Macdonald, Iain (2015) Designing to engage a television audience: how are different media used in TV ident creation? Arts and the Market, 5 (2). pp. 139-153. ISSN 2056-4945

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Abstract

Purpose: The purpose of this paper is to illustrate how designers attempt to engage audiences through different media in TV idents; and to explore how the human mark (such as drawing and model making) in a hybrid with digital media can not only revitalise traditions in design, but also the reception of illusion in this context. Design/methodology/approach: The study focuses on the work of RedBee Media, a company that has a global market and reputation. The phenomenology of how BBC Three and BBC 2 Christmas were rebranded was examined through interviews with the designers and animators involved. Taking a media industry studies lens to examine an art/technology divide the author will expand the visual culture theory of Manovich’s (2007) metamedium. Findings The influence of technology on television graphic design is contested and continual. Designers might begin to question rather than rely on technology through the process of design. They can confront generic software solutions and apply more critical skills to explore fusions of heritage and digital processes in a metamedium. Research limitations/implications: This research was focused on a UK broadcaster and a single UK creative agency with a global influence. Future research should examine leading creative practice in other international markets. Practical implications: The significance of this research is in understanding the materiality and creativity in the artform of TV idents and how designers attempt to engage audiences through different media. Originality/value: Academics in media and design history are acknowledging the cultural significance of television branding. Design practitioners need to understand why and how in the work of others.

Item Type:	Article
Additional Information:	This is the preprint version of the published article, which is available at: Macdonald, I. (2015), "Designing to engage a television audience: how are different media used in TV ident creation?", Arts and the Market, Vol. 5 No. 2, pp. 139-153. https://doi-org.jproxy.nuim.ie/10.1108/AAM-05-2014-0019
Keywords:	Branding; Analogue animation; Audience-generated content; Channel idents; Computer generated imagery; Television graphics;
Academic Unit:	Faculty of Social Sciences > Research Institutes > Innovation Value Institute, IVI
Item ID:	14455
Identification Number:	https://doi.org/10.1108/AAM-05-2014-0019
Depositing User:	Iain Macdonald
Date Deposited:	24 May 2021 15:45
Journal or Publication Title:	Arts and the Market
Publisher:	Emerald
Refereed:	Yes
URI:	Publisher
Use Licence:	This item is available under a Creative Commons Attribution Non Commercial Share Alike Licence (CC BY-NC-SA). Details of this licence are available here

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