Indonesia’s Political Colours: From the New Order to Joko Widodo
Rifka Sibarani Universitas Atma Jaya Yogyakarta Jl. Babarsari No. 44 Yogyakarta 55281 Email: [email protected]
Abstract: This study aims to examine the meaning behind the political colours in Indonesia. It uses Roland Barthes’ semiotics analysis. The results show that yellow is identified with the power of Golongan Karya Party which means oligarch wealth; red symbolises the intertwine association of the communism history and the labour movement in Indonesia with PDI Perjuangan; blue symbolises the values of patriotism and neoliberalist agenda for Susilo Bambang Yudhoyono: whereas the combination of red-white-black of Joko Widodo’s plaid shirt symbolises political progressiveness.
Keywords: Indonesia, political colour, political communication, semiotic.
Abstrak: Penelitian ini bertujuan menganalisis makna di balik warna-warna politik di Indonesia. Penelitian ini menggunakan analisis semiotika Roland Barthes. Hasil penelitian menunjukkan bahwa kuning lambang Partai Golongan Karya yang berarti kekayaan berkuasa; merah lambang Partai Demokrasi Indonesia (PDI) Perjuangan yang berarti hubungan, sejarah komunisme, dan gerakan buruh di Indonesia; biru melambangkan nilai-nilai patriotisme serta agenda neoliberalisme Susilo Bambang Yudhoyono; sedangkan kombinasi merah-putih-hitam dari kemeja kotak-kotak Joko Widodo melambangkan politik progresif.
Keywords: Indonesia, komunikasi politik, semiotika, warna politik.
A lot of political communication research sociocultural and political meaning behind focuses on persuasion and voters’ decision a political colour in Indonesia. They can making (Miller & McKerrow, 2010; Forgas be used to understand how a political party & Williams, 2016; McNair, 2017). In addition colour is tried to be represented and political to that, modern political communication messages are established. This study attempts research has proliferated beyond the to provide a semiotics analysis to look into communication field. It has also made its the existing research gap. existence in marketing, advertising, and Nevertheless, early studies of political cultural studies and it established semiotics communication suggested, show the strong as a part of political communication research relationship between symbol-using and (Maarek, 2008; Serazio, 2017; Spenkuch politics. Semiotics in political communication & Toniatti, 2018). However, there are still research focuses on propaganda and cultural limited studies that examine and explain the hegemony of the ruling class, visual
189 Jurnal ILMU KOMUNIKASI VOLUME 15, NOMOR 2, Desember 2018: 189-202 representation of political campaign media, product. Previous studies have shown that and their social meanings (Drechsler, 2009; different colours have different emotional Berger, 2014). One of the elements examined impacts on perceivers. Burgoon and Saine (in through semiotics approach is political Argyle, 2013, p. 186) show that yellow has colours used by politicians and political more positive emotional effects on human parties in their campaigns. compared to purple colour. These studies The research on significance of colour have associated yellow as joyful, cheerful, in political communication flourishes exciting, and stimulating, and purple colour with the development of modern political as the unhappy, dejected, despondent, and campaigns. Election campaigns are seen as melancholy. a form of marketing activities that involve Colours affect how audience feels advertising to promote candidates. For about candidates. An effective political example, Presidential Election year of 2008, communication is often measured by an amount of US $2.6 billion was spent on increasing popularity of a political candidate political advertising (Scheinkman, G. V., as well. Often, their likability is measured by Mclean, & Weitberg, 2012). Mitt Romney their public appearance, including the choice paid his campaign manager an amount of US of their outfits they wear (Cartner-Morley, $183,000 in 2012 and Barack Obama paid 2016). Previous studies showed that people his campaign manager US $172,000 in 2012 were responded to someone’s wearing in (Sullivan, 2013). This campaign funding was public, they were responded to symbols they also high in Indonesia. Based on Indonesian first encountered in their early emotional Corruption Watch data in presidential development. The symbols has power election year of 2014, Prabowo-Hatta spent based on conditioning, modeling, cognitive approximately US $11,390,000, meanwhile consistency, affect transfer, and other Joko Widodo (Jokowi) and Jusuf Kalla socialisation mechanisms (De Landtsheer, De spent US $19,766,000 for their campaign Vries, & Vertessen, 2008, p. 22; Medveschi (Indonesian Corruption Watch, 2014). & Frunza, 2018, p. 141). This makes it more Candidates are seen as the products in important than those political candidates to the advertising process with so much money present a political brand through dress that is at stake. Political campaign needs strategies appealing to his potential voters. Additionally, for colour using to associate their candidates this is more important in the digital era, when with certain values the colours have. Previous such political branding has more alternative studies (Labrecque & Milne, 2012, p. 712- platforms for distribution. In the age of 714; Lichtlé & Plichon, 2014, p. 5) argue that social media, politicians compete to produce colours are linked to emotions and human personal image for attracting potential personality. Its have been used to identify supporters. The motive behind choice of and communicate cultural and political ideas presentation, fashion, and style, will be more and to stimulate buyers’ decision to buy a essential than the message they convey and
190 Rifka Sibarani. Indonesia’s Political Colours ... policies they offer (McNair, 2017, p. xviii; understand the meaning behind the colour Salazar-Sutil, 2008, p. 23-24). symbols based on the social context. In the This study proposes theoretical propo semiotics approach, representation could be sitions from a series of hypothesis. Firstly, understood as the foundation of the way of parties and political candidates incorporate words work as signs within language (Hall, colours in their campaigns for voters’ iden 1997). In general, semiotics is the science of tification of their campaign. This makes the signs that can be used to stand for something use of colours in political campaigns is not else. There are three well-known approaches different from the use of colours in product to semiology as known as the packaging for advertising (Kauppinen- Charles Sanders Peirce, Ferdinand Räisänen, 2014, p. 663). Schaffner and Streb de Saussure, and Roland Barthes. This (in Conroy-Krutz, Moehler, & Aguilar, 2016, study uses the Roland Barthes’ approaches p. 5-6) suggests that colour is important in because the model looks into the social a political climate where voters have low- meaning of a sign. information and high political illiteracy (e.g. … as a result, [I] acquired the conviction that in the Indonesia’s New Order era), in that by treating “collective representations” as sign-systems, one might hope to go further case, voters will tend to identify their voting that the pious show of unmasking them and preferences with colour coded options. With account in detail for the mystification which transforms petit-bourgeois culture into the way of an election is set-up according universal nature. (Barthes, 1972, p. 8) to a national standard, colour uses are also standarised and appear consistently to establish a stable symbolic association between the party, objectives, and their colours. Secondly, according to Marini (2017, p. Image 1 Barthes Model of Semiotics Analysis 3) politicians and party leaders selects their Barthes’ semiotics model defines a identity colours with taking consideration sign as something that stands for something collective meanings attached to the colours. else and constituted by a signifier and Her study argues that political elites that have a signified. Barthes (1972, p. 115) also connection to the established ruling class and explains that signs can both work at royal family would refer to their traditional denotative and connotative levels. The colours and their coats of arms (e.g the British interpretation of these signs will be referred Conservative party), or rather some would to larger collective social meaning and in associate their political colour with patriotism the analysis will be coded as “myth” (Hall, (e.g the U.S Republican party). 1997, p. 97). This study will categorise the sample colours and analysed them based METHOD on the social ‘myth’ and based on study This study uses an interpretative semiotics of Marini (2017) that colour palate as the approach. It uses the Barthesian semiotics to anchor category.
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with Golongan Karya (Golkar), the ruling party of the Soeharto era which is associated with authoritarianism, military oppression, and corruption. During the New Order period, members of Golkar would proudly wear bright yellow outfits. As a campaign machine for the New Order regime, supporters of Golkar would gather in major rallies, entertained by Image 1 Space from Colour Theory (Marini, 2017, p. 5) Indonesian popular celebrities and received money and other souvenirs from the party. Budiman (in Tomsa, 2008, p. 219) suggests that the choice of the colour of yellow as Golkar’s signature colour was a token of appreciation for the students of the Universitas Indonesia. They were heavily involved in demonstrations against Soekarno and the Old Order. Universitas Indonesia’s students traditionally wear yellow for their uniform Image 2. Relationship between colour and political following the failure of the “September party ideologies (Marini, 2017, p. 10) 30” movement in 1965-1966. Tim Litbang Using the colour guidance above, this Kompas (in Tomsa, 2008, p. 56) show it has study interprets several colours of Indonesian been alleged that the yellow symbolises the political icons - yellow, red, blue, and red- intellectual ambition of Golkar as the political black-white (plaid). These colours were party that supposedly represents wisdom, selected as prominent political colours in the education, and noble character. However, Indonesian history of politics. These colours according to Silalahi (in Tomsa, 2008, p. will be compared with the relationship of 125), when Golkar was founded in 1964, colours designed by Marini (2017) based just before the fall of Sukarno’s “guided on the colour classification. This colour democracy” regime, the choice of yellow did classification is used as a control group to not have any special meaning. It was chosen signify the objects of the study. because green was already taken by the muslim parties and PKI had taken red. Harry FINDINGS suggests that it is also possible, although he Semiotics of Political Colours in Indonesia personally doubts it, that yellow was chosen Signifier (1) Yellow Colour for Soeharto because it symbolises royalty and the old Signified (1) priyayi (Javanese aristocratic) culture. In many countries, yellow symbolises Soeharto’s politics was coloured with prosperity and wealth. Meanwhile, in fascism - a form of such a violent and Indonesia it has been politically associated authoritarian regime that lasted for more
192 Rifka Sibarani. Indonesia’s Political Colours ... than three decades. His politics focused on university students as their political protecting his wealth through any necessary members (Dhakidae, 2003, p. 262-263). means, including violence. His politics did This dual functions of Golkar as a political not compromise any civil disobedience and a party, which is civilian and military, are large number of human rights abuse were not some examples of how the colour of recorded or never investigated properly. Haris political party in Golkar symbolises the long (in Sulistiyanto & Erb, 2013, p. 15) claims oppressive regime that exercised violance other instances of other oppressive policies in order to maintain power. signified with the removal of political figures Signifier (2) Red Colour for Megawati who were too critical of the government, such Soekarnoputri as Megawati Soekarnoputri was removed as Signified (2) the head of PDI Perjuangan because she was Red has contradictory and controversial considered as a strong opponent for Soeharto. meaning in the Indonesian politics. However, Other examples were including the Buru in Indonesia, red has different interpretation political exiles such as Indonesia’s historian as it has always been associated with Pramoedia Ananta Toer and millions of others communism, but also the national flag who were killed in the 1965 coup. symbol of red and white which commemorate Haris (in Sulistyanto & Erb, 2013, the struggle of freedom in Indonesia. Red p. 15) claims the symbolism of yellow symbolises people’s struggle and it is referred in the Golkar’s power and dominance in as the as blood of the freedom fighters in Indonesia’s politics could be seen in the the national anthem. However, politically, way the party grew to be the only political red has been associated with communism in party in Indonesia that had access to Indonesia and it has got a negative sentiment government money and grassroots level, especially after the killing in 1965 (Miller, as the system was set up the party to win, 2018, p. 303). despite Indonesia has had general elections Historically, red has always been since 1955. In addition, their close tie to associated with revolution and socialism, the military groups, made Golkar as the particularly after the Paris Commune in 1870. strongest and the largest political group During the French Revolution, red was not during the New Order. This close tie was only used for liberty caps and the radical flag illustrated as the dual face of Angkatan but also for ribbons and armbands. Red was Bersenjata Republik Indonesia (ABRI) competed with the tricolour of the republican and Golkar as the extended ruling power flag that symbolises three elements of the in Indonesia. The example of this power revolutionary motto, liberté (freedom: exercise was the paramilitary groups such blue), égalité (equality: white), fraternité as Angkatan Muda Siliwangi and Angkatan (brotherhood: red)—often fraternité is Muda Diponegoro that mostly positioned translated as solidarity than brotherhood. The across public universities while recruiting tradition of using the red colour continued
193 Jurnal ILMU KOMUNIKASI VOLUME 15, NOMOR 2, Desember 2018: 189-202 to be integrated in the European workers’ Signified (3): Blue for Susilo Bambang movement, the Bolsjevik Red Army, and Yudhoyono (SBY) Labour parties in the Commonwealth countries Signifier (3) such as the United Kingdom, Australia, and In the American culture, blue is Canada. However, red is also associated with associated with conservatism and patriotism the power of Communism under Stalin that (Marini, 2017, p. 4). According to the lost in the Second World War and the power history, blue has always been associated the of the U.S propaganda. Red is now associated conservatism and right-wing politics. In this with communism ideology than the solidarity context, SBY associates his party and his of the revolution that initiated the use of the signature colour with blue, which follows colour. In fact, nowadays modern Labour his political ideas of neoliberalism. SBY parties have shifted to use the symbol the has long known for his alliance with the red rose of the Socialist International rather United States since his military years (Rice, than the symbolism of revolution that is much 2011, p. 410-411). It could be the case of his associated with communism (Sawer, 2007). preferences in political ideas represent his tie In this context, red signifies the political to the United States since he graduated from dynasty of Soekarno through Megawati. the several American military schools in the In the election of 1955, Soekarno’s party, early 1990’s, which explains the colour of his Partai Nasional Indonesia (PNI) used the party, Partai Demokrat, that is dominated by symbolism of black for the buffalo, white for blue colour that represents patriotism. This the inner triangle line, and red for the inner may explain the use of blue in his campaigns colour inside the triangle logo. The PDIP logo and his military blue outfits when he delivers under Megawati’s leadership is much similar public speech. The symbolism of blue to PNI’s logo in its era, with little alteration influenced SBY’s winning in the Indonesia’s on the logo. Red in PNI party was associated 2004 presidential election which had altered with his close tie to the growing power of and reformed Indonesia’s political institution communism in those days. He promoted (Crouch, 2010). He was known formerly as the ideology of NASAKOM (Nationalism, a reformist army general by media and the Religious, Communism), however, the first elected president who had served two ideology died as he was removed from full terms in office, from 2004 to 2014. His his power in 1965 (Borgias, 2012). The presence in the Indonesia’s political stage was continuation of Soekarno’s legacy was carried often labelled as the first democratic president on by Megawati. While at grassroots level, as he was the first president elected by public, Megawati associates her party politics as the instead of being elected by the parliament party that symbolises the solidarity with the (Sheridan, 2012). ordinary people, however, Megawati herself Blue was also associated him with the often appears to be an elitist further from the American patriotism and neoliberal ideology image they want to represent. (Murphy, 2010, p. 373). This influence of
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American patriotism and ideology was image, however not necessarily represents translated into his political and financial a progressive reform in the politics. policies. He protected the free market while Signifier (4) Red, Black, White (Plaid Shirt) campaigning for democracy and better social for Jokowi security programs, just like in the United Signified (4) States. For example, despite his campaign In 2012, Jokowi and Basuki Purnama for free healthcare for all Indonesians. In (Ahok) ran for the 2012 Gubernatorial Indonesia, this program is known for the Election in Jakarta. It was rare at that time Badan Penyelenggara Jaminan Sosial for people from outside Jakarta-based elite (BPJS) program, however, the way it is to run for election on the national stage managed still follow the business as usual (the Jakarta governorship, despite being practices. For example, the appointment of a provincial election, nevertheless places PT. ASKES (Asuransi Kesehatan) as the successful candidates on the national stage government agency to run the public funds through their authority over the national for the healthcare has been problematic. PT. capital). Upon his candidacy for the Jakarta ASKES is a privately run company that costs election, his supporters used the plaid shirt the public more than if it is run by the state. or more popularly known as the flannel His presidency also was controversial as a shirt. That shirt was very popular at that number of human rights abuses left untouched time amongst young people. It defines their under his presidency. His tie with the military casual attitude and it was ubiquitous, people also influenced his policies on human rights, could buy them at any clothing store. as for example in 2009 the Indonesia’s The campaign itself targeted young Military group banned the preview of Balibo voters through social media and other 1975 (Thompson, 2009) as they continued platforms that were close to young generation, to put pressure on the freedom of expression such as music concerts, films, comedy and so of journalistic work under SBY’s leadership. on. Therefore, in his early campaign, Jokowi Other examples of this case are the number did not rely on old, overused, direct symbols human rights abuses came uninvestigated or of candidates’ face or logos of political parties. stopped under the way such as the human Instead, Jokowi created a new identity through right abuses in West Papua and Munir (Berger, new symbols that promoted pluralism and had 2015) and discrimination and abuses towards never been used before in Indonesian politics, the Ahmadiyah Islamic group (Hamdi, 2017). such as checkered shirts. The checkered shirt The symbolism of blue in SBY became a symbol of Indonesia’s pluralism, leadership represents his style of American which many ethnicities and religions lived top military leadership. A military general together. In addition, the fact that the shirts raised by American military with skilled were easily found in the market, made them and tactical management style and someone easily accessible also it made them feel part of who understands about the power of public Jokowi’s group.
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Table 1 Summary of the colour semiotics of Soeharto, Megawati, SBY, and Jokowi
Colour Signified Signifier Yellow Conservatism, far Right, New Order Soeharto Red Solidarity, Soekarno political dynasty Megawati Blue Democracy, neoliberalism, patriotism SBY Plaid shirt Young and professional, progressive government, non-elitist Jokowi Source: Author (2018)
The colour scheme black-red-white to the field in terms of summarizing the were also popular in traditional culture. existing knowledge. For example, black is popular across Over the past half a century, the Indonesia as the basic colour for clothing colouring and outfitting of Indonesia’s and symbolizes wisdom likewise in Bali. paramount leaders have reflected and Red itself represents the richness and often expressed their differing politics and worn in celebratory events. For example, in political messaging. In the New Order, the Batak culture their traditional ulos uses red colouring had a military and aristocratic thread with some golden colour mix as a quality. In the period following the fall of gift for newlywed couple. Meanwhile the the Soeharto regime in 1998, Indonesia’s colour of white symbolizes the holiness elected presidents have utilised various across the archipelago likewise in similar approaches to their visual communication culture in the Pacific’s (Couacaud, 2016, p. through dress and colours that have reflected 210). different aspects of the democratisation
DISCUSSION process, as well as their differing approaches to addressing the challenges of post New This study has explained of the Order Indonesia. changing dynamics of the ruling power in Indonesia and its colour representation The first post-Soeharto president of their political ideology. By surveying whose tenure was based on free elections colour related research, it makes an attempt was Abdurrahman Wahid (Gusdur). Despite to highlight the denotative meanings of the being an icon of the world’s largest muslim colour symbolism from each ruling party in organisation, he chose a modest form of Indonesia from the New Order to the Jokow dress that was not especially or overly Widodo’s era. By reviewing the current explicitly religious in nature. This can be status of colour research in the field of visual seen as reflecting the fact that Gusdur was communication and political advertising, ruling at the enthusiastic beginning of the the study develops a theoretical base and reform (reformasi) process. His presidency proposes a comprehensive framework that was the one that most enthusiastically incorporates meanings of those colours and embraced liberal and progressive reforms. draws inter-relationships between them. By Megawati choice of dress and the way having this approach, the study contributes her campaigns were coloured reflected
196 Rifka Sibarani. Indonesia’s Political Colours ... her political heritage. That is secular and black being colours with deep pre- nationalism in the tradition of the party her Islamic roots in traditional Indonesia). In father founded the PNI. She often dressed this sense, Jokowi’s victory in the 2014 in Kain and Kebaya, but her version of presidential election did see something of these were definitely up market, reflecting a return to elements of the communicative her place in the established Jakarta elite. forms of the previous PDIP administration. SBY also emerged from the Jakarta elite, However, the material form of his use of and had deep roots in the New Order ruling this colour scheme was essentially different class, through his history as a senior military from the signature working class plaid officer (even if he was considered something shirts, characteristically with sleeves rolled of a “cleanskin”) and through integration in up, sought to express a down-to-earth powerful social networks, including family practicality of the first president to have connections. However, in his dress and emerged from a regional centre, rather than political colouring, he chose a strategy that the Jakarta elite. expressed the opposite of these realities. It has been noticeable, however, that Blue as a colour of conservatism and neo- since he has become president, Jokowi liberalism expressed an internationalised has distanced himself from this form of commercial professionalism. While he was communication through dress. Especially adroit as president in his relations with other since the defeat of his former running mate countries (partially through being a fluent Ahok in the Jakarta gubernatorial elections, English speaker), in this sense his dress and Jokowi has moved to dress in simple white colouring did more to cover up his politics work shirts. This still expresses a certain and background than it did to express them. modesty, simplicity, and pragmatism, but Indeed his presidency, while in many ways also expresses purity, incorruptibility, continuing the forms of liberal democracy and neutrality. To an extent, therefore, that emerged through the reform process, it is both an extension of his previous did see a stalling or stagnation of reform dress strategy and a departure from it, an and even the reintroduction of a number attempt to place himself above the fray of elements of New Order politics, as well and allow himself room for maneuver as as the further development of a number of political developments move in unexpected anti-democratic tendencies in general. directions. As such, it represents a classic Superficially, the choice of colouring strategy of Javanese power, which can be of Jokowi’s dress and campaigning is seen positively to reflect flexibility and similar to Megawati, with the red, white, practicality, and negatively as a form of and black of his trademark plaid shirts opportunism. reflecting their common roots in the PDIP, It is hoped that this study, which has and perhaps also reflecting their more used the example of the differing dress and indigent, nationalist politics (red, white, colouring strategies of four presidencies
197 Jurnal ILMU KOMUNIKASI VOLUME 15, NOMOR 2, Desember 2018: 189-202 in the reform (reformasi) period, has gone findings are also adequate to understand some ways to showing that Indonesian how a political brand is marketised for politics, like the national politics of other Indonesian public. As for some people who countries, can be read in terms that move have experienced different ruling political beyond the more explicit verbal forms to parties, these monotone colours represent non-verbal psychological forms such as the old elite politics dynasty, however the dress and colouring. What these findings checkered shirt symbolises something actually say about the shifting spectrum different in the midst of political tipping of the Indonesian contemporary politics point. These colours of red, white, and communicated through the political black not only have important traditional colours? How these findings can contribute meanings for different ethnic groups in in understanding the communication of Indonesia, but also represent the millennials political ideologies and parties in Indonesia? with their progressive, professional Political parties use these colours to attitude, and more importantly they distant marketise their party and ideologies. themselves with the same-old politicians. First, from the findings, the shift of colour It fits the public image of both Jokowi and ideologies has shifted from yellow-red- Ahok, they are young, and they have good blue-and checkered shirt. Based on Marini’s professional track records. work (2017) from the colour theory that CONCLUSION extracts the old political colours in a small multi-party system: red–yellow–blue, for The visual strategies of political parties socialists, liberals and conservatives, we and social movements tell us much about can understand that the popular ideologies how they are trying to connect with their have changed from liberals to socialists supporters. They are creating symbolic to conservative – although to be fair, languages that are about emotional they do not always represent these colour identification as well as about organisational symbolisms. However, we cannot use the needs for distinctive brands and brand colour theory scheme for the checkered shirt loyalty, to use the language of modern colours. From this colour shift it appears marketing. These symbolic languages may that the polarisation of the Indonesian long outlive their organisational origins. contemporary politics was moving to Since the human memory tends to keeps something different from just one single visuals better than text messages, it makes colour message scheme. It was expanding political colours become important for into something that actually described the political branding in campaigns. people of Indonesia–unity in diversity. In brief, colours have political Colours and clothing are important meanings in political communication. political brand entities in the western In Indonesian context, there are five world as much as here in Indonesia. These prominent colours that have cultural
198 Rifka Sibarani. Indonesia’s Political Colours ... meaning association, yellow, blue, red, and the patriotism and the neoliberalism plaid colour of red, black, and white. Out of ideology for SBY and his politics. His these four categories, this study argues that close tie to the United States coloured his each colour has their own political meaning policies towards human rights issues in attached to the history of the Indonesian Indonesia, with a number of human rights national politics. These meanings are also cases unsolved under his presidency, made attached to their political supporters. the patriotic image that he wished to build Understanding the political colours and failed. Lastly, there is Jokowi who was an sociocultural meanings that are associated outsider of the national political circle but with them is essential for political advertising somehow made his popularity rose because and developing campaign strategy. As has his campaign offered a fresh colour that was been shown by this study, conservative parties far from his opponents—the plaid shirt of will be more suitable with darker warmer red-white-black. He represents himself as colour such as blue, magenta, purple or light someone who was not from the old political blue. Meanwhile, brighter-cooler colours will circle, a professional government agent, match progressive parties such as red and with progressive politics. The idea was orange. While independent candidates will also represented the multiculturalism and stand out with unpredictable colour (Jokowi diversity in the Indonesian voters. with his red-black-white shirt). However, From these different colour symbolisms, colour selection must also take consideration this paper draws a conclusion that the political of cultural meaning in a society. power domination as influenced by the For decades, yellow has been colours their parties are associated with. This identified with the right wing politics and study finds that Marini’s theory of political the authoritarian regime of the New Order. colours was relevant to the case in Indonesia, The colour symbolises the celebration of as the political colours match Marini’s theory. conservatism and the non-democratic way These findings could be enhanced with more of leadership in Indonesia. With such a experimental studies to test the Indonesian long history of using yellow colour for their audience perception on certain political political party identity, yellow has been colours in political campaigns. This study will associated with Soeharto as its political icon. also benefit from a more extensive quantitative Secondly, the symbolism of red approach that identify the effectiveness of in Megawati’s leadership means the the colour selection on voters’ intention to continuation of Soekarno’s political legacy. cast their votes to a political party. Political Unlike the radical history of the colour communication is a fast growing research symbolism itself, Megawati’s leadership field that needs interdisciplinary approach was considered far from revolutionary grass to explore and explain the rapid changing root movement and much more elitist that it phenomenon of political communication in was supposed to be. Thirdly, blue symbolises Indonesia.
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