Integration of Digital Literacy Among Student’s Production Crew Via the Narrative Persuasion Presentation in Public Service Announcement “Lengai”

Abstract

The Public Service Announcement (PSA) is one of the techniques in persuasive communication that is created with the purpose of raising awareness, encouraging behavioural changes and influencing lifestyles among audience or community regarding a specific issue. The production of an effective PSA requires a systematic process, taking into account various factors such as target audience, relevance of issue, message presentation design, delivery techniques, source credibility and creativity. This is because PSA needs to be delivered in a concise duration while simultaneously capturing the audience’s attention and providing a profound impact. The creative process of producing a PSA is closely related to the cognitive process of creative thinking that generates innovative ideas and problem-solving solutions. Additionally, the level of digital literacy among the production crew also plays a significant role in the creative process of producing digital content like PSA. This study aims to evaluate the creative processes involved in the production of a post-pandemic PSA titled 'Lengai' produced by students majoring in media communication who won the award for best advertisement film or PSA at the 13th Malaysian Student Film Festival 2022. The techniques employed in producing this PSA are evaluated based on the three main phases in the audio visual production process: pre-production, production and post-production stages. The results of the study indicate that the message presentation in the PSA 'Lengai' employs narrative persuasion through subtle integration of implicit message content related to the PSA’s main theme.