ABSTRACT
This research aims to understand the role of aesthetics in the production of electronic newsletters. In this study, AUN’s weekly newsletter (AUNthisWEEK) was put under the microscope in an attempt to examine the effect some of its design features have on readers. Users are known to patronize that which the find appealing to any of their senses.
The persistent use of familiar design features is likely to bore readers and gradually diminish their numbers. To prevent this, multimedia designers must constantly work to improve the functionality and aesthetics of electronic content. The standard of design in modern electronic platforms is continuously improving. Because there is competition in the market, these platforms have no choice but to out-design their competitors. However, AUNthisWEEK lacks that competition but still seems to satisfy its readers.
This study intends to use Abraham Maslow’s self-actualization theory as a framework to help explain some of the research questions. A survey will be used to gather data that will be analyzed by simple percentages.
At the end of this study, the aim of answering the research questions will have been met fully. This study hopes to reveal any blind spots that might be present in how the newsletter uses aesthetics. It will also recommend ways to improve any irregularities that may arise from this study.
Background of the Problem
CHAPTER ONE INTRODUCTION
In 2003, the former Vice President of Nigeria, Atiku Abubakar established the American University of Nigeria (AUN) with the help of renowned Nigerians and academics from Nigeria and abroad. Located at the Northeastern state of Adamawa, AUN is rated among the best educational institutions in the country according to the National Universities Commission ranking (2018). The university prides itself as being Africa’s first Development University with the aim of “pioneering service learning that will produce leaders who will be equipped with the knowledge to resolve societal concerns”.
Because of questions raised around the quality of education in Nigeria and Africa (UNESCO, 1995), AUN has taken it upon itself to provide the high-grade education that is in low supply. The university has a clear objective to “prepare the leaders of tomorrow for the challenges on ground and those that are lie ahead in the journey to achieve true excellence”. Achieving excellence is top priority for AUN. This means that it must strive to always be a step ahead of others in the education sector. The university values elegance and all things concerning them must carry a seal of uniqueness with it. This elegance greatly affects the multimedia channels the university uses to relay vital information, (AUN Website, 2018).
The university has striven to fulfill its promise of unlocking the true potential among members of its community. For this reason, AUN provides high quality internet connection that will greatly ease the process of accessing information. AUN boast of being a wireless university that places a lot of emphasis on Information Technology. Computers, internet connectivity, and
other significant IT facilities are very effective tools for teaching. AUN recognizes this hence, these tools are readily available. Another important goal of the university is to graduate individuals that are well-educated and learned in both general knowledge and a specialized discipline of choice. The university thrives in diversity. It is home to people from different backgrounds and ethnicity that function seamlessly.
The university focuses on training future leaders of Africa that may serve as true agents of growth and development. This is the major motivation behind the idea of providing a broad- spectrum type education where individuals are equipped with the best tools to manage challenges. The excellence that AUN showcase to African and the world has attracted students from different parts of the world. International organizations also took notice of the Good work being done by AUN and rewarded them with awards. Some of those awards for excellence include the Harry Wofford Global Citizenship that was conferred on the Founder by the America Peace Corps. Also in 2011, former AUN President, Dr. Margee Ensign was awarded the African Leadership Award in Education Excellence. Another notable award AUN received in Atlanta was that of African Leading University in 2012.
Some of the goals AUN consider top priority include:
- Becoming Africa’s first Development University.
- Building an institution where faculty comprises of highly educated individuals who possess outstanding skills in aspects of teaching, research, and shaping critical thinkers.
- Creating a community that guides students into becoming problem solvers.
- Encouraging members of its community to adopt the use of technology as a vital tool of education.
- Establishing a community that will ensure the realization of the University’s objectives (AUN, 2014).
- About AUNthisWEEK
For an institution that values transparency and togetherness, it is important that members of the AUN community receive frequent updates as to the progress the university is making. The global trend for organizations is to have a department that works for the sole purpose of communicating the affairs of the organization within and outside the organization. Owing to the advancement of technology, there are several means of communicating with the stakeholders of an institution like AUN. Custom made newsletters and electronic bulletins are effective ways of keeping stakeholders up to date. In AUN’s case, AUNthisWEEK is the preferred means of communicating the affairs of the university. AUNthisWEEK is an electronic newsletter published weekly. Originally referred to as News to You; AUNthisWEEK started off as a hard copy publication in 2005. The central motive behind this publication was to keep stakeholders informed about the activities of the university. The world has evolved to no longer need to pass information across through hard copies instead, these e-newsletters are communicated in the form of multimedia (a blend of text, audio and video).
According to Webster (2018), a newsletter is a written report that is issued periodically, typically by a business, organization, or institution that present information and news to people with a specific interest in the organization or subject. People usually value productions that are
pleasing to the eye’ and are more inclined to continue patronizing that product as far as it satisfies their aesthetic needs. This case applies to the production of newsletters where a lot of work has to go into making aesthetic choices that will keep the readership satisfied and wanting more. Aesthetics in a newsletter can be presented in the way the background is set up, the colors, audio quality, image quality, and video quality. Nobody will want to continue patronizing a newsletter that contains blurry images or low quality videos or even an audio recording that can be barely heard. The readership can easily get bored if nothing in the newsletter appeals to their sense of elegance and beauty. Therefore, it is necessary to keep the readers satisfied by constantly coming up with innovative ways to improve the aesthetics of the newsletters.
Aesthetic quality improvement can be seen in how social networks and other online platforms regularly roll-out updates for their user interface. These updates usually come about as a result of user feedback. When users become increasingly dissatisfied with the aesthetic choices of the platform they utilize and may demand for changes if the producers want to continue having the support of the users. It goes without saying that aesthetics in any production play a vital role in keeping the users satisfied as well as attracting more users. The better the quality of the aesthetic appeal used, the more likely it is that the product will be recommended to others. Since the major aim of a newsletter like AUNthisWEEK is to provide contents to as many members of the community as possible, it is important to look at the underlying effects aesthetics have to the readership.
