Теория коммуникации
1. Reflection of communication theory in art and design
After listening to the course, we’ve come to realise that theory of communication has a strong relation to design and contemporary art. According to different definitions, design and art are, in fact, forms of communication, because their essence is in creating meaning and conveying a message through non verbal symbols and signs. In this approach, the author or designer can be defined as a sender, and the audience or consumers are the receivers. They also are not passive, they interpret the message, interact with a piece of art or design and give feedback as individuals or as a society. In the process of creation it is very important to understand this system of actors, analyse relationships between them and how they impact the final product of creative work.
Communicative aspects of design and art can be approached through different traditions of communication theory. For example, in the rhetorical approach art and design are forms of visual rhetoric, and applying this theory we can dissect how the visual choices, colours, graphics styles and fonts are used as instruments of persuasion. It can be argued that the main purpose of design, especially in the commercial field, is to persuade consumers into creating certain associations with a brand, and to evoke emotions and feelings that will build up the desire to purchase a product or a service. Therefore, many principles and models of persuasion in rhetorical theory can manifest in visual communication and non-verbal messages.
Semiotic tradition is a relevant way to approach art and design as forms of communication as well, because in these creative fields signs and symbols are essential tools that are used to transmit a message. Contemporary art, design and advertisement operate with metaphors and associations and semiotic tradition examines how they can be decoded by different people. Visual language exists in a sociocultural context, people of different nations, cultures and classes see different meanings in the same signs because of their background. Understanding semiotics is to understand the target audience and the context and be able to embed artistic value in the work through symbolism without failing to convey the message.
Overall, we can make a conclusion that visual arts are forms of mass communication, and to succeed in transmitting your message and get the expected reaction of your audience — the receiver, we should apply theory of communication. Art and design are built up around the same systems as other forms of communication, use different tools and operate with models to make an impact, also can be distributed through different channels and it is very important to understand the essence of communication theory to create great artistic works.
2. Presentation for a general audience
WAAAW is a media outlet about extreme recreation. You can find articles, podcasts, checklists, and activity cards here. The project allows beginners in extreme sports to find answers to their questions, broaden their horizons and join a community of like-minded people.
Our mission is to share knowledge and inspire people to engage in extreme activities and overcome fears.
Articles
How do I choose a skate? Where to go snowboarding in the summer? How to overcome fear? You can find answers to these and other questions in the articles on WAAAW. We talk in detail about the complex and exciting aspects of extreme hobbies to make it more comfortable for you to try new things.
Articles
Cards
Are you wondering what a drift is? Or are you interested in sandboarding? Would you like to learn more about cyclocross? With the help of the cards on the website, you can learn about different types of extreme recreation and better understand what each of them is.Checklists
And in order not to forget anything when packing for an extreme trip, we have prepared useful checklists. In them you will see a list with all the necessary things for a comfortable and safe stay, and you will also be able to note what you have already bought and what else you need to remember. You can also download a printed version of the checklists on the website.Podcasts
We have also compiled useful and interesting podcasts on the site to immerse ourselves more in the topic of extreme recreation and listen to the experiences of amateurs and professionals.3. Presentation for a professional audience
Problem
More people are interested in outdoor activities, but they face a lack of information and their own fears at the beginning of their journey to extreme sports.Conducted a survey
As a result, they confirmed the relevance of the problem and found out that it is difficult for beginners in the field of extreme sports to find like-minded people and choose a sport suitable for them.Solution
WAAAW — media about extreme activities for beginners. It contains articles, flashcards, podcasts, and checklists that provide all the necessary information about various sports. A caring media assistant for beginner adventurers. It inspires the user to engage in activities, every time it suggests going beyond the limits.Target audience:
— People who are interested in the topic of extreme tourism offer their own options for getting unusual sensations during a joint vacation. — People who initiate vacations and offer extreme activities to their loved ones.Brand Values:
— Overcoming yourself — A safe first experience — Full information — High-quality training — Practical information — Ease of assimilation of the material — Promoting an active lifestyleBranding
The metaphor is based on adrenaline and peak emotions from extreme sports, where vivid sensations are conveyed through design. Rich contrasting colors symbolize a surge of endorphins and a visual «explosion» of impressions.The stretched letters in the logo simulate a long cry at the moment of peak, creating a dynamic of tension and freedom. The zigzag arrows and diagonal composition convey speed, risk, and flight path, enhancing the feeling of movement and uncontrolled energy.
This is an emotional narrative: the brand evokes the same feelings of freedom, fear, and euphoria as the extreme, making the consumer a «participant in the adventure.»
Brand colors
Brand book
4. Theoretical basis for our strategy
Keyvisuals
To create brand identity and visual communication we applied Aristotle’s three methods of persuasion, used in digital rhetorics:Logos (logic): we use tags that define main sections of information in our media as graphic elements to highlight our value proposition for readers Ethos (credibility): speakers in WAAAW podcasts are credible extreme sports experts and famous athletes, we use their images in digital communication and covers. Pathos (emotion): our graphics are bright and colourful, with dynamic but at the same time soft and friendly graphic elements. The main branded font is accentual and expressive. Our overall visual style evokes associations with baldness, joy and energy.
Communication and marketing strategies
The communication strategy of our brand is defined by principles of Elaboration Likelihood Model. In its terms, we can say that we aim to attract the customers not only by central route, but also by peripheral route.
Central route: brand clearly communicates that WAAAW is a source of exclusive useful information, a media with elaborated and relevant articles, podcasts with famous and credible experts, and useful cards.
Peripheral route: Likeness: brand’s ambassadors are famous and loved athletes, sport and travelling influencers, we credit them and use their images in our keyvisuals. They promote our brand in their social media, increasing our exposure and helping us to gain a loyal audience.
Authority: in visual materials for the podcasts page there is an accent on invited experts in the field of extreme sport activities, to prove that this media is a credible source of information.
Social proof: WAAAW encourages readers to create user-generated content to attract new audience. For example we launched a campaign offering our readers to share their first experience with extreme sports in a short video format. Also readers can and write their story in a special form directly on our website. The best stories are reposted in brand’s social media, which represents the face of our audience and creates social proof that people are highly interested in our content.
Channels of communication
As a media, WAAAW is built around the concept of digital rhetoric. The platform itself is the main digital channel of mass communication, through which we can transmit a brand’s message and reach a wide audience, thanks to modern technology. But communication is not limited by the web platform, the brand also uses social media marketing. The main media channels are Telegram as a platform that brings the most interactivity and speed, and Vkontakte as the most popular local social media platform.
From Craig’s 7 traditions in brand’s verbal communication:
Cybernetic tradition for structuring the media system and receiving feedback. Our media is a multi-channel system: activity cards, articles, checklists, podcasts. Each format has a clear goal to inform, reassure, and motivate. We have a clear sender (media) and receiver (fearful beginner). This structure and system gives basic knowledge, deep understanding and emotional reinforcement to people and their feedback through comments, listens and shares opportunities to make our media better.
Socio-psychological tradition for reducing fear and increasing motivation: our audience is emotionally conflicted so we use humor («ridiculously safe helmet»), provide recommendations, safety checklists and expert advice to increase self-efficacy.
Phenomenological tradition for building a trusting relationship with the media based on live and real stories. Fear is deeply personal, and extreme sports are about lived experience, so we have podcasts highlighting subjective stories that are inviting the audience to «see themselves» in others’ stories and validating beginner emotions.
Rhetorical tradition for attracting attention: we use provocative and ironic language and address phrasing directly. This reduces distance between speaker and audience, builds trust and credibility and lowers resistance to persuasive messages.
Narrative paradigm by Walter Fisher
While many persuasion theories assume that individuals act as rational decision-makers who carefully evaluate arguments, the Narrative Paradigm proposed by Walter Fisher offers a different perspective. According to Fisher, people are not primarily rational actors but storytelling beings who experience, interpret, and communicate reality through narratives rather than through logical arguments alone.
This assumption is particularly relevant for our project, as fear of extreme sports is often emotional, experiential, and irrational, and therefore cannot be effectively addressed by facts and instructions alone.
Values and «good reasons» in storytelling: Fisher emphasizes that persuasion operates through «good reasons», which are grounded in values rather than pure logic. In our project stories consistently reveal why preparation matters, values such as responsibility, self-awareness, and informed choice are reinforced. The «good reason» presented by our narratives is not: «Extreme sports are safe because statistics say so, ” but rather: „Extreme sports become manageable when you understand them, prepare properly, and respect your limits.“ This aligns with the audience’s worldview and supports intention formation without pressure.
Audience-centered storytelling: The narrative paradigm stresses the importance of culture, background, and personal experience in interpreting stories. Our target audience consists of people who are interested in extreme sports but feel fear or uncertainty and lack sufficient information. Therefore, our narratives are intentionally non-elitist, non-heroic, inclusive of doubt and hesitation.
Uses and gratifications Theory
This theory offers an audience-centered approach to media communication by shifting the focus from what media does to people to what people do with media. This perspective is particularly relevant for our extreme sports media project, as our audience consists of individuals who actively seek information, reassurance, inspiration, and emotional support before deciding whether to engage in extreme sports.
Active audience and goal-oriented media use: Media users are not passive recipients but active participants who consciously choose media to satisfy particular goals and needs. In our project uгsers intentionally choose activity cards to understand unfamiliar sports, they read articles to reduce uncertainty and anxiety and listen to podcasts to relate to others’ experiences.
Needs as the Basis for Media Choice: The theory assumes that media choices are driven by underlying needs. Drawing on Maslow’s hierarchy of needs, our project addresses several levels simultaneously:
— Safety and Psychological Security: Many potential extreme sports participants experience fear and uncertainty. Our media satisfies psychological safety needs by providing clear safety information and presenting risk as manageable rather than chaotic. This creates a sense of calm and predictability, helping users feel emotionally secure.
— Belonging and Parasocial Relationships: Through podcasts and recurring narrative voices, users develop parasocial relationships with hosts, experts and famous people sharing their stories. This creates a feeling of belonging to a community where fear is normal and shared, reducing feelings of isolation and inadequacy.
— Self-Actualization: For users who move beyond initial fear, the project can support self-actualization trying a new sport becomes a form of personal growth, engaging with content encourages reflection on identity, courage, and limits and sharing experiences (comments, feedback, stories) allows self-expression.
Two-way symmetrical model of public relations
This model treats the audience as partners, not targets. It supports mutual respect, open dialogue and willingness of both sides to adjust. The audience is encouraged to reflect, ask questions, and share experiences, their feedback can influence future content and the project evolves in response to users’ needs, fears, and expectations, so we can make WAAAW attentive, caring and friendly and have good relationship between product and users.
CRAIG CALHOUN Communication as Social Science (and More) // International Journal of Communication. — 2011. — № 5. — С. 1479–1496.
Communication Theory: Bridging Academia and Practice // HSE LMS URL: https://edu.hse.ru/course/view.php?id=133853
