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

Abstract

The high prevalence of young smokers in Indonesia is influenced by the tobacco industry’s
systematic strategy of targeting youth as “replacement smokers” through digital spaces. This
condition has created a narrative contest between the tobacco industry and tobacco control
movements, highlighting the importance of digital activism. This study aims to analyze the
mechanism of connective action in the digital activism carried out by the Instagram account of the
Indonesian Youth Council for Tactical Changes (IYCTC) in raising youth awareness of smoking
issues. This research employed a descriptive qualitative approach with a case study method. Data
were collected through in-depth interviews, thematic analysis of IYCTC’s Instagram content,
documentation, and literature review. Data analysis was conducted using the Miles and Huberman
model through data reduction, data display, and conclusion drawing. The findings reveal that
IYCTC’s connective action is built through message personalization, the use of digital technology,
and the strengthening of communication networks. These strategies are implemented through youthrelated issue framing, informal language, interactive visuals, and call-to-action content that
encourages organic audience participation through Instagram features.