Communicating ethical messages in motion graphic design to Generation Z

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Hien, Pham Thi Minh (Helen)
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Master of Creative Practice
Unitec Institute of Technology
Bardebes, William
Valentine, Jonty
Masters Thesis
Ngā Upoko Tukutuku (Māori subject headings)
Generation Z
post millennial generation
plastic pollution
motion graphic design
environmental communication
online activism
social change
Hien, P. T. M. (Helen). (2021). Communicating ethical messages in motion graphic design to Generation Z. (Unpublished document submitted in partial fulfilment of the requirements for the degree of Master of Creative Practice). Unitec Institute of Technology, New Zealand. Retrieved from
RESEARCH QUESTION: How can motion graphic design communicate ethical messages to raise the awareness of plastic waste pollution among Generation Z in Vietnam? ABSTRACT: Motion Graphic practice has since the early 1970’s been harnessed to relate pressing and complex environmental issues to regional populations to effect positive change within communities. Since then, as the need for this type of visual communication is ongoing, motion graphics has been increasing in the acceleration of understanding of humancentered environmental impacts. However, recently the impact of mass communication has become less predictable as the mechanisms of Motion Graphic broadcast have shifted away from large screens and synchronous consumption. The need for new ways to engage with younger audiences is clear and potential is evident in the recent implementation of viewer-as-broadcaster as enabled by web 2.0 and social media mechanisms in general. These formats are seen as the new wave of mass communication as these mechanisms have established a new definition of the term ‘viral’ and created significant and disruptive communication impacts with the introduction of the concept of the influencer as a (comparatively) new market-to and communicationfor connoisseur. What ethical motion design now requires is to understand, harness, and apply these social media-centric mechanisms to enable an aspect of social innovation to further social action for the environmental common good. This reserach project focuses on how Motion graphics’ in creative practice can produce “viral” motion videos to deliver an ethical message to the young generation.
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