The Communicative Uses of Infographics on Media Authorities' Websites Content Analysis of Infographics on SBA’s Websites

Abstract

The study aimed to identify the communicative uses of infographics on media authorities' websites, explore methods and patterns, and analyze content and form. To determine how infographics were used to convince users by analyzing their contents on the official SBA website and its account on the platform X. The study adopted a descriptive method based on content analysis, examining 218 infographics published during the study period, which were selected through comprehensive enumeration. The results demonstrated SBA’s interest in using infographics across various topics, including news and social issues. Each design focused on a single subject, with local issues receiving the most attention. The primary functions of these infographics included news reporting, explanation, ideas and brand promotion, enhancing understanding, and showcasing influential community figures. Interestingly, emotional appeals were more prevalent than rational appeals in the infographic content. The dominant format for displaying infographics was vertical, with various sizes, accompanied by a diverse range of typographical objects and visual elements. The study also found that color gradients, solid, transparency, and selective use of color were employed to guide attention and separate design backgrounds. Additionally, there was a moderate correlation between the topic's nature and the emotional appeals embedded in the design. Furthermore, a strong positive correlation existed between the color modes and the infographic functions. Then the study concluded with several recommendations.