P.S.A roles in reflecting Social Values

Among radio programs, public service announcement or PSA are the most important means of conveying free social messages to the audience. This article aims to study the representation of social values in such acacias in Iran, based on Schwartz's "value structure" theory, identifies ten motivational dimensions for values and considers 57 different social values to reflect this value. This research is done by analyzing the qualitative content of 10 samples of social announcement broadcast on the Iranian radio network and the results of the research show that in each announcement, the public services that it creates and provides. These values are consciously and subconsciously used to convey the message and are reflected in different and related forms. However, according to the approach of the organization and each network, these social values are in a hierarchy of importance. For example, if the approach of the organization is to pay attention to health or the environment, producers and programmers also try to have this topics in programs and announcement.