ABSTRACT

The family institution plays a central role in developing and sustaining media literacy. Advancements in information and communication technologies have increased the exposure level of parents and children to media messages within family structures. As social values are primarily shaped within the family, learning media literacy within the family context is gaining increasing importance each day. Public service announcements function as an effective tool for developing families’ media literacy competencies and strengthening their media awareness levels. This study was conducted to examine the role of family in media literacy-focused public service announcements. The research sample consists of the ‘Nuclear Family’ public service announcement series prepared by the Radio and Television Supreme Council. In this study, which utilized thematic analysis as a qualitative research method, MAXQDA 2024 qualitative data analysis software was employed for data analysis. According to the research findings, it is possible to state that public service announcements in the media literacy process are constructed based on a democratic, participatory, and interactive structure by addressing family dynamics. Based on the research findings, it was observed that public service announcements are designed with a family-centered approach in the media literacy process, emphasizing the educational role of the family and the instructive and guiding role of family communication. Particularly, the intensive use of question-answer patterns in family communication and the adoption of an instructive approach indicate that media literacy education is supported by family learning processes. The findings align with the literature on media literacy and public service announcements, revealing that public service announcements assume an important mission regarding media literacy. Research findings suggest that public service announcements focused on strengthening and supporting the central role of family in media literacy education can contribute to the development of family communication and the enhancement of children’s media literacy skills.