Public service announcements (PSA) and it’s contribution as an initiative on reducing racism in Malaysia / Zharif Fikri Suandi
Racism in Malaysia have always been a crucial issues despite of living together under one nation for over 60 years. Therefore a more proactive solution to reduce the doctrine is needed. Public Service Announcements (PSA) are known as a tool of communication or disseminating information to vast am...
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2021
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my-uitm-ir.601632022-05-24T00:35:45Z Public service announcements (PSA) and it’s contribution as an initiative on reducing racism in Malaysia / Zharif Fikri Suandi 2021-11 Suandi, Zharif Fikri Races. Including race as a social group and race relations in general Public administration Racism in Malaysia have always been a crucial issues despite of living together under one nation for over 60 years. Therefore a more proactive solution to reduce the doctrine is needed. Public Service Announcements (PSA) are known as a tool of communication or disseminating information to vast amount of audiences. Not only to convey information, Public Service Announcements (PSA) also take part in educating the audiences and encourage them on behavioural changes. It has always been a medium to educate people on positivity aside from giving awareness on issues addressed. This research aim to study on how Public Service Announcements (PSA) can contribute on reducing racism among Malaysians. It is solely focus on the three main races which is the Malay, Chinese and Indian as most of the cases circulated among them. Qualitative, quantitative and archival data approach has been applied in this research with the outcome of suggesting on visual communication component that are vital to be included when designing a Public Service Announcements (PSA) especially on social issues. The data obtained then analysed to identify current levels of racism among the three main races while determine what visual communication component that are needed to be considered in a PSA thus resulting with the recommendations on it. The results shows that racism among Malaysians is present and in high level. Visual communication component that covers semantic, semiotic and rhetorical appeals which is logos, ethos and pathos, have been briefly discussed and made into suggestions, on making a more impactful Public Service Announcements (PSA). The impact of a PSA on the audiences are highly linked to the visual communications components applied in it. Four identified categories benefits from this research, directly and indirectly. It is hope with the application of recommendations on visual communications components in future Public Service Announcements (PSA), the level of racism in Malaysia can be reduced especially among the three main races. 2021-11 Thesis https://ir.uitm.edu.my/id/eprint/60163/ https://ir.uitm.edu.my/id/eprint/60163/1/60163.pdf text en public masters Universiti Teknologi MARA Faculty of Art and Design Daimin, Ghazali (Professor Dr.) |
| institution |
Universiti Teknologi MARA |
| collection |
UiTM Institutional Repository |
| language |
English |
| advisor |
Daimin, Ghazali (Professor Dr.) |
| topic |
Races Including race as a social group and race relations in general Public administration |
| spellingShingle |
Races Including race as a social group and race relations in general Public administration Suandi, Zharif Fikri Public service announcements (PSA) and it’s contribution as an initiative on reducing racism in Malaysia / Zharif Fikri Suandi |
| description |
Racism in Malaysia have always been a crucial issues despite of living together under
one nation for over 60 years. Therefore a more proactive solution to reduce the doctrine
is needed. Public Service Announcements (PSA) are known as a tool of communication
or disseminating information to vast amount of audiences. Not only to convey
information, Public Service Announcements (PSA) also take part in educating the
audiences and encourage them on behavioural changes. It has always been a medium to
educate people on positivity aside from giving awareness on issues addressed. This
research aim to study on how Public Service Announcements (PSA) can contribute on
reducing racism among Malaysians. It is solely focus on the three main races which is
the Malay, Chinese and Indian as most of the cases circulated among them. Qualitative,
quantitative and archival data approach has been applied in this research with the
outcome of suggesting on visual communication component that are vital to be included
when designing a Public Service Announcements (PSA) especially on social issues. The
data obtained then analysed to identify current levels of racism among the three main
races while determine what visual communication component that are needed to be
considered in a PSA thus resulting with the recommendations on it. The results shows
that racism among Malaysians is present and in high level. Visual communication
component that covers semantic, semiotic and rhetorical appeals which is logos, ethos
and pathos, have been briefly discussed and made into suggestions, on making a more
impactful Public Service Announcements (PSA). The impact of a PSA on the audiences
are highly linked to the visual communications components applied in it. Four identified
categories benefits from this research, directly and indirectly. It is hope with the
application of recommendations on visual communications components in future Public
Service Announcements (PSA), the level of racism in Malaysia can be reduced
especially among the three main races. |
| format |
Thesis |
| qualification_level |
Master's degree |
| author |
Suandi, Zharif Fikri |
| author_facet |
Suandi, Zharif Fikri |
| author_sort |
Suandi, Zharif Fikri |
| title |
Public service announcements (PSA) and it’s contribution as an initiative on reducing racism in Malaysia / Zharif Fikri Suandi |
| title_short |
Public service announcements (PSA) and it’s contribution as an initiative on reducing racism in Malaysia / Zharif Fikri Suandi |
| title_full |
Public service announcements (PSA) and it’s contribution as an initiative on reducing racism in Malaysia / Zharif Fikri Suandi |
| title_fullStr |
Public service announcements (PSA) and it’s contribution as an initiative on reducing racism in Malaysia / Zharif Fikri Suandi |
| title_full_unstemmed |
Public service announcements (PSA) and it’s contribution as an initiative on reducing racism in Malaysia / Zharif Fikri Suandi |
| title_sort |
public service announcements (psa) and it’s contribution as an initiative on reducing racism in malaysia / zharif fikri suandi |
| granting_institution |
Universiti Teknologi MARA |
| granting_department |
Faculty of Art and Design |
| publishDate |
2021 |
| url |
https://ir.uitm.edu.my/id/eprint/60163/1/60163.pdf |
| _version_ |
1783735093190197248 |