Research Article
Social Cohesion Commotion In Malaysia’s Public Service Advertisements Between 2018-2021
@INPROCEEDINGS{10.4108/eai.24-8-2021.2315046, author={Dona Lowii Madon and Azahar Harun and Abdul Rauf Ridzuan}, title={Social Cohesion Commotion In Malaysia’s Public Service Advertisements Between 2018-2021}, proceedings={Proceedings of the 2nd International Conference on Design Industries \& Creative Culture, DESIGN DECODED 2021, 24-25 August 2021, Kedah, Malaysia}, publisher={EAI}, proceedings_a={DESIGN-DECODED}, year={2022}, month={3}, keywords={social cohesion public service announcement advertisement}, doi={10.4108/eai.24-8-2021.2315046} }- Dona Lowii Madon
Azahar Harun
Abdul Rauf Ridzuan
Year: 2022
Social Cohesion Commotion In Malaysia’s Public Service Advertisements Between 2018-2021
DESIGN-DECODED
EAI
DOI: 10.4108/eai.24-8-2021.2315046
Abstract
Social harmony, equilibrium, and tolerance are essential factors that need to be practiced, especially in a multi-ethnic and multiracial country like Malaysia. Since the independence period, the Malaysian government has propagated the belief in social cohesion through mainstream media. Undoubtedly, this continuous effort has helped the government to increase awareness among the society. Despite this, few studies on social cohesion are depicted in Malaysian Public Service Advertisement (PSA) videos produced by private sectors. Therefore, this content analysis study aims to identify and discuss the visual code found in Malaysian PSAs produced by Government-Linked Companies (GLCs) from 2018 to 2021. Secondary data from twenty articles on visual communication in PSA advertisements are included in this thematic issue. The goal of this relatively new area to bring together researchers from a variety of communication-related fields. The study also highlights the factors that play an essential role in enabling social cohesion and shows how they can be fostered from various perspectives. This study is to continuously support advertisers and ad directors, and new producers as a guide to producing effective PSAs.