Why audiences’ voice on developing anti-smoking messages matters
Mediated health campaigns are a significant promotive and preventive approach to public health. However, most health communication and campaigns in Indonesia tend to deliver explicit messages about the danger of addictive substances. For example, smoking is framed as harmful and unfavourable....
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Penerbit Universiti Kebangsaan Malaysia
2022
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| Online Access: | http://journalarticle.ukm.my/20379/ http://journalarticle.ukm.my/20379/1/47348-186918-1-PB.pdf |
| _version_ | 1848815088132161536 |
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| author | Rizanna Rosemary, Azman, Zakirah Ade Irma, |
| author_facet | Rizanna Rosemary, Azman, Zakirah Ade Irma, |
| author_sort | Rizanna Rosemary, |
| building | UKM Institutional Repository |
| collection | Online Access |
| description | Mediated health campaigns are a significant promotive and preventive approach to public health.
However, most health communication and campaigns in Indonesia tend to deliver explicit messages
about the danger of addictive substances. For example, smoking is framed as harmful and
unfavourable. Anti-smoking Public Service Advertising (PSA) depicts the severe adverse effect of
smoking on health, sometimes resulting in people resisting the message. In contrast, pro-smoking
through tobacco advertisements is associated with fun and enjoyable behaviour, encouraging people
to smoke or start smoking. Besides quality, anti-smoking PSAs in the country cannot compete with
accessible cigarette advertising in terms of quantity. As a result, intervention to prevent tobacco use
remains lacking. The effectiveness of anti-smoking PSA is usually assessed by looking at and counting
the significant impact of the messages on people’s intention to change their behaviour. This top-down
approach is missing from understanding why people perceive the messages as meaningful and how
they are likely to accept or reject them, particularly where smoking remains socially and culturally
normalised, like in Indonesia. By reviewing the relevant literature on audience research, this paper
aims to propose the cultural media audience as a valuable approach and framework in health
communication and provide an analysis of some mediated smoking campaigns in Indonesia. The
existing PSA tends to underscore people’s perceptions and expectations of the messages. It is argued
that a cultural-media audience approach allows for staging people’s voices about persuasive health
messages and helps to develop meaningful smoking-related interventions or campaigns. |
| first_indexed | 2025-11-15T00:44:25Z |
| format | Article |
| id | oai:generic.eprints.org:20379 |
| institution | Universiti Kebangasaan Malaysia |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-15T00:44:25Z |
| publishDate | 2022 |
| publisher | Penerbit Universiti Kebangsaan Malaysia |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | oai:generic.eprints.org:203792022-11-04T03:09:01Z http://journalarticle.ukm.my/20379/ Why audiences’ voice on developing anti-smoking messages matters Rizanna Rosemary, Azman, Zakirah Ade Irma, Mediated health campaigns are a significant promotive and preventive approach to public health. However, most health communication and campaigns in Indonesia tend to deliver explicit messages about the danger of addictive substances. For example, smoking is framed as harmful and unfavourable. Anti-smoking Public Service Advertising (PSA) depicts the severe adverse effect of smoking on health, sometimes resulting in people resisting the message. In contrast, pro-smoking through tobacco advertisements is associated with fun and enjoyable behaviour, encouraging people to smoke or start smoking. Besides quality, anti-smoking PSAs in the country cannot compete with accessible cigarette advertising in terms of quantity. As a result, intervention to prevent tobacco use remains lacking. The effectiveness of anti-smoking PSA is usually assessed by looking at and counting the significant impact of the messages on people’s intention to change their behaviour. This top-down approach is missing from understanding why people perceive the messages as meaningful and how they are likely to accept or reject them, particularly where smoking remains socially and culturally normalised, like in Indonesia. By reviewing the relevant literature on audience research, this paper aims to propose the cultural media audience as a valuable approach and framework in health communication and provide an analysis of some mediated smoking campaigns in Indonesia. The existing PSA tends to underscore people’s perceptions and expectations of the messages. It is argued that a cultural-media audience approach allows for staging people’s voices about persuasive health messages and helps to develop meaningful smoking-related interventions or campaigns. Penerbit Universiti Kebangsaan Malaysia 2022 Article PeerReviewed application/pdf en http://journalarticle.ukm.my/20379/1/47348-186918-1-PB.pdf Rizanna Rosemary, and Azman, Zakirah and Ade Irma, (2022) Why audiences’ voice on developing anti-smoking messages matters. Jurnal Komunikasi ; Malaysian Journal of Communication, 38 (2). pp. 72-86. ISSN 0128-1496 https://ejournal.ukm.my/mjc/issue/view/1527 |
| spellingShingle | Rizanna Rosemary, Azman, Zakirah Ade Irma, Why audiences’ voice on developing anti-smoking messages matters |
| title | Why audiences’ voice on developing anti-smoking messages matters |
| title_full | Why audiences’ voice on developing anti-smoking messages matters |
| title_fullStr | Why audiences’ voice on developing anti-smoking messages matters |
| title_full_unstemmed | Why audiences’ voice on developing anti-smoking messages matters |
| title_short | Why audiences’ voice on developing anti-smoking messages matters |
| title_sort | why audiences’ voice on developing anti-smoking messages matters |
| url | http://journalarticle.ukm.my/20379/ http://journalarticle.ukm.my/20379/ http://journalarticle.ukm.my/20379/1/47348-186918-1-PB.pdf |