Reception Analysis of Warning Image Messages on Cigarette Packages Among College Students in Bandung City

Abstract

The purpose of this research is to analyze the reception response of female smokers in the city of Bandung regarding
warning images on cigarette packaging using Stuart Hall's Reception Analysis theory to see the audience's response
and interpretation in receiving a message, then the audience's message reception is identified from the reception
analysis theory, namely Hegemonic Dominant Position, Negotiated Position, and Opposition Position. In this
research, the researcher used a qualitative phenomenological method with the object of warning images on cigarette
packaging and female students who smoked, then collected data using open and semi-structured interview methods,
documentation, and Audio Visual Material by Creswell. The results of the research showed that there were informants
who received the warning image message on the packaging in full, the informant felt the effects of fear and was
worried that they would contract a disease such as in the warning image on the cigarette packaging if they did not
stop consuming cigarettes (Hegemonic). Then there are informants who negotiate and adapt the message of warning
images on cigarette packaging to their own experiences, there is an interpretation which states that cigarette warning
images are considered not enough to make smokers quit, warning images on cigarette packaging only discourage
audiences who do not consume cigarettes, then the interpretation regarding The victims visualized on cigarette
packaging are smokers who have been dependent for a long time and consume excessive cigarettes (negotiated). There
was no rejection of messages found in the warning images on cigarette packaging (Opposition).

Keyword-reception analysis, smoking student, message, pictorical health warning cigarette packages.