ANTI MASKULINITAS DALAM KAMPANYE ANTI ROKOK PADA INSTAGRAM @SUARA_TANPA_ROKOK

ardianto, yusri, 52203050021 and Ningsih, Masniah, 0723118108 and Ramadhani, Rakhmad Saiful, 0724087703 (2026) ANTI MASKULINITAS DALAM KAMPANYE ANTI ROKOK PADA INSTAGRAM @SUARA_TANPA_ROKOK. Bachelor thesis, Univeristas Islam Majapahit.

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Abstract

Smoking in Indonesia remains closely tied to a construction of masculinity that views cigarettes as symbols of male courage, strength, and maturity. Social media specifically Instagram, serves as both a space where this meaning is shaped and a platform for health campaigns seeking to deconstruct it. This study aims to examine the theme of "anti-masculinity" within the anti-smoking campaigns featured on the Instagram account @suara_tanpa_rokok. Employing a descriptive qualitative method and Charles Sanders Peirce’s semiotic approach, the study draws upon Connell’s concept of hegemonic masculinity, which views masculinity as a social construct defining the ideal man. The research focuses on seven anti-smoking campaign posters selected purposively for their inclusion of masculinity-related themes. Data were gathered through documentation and literature review, then analyzed using Peirce’s triadic model comprising the representamen, object, and interpretant. The findings reveal that all seven posters consistently represent anti-masculinity by dismantling the stereotype of smoking as a symbol of virility. This representation manifests in three primary forms: the rejection of the "cool guy" image associated with smoking and vaping; the refutation of the notion that strong men are immune to the dangers of smoking; and the rejection of the view that smoking is an attribute of a responsible man. Through the use of illustrations, colors, symbols, typography, and persuasive messaging, the campaign constructs a new meaning of masculinity one defined by concern for health, responsibility toward family, and the ability to protect oneself and the environment. Thus, the @suara_tanpa_rokok Instagram account functions not merely as a medium for health education but also as a space for shaping a more positive social understanding of masculinity.

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