AsiaCALL Digital Content Creation as Emotional Reading: GET Members’ Journey into the Aesthetics and Beauty of Frames
Cirebon, August, 20th 2025 — As AsiaCALL 2025 draws closer, the Global Engagement Team (GET) of the International Office (IO) at Universitas Islam Negeri Siber Syekh Nurjati Cirebon (UIN SSC) has intensified its efforts to not only prepare administrative and academic matters but also to showcase its creativity and innovation through digital media. One of the most notable initiatives is the production of the second promotional video for AsiaCALL, which was deliberately conceptualized as an academic experiment that merges theory with practice. This project does not merely function as a promotional tool; rather, it is framed as a research-informed production that employs scholarly concepts to guide its structure, emotion, and aesthetics. The conceptual backbone of the video draws on Reading for Emotions by Ania Lian and Reading for Aesthetics by V.S. Ramachandran, two frameworks that bridge the humanities, psychology, and neuroscience with visual storytelling. Under the direct support and encouragement of Lala Bumela, Ph.D., Director of the International Office, the GET members carried out this work with a clear academic vision: to produce content that is emotionally engaging, aesthetically pleasing, and intellectually grounded, thus presenting UIN SSC as a forward-looking institution within the AsiaCALL community. “This project is more than just a promotional video; it is an academic expression of our commitment to innovation, creativity, and global engagement,” remarked Lala Bumela.
The success of this project lies not only in the theories applied but also in the collaborative spirit that brought together three generations of GET members, reflecting a continuity of vision and leadership across time. The first generation was represented by Indah Fitri, whose role as scriptwriter ensured that the flow of ideas remained logically consistent while being sensitive to emotional dynamics. Her foundation enabled the second generation to step in with a strong conceptual base, where Muhammad Azkiya Bahtsulkhoir directed and edited the project with technical precision, transforming abstract frameworks into visual language. Alongside him, Bryan Setiaji contributed as the on-screen talent, embodying the narrative through expressive performance. The third generation, consisting of Bilqis Syifa Shoraya, Keysha Aulya Febrina, Nok Dini Wulan Ramadani, and Cindi Aulia, brought fresh perspectives and energy into the production process, adding dynamism and creativity to the team. This intergenerational collaboration exemplifies the sustainability of leadership within GET and the ability of the International Office to cultivate student talent in ways that blend academic and professional development.
The framework of Reading for Emotions provided by Ania Lian served as the structural guide for the narrative and the visual composition of the promotional video. This theory outlines six stages—Focus, Disturbance, Dialogue, Development, Resolution, and Moral—that together create a logical-emotional rhythm in storytelling. Each stage was carefully mapped into the script, ensuring that the promotional video was not only informative but also engaging at an affective level. For example, the stage of Focus established the theme and context of AsiaCALL as an academic event of international significance, while Disturbance introduced questions and challenges that created emotional tension. Dialogue and Development then illustrated the journey of GET members as they navigated creativity and collaboration, while Resolution and Moral provided closure and a reflective insight into the meaning of their work. In this way, the promotional video became more than a sequence of images and sounds—it transformed into a narrative arc shaped by scholarly reasoning, aligning emotion with logic to create content that resonates deeply with viewers.
While the emotional dimension structured the story, Reading for Aesthetics by V.S. Ramachandran informed the visual strategies and design choices that gave the video its artistic appeal. This theory identifies eight principles—Peak Shift, Contrast, Isolation, Grouping, Symmetry, Perceptual Problem Solving, Generic Viewpoint, and Metaphor—that explain why certain visual arrangements are perceived as beautiful or striking. Each of these principles was consciously integrated into the project: Peak Shift was reflected in the exaggeration of certain visual elements to heighten impact; Contrast was used to emphasize differences between frames and moods; Isolation highlighted key features by drawing attention to central subjects; Grouping and Symmetry created balance and harmony; while Metaphor provided layers of meaning that enriched the viewer’s interpretation. By translating these cognitive principles into practical editing and framing choices, the GET team demonstrated that aesthetic beauty is not arbitrary but can be systematically cultivated using insights from neuroscience and psychology. This approach elevated the video from a simple promotional product into an academic exploration of visual perception and meaning-making.
The interdisciplinary nature of this project is what makes it remarkable within the context of AsiaCALL and beyond. It demonstrates how students can employ scientific and theoretical frameworks not only in academic writing or classroom activities but also in the creation of digital content that has tangible impact. By merging the logical-emotional stages of storytelling with the cognitive-aesthetic principles of visual design, the GET members created a final product that speaks to both the heart and the mind. This outcome highlights the broader pedagogical value of the project, showing how theories from linguistics, psychology, and neuroscience can be operationalized in ways that strengthen creativity, critical thinking, and communication. It also aligns with UIN SSC’s institutional mission of bridging tradition with innovation, where local values of teamwork and leadership are combined with global academic standards to produce outcomes that are internationally relevant and competitive.
Ultimately, this AsiaCALL promotional video stands as a testament to the vision, creativity, and academic commitment of UIN SSC’s International Office and its Global Engagement Team. With the steadfast support of Lala Bumela, Ph.D., and the contributions of GET members across three generations, the project illustrates how academic theory can be transformed into practice, producing content that is meaningful, rigorous, and aesthetically powerful. As AsiaCALL 2025 approaches, this video will serve not only as an introduction to the event but also as a symbol of how UIN SSC positions itself as a hub for creativity, research, and international collaboration. It captures the essence of what the university strives for: to nurture students who can think critically, act collaboratively, and create innovatively, ensuring that their contributions extend far beyond the local context to the wider academic and global community.
Author: Muhammad Azkiya Bahtsulkhoir