Representation of Agrotopics in the Public Broadcaster’s First Channel Social Advertisements: A Narrative and Functional Analysis

ანოტაცია

Social advertising is recognized as an effective instrument for shaping public consciousness and influencing behavioral patterns, with each initiative aiming to contribute to the improvement of the social environment.
The present study analyzes the representation of agrarian themes in the social advertisements broadcast by the First Channel of the
Georgian Public Broadcaster. It identifies the relevance of this communicative format not only in terms of its functional and substantive dimensions but also with respect to its audiovisual forms and means of expression.
The research was conducted through narrative analysis and coding methods, which enabled a detailed examination of plotlines, symbolic elements, and value-based messages embedded in the advertisements. The theoretical foundation draws on agenda-setting and framing theories, as well as cultivation theory and the theory of the public sphere. These approaches allow for the examination of social advertising within a discursive framework.

According to the findings, the First Channel’s social advertisements present agrarian themes as ideas associated with national identity, tradition, and prospects for development.
Although agrarian-themed social advertisements produced by the First Channel appear with relatively low frequency, they nonetheless encompass not only informational and reminder functions but also educational and cognitive ones, thereby generating valuable content for interested audiences.