Strategi Komunikasi Iklan Layanan Masyarakat di TVRI Jawa Tengah

Abstract

In an increasingly modern age, various types of information are transmitted to the public, for example, information obtained through television. All entertainment shows and information containing educational content can build positive thinking because television is a social control device. The show that contains the nature education content of the context is a community service commercial. Public service commercials are found on television, one of which is Central Java TVRI Station. The purpose of this study is to describe the communication strategy of community service advertising in TVRI Central Java. This study used a qualitative-descriptive approach. Data was taken in the form of language and communication elements used in community service advertising communication strategies with community service advertising video sources uploaded on TVRI's YouTube Central Java, then collected using documentation and methods. The data analysis used is an interactive analysis technique from Miles and Huberman which includes three stages: (data reduction), (data presentation), and (data verification). The results of the study included a combination of five elements: communicators, messages, media, communications, and effects. Public Service Advertisements on TVRI Central Java have implemented their communication strategies well to achieve effective communication. Public Service Advertisements on TVRI Central Java have been presented with criteria that are in accordance with real public service advertisements, different from commercial advertisements