Talking cigarette in cyberspace: Cyber community response to the implementation of smoke free area policy in Bandung, Indonesia

Abstract

Background and purpose: The policy of implementing and expanding smoke free area (kawasan tanpa rokok/KTR) in several locations in the City of Bandung has become a topic that is highlighted by the community. Community response is an essential component in succeeding policy implementation. This study examines how the culture of cyber society responds to the implementation and extension of the KTR in the city of Bandung Methods: This study uses a qualitative method with a netnographic strategy. Three posts were selected according to the criteria for the research objectives, including: @prfmnews posts, @infobandungraya, and @infobdg.com. Instagram is selected as the research data source because, according to the Ministry of Communication and Information (Kominfo), it is the most popular social media in Indonesia. Indeed, every post and information on it has the potential to attract various groups. Several concepts and theories in this study relate to the diffusion of innovation, information literacy, cognitive dissonance theory, and selective process theory. Results: This study found some of the contra arguments were conducting tobacco control is false propaganda; other regulations are more urgent than KTR; the leading cause of dirty air is vehicles; local regulation on KTR is ambiguous, and smoking is part of individual rights. In the pro category, the communities are supportive, especially those who are passive smokers and feel discomfort with cigarette smoke conditions. Information and digital literacy related to cigarettes are factors that trigger individual responses to hoaxes and conspiratorial information about cigarettes. Denial to the reality of the dangers of smoking illustrates how the process of cognitive dissonance occurs in smokers who try to justify their actions for various reasons. The cyber community has experienced selective exposure to the KTR and the diffusion of innovations in the KTR should be considered. Conclusion: Based on the research findings, the researcher suggests that the government should pay attention to the stages of persuasion and promotion of KTR policies to achieve public obedience to the applicable local regulations.