<![CDATA[Abstrak: Pendidikan karakter adalah pendidikan yang berfokus pada watak, moral, budi pekerti, dan nilai. Penguatan nilai pendidikan karakter sangat penting bagi pertumbuhan dan perkembangan karakter pelajar, terlebih dalam menghadapi perkembangan zaman. Oleh karena itu, baik pemerintah, sekolah, maupun masyarakat, kini turut berkontribusi terhadap penguatan pendidikan karakter pelajar Indonesia. Salah satu upaya yang dilakukan adalah menyebarkan iklan layanan masyarakat yang mengandung nilai pendidikan karakter. Adapun penelitian ini bertujuan untuk mendeskripsikan nilai-nilai pendidikan karakter dalam iklan layanan masyarakat yang diunggah oleh akun Cerdas Berkarakter Kemdikbud di platform YouTube. Penelitian ini menggunakan metode deskriptif kualitatif, dengan teknik pengumpulan data berupa teknik simak dan teknik catat, serta teknik analisis data berupa analisis isi (analysis content). Berdasarkan analisis yang dilakukan, terdapat 8 (delapan) nilai pendidikan karakter dalam iklan layanan masyarakat di YouTube, di antaranya: (1) mandiri; (2) tanggung jawab; (3) religius; (4) toleransi; (5) kreatif; (6) disiplin; (7) karakter peduli sosial; dan (8) komunikatif atau bersahabat.Abstract: Character education is education that focuses on character, morals, ethics, and values. Strengthening the value of character education is very important for the growth and development of student character, especially in dealing with the times. Therefore, both the government, schools and the community are now contributing to strengthening the character education of Indonesian students. One of the efforts made is to distribute public service advertisements that contain character education values. This study aims to describe the values of educational character in public advertising services uploaded by Cerdas Berkarakter Kemdikbud account on the YouTube platform. This study uses a qualitative descriptive method, with data collection techniques in the form of listening and note-taking techniques, as well as data analysis techniques in the form of content analysis (content analysis). Based on the analysis conducted, there are 8 (eight) educational character values in public service advertisements on YouTube, including: (1) independent; (2) responsibility; (3) religious; (4) tolerance; (5) creative; (6) discipline; (7) social caring character; and (8) communicative or friendly.]]>
