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How to Win Elections in Indonesia?

October 20, 2017 - 01:06

Insights from the Campaigns for Jakarta Governor 2012

This online exhibition shows photographs, videos and other material from the 2012 election campaigns for the Governor’s office in Jakarta, the capital of Indonesia. It covers the two main pairs of candidates in the field: incumbent Governor Fauzi Bowo (Foke) and his running mate Nachrowi Ramli (Nara) vs. challenger Joko Widodo (Jokowi) and his running mate Basuki Tjahaja Purnama (Ahok).

0.1 Foke-Nara Official Logo
0.2 Jokowi-Basuki Official Logo

The exhibition was designed to allow you to browse through and just pick individual sections that might be interesting to you OR read it as a story from beginning to end. As this is not an academic article it does by no means aim at presenting a comprehensive picture of the dozens of different campaign strategies followed by each team. Due to the mostly visual nature of an exhibition, several important but less visible elements of these campaigns can only be hinted at within this framework. Nevertheless, this exhibition aims at conveying an impression of how enormously contrasting these two pairs of candidates and their respective campaign approaches were and what has enabled Jokowi’s remarkable rise from small town mayor to Governor of Jakarta to most promising presidential candidate within just a bit more than a year.

Fauzi Bowo and Nachrowi Ramli mostly relied on typical strongman campaign tactics involving money politics, voter intimidation, campaigning based on ethnic and religious discrimination, and mobilisation of various ally groups from within their patronage network, but also staged media events and expensive advertising. While Fauzi was believed to win easily within the first election round, the radically different campaign strategy of challenger Joko Widodo turned the game around (Jokowi-Basuki 42.6 % vs. Fauzi-Nara 34.05%), leading to a remarkable catch-up race and his final victory after a second election round (JB 53.82 % vs. FN 46.18%). Jokowi and his running mate Ahok combined strategically located face-to-face campaigning with a clever marketing technique to capture the attention of the media. They performed on a good governance agenda of providing services for the population, against ethnic or religious discrimination, and promoting the inclusion of the population into politics.

JOKOWI & BASUKI CAMPAIGNING IN THE SLUMS OF JAKARTA

1.1 Jokowi campaigning in the slums of Jakarta
1.2 Jokowi campaigning in the slums of Jakarta
1.3 Jokowi campaigning in the slums of Jakarta
1.4 Jokowi campaigning in the slums of Jakarta
1.5 Jokowi campaigning in the slums of Jakarta
1.6 Jokowi campaigning in the slums of Jakarta
1.7 Jokowi campaigning in the slums of Jakarta

The campaign strategy of Jokowi and Basuki was to a large extent based on face-to-face campaigning in the slum areas of Jakarta. Their arrival was often anticipated with a mixture of curiosity and sceptisism, however, mostly the candidates managed to switch the atmosphere to one of excitement and even euphoria within a few minutes.

They immediately pick up individual conversations with people of the kampung (neighborhood), while walking through the narrow alleys lined with tin-roofed huts and shaded by plastic sheets. Dozens of potential voters and even more kids follow them on their way through the densely packed kampung.

Every now and then Jokowi or Ahok stop to enquire about the often very visible problems of the area (flooding, bad water- and sanitation conditions, waste-disposal). They explain the most important points of their programme, such as a health card or cheaper education.

During the whole time their entourage of a few close campaign team members and party allies responsible for organising the event in that particular kampung remain quietly at a distance. Only their bodyguards in civilan clothes stick around closely but almost invisible. There are no speeches by local leaders, party members or the like.

This creates a very personal and lively atmosphere for the encounter. People are laughing and joking around as they follow along through the kampung or pose for the journalists’ cameras (or mine) to show the “rock ’n roll” campaign sign with three fingers. This stands both for the candidates’ no. 3 on the ballot and Jokowi’s love for rock music. Using this hand sign was new to most people and created quite some fun and confusion, when people tried to get it right. Over the course of the campaign it became so iconic that ever since no. 3 candidates in several other local elections all across Indonesia have taken it over as their own campaign sign.

2.1 Ahok campaigning in the slums of Jakarta
2.2 Ahok campaigning in the slums of Jakarta
2.3 Ahok campaigning in the slums of Jakarta
2.4 Ahok campaigning in the slums of Jakarta
2.5 Ahok campaigning in the slums of Jakarta
2.6 Ahok campaigning in the slums of Jakarta
2.7 Ahok campaigning in the slums of Jakarta

An important direct effect of these face-to-face campaign events is, that the population feels genuinely respected by the candidates, as they even take time for several minutes of personal discussion, as Basuki here does in a several minutes long conversation with a pious Muslim man (Basuki is of Chinese descent and Christian, which plays a large role in his own as well as in Fauzi’s and Nara’s campaign – albeit in very different ways, as we will see later).

Many voters even feel honored to have the chance to meet Jokowi or Basuki and come up with their own creative ideas to support the candidates. In this case two women came rushing after Basuki with a caricature of him riding a bicycle, which they had made themselves and they wanted him to sign.

However, the central point of these campaign events was not to meet as many people as possible and directly convince them to vote for Jokowi-Basuki – an attempt which would have been doomed to fail in a city of more than 10 million inhabitants. This strategy could only be successful because it was paired with a highly clever marketing of these events via the media, so that the messages sent at these small events affected the perception of the wider population.

This marketing strategy via the media had actually begun several months before the campaign got to the grounds of Jakarta neighborhoods. Agenda-setting pushing selected issues of Jokowi’s performance as Mayor of Solo into the national media made him rise as a media darling as soon as his candidacy had been decided behind the scenes. Overall this turned out to be so successful, that the campaign for the local Governor’s office developed into a national event on a scale never seen before for any local election.

FAUZI’S & NARA’S MEDIA CENTRE

The incumbent Fauzi and his running mate Nara chose a very different strategy quite in contrast to the personal face-to-face approach of Jokowi and Basuki. During the first official two-week campaign phase in June / July Fauzi Bowo even left all the activities to his vice-candidate. Only in the evenings he would do campaigning behind closed doors.

The team carried out two main kinds of public campaign events, the first one being staged media events mostly taking place at their media centre with no electorate (other than journalists) present.

3.1 Fauzi's & Nara's Media Centre
3.2 Fauzi's & Nara's Media Centre
3.3 Fauzi's & Nara's Media Centre
3.4 Fauzi's & Nara's Media Centre

This group of pictures from the media centre shows typical scenes of these staged events: A group of celebrities has been taken under contract to voice their support for Fauzi-Nara. While Nara speaks they are obviously completely bored and don’t pay any attention to what is going on, until the moment they are asked to give their two-lines statement of support for the cameras. What they say is almost the same, uninventive and fairly unconvincing standard phrase. The journalists do not bother to ask questions, because they know the answers are meaningless. Then the stars and starlets get up to show the candidates’ sign no. 1 with the index finger, smile for the photographers and off they go. The media will make a brief news item out of this, saying celebrities X and Y have stated their support for Fauzi and Nara. During the rest of the campaign we will not hear from them again.

NARA ON THE CAMPAIGN TRAIL – CENTRAL JAKARTA

The second type of public campaign events by the Fauzi-Nara team took place outside and usually involved cloths-covered pavilions and chairs for the VIPs to sit, a stage, microphones to bridge the distance between the speakers and the voters and a line-up of local leaders, strongmen, party allies etc., all delivering longwinded but mostly empty speeches.

4.1 Nara on the Campaign Trail - Central Jakarta
4.2 Nara on the Campaign Trail - Central Jakarta
4.3 Nara on the Campaign Trail - Central Jakarta
4.4 Nara on the Campaign Trail - Central Jakarta
4.5 Nara on the Campaign Trail - Central Jakarta

This set of five pictures is a prime example of such an event in a neighborhood in Central Jakarta. First, Nara sits together with several other VIPs on a shaded verandah in the back of the stage, while waiting for his turn to speak. He is hardly visible to the audience assembled in front of the stage, all niecely dressed up in brand new campaign shirts or shirts of ally organisations. When it is his turn he starts with a several minutes long list of acknowledgements towards the present allies. During the remainder of his speech he makes a few jokes, which make the audience laugh and bring a moment of ease into the otherwise tense atmosphere. Apart from these instances the faces of the assembled population remain between disinterest, sceptisism and discomfort.

The reasons for this are – among others – to be found in two little details: In the back of the audience you see several men wearing caps with the writing FBR (Forum Betawi Rempug or Betawi Brotherhood Forum) – a Jakarta organisation between ethnic gang, local mafia, strongmen, employer on the informal market and generally a powerful local actor, particularly in this area of Central Jakarta. Nara holds close ties to FBR and their significant presence in this event sends a clear message who to vote for in this kampung.

Secondly, a banner reading Anak Polisi Pasti Pilih Foke-Nara (the clients and members of the police will vote for Foke-Nara). This banner is more than a mere statement of support from the police – which as a state organisation should remain neutral – it can be read as a “friendly reminder” for the local population to be on the right side, if they want to avoid trouble.

NARA ON THE CAMPAIGN TRAIL – ANTI–MONEY–POLITICS

Aksi SAPU (Aksi Satgas Anti Politik Uang) or Action Task Force against Money Politics perfectly merges the two campaign event types mostly used by Foke and Nara: staged media event combined with a “show of force” directed at the electorate, while at the same time making sure to keep a distance from them – both socially and physically.

This time the purpose is the declaration of a task force against the use of money politics in the campaign. As usual, it involves a large array of allies from various parties and other supporting organisations of Foke and Nara. The action is meant to counter the manyfold accusations against the team, exactly because of their widespread use of money politics.

5.1 Nara on the Campaign Trail - Anti-Money-Politics-Action
5.2 Nara on the Campaign Trail - Anti-Money-Politics-Action
5.3 Nara on the Campaign Trail - Anti-Money-Politics-Action
5.4 Nara on the Campaign Trail - Anti-Money-Politics-Action
5.5 Nara on the Campaign Trail - Anti-Money-Politics-Action

Again, a cloths-veiled pavilion is set up in the background for the VIPs to be seated in the shadow of the burning sun. A line-up of speakers gives their obligatory recitations of support and condemnations of money politics, while standing on a small podest at a large distance from the assembled population – but directly in front of Tugu Proklamasi – the momument commemorating the declaration of independence, complete with the statues of the founding fathers of the Indonesian nation Soekarno and Hatta. Only the press is allowed to come a little closer to take pictures.

After Nara’s speech the whole press is called closer to take the key picture: central figures from the ally groups, all men in the prime of life, well nurtured, several sporting expensive watches and gold or diamond clad seal rings, and wearing sunglasses so you cannot see their eyes. On top of this they wear white caps and shirts with the “Task Force Anti Money Politics” emblem – after this event you will not hear about this task force again. Instead of posing with the campaign sign of one finger (for ballot no. 1), they show a typical strongman guesture with their fist raised right into the cameras, conveying a picture open to interpretation.

MAIN CAMPAIGN EVENT FOKE & NARA

In their largest event towards the end of the first election round the main candidate Fauzi Bowo attended a public campaign event for the first time.

6.1 Main Campaign Event Foke-Nara
6.2 Main Campaign Event Foke-Nara
6.3 Main Campaign Event Foke-Nara
6.4 Main Campaign Event Foke-Nara
6.5 Main Campaign Event Foke-Nara
6.6 Main Campaign Event Foke-Nara
6.7 Main Campaign Event Foke-Nara

Again, this event combines typical features of their campaign style: The obligatory comfortable sitting area for VIPs. A few celebrities advertised on the huge stage-spanning banner in the background; most notably Rhoma Irama, a famous singer and Muslim conservative, who should spark an outcry of protest a few weeks later, when he preeches in a Jakarta mosque that Muslims should not accept to have a non-Muslim leader. Here he is greeting Fauzi Bowo after he finished the performance with his band. Then, again, there follows the range of prominent speakers, this time quite high ranking party officials such as Anas Urbaningrum (at the time still Chairman of the Democrat Party, recently he had to step back because of large scale corruption allegations); Edhie Baskoro Yudhoyono (son of the current president, Secretary General of the Demokrat Party, Vice Chairman of a sub-section in the Indonesian Chamber of Commerce and Industry, until recently Member of Parliament); Wiranto (former military General infamous for being Commander of the Indonesian military during the last months of Soeharto’s dictatorship, former and future presidential candidate), and Sutiyoso (Governor of Jakarta before Fauzi Bowo and one of his sharp critics until he suddenly changed his mind half-way through the first campaign phase).

Interestingly, a few hundred supporters get squezed into the small space directly in front of the stage and directly in front of the media’s cameras, behind them a wall of large party flags and banners. In the videos and photos that will be used in official campaign material later on this looks like a sea of many thousands of supporters, while in reality behind the flags were mostly not more than a few dozen dispersed people. You can see the results of this in several brief scenes in the camaign video entitled Foke-Nara INSYA ALLAH Nomor 1 untuk 1 Putaran, which is displayed in the video section further below. This video shows many scenes filmed during this particular event. In line with this portrayal was the suspiciously equal “estimation” of all members on the campaign team claiming there were about 50.000 supporters present. My personal guess would be somewhere around 10.000.

CAMPAIGNING BASED ON RELIGIOUS AND ETHNIC SENTIMENT

Religion as well as ethnicity played a major role in the election campaigns of both teams. Having said that, there was a huge difference in how voters were attempted to be mobilised along those lines.

Jokowi is a moderate Javanese Muslim from the area Central Java. His running mate Basuki is a pious Christian of Chinese descent, originally stemming from an Indonesian archipelago far away from Jakarta (Kepulauan Bangka Belitung). The opposing Fauzi and Nara are both Muslims and originate from the local Jakarta ethnicity Betawi, which has a reputation for being rather conservative, compared to the more syncretistic traditional Javanese Islam. Therefore, it may seem natural that Foke-Nara were trying to attack this perceived weak spot of Jokowi-Basuki as not being “sons of the soil” (putra daerah) of Jakarta and not representing the religious stream of the local ethnicity.

However, this calculation neglected several important facts: Jakarta has a Muslim majority population of about 85 %, but with more than 10 % also a relatively large Christian population, mostly from the Chinese Indonesian minority (the term Chinese in this context refers to Indonesian nationals of Chinese ethnic descent, whose families mostly have been living in Indonesia for many generations). With an estimated 7 % – 10 % the Chinese hold a significant share of the Jakarta electorate. Furthermore, the local ethnicity Betawi has been strongly marginalized in Jakarta and today only makes up less than 30 % of the population. By far the largest voting block comes from the approximately 40 % of Javanese, who mostly follow the rather moderate form of traditional Javanese Islam.

Jokowi and Basuki understood how to take advantage from those figures. Generally the two performed on a platform against racial or religious discrimination, but this does not mean that they abstained from using racial or religious sentiments for their campaign purposes.

JOKOWI CAMPAIGNING FOR MUSLIM VOTE

Rather silently and not very visible to the media or larger public Basuki ran an enormously successful underground campaign among Chinese and Christians, gaining the team remarkable 100% of the Chinese vote in the first election round and about 93% in the second. In public, however, the team was careful not to make his Christian belief a topic of debate, but rather countered the attacks against him by portraying Jokowi and Basuki as candidates for all religions and ethnicities in Jakarta. Meanwhile Jokowi devoted his evenings to tour through the Muslim communities of Jakarta and eat and talk with local Muslim leaders to portray himself in the media as a pious but moderate Muslim man.

7.1 Jokowi Campaigning for Muslim Vote
7.2 Jokowi Campaigning for Muslim Vote

During the fasting month of Ramadhan just after the first election round, he spontaneously made a small Hadj to Mekka, which was widely reported about. Ramadhan greeting cards with photographs from this Hadj were distributed among the population to be send to friends and relatives.

In these and similar ways they efficiently managed to counter the aggressive negative campaigning by Foke and Nara, who were trying to mobilize anti-Chinese sentiments and conservative Muslim ideas discriminating against other religious groups. Finally, Jokowi-Basuki even garnered about 48 % of the Muslim vote, drawing almost even with Fauzi and Nara among this voting block.

BLACK CAMPAIGNING

The term black campaigning (kampayne hitam) describes the use of discriminatory, illegal, or generally morally doubtful campaign strategies, such as defamation, personal attacks, spreading of lies etc.

Both campaign teams were accused of using black campaigning, however the attacks carried out by the team Foke-Nara were rather obvious, widespread and often particularly nasty. It was a major part of their campaign strategy, in particular in the second, more aggressive election round. Discussing the high risk such a strategy brings along, a team member even confessed “We know that it can backfire, but what shall we do? We have no alternative.” (confidential interview Jakarta, July 2012).

Hence, in the second election round the black campaigning was brought to full force. Regularly pamphlets against Jokowi or Basuki were spread in the city. In conservative mosques hate sermons against both candidates were to be heard frequently. The smear campaigns also spread online via the social media, most notably twitter. Both teams had hired groups of young people to fight the social media war for them. In Fauzi’s team, for instance, a group of 20-30 students assembled every evening throughout the second election round to follow a black campaign strategy specifically designed for the web: The messages were to be spread via one central twitter account, two “offspring” accounts (akun anakan) with a designated use of “blunt and open language” and another 400 minor twitter accounts, each student being responsible for administering 20 of those. These 400 accounts were to be used to retweet the messages of the first three accounts and counter other twitter users backfiring at them. Each student earned about 15 US $ per night. This went on for approximately one to two months during the second election round and the number of accounts was raised throughout this time to become about 600.

Among other things, the students were told to portray Jokowi as a tool for the 2014 presidential election bids of the party leaders Megawati and Prabowo; at the same time they should spread fear about Chinese vice candidate Basuki becoming Jakarta’s Governor in 2014, when Jokowi might run for presidential office himself; in a particularly impudent statement it was said that behind Jokowi-Basuki would be a hidden agenda of PKI (PKI is the former Indonesian communist party, destroyed in bloody massacres 1965/66, which brought dictator Soeharto to power; Communism is forbidden ever since and PKI does not exist anymore). After a series of fires in Jakarta’s slum areas the team of Jokowi and Basuki raised allegations against Fauzi-Nara of being behind these incidents, as the fires allegedly occurred in Jokowi’s strong support areas. The twitter team of Foke-Nara then was responsible for countering this attack by simply pointing the finger in the other direction: Jokowi and Basuki themselves would have created those incidents in order to defame Fauzi Bowo.

Interestingly, the teams usually tried to portray their defamations and allegations as “objective facts” supported by “evidence”. This can be nicely seen in the Anti-Jokowi flyer displayed here. The content of the flyer is translated in the separate document below.

8.1 Black Campaign Anti-Jokowi
8.2 Black Campaign Anti-Jokowi

8.3 Translation Black Campaign Anti-Jokowi_Page_1
8.3 Translation Black Campaign Anti-Jokowi_Page_2

FLASHMOB AT BUNDARAN HI

In the early morning hours of the last day of campaigning before the final election supporters of both teams assemble at Bundaran HI, the large central roundabout and landmark in Central Jakarta. All of a sudden the campaign song of Jokowi and Basuki starts to play really loud. A small group of dancers performs a choreography telling the story of the campaign song. After 3 minutes of their performance the audience of about 3500 people suddenly starts to join in the dancing and pull off their jackets and shirts, revealing the iconic checkered campaign shirt of Jokowi and Basuki below. The song plays over and over again and the masses keep dancing, celebrating their candidates, who had just arrived at the scene.

9. Flashmob at Bundaran HI

This Flashmob had been organised during the previous two weeks via the social media. Somehow the organisers managed to get several thousand supporters informed and prepared for the performance, while keeping it a relatively well-kept secret. The opposing team did not know about this in advance, neither did many of the journalists covering the campaign events. This being said, it was of course made sure, that enough press, especially TV, was gathered in the right places to get good shots of what was going on. The event immediately went viral over the web, and TV stations broadcasted it over and over again for the whole day. (In the video section below you can see a video of this event and read an English translation of the song’s lyrics).

Therewith, it marked the peak of Jokowi’s and Basuki’s election campaign and sent a final key message to voters: Campaigning and politics can be done in a creative and positive way AND to make this work you should get involved and participate voluntarily to support who or what you believe in.

As if to provide a final counter evidence supporters of Fauzi Bowo and Nachrowi Ramli went around distributing flyers with anti-Chinese hate speeches directed against Basuki right at the same time and place (in the less crowded background of the photograph to the left).

FOKE CAMPAIGNING FOR CHINESE VOTE

Loosing the entire Chinese vote of the first election round to Jokowi-Basuki came as a shock to the team of Fauzi and Nara. Despite their aggressive anti-Chinese rhetoric no one had expected this. At least the rich and influential Chinese business community had been expected to be on the side of Fauzi Bowo.

Despite this defeat the anti-Chinese mobilisation grew even more aggressive in the second election round, as it was a crucial element to their dominant campaign strategy: the intensification of negative and black campaigning in order to weaken the enormously positive image of Jokowi and Basuki.

This type of campaigning was mostly aimed at a rather poor and uneducated Muslim electorate and based on widespread anti-Chinese stereotypes such as the corrupt and rich Chinese entrepreneur. It also built on a taboo from Soeharto times (Indonesia’s authoritarian leader from 1965 to 1998), stipulating that Chinese Indonesians cannot be in politics. This was paired with a radical Islamic demand not to accept a non-Muslim leader.

However, this does not mean that Fauzi Bowo and Nachrowi Ramli would be anti-Chinese, Muslim fundamentalist radicals. This approach certainly needs to be regarded as a tool in the face of lacking alternatives. Five years earlier during his first election into office Fauzi Bowo himself campaigned on an open and pluralist platform in order to counter his only rival – a Muslim hardliner.

In this context it also needs to be seen that the educated Chinese community of Jakarta was expected to dismiss this black campaigning as mere election rhetoric and not perceive it as a real threat. Accordingly, in this picture you see Fauzi Bowo on one of the last nights of campaigning before the final and determining election: He speaks in front of several hundred rich Chinese Indonesians assembled in a luxury Chinese club in the Chinese-dominated area of Glodok.

10. Foke campaigning for Chinese vote

He stands at a distance of about 50 m even to the first row, alone, on a huge and empty stage. As forlorn as he seems up there, as forlorn was his attempt to gloss over the public discrimination in the face of the Chinese community: Five days later at least 93 % of Jakarta’s Chinese Indonesians voted against Fauzi Bowo a second time.

STREET ART FOR FREE AND FAIR ELECTIONS

Of course the citizens of Jakarta did not solely get soaked up in campaign activities for one candidate or another. Many NGO’s from Indonesia Corruption Watch (ICW), over the Independent Committee for Election Monitoring (KIPP Komite Independen Pemantau Pemilu) to the Association for Elections and Democracy (Perludem Perkumpulan Untuk Pemilu dan Demokrasi) were active in observing the ongoing process. They monitored the work of the local election commission (KPUD) and the state-directed committee for election supervision (PANWAS) and reported critically to the media, when necessary. They organized numerous political debates for the public, held trainings for the municipalities’ administrative staff involved in the election process, and put large efforts into voter education.

One prime example of their efforts is a public awareness campaign organised and supported by a number of local, national and international NGOs in cooperation with several groups of Jakarta’s street artists. In a number of strategic places in the city graffities addressing election related problems were put up under the title Street Art Peduli Pilkada Jakarta (Street Art Care About Jakarta’s Local Election). The three examples in the photographs from Central Jakarta read:

PILIH JANGAN ASAL AGAR NANTI TIDAK MENYESAL
Vote carefully, so you don’t regret it later.

JANGAN KAU SUAP WARGA DENGAN UANG ITU UNTUK MEMILIHMU
Don’t you bribe the citizens with that money to vote for you.

11.1 Street Art Peduli Pilkada Jakarta
11.2 Street Art Peduli Pilkada Jakarta
11.3 Street Art Peduli Pilkada Jakarta

The third example is difficult to interpret correctly as it contains several double meanings. It was not included in a digital street art catalogue along with the other pictures. Quite likely this is because both depicted figures wear traditional Betawi clothing and the traditional Muslim headcover peci, the figure to the left has some resemblance with Fauzi Bowo. Both symbolism and text contain references to Satan. The sentence in the bottom reads “Together, let’s destroy Jakarta!!!”. The combination of these details seems rather radical and not quite in line with the ambition of the project to use art as an educational tool against the negative excesses of the campaigns.

Serrum – an art forum dedicated to use art as educational tool and main organiser of this street art campaign – kindly sent us their digital catalogue containing the remaining street art pieces. Previously this catalogue had also been exhibited online on Serrum’s website http://serrum.org. Now you can view the pdf document here:

Catalogue Street Art Peduli Pilkada Jakarta

CAMPAIGN VIDEOS

In the following campaign videos you can get a final impression of how contrasting the approaches towards these two campaigns really were.

The first video by the Indonesian band Cameo Project is an adaption of the hit song “What makes you beautiful” by British boy band One Direction. The song was already highly popular in Jakarta at the time of the campaign. Cameo Project then rewrote the lyrics to tell about the problems of Jakarta and their hope in the candidates Jokowi and Basuki to overcome these. The music video depicts the narrative of the song. The story goes that the band had done this voluntarily and on their own initiative. Only after the song had become famous the campaign team started to officially use it for their purposes. This version of the YouTube video features English subtitles, which underlines that it was even successful enough to obtain some international interest. You can also read both the Indonesian lyrics and their English translation here:

Song lyrics_Page_1
Song lyrics_Page_2

It is the same song that was used for the flashmob performed by about 3.500 supporters of Jokowi and Basuki on the last day of campaigning, described earlier on in this article.

Following the initial success of this song, the campaign team also produced a short TV spot, in which Jokowi and Basuki perform together with Cameo Project, who are singing one of the campaign slogans Jakarta Baru, Harapan Baru, Wajah Baru (New Jakarta, New Hope, New Faces).

Again, the most widely spread campaign videos of Fauzi Bowo and Nachowi Ramli revealed a quite different picture. In the one-minute TV spot Jakarta Masa Depan (The Future Jakarta) you can witness a very professional and expensive animation of what a future Jakarta under Fauzi Bowo would look like. On the last day of campaigning (at the same time with Jokowi’s Flashmob and in parallel with handing out anti-Chinese campaign flyers), the team of Fauzi gave out DVDs with a more than 20!-minutes long version of this supermodern, extravagant, utopian and highly expensive vision of Jakarta.

The videos entitled Foke-Nara INSYA ALLAH Nomor 1 untuk 1 Putaran and Fauzi Bowo Nachrowi Bersatu Jakarta Indon.Subs also serve as typical examples of Fauzi Bowo’s campaign spots. All exactly one minute long, they were designed as costly TV spots, not as low-cost social media virus. And they bear the handwriting of one of Indonesia’s most successful advertisement gurus / new political marketing experts – Ipang Wahid. As mentioned earlier on, in the first of those two videos you mostly see scenes skillfully cut together from the largest campaign event of the first election round in order to create the impression of large crowds of supporters. However, both videos are generally rather similar in terms of music and imagery: they both contain passages where the Fauzi is speaking in a soft and friendly voice; they both contain references towards Allah in the song lyrics; they both contain images of a united Jakarta population living happily together and celebrating their candidates Fauzi and Nara. These videos were specifically designed to counter the negative image of Fauzi Bowo as an arrogant, distant and stiff person, short tempered, impatient, unfriendly and rarely smiling.

Ironically, their professional outlook might have partly worked against their very purpose, if you compare them with another campaign video by Jokowi-Basuki. In Bukan Putera Dewa (Not the Son of a God) both the lyrics and the imagery portray Jokowi with the humbleness and unpretentiousness, he is famous for. Most of the scenes are taken from “real” campaign events, meaning they were not shot specifically for this video. Generally, they appear to be more genuine and less constructed in direct comparison with Fauzi’s videos. The technically much less sophisticated filming and cutting techniques actually underscore the message meant to be send.

Looking back into Fauzi Bowo’s videos, they seem neither humble nor completely authentic, not least because of their polished, professional style.

HOW MUCH IS VICTORY? OFFICIALLY …

By now you might have wondered what all of this costs. Just to provide you with a brief insight, in the last two pictures you can see the summary page of the two teams’ official campaign budget reports. These legally required budget reports only need to cover the two-weeks official campaign phase during the first election round. The law does not explicitly require a campaign budget report for the second election round.

12.1 Campaign budget report, overview, JB
12.2 Campaign budget report, overview, FN

Hence, these figures cover about two weeks of legal campaign expenses for each team. The figure for Jokowi-Basuki reaches 16,089,431,757 IDR (approx. 1.7 million US$ at the time of campaigning). The figure for Fauzi-Nara reaches 61,874,182,486 IDR (approx. 6.5 million US$ at the time of campaigning). They both do not include any expenses during the months leading up to this short official campaign phase directly ahead of the election on 11th July 2012 – let alone for the more than two months to follow before the second election on 20th September.

Moreover, these figures only cover expenses directly related to campaign activities (such as stage events, face-to-face campaigning, TV debates) or campaign material (advertisements in print media, TV and radio, posters, stickers, shirts etc.). They do not cover any service-related expenses, such as payments for any of the dozens of official campaign team members involved full-time for several months, or the expensive services provided by the numerous political consulting and survey companies in the field. Needless to say they do not cover any of the illegal or “grey area” campaign expenses, such as for vote-buying, “motivational encouragement” to make the members of the nominating parties go out and do their work as foot soldiers of the campaign, getting parties and other organisations or celebrities to support the candidate in the first place, financial or logistical support for any of the hundreds of volunteer networks mushrooming across the city, bribing influential newspaper editors to give a final touch to the articles, paying journalists to provide insider information, financing the black campaigning in the social media, and so on and so forth.

SO WHAT?

Now, what do these two election campaigns and their results tell us about the state and the future of Indonesian politics?

The fact that Fauzi-Nara still obtained 46.18% in the second election round – under different circumstances a quite respectable result – suggests that traditional strongman politics still work very well, particularly if there is simply no convincing and strong enough alternative candidate to challenge this kind of politics and campaigning.

However, Jokowi’s success with his campaign style (and his previous performance as Mayor of Solo) has already turned out to be much more than just a one hit wonder of one electoral competition. The “phenomenon Jokowi” – as it is called in Indonesia by now – has triggered the imitation of parts of his campaign style all across Indonesia. Candidates even go as far to try to portray themselves as the Jokowi of regency X or Y. The Indonesian term merakyat (to mingle with the common people) has almost become synonymous with him. For many months already, he is heading in nationwide surveys for next year’s upcoming presidential election. His own and even rival parties, who had been attacking him until recently, now slowly open up to the idea of nominating him as their presidential candidate. At the moment it merely seems a matter of strategic timing when his candidacy will be announced.

If he will really run, his chances of winning are very high, because with his approach Joko Widodo hits the nerve of a population that is tired of being treated as “floating mass” – the passive subjects of the state’s agency – something which has not fundamentally changed with Indonesian democratisation 15 years ago. If he succeeds to transform his campaign style into realpolitik, of course, is another matter and needs to be discussed elsewhere.

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By Vera Altmeyer, Associated PhD Student, NIAS.

I would like to thank my colleagues at NIAS, who not only sparked the idea for this exhibition, but have also been enormously supportive throughout my research process and preparation of this exhibition. NIAS and NIAS Linc are also the sponsors of the physical exhibition accompanying this online version at the Faculty Library of Social Sciences, University of Copenhagen, Gothergade 140, 1123 Copenhagen K, room 01-1-11. It will run from 30. May to 31. August 2013.

Vera Altmeyer is PhD candidate at the University of Hamburg, Germany and associated PhD candidate at the Nordic Institute of Asian Studies (NIAS), Denmark.

For her PhD project she focuses on election campaigns as the core arena of political power contestation in a democracy. The research aims to investigate how recent changes of institutiones and actors involved in campaigning influence the power relations between key actors in the national and local political sphere of Indonesia. More broadly it should also be considered how this affects the wider political economy behind election campaigns and ultimately impacts on the democratisation process of the country.

For this particular case study Vera has done field research from May to October 2012. All the photographs shown in this article are taken by the author. Copyright belongs to Vera Altmeyer and if you want to use any of the pictures please contact her at vera.altmeyer@nias.ku.dk.

How to Win Elections in Indonesia?

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Date:
October 20, 2017
Time:
01:06