DOI of the published article https://doi.org/10.61796/icossh.v2i2.438
Analysis of Public Relations Code of Ethics in The Film Air 2023
Analisis Kode Etik Public Relations dalam Film Air 2023
DOI:
https://doi.org/10.21070/ups.9877Keywords:
Public Relations, PRSA Code of Ethics, Air filmAbstract
Film has become a medium that not only provides entertainment but also reflects professional values, including Public Relations ethics. This study analyzes the application of the PRSA (Public Relations Society of America) Code of Ethics in the film Air (2023), which portrays communication strategies between Nike and Michael Jordan in building brand image. Using a descriptive qualitative method, data were collected through scene observation and supporting literature. The analysis focuses on six PRSA principles: advocacy, honesty, expertise, independence, loyalty, and fairness, as represented through characters such as Sonny Vaccaro and Deloris Jordan. The findings show that ethical principles are consistently reflected in communication strategies and decision-making, emphasizing the role of ethics in building reputation and public trust.
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