Abstract
This study aims to determine the Indonesian cultural identity, visual forms of identity, and the visual meaning of Indonesian cultural identity in the message of Public service announcements at television from Film Sensor Institutions in 2014. This study is a qualitative research of constructivism paradigm with semiotics analysts. The findings of this study show the diversity of cultural identity has the potential that can be developed to have more value and added value, both from the economic side as well as from the social and cultural side. That traditional culture can be side by side and synergize with the advancement of time and the advancement of existing technology, can advance Indonesian traditional culture and Indonesian traditional culture can help technological advancement. It also shows that the diversity of Indonesian culture can be one of the drivers in the advancement of the film industry in Indonesia and film becomes a promotional tool for Indonesian cultural diversity.
Highlights
Film Sensor Institutions fully understands that film as a work of cultural art has a strategic role in increasing the resilience of the nation's culture and the welfare of the people physically and spiritually to strengthen national resilience
Advertising is a portrait of reality that matches its character, which is found in society so that it can spread values related to social, cultural, political, etc. whereas Public Service Announcement (PSA) appear based on the condition of the country / community which is hit by a social problem so that the messages displayed are mostly social in nature (Vera, 2015)
It is known that there are a variety of Indonesian cultural identity in the message of Public service announcements at television from Film Sensor Institutions in 2014
Summary
Film Sensor Institutions fully understands that film as a work of cultural art has a strategic role in increasing the resilience of the nation's culture and the welfare of the people physically and spiritually to strengthen national resilience. Film Sensor Institutions looks at the diversity of cultures possessed by Indonesians from the many ethnic groups in Indonesia. As a socialization to the public, film and film advertisements can be made into a quality work of creation so that the Film Sensor Institutions tries to inform about new concepts in film censorship and education about how the diversity of Indonesian culture. Advertising is a portrait of reality that matches its character, which is found in society so that it can spread values related to social, cultural, political, etc. The problem in this study is limited to the cultural identity of Indonesia in the message of public service announcements on TV from the Film Sensor Institutions in 2014
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