ANALISIS MAKNA KOMUNIKASI VISUAL PERINGATAN KESEHATAN BERGAMBAR PADA KEMASAN ROKOK DI KALANGAN USIA PRODUKTIF KELURAHAN BINTARA
Keywords:
pictorial health warning, audience reception, visual habituation, visual communication, health communication
Abstract
Pictorial Health Warnings (PHW) on cigarette packaging have been implemented in Indonesia since 2014, yet the number of smokers among the productive age group remains high despite more than a decade of enforcement. This condition indicates a problem in how the audience interprets the message, rather than merely a matter of message reach. This study aims to describe and analyze the meaning of PHW visual communication among productive-age residents of RT 007 RW 009, Bintara Village, Bekasi City. The research employs a descriptive qualitative approach using reception analysis grounded in Stuart Hall's encoding-decoding theory, supported by the concept of visual habituation to explain the effect of repeated exposure on the intensity of audience response. Data were collected through semi-structured in-depth interviews, non-participant observation, and documentation involving four informants with different levels of exposure to cigarettes. The findings show that all informants understood the validity of the health-risk messages conveyed by PHW, yet this understanding diverged into dominant, negotiated, and oppositional positions depending on their smoking status and peer social pressure. Visual habituation resulting from repeated exposure further widened the gap between cognitive understanding and actual behavioral change.
References
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Dhani, R., Artini, A., Pannindriya, S. T., Albert, A., Ahsan, A., & Kusuma, D. (2021). Effects of Pictorial Health Warnings on Cognitive, Affective, and Smoking Behavior: A Mixed Methods Study in Four Cities in Indonesia. Asian Pacific Journal of Cancer Prevention, 22(2), 397–405. https://doi.org/10.31557/APJCP.2021.22.2.397
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Ivana, R., & Kurniawati, D. (2023). Komunikasi Efektif Dengan Pendekatan Psikologi. Jurnal Ilmiah Wahana Pendidikan, 9(7), 351–363. https://doi.org/10.5281/zenodo.7817556
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Kemenkes. (2026). Lindungi Generasi Muda, Kemenkes Siapkan Aturan Bungkus Rokok Seragam. Kemenkes. https://www.kemkes.go.id/id/lindungi-generasi-muda-kemenkes-siapkan-aturan-bungkus-rokok-seragam
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Lu, Z. (2021). A Response to Stuart Hall: Towards a Creative Decoding. Signs and Media, 2(1–2), 23–33. https://doi.org/10.1163/25900323-12340014
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Ni, Y. (2024). Navigating Intercultural Communication in the Media Landscape: Challenging Stereotypes and Cultivating Critical Perspectives—Hall Model as the Framework. Digital Society, 3(2). https://doi.org/10.1007/s44206-024-00126-x
Nurfajriani, V. W., Ilhami, M. W., Mahendra, A., Sirodj, R. A., & Afgani, M. W. (2024). Triangulasi Data Dalam Analisis Data Kualitatif. Jurnal Ilmiah Wahana Pendidikan, 10(17), 826–833. https://doi.org/10.5281/zenodo.13929272
Nurlikasari, A., Rachmawati, K., & Rahmayanti, D. (2021). Hubungan Persepsi Visual Gambar Bahaya Merokok pada Bungkus Rokok dengan Perilaku Merokok Remaja Laki-laki di SMK X Banjarbaru. https://doi.org/10.20527/dk.v9i1.8368
Pang, B., Saleme, P., Seydel, T., Kim, J., Knox, K., & Rundle-Thiele, S. (2021). The effectiveness of graphic health warnings on tobacco products: a systematic review on perceived harm and quit intentions. BMC Public Health, 21(1). https://doi.org/10.1186/s12889-021-10810-z
Pangestu, H. B., & Darmawan, F. (2025). Effectiveness of Visual Communication of Smoking Ban on Cigarette Packaging in Thailand and Indonesia on the Decline of Smoking Prelevance : Krong Thip and Sampoerna Case Study. Momentum Matrix: International Journal of Communication, Tourism, and Social Economic Trends, 2(1), 01–15. https://doi.org/10.62951/momat.v2i1.153
Pratama, M. B., & Andreas, R. (2025). Analisis Resepsi Khalayak terhadap Kecanduan Pinjaman Online di YouTube. Jurnal Ilmu Komunikasi, 9(2), 587–599. https://doi.org/10.30596/ji.v9i2.24938
Pratiwi, P. N., & Raihana, S. (2021). Kajian Pemberian Pictorial Health Warning (PHW) Sebagai Usaha untuk Menurunkan Intensi Merokok. 7. https://doi.org/10.29313/.v0i0.28226
Qushoyyi, R. R., Ramdhani, M., Nayiroh, L., Singaperbangsa, U., & Abstract, K. (2023). Efektivitas Komunikasi Visual Gambar Peringatan Pada Kemasan Rokok Terhadap Kesadaran Kesehatan (Analisis Deskriptif Korelasional pada Mahasiswa Fakultas Ilmu Sosial dan Ilmu Politik Universitas Singaperbangsa Karawang Angkatan 2018). Jurnal Ilmiah Wahana Pendidikan, 9(11), 453–462. https://doi.org/10.5281/zenodo.8089786
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Rijal Fadli, M. (2021). Memahami desain metode penelitian kualitatif. 21(1), 33–54. https://doi.org/10.21831/hum.v21i1
Salsabila, C., & Febrianita, R. (2024). Analisis Resepsi terhadap Representasi Tokoh Disabilitas pada Film Agak Laen: Studi Resepsi Stuart Hall pada Penonton Film Agak Laen. MUKADIMAH: Jurnal Pendidikan, Sejarah, Dan Ilmu-Ilmu Sosial, 8(2), 532–542. https://doi.org/10.30743/mkd.v8i2.9498
Sarwendah, L., Wangi, M. S., & Hindra, N. (2023). Pemanfaatan Media Sosial Instagram PMI Kota Surakarta Dalam Meningkatkan Citra Organisasi Oleh. https://ejurnal.unisri.ac.id/index.php/sldrts/article/view/8729
Sun, C., Wang, F., & Jiang, M. (2021). How Can E-Cigarette Fear Appeals Improve the Perceived Threat, Fear, Anger, and Protection Motivation of Young People. Frontiers in Psychology, 12. https://doi.org/10.3389/fpsyg.2021.676363
Syahputra, R., & Kholil, S. (2024). APPLICATION OF THE SHANNON AND WEAVER MODEL TO REDUCE MESSAGE DISTORTION IN SECURING THE 2024 DELI SERDANG ELECTION. https://doi.org/10.36526/js.v3i2.4593
Tahalele, O., Suatrat, F., Ivonnie Telussa, S., Nahuway, J., & Muh Akbar Saputra, A. (2023). Pemahaman Dan Penguasaan Model-Model Komunikasi (Studi Empiris Terhadap Mahasiswa Program Studi Ilmu Komunikasi Fakultas Ilmu Sosial Dan Ilmu Politik Universitas Pattimura). Journal on Education, 06(01), 3184–3192. https://jonedu.org/index.php/joe/article/view/3366
Tjahyadi, S., & Antonio, W. (2023). Analisa Pengaruh Desain Grafis pada Konten Media Sosial terhadap Daya Tarik Pengguna dari Generasi Z di Kota Batam. Journal on Education, 05(03), 9523–9539.
Wibisono, M. P., & Haqqu, R. (2024). ANALISIS PENERIMAAN PESAN SATIRE LINGKUNGAN DI KONTEN TIKTOK @PANDAWARAGRUP MENGGUNAKAN TEORI RESEPSI STUART HALL. Jurnal Ilmu Komunikasi UHO : Jurnal Penelitian Kajian Ilmu Komunikasi Dan Informasi, 9(4), 909–923. https://doi.org/10.52423/jikuho.v9i4.295
World Health Organization (WHO). (2021). Encouraging health warnings on tobacco packaging. https://www.who.int/europe/activities/encouraging-health-warnings-on-tobacco-packaging
Xie, Y., Al Imran Bin Yasin, M., Agil Bin Shekh Alsagoff, S., & Hoon Ang, L. (2022). An Overview of Stuart Hall’s Encoding and Decoding Theory with Film Communication. 8(1), 2022. https://doi.org/10.5281/zenodo.5894796
Yuliati, R., Sarwono, B. K., Ahsan, A., Wibhisono, I. G. L. A. K., & Kusuma, D. (2021). Effect of message approach and image size on pictorial health warning effectiveness on cigarette pack in Indonesia: A mixed factorial experiment. International Journal of Environmental Research and Public Health, 18(13). https://doi.org/10.3390/ijerph18136854
Zarghami, F., Allahverdipour, H., & Jafarabadi, M. A. (2021). Extended parallel process model (EPPM) in evaluating lung Cancer risk perception among older smokers. BMC Public Health, 21(1). https://doi.org/10.1186/s12889-021-11896-1
Ayu Rizaty, M. (2023). Data Persentase Perokok di Indonesia (2015-2023). Data Indonesia. https://dataindonesia.id/kesehatan/detail/data-persentase-perokok-di-indonesia-20152023
Badan Pusat Statistik. (2025). Persentase Penduduk Berumur 15 Tahun ke Atas yang Merokok Tembakau selama Sebulan Terakhir Menurut Kelompok Umur (Persen). https://www.bps.go.id/id/statistics-table/2/MTQzOCMy/persentase-penduduk-berumur-15-tahun-ke-atas-yang-merokok-tembakau-selama-sebulan-terakhir-menurut-kelompok-umur.html
Baharuddin, N. H., Puspitasari, A., & Islamiah, N. (2024). IMPLIKASI SISTEM PERINGATAN KESEHATAN BERGAMBAR PADA KEMASAN ROKOK: STUDI WILAYAH SOSIAL EKONOMI RENDAH IMPLICATIONS OF PICTURE HEALTH WARNING SYSTEMS ON CIGARETTE PACKAGING: A STUDY OF LOW SOCIO-ECONOMIC AREAS. http://jurnal.globalhealthsciencegroup.com/index.php/JLH
Burton, S., Andrews, J. C., & Netemeyer, R. G. (2021). Identifying and Selecting Effective Graphic Health Warnings to Identifying and Selecting Effective Graphic Health Warnings to Prevent Perceptual Wearout on Tobacco Packaging and in Prevent Perceptual Wearout on Tobacco Packaging and in Advertising Advertising. https://epublications.marquette.edu/market_fac/303
Chanda, S., & Sarkar, S. (2026). When Warnings Wear Thin: Repeated Exposure, Habituation and the Fading Power of Pictorial Cigarette Warnings in India. https://doi.org/10.21203/rs.3.rs-9912974/v1
Dewi, F. S. T., Kusumaningrum, F., Friday, L., Baiquni, F., Urrahman, D., Kurniawan, R. N., & Widyatama, R. (2021). Strict and comprehensive tobacco control policy is needed: A qualitative study exploring how people responding a new policy of pictorial health warning on cigarette package in Indonesia. Open Access Macedonian Journal of Medical Sciences, 9, 759–768. https://doi.org/10.3889/oamjms.2021.6792
Dhani, R., Artini, A., Pannindriya, S. T., Albert, A., Ahsan, A., & Kusuma, D. (2021). Effects of Pictorial Health Warnings on Cognitive, Affective, and Smoking Behavior: A Mixed Methods Study in Four Cities in Indonesia. Asian Pacific Journal of Cancer Prevention, 22(2), 397–405. https://doi.org/10.31557/APJCP.2021.22.2.397
Fahmy, S. S., & Ibrahim, O. (2021). No Memes No! Digital Persuasion in the #MeToo Era. In International Journal of Communication (Vol. 15). http://ijoc.org.
Fatmawati, I. (2022). Komunikasi Organisasi Dalam Hubungannya Dengan Kepemimpinan Dan Perilaku Kerja Organisasi. Jurnal REVORMA, 2(2). https://www.semanticscholar.org/paper/Komunikasi-Organisasi-Dalam-Hubungannya-Dengan-Dan-Fatmawati-Pd/d590c7a5fb115bca847ee9a4579b015f42cd6053
Fauziah, S., Rahmawati, A., & Hamdani, T. C. (2025). RESEPSI KHALAYAK TERHADAP ISI PESAN IKLAN EMINA SUNSCREEN SERIES: INTRODUCING #SPFBESTIE DI YOUTUBE. In Jurnal Pendidikan Teknologi Informasi dan Komunikasi (Vol. 5).
Hamzah, A. M., Saub, R., & Marhazlinda, J. (2021). A qualitative study of pictorial health warnings on malaysian cigarette packs: How do the adults understand them? Healthcare (Switzerland), 9(12). https://doi.org/10.3390/healthcare9121669
Health Warnings: Problems with Implementation. (2024). University of Bath. https://www.tobaccotactics.org/article/health-warnings-problems-with-implementation/
Hilmi, M. (2022). Buku ajar pengantar desain komunikasi visual. https://books.google.co.id/books?id=w5-LEAAAQBAJ&pg=PA4&source=gbs_selected_pages&cad=1#v=onepage&q&f=false
Ivana, R., & Kurniawati, D. (2023). Komunikasi Efektif Dengan Pendekatan Psikologi. Jurnal Ilmiah Wahana Pendidikan, 9(7), 351–363. https://doi.org/10.5281/zenodo.7817556
Kemenkes. (2024). Perokok Aktif di Indonesia Tembus 70 Juta Orang, Mayoritas Anak Muda. https://kemkes.go.id/id/perokok-aktif-di-indonesia-tembus-70-juta-orang-mayoritas-anak-muda
Kemenkes. (2026). Lindungi Generasi Muda, Kemenkes Siapkan Aturan Bungkus Rokok Seragam. Kemenkes. https://www.kemkes.go.id/id/lindungi-generasi-muda-kemenkes-siapkan-aturan-bungkus-rokok-seragam
Lenaini, I. (2021). TEKNIK PENGAMBILAN SAMPEL PURPOSIVE DAN SNOWBALL SAMPLING INFO ARTIKEL ABSTRAK. 6(1), 33–39. https://doi.org/10.31764/historis.vXiY.4075
Lu, Z. (2021). A Response to Stuart Hall: Towards a Creative Decoding. Signs and Media, 2(1–2), 23–33. https://doi.org/10.1163/25900323-12340014
Mamis, S., Paharuddin, Handayani, E. A., Rumra, F., & Hermanto, Y. A. L. (2023). DESAIN KOMUNIKASI VISUAL. https://www.researchgate.net/publication/394236958_DESAIN_KOMUNIKASI_VISUAL
Natakusumah, I. A., & Dimyati, D. (2024). Analisis Resepsi Pesan Gambar Peringatan Di Kemasan Rokok Di Kalangan Mahasiswi Kota Bandung. 11. https://repositori.telkomuniversity.ac.id/pustaka/211617/analisis-resepsi-pesan-gambar-peringatan-di-kemasan-rokok-di-kalangan-mahasiswi-kota-bandung-dalam-bentuk-buku-karya-ilmiah.html
Ni, Y. (2024). Navigating Intercultural Communication in the Media Landscape: Challenging Stereotypes and Cultivating Critical Perspectives—Hall Model as the Framework. Digital Society, 3(2). https://doi.org/10.1007/s44206-024-00126-x
Nurfajriani, V. W., Ilhami, M. W., Mahendra, A., Sirodj, R. A., & Afgani, M. W. (2024). Triangulasi Data Dalam Analisis Data Kualitatif. Jurnal Ilmiah Wahana Pendidikan, 10(17), 826–833. https://doi.org/10.5281/zenodo.13929272
Nurlikasari, A., Rachmawati, K., & Rahmayanti, D. (2021). Hubungan Persepsi Visual Gambar Bahaya Merokok pada Bungkus Rokok dengan Perilaku Merokok Remaja Laki-laki di SMK X Banjarbaru. https://doi.org/10.20527/dk.v9i1.8368
Pang, B., Saleme, P., Seydel, T., Kim, J., Knox, K., & Rundle-Thiele, S. (2021). The effectiveness of graphic health warnings on tobacco products: a systematic review on perceived harm and quit intentions. BMC Public Health, 21(1). https://doi.org/10.1186/s12889-021-10810-z
Pangestu, H. B., & Darmawan, F. (2025). Effectiveness of Visual Communication of Smoking Ban on Cigarette Packaging in Thailand and Indonesia on the Decline of Smoking Prelevance : Krong Thip and Sampoerna Case Study. Momentum Matrix: International Journal of Communication, Tourism, and Social Economic Trends, 2(1), 01–15. https://doi.org/10.62951/momat.v2i1.153
Pratama, M. B., & Andreas, R. (2025). Analisis Resepsi Khalayak terhadap Kecanduan Pinjaman Online di YouTube. Jurnal Ilmu Komunikasi, 9(2), 587–599. https://doi.org/10.30596/ji.v9i2.24938
Pratiwi, P. N., & Raihana, S. (2021). Kajian Pemberian Pictorial Health Warning (PHW) Sebagai Usaha untuk Menurunkan Intensi Merokok. 7. https://doi.org/10.29313/.v0i0.28226
Qushoyyi, R. R., Ramdhani, M., Nayiroh, L., Singaperbangsa, U., & Abstract, K. (2023). Efektivitas Komunikasi Visual Gambar Peringatan Pada Kemasan Rokok Terhadap Kesadaran Kesehatan (Analisis Deskriptif Korelasional pada Mahasiswa Fakultas Ilmu Sosial dan Ilmu Politik Universitas Singaperbangsa Karawang Angkatan 2018). Jurnal Ilmiah Wahana Pendidikan, 9(11), 453–462. https://doi.org/10.5281/zenodo.8089786
Rahman, M. R., & Ali, A. (2025). Analisis Pesan Teks Peringatan Pada Kemasan Rokok (Vol. 12, Number 5).
Rijal Fadli, M. (2021). Memahami desain metode penelitian kualitatif. 21(1), 33–54. https://doi.org/10.21831/hum.v21i1
Salsabila, C., & Febrianita, R. (2024). Analisis Resepsi terhadap Representasi Tokoh Disabilitas pada Film Agak Laen: Studi Resepsi Stuart Hall pada Penonton Film Agak Laen. MUKADIMAH: Jurnal Pendidikan, Sejarah, Dan Ilmu-Ilmu Sosial, 8(2), 532–542. https://doi.org/10.30743/mkd.v8i2.9498
Sarwendah, L., Wangi, M. S., & Hindra, N. (2023). Pemanfaatan Media Sosial Instagram PMI Kota Surakarta Dalam Meningkatkan Citra Organisasi Oleh. https://ejurnal.unisri.ac.id/index.php/sldrts/article/view/8729
Sun, C., Wang, F., & Jiang, M. (2021). How Can E-Cigarette Fear Appeals Improve the Perceived Threat, Fear, Anger, and Protection Motivation of Young People. Frontiers in Psychology, 12. https://doi.org/10.3389/fpsyg.2021.676363
Syahputra, R., & Kholil, S. (2024). APPLICATION OF THE SHANNON AND WEAVER MODEL TO REDUCE MESSAGE DISTORTION IN SECURING THE 2024 DELI SERDANG ELECTION. https://doi.org/10.36526/js.v3i2.4593
Tahalele, O., Suatrat, F., Ivonnie Telussa, S., Nahuway, J., & Muh Akbar Saputra, A. (2023). Pemahaman Dan Penguasaan Model-Model Komunikasi (Studi Empiris Terhadap Mahasiswa Program Studi Ilmu Komunikasi Fakultas Ilmu Sosial Dan Ilmu Politik Universitas Pattimura). Journal on Education, 06(01), 3184–3192. https://jonedu.org/index.php/joe/article/view/3366
Tjahyadi, S., & Antonio, W. (2023). Analisa Pengaruh Desain Grafis pada Konten Media Sosial terhadap Daya Tarik Pengguna dari Generasi Z di Kota Batam. Journal on Education, 05(03), 9523–9539.
Wibisono, M. P., & Haqqu, R. (2024). ANALISIS PENERIMAAN PESAN SATIRE LINGKUNGAN DI KONTEN TIKTOK @PANDAWARAGRUP MENGGUNAKAN TEORI RESEPSI STUART HALL. Jurnal Ilmu Komunikasi UHO : Jurnal Penelitian Kajian Ilmu Komunikasi Dan Informasi, 9(4), 909–923. https://doi.org/10.52423/jikuho.v9i4.295
World Health Organization (WHO). (2021). Encouraging health warnings on tobacco packaging. https://www.who.int/europe/activities/encouraging-health-warnings-on-tobacco-packaging
Xie, Y., Al Imran Bin Yasin, M., Agil Bin Shekh Alsagoff, S., & Hoon Ang, L. (2022). An Overview of Stuart Hall’s Encoding and Decoding Theory with Film Communication. 8(1), 2022. https://doi.org/10.5281/zenodo.5894796
Yuliati, R., Sarwono, B. K., Ahsan, A., Wibhisono, I. G. L. A. K., & Kusuma, D. (2021). Effect of message approach and image size on pictorial health warning effectiveness on cigarette pack in Indonesia: A mixed factorial experiment. International Journal of Environmental Research and Public Health, 18(13). https://doi.org/10.3390/ijerph18136854
Zarghami, F., Allahverdipour, H., & Jafarabadi, M. A. (2021). Extended parallel process model (EPPM) in evaluating lung Cancer risk perception among older smokers. BMC Public Health, 21(1). https://doi.org/10.1186/s12889-021-11896-1
Published
2026-09-29
How to Cite
Dini Dwi Anjani, Murtiadi, & Andi Banus Achir. (2026). ANALISIS MAKNA KOMUNIKASI VISUAL PERINGATAN KESEHATAN BERGAMBAR PADA KEMASAN ROKOK DI KALANGAN USIA PRODUKTIF KELURAHAN BINTARA. Didaktik : Jurnal Ilmiah PGSD STKIP Subang, 12(03), 308 - 321. https://doi.org/10.36989/didaktik.v12i03.19001
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Articles
