A Thematic Analysis of Public Service Announcements: The Case of the Ministry of Culture and Tourism of the Rebuplic of Türkiye
Conference paper > Full Text · 2025
Authors: Şadiye Emet GÜREL, İlkay Burak Taşkıran, Ekin Karakuyu
Eurasia 12th International Conference on Social Sciences, Iran, Tebriz, International, Verbal, Full Text, 2025-2025, pp 122-134
Summary
<p>Public service announcements are communication tools with social content that serve the purpose of raising public awareness and ensuring positive attitudinal and behavioral changes. These communication tools aim to reach large masses of people. Public service announcements, which can be prepared by public institutions, non-governmental organizations, associations and foundations, offer informative and educational content on various topics such as health, environment, education and culture. This study aims to analyze culture-related public service announcements in a thematic framework. In this qualitative study, public service announcements prepared by the Ministry of Culture and Tourism were analyzed at code, category and theme levels. The sample of the study consists of a total of 74 public service announcements of the Ministry of Culture and Tourism published between 2020 and 2024 on the corporate YouTube account of the Radio and Television Supreme Council. The data of the study were analyzed using MAXQDA qualitative data analysis program. The findings obtained in this context were evaluated within the framework of patterns and meanings. The study is considered to be important in terms of analyzing and analyzing public service announcements through the example of the Ministry of Culture and Tourism. According to the findings of the study, public service announcements focus on themes such as protection of cultural heritage, raising tourism awareness and promotion of cultural facilities. It has been determined that public service announcements are used effectively especially in the promotion of events with wide participation and in raising awareness of cultural heritage. The results revealed that public service announcements play an important role in raising public awareness and consciousness on culture and tourism policies. In this context, it has been concluded that public service announcements are used as an effective method to provide public benefit on culture and tourism issues.</p><p><strong>Keywords: </strong>Public Service Announcement, Social Advertising, Culture and Tourism, Thematic Analysis, MAXQDA.</p>