Wibowo, Erisa Andriana (2026) Digital Campaign In The Context Of Visual Communication To Increase Social Appreciation Of Surabaya's Cosplay Culture. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
Cosplay, as part of Japanese popular culture, has grown rapidly in Surabaya and is widely recognized by the public, particularly among younger generations. However, this development has not been fully accompanied by a deeper public understanding of cosplay as a medium for self-expression and creativity. Cosplay is still often perceived merely as entertainment or a personal hobby, and some cosplayers continue to experience negative stigma in public spaces. This condition indicates the need for a digital campaign design that can foster public understanding and appreciation of the positive values of cosplay. This digital campaign is designed using a communication design approach based on the AISAS model (Attention, Interest, Search, Action, Share). The model is considered relevant to contemporary digital audience behavior, where audiences do not passively receive messages but are encouraged to seek information, engage, and share experiences. Supporting data for the campaign design were collected through interviews, questionnaires, and observations, which served as the basis for determining the campaign concept, message strategy, and media selection. The results of the data analysis indicate that the people of Surabaya generally recognize cosplay, yet their understanding remains limited to its entertainment aspect. Meanwhile, for cosplayers, cosplay is understood as a medium for self-expression, creativity development, and a form of visual and performative art. Furthermore, there is still a lack of digital campaigns that specifically highlight self-expression and creativity in cosplay through strategic and persuasive visual communication design. Based on these findings, a digital campaign emphasizing cosplay as a form of self-expression and creativity is designed using an engaging, emotional, and educational visual approach. This campaign is expected to increase public awareness, improve societal perceptions, and encourage greater social appreciation of cosplay culture in Surabaya, particularly through the role of the COSURA community as a driving force of local cosplay culture. Keywords: digital campaign, cosplay, visual communication, self-expression
| Item Type: | Thesis (Undergraduate) | ||||||||||||
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| Subjects: | N Fine Arts > NC Drawing Design Illustration | ||||||||||||
| Divisions: | Faculty of Architecture and Design > Departement of Visual Communication Design | ||||||||||||
| Depositing User: | ERISA ANRIANA WIBOWO | ||||||||||||
| Date Deposited: | 26 May 2026 06:50 | ||||||||||||
| Last Modified: | 26 May 2026 06:50 | ||||||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/52769 |
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