Penerapan Literasi Digital dalam Kalangan Kru Produksi Pelajar Melalui Persembahan Mesej Pembujukan Naratif Penerbitan Pesanan Khidmat Awam “Lengai”

Hasrul Hashim, Normah Mustaffa, Muhammad Syakir Ahmad Sazali

Abstract


Pesanan Khidmat Awam (PKA) merupakan salah satu teknik dalam komunikasi pembujukan yang dihasilkan dengan tujuan untuk memberi kesedaran, menggalakkan perubahan tingkah laku dan gaya hidup dalam kalangan khalayak atau masyarakat berkenaan dengan sesuatu isu. Penghasilan sesebuah PKA yang efektif memerlukan kepada satu proses yang sistematik dengan mengambil kira pelbagai faktor seperti khalayak sasaran, kesesuaian isu, reka bentuk persembahan mesej, teknik penyampaian, kredibiliti sumber dan juga kreativiti. Ini kerana PKA perlu disampaikan dalam durasi yang singkat tetapi pada masa yang sama mampu menangkap perhatian khalayak seterusnya memberikan impak yang mendalam. Proses kreatif penghasilan sesebuah PKA juga berkait rapat dengan proses kognitif pemikiran kreatif yang membentuk idea dan penyelesaian masalah secara kreatif. Selain itu, tahap literasi digital dalam kalangan kru produksi juga memainkan peranan penting dalam proses kreatif kandungan digital seperti PKA. Kajian ini bertujuan untuk menilai proses kreatif yang terlibat dalam penerbitan sebuah PKA pasca pandemik berjudul ‘Lengai’ yang dihasilkan oleh pelajar jurusan komunikasi media yang telah memenangi anugerah filem iklan atau PKA terbaik di Festival Filem Pelajar Malaysia ke-13, 2022. Teknik penerbitan PKA ini dinilai berdasarkan kepada tiga fasa utama dalam produksi penerbitan audio visual iaitu peringkat pra-produksi, produksi dan juga pasca produksi. Hasil kajian menunjukkan persembahan mesej yang digunakan dalam PKA ‘Lengai’ menggunakan teknik pembujukan naratif melalui integrasi secara halus dalam kandungan mesej tersirat berkenaan tema utama PKA berkenaan. 

 

Kata kunci: Pesanan khidmat awam, produksi audio visual, literasi digital, naratif, pasca pandemik.

 

https://doi.org/10.17576/JKMJC-2023-3903-08


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