Innovative application of new media in visual communication design and resistance to innovation

Abstract

It has become essential to create and apply new media in visual communication design due to social media existence. This study aims to investigate the role of innovative applications of new media in visual communication design in educational institutions. Traditional media design in visual communication lacks to disseminate information more effectively, which requires innovative change. Therefore, this study attempts to highlight the role of innovative application of new media in visual communication by considering visual expression design with information technology (IT), flexible layout, diversified modes of transmission, and interactivity of integration. For this purpose, this study adopted a quantitative research approach in which a cross-sectional research design is followed. A questionnaire survey is carried out to collect data from educational institutions in China. Partial Least Square-Structural Equation Modeling (PLS-SEM) is used for data analysis. Results of the study indicated that innovative applications of new media have central importance in visual communication. However, resistance to innovative change has a negative role in the relationship between innovative applications of new media and visual communication design. Results of the study highlighted that visual expression design with IT, flexible layout, diversified modes of transmission, and interactivity of integration have a positive effect on visual communication design. Therefore, among the educational intuitions of China, implementing innovative applications related to the new media can lead to visual communication design. The results of this study provided several insights for the practitioners to promote communication methods among educational institutions.