Respon Perokok Muda Urban terhadap Perubahan Label Peringatan di Kemasan Rokok:(Studi Kualitatif Deskriptif pada Perokok Aktif di Yogyakarta)

Cahya Purusatama , Budhy Komarul Zaman

2015 | Skripsi | Ilmu Komunikasi

ABSTRACT In Indonesia, there’s an increase on the number of smokers in each year passed. Various precautions have been taken by the government through the Ministry and the Department of Health, one of those is the issuance of warning label on any promotional media of tobacco product, and also on the tobacco product packaging itself. In 2014, the Indonesian government update the content of the message on the warning label; with the hope that the new label can provide a greater impact on the reader the message. This research on warning label changes is choosen due to the fact that the graphic elements issued in the warning label was the first time its applied in Indonesia’s cigarrete warning label. Therefore, researchers wanted to find out how the smokers, especially among urban’s youth to respond to such changes. The study then took the informant from Yogyakarta, a city in Indonesia which is considered to represent the diversity of the character in Indonesian society. This research uses descriptive method with qualitative analysis. The data was taken using in-depth interview, then analyzed based on theories related, such as Stuart Hall’s three forms of reading and Rosenblatt’s transactional message reader-response theory. The study then describe on how the smokers provide a variety of different responses regarding the changes on the warning label. In addition it also obtained the appropriate findings on how smokers as a reader can build their own meaning from the message; which turned out to be very different from the initial meaning created by the author of the message. Keywords: warning label, response, reader and author of message.

Kata Kunci : Masyarakat Urban; Iklan