<![CDATA[Digital marketing through YouTube has become an important strategy for universities and libraries in the information age. However, visual narratives in promotional videos can create ambiguous public interpretations regarding access rights. This study analyzes the representation of a library’s image and public responses to information gaps in promotional content. Using a descriptive qualitative approach, data were collected through non-participant observation of the video “Layanan dan Fasilitas Perpustakaan UI” and documentation of audience comments related to accessibility. Data were analyzed using Teun A. van Dijk’s Critical Discourse Analysis model, covering macrostructure, superstructure, microstructure, social cognition, and social context. The findings show that the video successfully portrays the library as modern, prestigious, and technology-driven. Nevertheless, audience responses revealed concerns about physical access rights that were not clearly explained. The study concludes that digital library promotion should balance visual appeal with transparent access policies to ensure inclusivity and reduce gaps between public expectations and actual service access.]]>
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