Public Service Advertisements on the Dangers of Consuming Alcoholic Beverages on Youtube: Ads without Dominant Power of Attorney

Author(s): Redi Panuju*, Yenny, Farida and Iwan Joko Prasetyo


Aim: This article aims to analyze the ability of public service advertising videos on the dangers of alcoholic drinks on a Youtube channel.

Method: Using discourse analysis with the power relation theory from Michel Foucault. The research focuses on knowledge and discourse. The object under study is a public service advertisement about the dangers of alcohol use in the form of videos uploaded through a YouTube account.

Result: Public Service Video Ads lack credibility to distribute knowledge about the dangers of alcoholic drinks. This can be seen from the number of people watching the video, which is less than the video audience of the manufacturer of alcoholic drinks. Thus, in terms of quantity and quality, the public service Advertisements video does not have enough credibility to spread knowledge about the dangers of alcoholic drinks; neither does it have the power to influence the attitudes, thoughts and behavior of people consuming alcoholic beverages.

Conclusion: Government efforts to socialize the dangers of alcoholic beverages to the public are still very minimal. Public Service Advertisements that should be an effective media to counter the trend of alcoholic beverage consumption have not been done on a large scale. Youtube media that provide video upload services are apparently dominated by videos made by the general public and high school students. As a result, this Public Service Ad video is less authoritative compared to the manufacturer's alcoholic beverage advertisements. In terms of message content, story and cinematography, this Public Service advertisement is of very low quality compared to the manufacturer's alcoholic video advertisement

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