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 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.