Analisis Kandungan Visual Terpilih dalam Risalah Perayaan Hari Warisan George Town, Pulau Pinang

Abstract

Perayaan Hari Warisan George Town begitu terkenal dengan warisan budayanya yang pelbagai dalam mempamerkan pengaruh budaya, tapak bersejarah dan tradisi yang unik. Walaupun perayaan ini dilihat sebagai satu tarikan malah terdapat persoalan disebalik kandungan visual, elemen tersurat dan tersirat serta ideologi disebalik perkaitan visual ini. Oleh itu, kajian ini memberi penelitian terhadap kandungan visual dalam risalah perayaan ini dan meneliti signifikasi utama yang menjadikan risalah perayaan ini sebagai salah satu tarikan UNESCO di Pulau Pinang. Objektif kajian ini adalah untuk (1) mengenal pasti kandungan visual dalam risalah, (2) menganalisis unsur tersurat dan tersirat (denotatif dan konotatif) dan (3) menganalisis perkaitan visual dengan ideologi dalam risalah ini. Bagi memenuhi kehendak objektif, kajian ini memanfaatkan kaedah penganalisisan secara kualitatif melalui analisis kandungan visual. Hal ini melibatkan penggabungan semiotik, simbolisme budaya dan retorik visual untuk mendedahkan intipati komunikatif yang tertanam dalam risalah ini. Ia menekankan bahawa risalah bukan sahaja berfungsi sebagai alat promosi tetapi sebagai naratif visual yang memberikan pandangan mendalam tentang Perayaan Hari Warisan George Town. Hasilnya, budaya yang mewakili simbol kepelbagaian berbilang kaum boleh dilihat sebagai elemen eksplisit yang paling menonjol seperti mercu tanda bersejarah dan persembahan teks dan budaya. Manakala unsur tersirat pula menunjukkan imej Melayu, Cina dan India sebagai tanda perpaduan yang mewakili identiti Perayaan Warisan George Town. Kajian ini menyediakan asas untuk memelihara dan membudayakan Perayaan Warisan George Town untuk menyatupadukan masyarakat. Implikasi hasil kajian ini menekankan tentang signifikasi elemen budaya yang direpresentasikan secara visual sebagai satu promosi dan pemahaman Perayaan Hari Warisan George Town dalam kalangan masyarakat.

Kata kunci: Analisis visual; risalah; George Town; Pulau Pinang; Hari Perayaan Warisan

Abstract: George Town's Heritage Day Festival is renowned for its diverse cultural heritage showcasing its unique cultural influences, historical sites, and traditions. Although this festival is seen as an attraction, there are questions about the visual content, written and implied elements, and the ideology behind this visual connection. Hence, this study examines the visual content of this festival brochure and the main significance that makes this festival brochure one of the UNESCO attractions in Penang. The objectives of this study are to (1) identify the visual content in the brochure, (2) analyze explicit and implicit involves (denotative and connotative), and (3) analyze the visual connections with the ideology in the brochure. This study utilizes a qualitative analytical method through visual content analysis to meet the objectives. This involves the integration of semiotics, cultural symbolism, and visual rhetoric to reveal the communicative essence embedded in this brochure. Consequently, cultures that symbolize diverse multiculturalism emerge as the foremost explicit features, exemplified by historical landmarks and textual and cultural elements presentations. At the same time, implicit elements depict pictures of individuals from Malay, Chinese, and Indian backgrounds as symbols of unity, embodying the identity of the George Town Heritage celebration. This research lays the groundwork for preserving and fostering George Town Heritage to promote unity within the community. The implications of the results of this study emphasize the significance of cultural elements that are represented visually as a promotion and understanding of the George Town Heritage Day Celebration in the community.

Keywords: Visual analysis; brochure; George Town; Pulau Pinang; George Town Heritage Celebration

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