions, gestures, signals and signs also can replace the language or even perform the part which even language can’t reach. Visual language is the most direct and effective tools for human to deliver information intelligence. Our lives are full of visual language, people expand knowledge with vision and increase the ability to think. After the appearance of television and movies, their visual language subverts the plane space to three-dimensional and real experience. Visual language has become the most efficient format for people to communicate. Vision is one of the ways to communicate. But where is the range of forthcoming visual spatial? This is one of issue topics which is committed by cognitive psychologists for 20 years. And the base of visual attention includes the following two different theories:

Space-based Theories of Visual Attention In this theory, attention has often been metaphor to a spotlight or zoom lens. The representative scholars include Eriksen and Hoffman ¡1973¢ are considered that the spotlight are the circular area which is formed by one degree angle. And LaBerge¡1983¢ considered that the spotlight can achieve the range width about the maximum five letters of the alphabet. And the density of its resources distribution is gradually decreasing from the center outward. Figure 9 : Space-based Theories of Visual Attention

Figure 9_ Simulation Space-based Theories of Visual Attention // Shelley Lin 2014

Sight Range

1. S p a c e - b a s e d T h e o r i e s o f Vi s u a l Attention 2. Object-ba sed Theories of Visual Attention

M A KE T O BREA K / C HA PT ER FIV E

Object-based Theories of Visual Attention Among the theory of visual information processing, the vast majority of theories are consider that there has two stage of visual information processing ¡Neisser, 1976; Treisman & Gelade, 1980; Treisman, 1988¢. The first stage is called “ previous attention stage ”, such as orientation, color, line, cur ve, etc. These are considered as the basic unit of human vision and their characteristic is that people can deal with this kind of information without attention resource. After the end of the first stage, the information can be integrated followed by the second stage ¡also called “ focused attention stage ”¢. That is to say, the “previous attention stage” is a stage considered to be raw material. And “focused attention stage” is a stage considered to be processed products. The select methods which are based on object have the following features: 1.The attention choice is based on object. 2.Those objects which are chosen by attention are able to be handled whether they have relation to subsequent operations or not. 3.In the same object which have the a difference between characteristics and properties , the internal equally characteristics or attributes are recognizable. 4.“ The related characteristics in the same object” has a greater interference or interaction than “ the related characteristics in different object”. Figure 10 _ Simulation Object -based Theories of Visual Attention // Shelley Lin 2014

Figure 10 : Object-based Theories of Visual Attention Previous attention ( Color ) Focused attention ( Smile )

MA KE TO BR E AK / CHAPTE R F I V E

5.1.2 Vision Pathways During people are observing or reading, their sight has a natural flow habits. The most common is the pathways of flows are from left to right and top to bottom. Through the process of vision flowing, people’s attention simultaneously gradually reduced. And this kind of flowing pathway is called “vision pathways”. However, does the process of sight flowing is really from left to right, top to bottom? Will the images and colors affect the pathway? The American scholars Garcia and Pegie made the experience subjects wearing the camera record with their head to do this experiment. And the research showed that the average reader will certainly be attracted by color photographs or images when they are in the most comfortable environment. After the experiment, they think there is no doubt that readers really like color newspaper. No one can question that the color pages can attract people’s attention more than black and white pictures ¡Garcia, 1997¢. The research methods Garcia and Pegie used are below: They placed two miniature camera lens experimenter’s head and they can clearly record the moving vision path of those experience subjects. And this program is called “Eye-Trac”. The results shows, a large color image catch subject’s eye up to 80 times. A common photo also have attracts 70 times. The front page headline is inferior the photos. And the big text is the last one to get people’s attention. ////////////////////////////////////////////

LITERATURE REVIEW 5.2 INFORMATION OVERLOAD

I N F O R M AT I O N OV E R L OA D People nowadays are living in an “information society”, we are bombarded with information whether we actively seek it or not. We are all affected by the increasing number of information. Who does not receive unwanted information through the internet or television almost every day? But does the information which is being transfer to us really broaden our knowledge and make us more wisdom? About the definition of information overload, the previous studies said that it is usually a state that people cannot effectively deal with relevant and useful information individually during they are working ¡Bawden, 1999¢. In other words, information overload is a deterioration phenomenon occurs in the process of people dealing with information. It causes numbers of information become irrelevant, interfere with the original message and make information surplus so that the older information cannot arouse people’s interests, etc ¡Orrin, 1986¢. From a personal point, Marien¡1994¢ consider that information overload is that people eager to catch up with the pace of information generated and they found more parts have fallen behind at last. Therefore, information overload is a situation that overmuch information exceed the individual cognitive abilities can handle and cause people unable to extract the desired one from a number of information ¡Nelson, 2001¢.

This problem happened in many ways in our daily life. Growing numbers of te l e v i s i o n c h a n n e l s p r o v i d e m o r e vie wing choice and cause a ne wl y emerging guideline for producing programs. The content of television program constantly upgrades. Newsp a p e r, r a d i o a n d te l e v i s i o n o f te n disseminate the same news items with such a coverage that make information overload happen to audience, which is hard to ignore unless you turn off the television or radio. In the workplace, however, information is seen as the key to success. The more information you absorb, the more competitive strength you have. People have no choice but to expose themselves in information as part of their job. “ Professional and personal survival in modern society clearly depends on our ability to take on board vast amounts of new information. Yet that information is growing at an exponential rate” ¡Lewis, 1996¢. ////////////////////////////////////////////

M A KE T O BREA K / C HA PT ER FIV E

DESIGN RESEARCH 6.1 OPTICAL ILLUSIONS

OPTICAL ILLUSIONS Optical illusions, more appropriately known as visual illusions, involves visual deception. Due to the arrangement of images, effect of colors, impact of light source or other variable, a wide range of misleading visual effects can be seen. There have three main types of optical illusions: geometric illusions,physiological illusions and cognitive illusions. Here is a brief list of optical illusions. 1.Afterimage illusion An afterima ge or ghost ima ge is an optical illusion that refers to an image continuing to appear in one¤s vision after the exposure to the original image has ceased.

4.Illusory contours Illusory contours or subjective contours are a form of visual illusion where contours are perceived without a luminance or color change across the contour. 5.Motion aftereffect It is an illusion where participants believe a stationary background or image is in actual fact moving when it isn¤t after fixating at a moving stimulus for a prolonged period. ////////////////////////////////////////////

2.Motion illusion A fascinating physiological and psychological phenomenon. It refers to the phenomenon that still images composed of certain colors and patterns lead to the human perception of motion. 3.Blivet Also known as “poiuyt” or “devil’s fork”, this illusion is an impossible image because in reality the shape cannot exist. 05 _ Motion illusion Rotating snakes // Akiyoshi 2003

MA K E T O BR E AK / CHAPTE R SI X

6.1.1 Motion Aftereffect(MAE) Motion aftereffects have the paradoxical quality that allows you to see motion where there is no motion. But how does this works? It is due to the fact that the nerve cells that signal motion in the direction the stimulus is moving in fatigue after several seconds or more of continuous firing activity. In humans, cells that signal the direction o f a m o v i n g s t i m u l u s a r e n o t to b e found in the retina, but first appear in the cortex. Human¤s brain represents a sensor y q u a l i t y, s u c a s m o t i o n , b r i g h t n e s s , color or depth, not in terms of the firing of one group of neurons, but in terms of the electrical activity of one group of neurons relative to the electrical activity of another group of neurons. For example, the activity of neurons coding for clockwise motion relative to the activity of those coding for counterclockwise motion.

Clockwise motion is signaled by the fact that the neurons coding for clockwise movement fire more strongly than neurons coding for counterclockwise motion. If the clockwise neurons now fire less strongly because their electrochemical batteries run down after several seconds or more of continuous activity, the balance between these two groups is disrupted. If people now look at a stationary target ¡such as a wall or the back of your hand¢, the neurons coding for clockwise motion remain inhibited relative to the neurons coding for counterclockwise motion and the brain concludes, quite sensibly, that a target that moved in the opposite direction to the original stimulus is present. This aftereffect is quite intense for a few seconds, and can last for up to 20 seconds or so. ////////////////////////////////////////////

06 _ Afterimage illusion red box // Shelley Lin 2014

07 _ Motion Aftereffect Strobe Illusion // Neave Interactive Limited 2010

M A KE T O BREA K / C HA P T ER S IX

DESIGN RESEARCH 6.2 ART OF ILLUSION

ART OF ILLUSION Illusions distort the senses and mystify our logical thinking. The human mind can be easily fooled. Many artist like to produce this kind of illustration to trick peoples¤ eyes. M. C. Escher, Dali and Duchamp were old champs at the art of visual manipulation, but modernday artists are digitally and traditionally creating cognitive illusions that force a double take. Flat surfaces are turned cavernous with colored chalk, simple graphics are laced with hidden images and ordinar y photos are turned into surreal landscapes. Next, there ha s listed some artists who specialize in optical illusion. 1. Thomas Barbey Photographer Thomas Barbey uses photos from his travels in the past two decades to create surreal situations and scenes, and often marries two photos that are decades apart in one ima ge. 08 _ Photography

He prefers to shoot in 35mm and uses an enlarger and darkroom to create his photo illustrations. Tiny skiers careen down the edge of a bed sheet, the keys of a piano bleed into the stripes of two zebras and a hilltop castle hovers over the center of Niagara Falls in Barbey¤s fantastical photographs.

Oh Sheet! // Thomas Barbèy 2010

MA K E T O BR E AK / CH APTE R SI X

2. Felice Varini From one vantage point, Felice Varini¤s paintings are simplistic geometric shapes that look like they have been photoshopped over regular rooms, living spaces and buildings. From another angle, they appear to be fragmented pieces haphazardly painted in various areas. Varini uses anamorphosis to trick the eye to see a complete object from a certain point.

3. Oleg Shuplyak At f i r s t g l a n c e , O l e g S h u p l y a K¤s dreamy paintings appear to be classically-styled landscapes, or portraits of figures from art, culture and fiction. At second glance, the optical illusions are actually both— classic landscape imagery and figures are carefully styled to represent eyes, noses, mouths and hair to their larger counterparts ¡who happen to be figures like Vincent Van Gogh, Charles Darwin and John Lennon¢.

09 _ Optical illusion Swiss Alps // Felice Varini 2013

M A KE T O BREA K / C HA P T ER S IX

METHODOLOGY 7.1 WHY MOTION AFTEREFFECT ?

There are so many kinds of optical illusions. But why author picks Motion Aftereffect to apply into design? According to previous research ¡chapter 2 to chapter 5¢, it can be firmly believed that the movement of Taiwan¤s television news screen is repeating and e x c e s s . In a u t h o r ¤s o p i n i o n , t h o s e movements are just like a pretty packaging of those nonsense information/news. And Motion Aftereffect can provide people a dynamic visual experience, which is just exactl y like television provide to audience. After people gaze the animation with constant movement for a while, they will receive a movement in the opposite direction. And the effect will disappear after a few second. As unreal as Taiwan¤s t e l e v i s i o n n e w s . Fu r t h e r m o r e , t h e spirit of this design is aim to represent Taiwan¤s television news and offer the experience. That¤s why the Motion Aftereffect can stands out in al l of the optical illusions and becomes the best option.

10 _ Wheel More is not more.It’s just less. // Shelley Lin 2014

MA K E TO BR E AK / CHAPTE R SE V E N

The design could be separated into two parts: 1.Dynamic: Provide an animation to make people gaze at and bring them enter a status of being hypnotized. 2.Static: After audience being hypnotized, they can receive a movement when they look away. ////////////////////////////////////////////

METHODOLOGY 7.2 DYNAMIC 7.3 STATIC

DY N A M I C

S T AT I C

In order to build a experience of watching TaiwanÂ¤s television news for the audience, the author use sewing machine as a animation provider. People step on the pedal and drive the wheel start to whirl. The animation depends on people to provide the power to keep it rotating. Therefore, people who wants to experience this kind of visual stimulation will need to step on the pedal and they will be forced to gaze at the constant movement.

Author pick three news as the elements to design three digital collage. And those stories are well known in Taiwan. The three stories can represent the phenomenon of information overload.

The target movement effect is to make audience feel those illustrations are distort constantly. So, author design three layers pattern with opposite direction to produce the effect.

The stories are separately talking about rubber duck, military abuse and the panda. And the composition of all of the object in each illustration are designed to have a reasonable and vivid movement. ////////////////////////////////////////////

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11 _ Optical Illusion Drawer

More is not more.Itâ&#x20AC;&#x2122;s just less. // Shelley Lin 2014

M A KE T O BREA K / C HA PT ER S EV EN

CONCLUSION This research has analyzed throughout Taiwan¤s television news development. Find out that although the television n e w s i n Ta i w a n p r o v i d e m o r e t h a n other country ¡in each television news screen¢. But motivation for them to produce the news are achieving the highest viewer ratings. And it makes t h e q u a l i t y o f t h e n e w s i n Ta i w a n decrease. In order to retain the audience and achieving the highest viewer rating, they star t to put in time packa ging t h e n e w s . A n d t h e n e w s i n Ta i w a n become more dramatic and have a great visual impact on audience. They s u c ce s s f u l l y c a t c h t h e a t te n t i o n o f audience, but the news become hard to be memorized by people. Although there has more and more people start to pay attention to this issue, people still easily to follow the media.

There are many people producing optical illusion arts, but few people use the Motion Aftereffect to offer a interactive experience. This design represents Taiwan¤s television news and tries a new form to provide people the movement. Author hope through literature analysis ,images of the news and a little personal opinion to tease out Taiwan¤s television news. The result not only give author and those people who has come to the exhibition a deeper view of Taiwan¤s media but also can be references to learners, researchers and those people who has interest in this issue. ////////////////////////////////////////////

12 _ Sewing Machine More is not more.It’s just less. // Shelley Lin 2014

29 MA K E T O BR E AK / CHAPTE R E I GHT

M A KE T O BREA K / IN T RODU CT IO N

M A KE T O BREA K / C HA PT ER EIG HT

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//////////////////////////////////////////// 台灣電視新聞鏡面設計改變之研究 1962-2005

// 位明宇 // 2006

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電視新聞字幕閱聽人處理新聞資訊的影響 // 呂愛麗 // 2008 國立政治大學新聞研究所碩士論文有線電視新聞頻道觀眾接收分析 // 朱全斌 // 1999 元智大學資訊傳播系

媒介訊息如何獲得注意力：突出或相關？認知取徑媒體研究之觀點 // 陶振超 // 2011 《新聞學研究》一場遊戲一場夢：再思考電視新聞頻道競爭邏輯 // 施伯燁 // 2006 國立政治大學新聞研究所碩士論文

M AK E TO B RE AK / CHAPTE R E I GHT

2013 年台灣媒體白皮書 // 台北市媒體服務代理商協會 // 2013 2013公民心事大調查 // 台灣趨勢研究 // 2013 《媒體感受篇》尼爾森媒體研究月刊 // 尼爾森媒體研究 // 2013 了解「人」，你才知道怎麼設計！洞悉設計的100個感知密碼 // Susan M. Weinschenk // 2011 台北:旗標《快讀台灣史》 // 李筱峰 // 2003 台北:玉山社

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