Introducing the New Cohort of GET IO UIN SSC Members to Content Development through Reading for Emotions and Aesthetics
Cirebon, August, 6th 2025 — In a vibrant, idea-filled corner of the International Office, Lala Bumela, Ph.D., Director of Universitas Islam Siber Syekh Nurjati Cirebon, gathered the newly inducted third-generation members of the Global Engagement Team (GET). “Every digital artifact we create—be it a Reels video, a feed image, or even a thumbnail—must do more than capture attention. It must provoke thought, stir emotion, and leave a trace in memory,” he began, his voice resonating with purpose. The Gen 3 members, brimming with anticipation and curiosity, were immediately faced with the challenge of transforming abstract principles into tangible content. Questions naturally surfaced: how could each post, each caption, each frame carry a coherent narrative while also delivering aesthetic pleasure and emotional depth to an international audience?
The session introduced two foundational frameworks to guide their creative journey. First, Reading for Emotions by Ania Lian, which emphasizes the flow from focus to disturbance, dialogue, development, resolution, and moral, ensuring that every piece tells a compelling story. Second, Reading for Aesthetics by Ramachandran, highlighting principles such as grouping, peak shift, contrast, perceptual problem solving, symmetry, generic viewpoint, and metaphor, which guide the creation of visually satisfying content. Lala Bumela illustrated how these frameworks intersect: a well-composed thumbnail could evoke curiosity through symmetry and contrast, while a caption could heighten emotional tension by following the disturbance-development-resolution arc. The room buzzed with energy as members began to envision how these principles would breathe life into each creative decision.
Hands-on exercises allowed Gen 3 members to immediately apply the frameworks across various formats. Lala Bumela guided them through practical examples: a Reels clip could build suspense using peak shift in visuals, a flyer could narrate a story through grouping and metaphor, and an email message could lead the reader through focus, dialogue, and moral. “Innovation is not merely about new ideas; it is about orchestrating emotion and aesthetic experience in harmony,” he explained. Under his mentorship, hesitation gave way to experimentation, as members tested transitions, layouts, color schemes, and text arrangements, all while remaining anchored to narrative flow and emotional resonance.
The director continued to emphasize the holistic vision. “Each content piece, from a fleeting story to a full-fledged campaign post, should create a journey. The viewer should feel curiosity, encounter tension, experience understanding, and leave with reflection,” Lala Bumela elaborated. By integrating Reading for Emotions and Reading for Aesthetics, members learned to anticipate audience perception, crafting every detail so that technical execution and aesthetic appeal enhanced the emotional arc. The session highlighted that emotional impact and visual harmony are inseparable; the most effective content speaks simultaneously to the heart and the eye.
By the end of the session, the third-generation GET members had mapped out a comprehensive strategy for AsiaCALL 2025’s digital content. Mock projects already demonstrated a seamless blend of emotional storytelling and visual sophistication. Beyond honing technical skills, the initiative fostered confidence, creative courage, and collaborative synergy among participants. Lala Bumela’s leadership ensured that the International Office not only nurtured capable content creators but also positioned them to produce globally resonant campaigns that engage audiences across platforms, cultures, and sensibilities.
The introduction of Gen 3 underscored a fundamental insight: the power of content lies in the integration of emotion and aesthetics. “When we design with empathy, intention, and artistic understanding, each post becomes more than communication—it becomes a connection,” Lala Bumela reflected. For the new GET members, the session was more than a technical briefing; it was an invitation to craft digital experiences that linger in memory, inspire thought, and leave audiences emotionally moved. This vision ensures that every campaign, every visual, and every word produced by the International Office embodies both creativity and purpose, setting a standard for excellence in global engagement.
Author: Muhammad Azkiya Bahtsulkhoir