Aktivisme Digital dalam Membangun Kesadaran Anak Muda Terhadap Isu Rokok (Studi Pada Instagram Indonesian Youth Council for Tactical Changes)

Abstract

Penelitian ini bertujuan menganalisis strategi framing dan mekanisme aktivisme digital melalui connective action melalui akun Instagram @iyctc.id (Indonesian Youth Council for Tactical Changes). Metode penelitian menggunakan pendekatan deskriptif kualitatif dengan metode studi kasus dan didukung data kuantitatif berupa engagement rate. Data dikumpulkan melalui wawancara mendalam, observasi dan analisis tematik. Hasil penelitian menunjukkan IYCTC menerapkan framing Robert N. Entman melalui perluasan isu untuk meningkatkan relevansi pesan dengan audiens. Mekanisme connective action bekerja melalui tipologi organizationally enabled networks di bawah payung gerakan "SOS" menggunakan tagar #SaveOurSurroundings dan #LindungiKiniNanti. Capaian engagement rate (ER) IYCTC sebesar 7,74% mencerminkan bahwa audiens berpartisipasi aktif secara kritis dan memiliki rasa kepemilikan yang tinggi terhadap gerakan pengendalian tembakau. Secara keseluruhan, aktivisme digital IYCTC berhasil mentransformasi isu rokok dari isu kesehatan menjadi persoalan sosial kolektif yang inklusif dan relevan bagi anak muda.

This study aims to analyze the framing strategies and digital activism mechanisms through connective action via the Instagram account @iyctc.id (Indonesian Youth Council for Tactical Changes). The research method utilizes a qualitative descriptive approach with a case study design, supported by quantitative data in the form of engagement rates. Data were collected through in-depth interviews, observation, and thematic analysis. The results indicate that IYCTC applies Robert N. Entman’s framing through frame extension to enhance message relevance for the audience. The connective action mechanism operates through an organizationally enabled networks typology under the umbrella of the "SOS" movement, utilizing the hashtags #SaveOurSurroundings and #LindungiKiniNanti. IYCTC's achievement of a 7.74% engagement rate (ER) reflects that the audience actively participates and have a high sense of ownership toward the tobacco control movement. Overall, IYCTC's digital activism has successfully transformed the issue of smoking from a health issue into an inclusive and relevant collective social problem for youth.