ANALISIS ETIKA PENYIARAN DALAM IKLAN PENGOBATAN DI STASIUN TELEVISI PAL TV (STUDI PADA IKLAN PENGOBATAN MATA “NAYNA”)

AZIS, ANDHIKA PUTRAWAN and Murti, Krisna and Yogsunandar, Harry (2025) ANALISIS ETIKA PENYIARAN DALAM IKLAN PENGOBATAN DI STASIUN TELEVISI PAL TV (STUDI PADA IKLAN PENGOBATAN MATA “NAYNA”). Undergraduate thesis, Sriwijaya University.

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Abstract

The application of broadcasting ethics in the “NAYNA” eye treatment advertisement aired on the local television station PAL TV Palembang is a critical issue in media regulation and public health communication. Health-related advertisements in broadcast media hold significant potential to shape public health perceptions and behaviors, necessitating an ethical and regulatory review. This study aims to examine the implementation of broadcasting ethics using a qualitative descriptive content analysis approach. The analysis is grounded in communication ethics theory, which emphasizes honesty and moral responsibility in message delivery; media effects theory, which highlights the influence of media on audience perceptions and actions; and Indonesian broadcasting regulations, including Law No. 32 of 2002, the Broadcasting Code of Conduct and Program Standards (P3SPS), and the Indonesian Advertising Ethics Code (EPI). The findings reveal that the “NAYNA” advertisement contains unsubstantiated healing claims, unverified testimonials, and persuasive emotional visual narratives. These elements violate the principles of honesty, information accuracy, and social responsibility in broadcasting ethics. Moreover, insufficient oversight of local media exacerbates the risk of misinformation, particularly among communities with low health literacy levels. This research underscores the necessity of regulatory enforcement and the application of communication ethics in health-related broadcasting to safeguard consumers’ right to accurate and responsible information.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Etika Penyiaran, Overclaim, Iklan Pengobatan, Teori Etika Komunikasi, Efek Media, Regulasi Penyiaran, PAL TV, Pengobatan Alternatif NAYNA
Subjects:	H Social Sciences > HE Transportation and Communications > HE8689-8700.95 Radio and television broadcasting H Social Sciences > HF Commerce > HF5801-6182 Advertising
Divisions:	07-Faculty of Social and Politic Science > 70201-Communication Science (S1)
Depositing User:	Andhika Putrawan Azis
Date Deposited:	22 Sep 2025 14:02
Last Modified:	22 Sep 2025 14:02
URI:	http://repository.unsri.ac.id/id/eprint/184608

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