PESAN KOMUNIKASI PADA IKLAN LAYANAN MASYARAKAT DI MEDIA SOSIAL DALAM MENGEDUKASI TERKAIT CYBER CRIME (Analisis Isi pada Campaign BCA: "Don’t Know? Kasih No!")

Akbar, Rafli Argireza (2026) PESAN KOMUNIKASI PADA IKLAN LAYANAN MASYARAKAT DI MEDIA SOSIAL DALAM MENGEDUKASI TERKAIT CYBER CRIME (Analisis Isi pada Campaign BCA: "Don’t Know? Kasih No!"). Undergraduate thesis, UPN Veteran Jawa Timur.

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Abstract

This study explores communication messages in public service announcements on social media addressing cybercrime issues, focusing on BCA’s “Don’t Know? Kasih No!” campaign. The study aims to understand how campaign messages are constructed and how communication strategies are used to convey digital security education. A qualitative approach was employed using content analysis of 20 campaign videos, examined through the Public Communication Campaign framework. The findings indicate that the campaign constructs educational meaning through an edutainment approach by integrating visuals, narratives, slogans, and public figures. Visual metaphors, slogan repetition, and instructional messaging shape audience understanding of cybercrime risks and appropriate responses. The campaign demonstrates message consistency in framing digital security issues, while also indicating opportunities to further adapt messages to diverse audience characteristics.

Item Type:

Thesis (Undergraduate)

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