RADIO AS A PUBLIC SERVICE ANNOUNCEMENT MEDIA

Abstract

This study aims to analyze the role of radio as public service announcement media with a local cultural approach. This study used a qualitative approach. The population of this study was LPPRRI Palu City or Public Broadcasting Institution-Radio Republik Indonesia (a national radio station). This study involved the head of LPP-RRI, the head of public broadcasting institutions, the head of program planning and evaluation, heads of Programa 4 sections, and broadcasters as samples determined using a purposive sampling technique. Data were collected from observation, interviews, and documentation. Data were analyzed using interactive analysis covering data reduction, data presentation, and drawing conclusions. The results of the study showed that radio or in this case the LPP-RRI Palu City had implemented local culture, particularly in public broadcasting service. The public service announcement was oriented to the local language and used the local language to maintain or preserve their existence.