The Acceptance of Leprosy-Free Indonesian Public Service Advertisement on Television by Health Workers

  • Diva Mawar Widyawati, Liestianingsih Dwi D

Abstract

Background

Public Service Advertising (PSA) of Leprosy-Free Indonesia on television is one of the government's efforts as a form of health promotion. But in reality, these advertisements often made carelessly so as not to raise awareness in the community about the issues discussed in PSA.

Objective

The purpose of this study is to determine the reception of health workers in Sumberglagah Sub Village, Mojokerto, on aspects of advertising in the public service advertising of “Leprosy-Free Indonesia” on television.

Methods

This study used the reception analysis method of Stuart Hall to explore the reception of health workers in Sumberglagah Sub Village, Mojokerto, on the public service advertising of "Leprosy-Free Indonesia" through the encoding and decoding process. The type of research used was descriptive qualitative research. The informants of this study were selected purposively by conducting in-depth interviews.

Results

Some informants stated that PSA of Leprosy-Free Indonesia should be able to convey information about leprosy to maximize the limited duration time and be able to convey information properly. Supposedly, entertainment aspects such as dance moves and songs should be reduced and more focused on leprosy information.

Conclusion

Public service advertising on television as the main media of the public in obtaining information about leprosy are not quite right. In addition, aspects of public service advertising, especially audio-visual creatives, should become the aspects of entertainment and attract the attention of the public, not become the main thing in public service advertising.

Published
2020-04-21