[ABSTRAK
Kendati rokok dan merokok adalah masalah kesehatan masyarakat yangserius di dunia dan di Indonesia, namun sejatinya yang lebih utama adalahmasalah pertarungan ekonomi politik yang bertali-temali dengan komunikasi danmedia. Isu rokok telah membelah Indonesia dalam dua kubu, yaitu yang pro dankontra terhadap regulasi terhadap komoditas yang adiktif dan membahayakankesehatan ini.Selama ini Indonesia tergolong dalam salah satu negara yang paling lemahdalam meregulasi tembakau dan rokok. Regulasi terhadap tembakau/rokokmembutuhkan kemauan politik yang kuat, karena walaupun Konstitusimengamanatkan negara berkewajiban mencerdaskan kehidupan bangsa danmelindungi kelangsungan hidup warganya namun harus berhadapan denganpragmatisme ekonomi politik yang berujung pada mesranya penyelenggara negaradengan industri rokok. Argumen perlindungan kesehatan masyarakat dibenturkan dengan argumen ekonomi, karena dikontruksikan bahwa tembakau dan rokokadalah komoditas yang berjasa menyumbang cukai puluhan triliun rupiah sertamenyangkut mata pencaharian jutaan petani tembakau dan buruh pabrik rokok.Padahal tembakau dan rokok yang berisfat adiktif dan membahayakan kesehatanwalaupun legal namun tidak normal.Kesadaran palsu dan mitos-mitos seputar tembakau dan rokok berkelindandengan hegemoni oleh pemilik industri rokok . yang menampilkan diri sebagaidermawan dan warga negara yang baik lewat iklan, promosi dan sponsor yangmassif. Akibatnya jumlah perokok di Indonesia terus meningkat mendudukiperingkat ketiga di dunia setelah Tiongkok dan India. Dua dari tiga pria dewasamenjadi perokok. Industri rokok juga secara sistematik menjerat perokok-perokokdi bawah umur. Semuanya ini menimbulkan dampak kesehatan yang amat dahsyatberupa kematian prematur lebih dari 200.000 jiwa per tahun, di antaranya 25.000perokok pasif yang terutama di kalangan kaum perempuan dan anak-anak.Penelitian ini mencoba membedah kontestasi wacana pro-kontra regulasirokok di ruang publik media massa dan media sosial yang terdistorsi oleh anekatrik interferensi atau gangguan yang dilakukan industri rokok. Peneliti mencobamemadukan Teori Diskursus dan Ruang Publik Habermas, Teori HegemoniGramsci, dan Teori Habitus Bourdieu.;
ABSTRACT
Eventhough cigarettes and smoking are serious public health problem inthe world as well as in Indonesia, acatually it is more prominently a politicaleconomy contestation that intertwine with communication and the media. Theissue of tobacco that has divided Indonesia into two sides, namely the pros and thecontras towards regulation of this addictive and hazardous commodity.So far Indonesia is considered as one of few countries that poorly regulatetobacco and cigarettes. Regulating tobacco/cigarettes needs a strong political will,since the Constitution entrusted that the State should nurture the Nation andprotect the sustainabable life of its people, while on the other hand it has toconfront with political economic pragmatism of tobacco-industrioState complex.The arguments of public health protection is colliding with economic arguments,since it has been constructed that tobacco and cigarettes are commodities thatcollect trillions of Rupiah excise tax and considered as the life and blood ofseveral million tobacco farmers and cigarette company workers. Eventhoughtobacco and cigarettes are addictive and hazardous to health, they are legal yetabnormal.False consciousness and myths that surround tobacco and cigarettesintertwining with the hegemony mastered by the owners of cigarettes companieswho perform as philanthropists and good citizens through their massive tobacco advertising, promotion and sponsorship. Consequently the number of smokers inIndonesia is continuosly increasing and become the third highest after China andIndia. Two out of three adult males are smokers. The cigarettes companies aresystematically entrap under age smokers. Due to this situation, a horrifying healthimpact implies with the premature deaths of more than 200,000 lives every year,including passive smokers, mostly among women and children.This research is trying to analyze the discourse contestation of pro andcontra towards tobacco regulation in the public sphere of mass media and socialmedia that are distorted by many sly interferences practiced by the cigarettecompanies. The researcher is trying to synthesize Habermas’s Discourse andPublic Sphere theories, Gramsci’s theory of Hegemony, and Bourdieu’s conceptof Habitus., Eventhough cigarettes and smoking are serious public health problem inthe world as well as in Indonesia, acatually it is more prominently a politicaleconomy contestation that intertwine with communication and the media. Theissue of tobacco that has divided Indonesia into two sides, namely the pros and thecontras towards regulation of this addictive and hazardous commodity.So far Indonesia is considered as one of few countries that poorly regulatetobacco and cigarettes. Regulating tobacco/cigarettes needs a strong political will,since the Constitution entrusted that the State should nurture the Nation andprotect the sustainabable life of its people, while on the other hand it has toconfront with political economic pragmatism of tobacco-industrioState complex.The arguments of public health protection is colliding with economic arguments,since it has been constructed that tobacco and cigarettes are commodities thatcollect trillions of Rupiah excise tax and considered as the life and blood ofseveral million tobacco farmers and cigarette company workers. Eventhoughtobacco and cigarettes are addictive and hazardous to health, they are legal yetabnormal.False consciousness and myths that surround tobacco and cigarettesintertwining with the hegemony mastered by the owners of cigarettes companieswho perform as philanthropists and good citizens through their massive tobacco advertising, promotion and sponsorship. Consequently the number of smokers inIndonesia is continuosly increasing and become the third highest after China andIndia. Two out of three adult males are smokers. The cigarettes companies aresystematically entrap under age smokers. Due to this situation, a horrifying healthimpact implies with the premature deaths of more than 200,000 lives every year,including passive smokers, mostly among women and children.This research is trying to analyze the discourse contestation of pro andcontra towards tobacco regulation in the public sphere of mass media and socialmedia that are distorted by many sly interferences practiced by the cigarettecompanies. The researcher is trying to synthesize Habermas’s Discourse andPublic Sphere theories, Gramsci’s theory of Hegemony, and Bourdieu’s conceptof Habitus.] |
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