<![CDATA[This research examines the #TolakGambarAI movement on the X platform as a collective resistance by Indonesian digital artists against the massive integration of generative artificial intelligence (generative AI). The study aims to analyse the discourse dynamics and framing strategies used by the artist community to challenge the normalization of AI in the creative industry. Using a qualitative approach with a netnographic method and thematic analysis, data was collected through crawling posts on X from January 1 to 31, 2024. The findings, analysed through the lens of Collective Action Framing theory, reveal that artists construct a diagnostic framing that identifies generative AI as an existential threat due to the loss of artistic “aura”, copyright infringement, and the devaluation of human creative skills. Resistance strategies include mobilizing digital defence tools like Glaze and political boycotts. This study concludes that the movement is not a rejection of technology itself, but a demand for ethical regulations and the protection of intellectual property against extractive AI training mechanisms.]]>
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