A Study on Public Service Announcements: The Case of RTUK
Conference paper > Full Text · 2024
Authors: Şadiye Emet GÜREL, İlkay Burak Taşkıran, Ekin Karakuyu
10th EMI Entrepreneurship & Social Sciences Congress, Romania, Targoviste, International, Verbal, Full Text, 2024-2024, pp 172-185
Summary
<p>Public service announcements are social advertisements prepared with the aim of raising public awareness and bringing desired attitudes and behaviors. Public service announcements, a method used in many countries around the world, aim to create a positive change in attitudes and behaviors throughout the society. These advertisements, which can be prepared by public institutions, non-governmental organizations, foundations or associations, serve the public interest and are informative and educational. Designed to appeal to the visual and auditory senses, public service announcements can address various issues such as health, environment, sports, discrimination and hate crimes. This study aims to examine the concept and practices of public service announcements. In the study designed with a qualitative approach, public service announcements broadcast with the approval of the Radio and Television Supreme Council (RTÜK) were analyzed by content analysis method. The sample of the study consists of 319 public service announcements published on RTÜK’s corporate YouTube account between 2019 and 2024. MAXQDA, a qualitative data analysis program, was used to evaluate the research data. The study is considered to be important in terms of clarifying public service announcements as a communication method and type of advertisement, and examining public service announcements in detail through the example of Turkey and RTÜK. In the study, it was determined that public service announcements on health, nature and security issues were predominantly included and the findings obtained were in line with the existing literature. In this context, the findings of the study show that RTÜK prefers to broadcast public service announcements in line with its founding purpose, duties, powers and responsibilities.</p><p><strong>Keywords: </strong>Public service announcement, Social advertising, RTÜK, Content analysis, MAXQDA.</p>