INDONESIA’S DIGITAL DIPLOMACY: UTILIZATION OF SOCIAL MEDIA TO PROMOTE INDONESIAN FOREIGN POLICY FOCUSING ON INDONESIAN DIASPORA (CASE STUDY OF INDONESIAN MINISTRY OF FOREIGN AFFAIRS 2014 – 2018)

By

MUHAMMAD ADEN IMANULLAH ID No. 016201400102

A thesis presented to the Faculty of Humanities President University in partial fulfillment of the requirements for Bachelor Degree in International Relations Major in Diplomacy Studies

January 2018

THESIS ADVISER RECOMMENDATION LETTER

This thesis entitled “Indonesia’s Digital Diplomacy: Utilization of Social Media to Promote Indonesian Foreign Policy Focusing On Indonesian Diaspora (Case Study of Indonesian Ministry of Foreign Affairs 2014 – 2018)” prepared and submitted by Muhammad Aden Imanullah in partial fulfillment of the requirements for the degree of Bachelor of Arts in International Relations from the Faculty of Humanities has been reviewed and found to have satisfied the requirements for a thesis fit to be examined. I therefore recommend this thesis for Oral Defense.

Cikarang, Indonesia, January 26th 2018

Recommended and Acknowledged by,

Isyana Adriani, BA, M.Si.

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DECLARATION OF ORIGINALITY

I declare that this thesis, entitled “Indonesia’s Digital Diplomacy: Utilization of Social Media to Promote Indonesian Foreign Policy Focusing On Indonesian Diaspora (Case Study of Indonesian Ministry of Foreign Affairs 2014 – 2018)” is, to the best of my knowledge and belief, an original piece of work that has not been submitted, either in whole or in part, to another university to obtain a degree.

Cikarang, Indonesia, January 26th 2018

( )

Muhammad Aden Imanullah

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PANEL OF EXAMINER APPROVAL SHEET

The Panel of Examiners declare that the thesis entitled “Indonesia’s Digital Diplomacy: Utilization of Social Media to Promote Indonesian Foreign Policy Focusing On Indonesian Diaspora (Case Study of Indonesian Ministry of Foreign Affairs 2014 – 2018)” that was submitted by Muhammad Aden Imanullah majoring in International Relations from the Faculty of Humanity was assessed and approved to have passed the Oral Examinations on February 2nd, 2018.

Chair – Panel of Examiners

Examiner

Isyana Adriani, BA, M.Si

Thesis Adviser

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ABSTRACT

Muhammad Aden Imanullah, International Relations 2014, President University

Thesis Title: Indonesia’s Digital Diplomacy: Utilization of Social Media to Promote Indonesian Foreign Policy Focusing on Indonesian Diaspora. (Case Study of Indonesian Ministry of Foreign Affairs 2014 - 2018)

With the rapid development of digital technology in the modern era, it has touched in every aspect, including the practice of diplomacy. There is an increased focus from the countries on their digital diplomacy capability. Foreign Affairs, including Indonesian Ministry of Foreign Affairs (MOFA) are competing to strengthening their digital assets as an important tool to promote a nation’s foreign policy, especially social media platforms. As Indonesian diaspora nowadays has seen as one of nation’s important assets, it is become important for MOFA to maximizing the use of social media to promote Indonesian foreign policy focusing on Indonesian Diaspora.

Keywords: Digital Diplomacy, Indonesian Ministry of Foreign Affairs, Social Media, Foreign Policy, Indonesian Diaspora

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ABSTRAK

Muhammad Aden Imanullah, International Relations 2014, President University

Judul Penelitian: Indonesia’s Digital Diplomacy: Utilization of Social Media to Promote Indonesian Foreign Policy Focusing on Indonesian Diaspora. (Case Study of Indonesian Ministry of Foreign Affairs 2014 - 2018)

Dengan pesatnya perkembangan teknologi digital di era modern, yang telah menyentuh setiap aspek, termasuk praktik diplomasi. Ada peningkatan fokus dari negara-negara terhadap kemampuan diplomasi digital mereka. Department Luar Negeri, termasuk Kementerian Luar Negeri Republik Indonesia (Kemlu) saling bersaing memperkuat aset digital mereka sebagai alat penting untuk mempromosikan kebijakan luar negeri suatu negara, terutama platform media sosial. Karena diaspora Indonesia saat ini telah dipandang sebagai salah satu aset penting bangsa, menjadi penting bagi Kemlu untuk memaksimalkan penggunaan media sosial untuk mempromosikan kebijakan luar negeri Indonesia yang berfokus pada Diaspora Indonesia.

Kata Kunci: Diplomasi Digital, Kementerian Luar Negeri Republik Indonesia, Media Sosial, Kebijakan Luar Negeri, Diaspora Indonesia

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ACKNOWLEDGEMENT

Bismillahirrohmanirrohim… First and foremost, my deepest gratitude to Allah SWT the Most Gracious and the Most Merciful for His endless grace, especially in the process of finishing this thesis. My thanks also to Prophet Muhammad SAW for his extraordinary guidance and affection towards his people. Alhamdulillahirrobbil’alamin… I am grateful for having both supportive and patient parent, which is very undoubted that every steps of mine until this point is the result of their prayers. I dedicate this thesis with every sweat, blood and tears in the process for my parents, Mr. Husin Nafarin and Mrs. Siti Rahmah. Thank you for everything. Thanks also to my annoying sister, Emma Annahal Husma, for all the prayers and support. I love you, dek.

I would like to extend my biggest gratitude to Miss Isyana Adriani B. A, M.Si, my thesis adviser, for being reachable, patient and supportive during my thesis consultation. Thank you Miss, without your sincere guidance, my thesis would not be as it is now.

My very big thanks to Mr. Hendra Manurung, S.IP., MA, for a very constructive input on my thesis, and to Mr. Riski Baskoro, S. Sos., MA, for not only taught me about academic lessons, but especially for taught me about life, its honestly an honor Sir to have you both as my examiners.

My very big thanks also to Mr. Hartyo Harkomoyo and Miss Reykha Mega Pratiwi, for their sincere help to become the primary sources for my thesis. Apologies for all the mistakes that I have made during the thesis making process.

To my brainstorming friends, Wilma Sukarna Putri, Elisabet Karema Najoan, and Hevi Rahmania, thank you for your support and patience in accompany me through the days of struggle. Thank you also to Ircha Tri Meilisa for being very reachable and kindly connecting me with fellow Indonesian diaspora abroad as it helps much in becoming the sources of my thesis.

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To my inner-circles, Angelin Febriana, my sister from another parents, for always being there in my ups and downs during my university life. Maria Franconna Weni, for always reachable and helpful to answer my questions regarding the thesis making process. My bestfriends, Muhammad Ridho Iryananda, Muhammad Hernandi Yusuf, and Hadi Hidayatullah, which I have considered as my own brothers, thank you for always making me laugh and grateful for your presence on earth. Virly Vriesta, Kathleen Abigail, Cliff Pelleng, and Adiartha Budasi, thank you for always put your trust in me, for every secrets that we shared together, for every support that we give to each other, and for always being first to let me know if something goes wrong. Borneo boys, Ananda Haciperi, Riyadh Bawazzir, and Aldi, thank you for being my first friends in my university life, and the days we've been through in it. My futsal mates, Sayyaf Hadipaksi, Dimas Prasetyo, and Muttaqin, thank you for all the goals we have made together.

Special thanks also goes to IR Batch 2014, PUSU 2015, SOPU 2015 Family, Dies Natalies 2016 Family, BPPK Kemlu Family, especially Bu Yayah and Bu Tine, and all people that I cannot mention one by one, thank you so much for your support directly and indirectly, I am so grateful to have you guys in my life, thank you.

Cikarang, 26 January 2018

Muhammad Aden Imanullah

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TABLE OF CONTENTS

THESIS ADVISER ...... i DECLARATION OF ORIGINALITY ...... ii PANEL OF EXAMINER APPROVAL SHEET ...... iii ABSTRACT ...... iv ABSTRAK ...... v ACKNOWLEDGEMENT ...... vi TABLE OF CONTENTS ...... viii CHAPTER I ...... 1 INTRODUCTION ...... 1 I.1 Background of the Study ...... 1 I.2. Problem Identification ...... 5 I.3. Statement of the Problem ...... 7 I.4. Research Objectives ...... 7 I.5. Significance of the Study ...... 7 I.6. Theoretical Framework ...... 8 I.6.1. Soft Power ...... 8 I.6.2. Public Diplomacy ...... 10 I.6.3. Digital Diplomacy ...... 12 I.6.4. Foreign Policy ...... 14 I.7. Scope and Limitations of the Study ...... 15 I.7.1 Time Span ...... 15 I.7.2 Scope...... 15 I.7.3 Study Limitation ...... 15 I.8. Research Methodology ...... 16 I.9. Thesis Structure ...... 16 I.9.1. Chapter I – Introduction ...... 16 I.9.2. Chapter II – Literature Review ...... 16

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I.9.3. Chapter III – How Ministry of Foreign Affairs Has Utilized Their Social Media to Promote Indonesian Foreign Policy from 2014 to 2017 ..... 17 I.9.4. Chapter IV – Maximizing the Use of Ministry of Foreign Affairs’ Social Media to Promote Indonesian Foreign Policy Focusing on Indonesian diaspora ...... 17 I.9.5. Chapter V – Conclusion ...... 17 CHAPTER II ...... 18 LITERATURE REVIEW ...... 18 II.1. Digital Diplomacy: Theory and Practice by Corneliu Bjola and Marcus Holmes, Routledge, 2015 ...... 18 II.2. Foreign Policy in an Era of Digital Diplomacy by Olubukola S. Adesina, Cogent Social Sciences vol. 3, 2017 ...... 19 II.3. Digital Diplomacy – Maximizing Social Media in Indonesia’s Economic and Cultural Diplomacy by Syafruddin Pohan, Hazairin Pohan, and Indah Nuria Savitri, Education and Humanities Research (ASSEHR), volume 81, 2017 ...... 20 II.4. Diplomacy 2.0: The Future of Social Media in Nation Branding by Britney Harris, Surface vol. 4, 2013 ...... 21 II.5. Diplomacy in the Digital Age by Brian Hocking and Jan Melissen, Clingendael Institute, 2015 ...... 23 II.6. Integrating Diplomacy and Social Media by Clifton Martin and Laura Jagla, The Aspen Institute, 2013 ...... 24 II.7. Indonesian Ministry of Foreign Affairs’ Strategic Plan 2015-2019 by Indonesian Ministry of Foreign Affairs, 2015 ...... 26 CHAPTER III ...... 27 HOW MINISTRY OF FOREIGN AFFAIRS HAS UTILIZED THEIR SOCIAL MEDIA TO PROMOTE INDONESIAN FOREIGN POLICY FROM 2014 TO 2017 ...... 27 III.1. Overview on Indonesia’s Social Media Phenomenon ...... 27 III.2. Social Media Use in Indonesia’s Digital Diplomacy ...... 30 III.3. Measures Undertaken by the Ministry of Foreign Affairs to Adapt to the Development of Digital Technology ...... 32 CHAPTER IV ...... 35 MAXIMIZING THE USE OF MINISTRY OF FOREIGN AFFAIRS’ SOCIAL MEDIA TO PROMOTE INDONESIAN FOREIGN POLICY FOCUSING ON INDONESIAN DIASPORA ...... 35

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IV.1. Ministry of Foreign Affairs’ Engagement Towards Indonesian Diaspora Through Social Media ...... 35 IV.2. Responses by Indonesian Diaspora Towards Ministry of Foreign Affairs’ Social Media Utilization ...... 40 IV.3. Strategies in Maximizing the Use of Ministry of Foreign Affairs’ Social Media to Promote Indonesian Foreign Policy Focusing on Indonesian Diaspora ...... 44 IV.3.1. Challenges ...... 46 IV.3.2. Opportunities ...... 48 IV.3.3. Strategies ...... 49 CHAPTER V ...... 61 CONCLUSION ...... 61 REFERENCES ...... 63 APPENDICES ...... 70 APPENDIX 1 ...... 70 Original Transcript of Interview Result with The Head of Multimedia Sub- directorate in Indonesian Ministry of Foreign Affairs, Hartyo Harkomoyo, December 4th 2017 ...... 70 Translated Transcript of Interview Result with The Head of Multimedia Sub- directorate in Indonesian Ministry of Foreign Affairs, Hartyo Harkomoyo, December 4th 2017 ...... 75 Picture of Interview with The Head of Multimedia Sub-directorate in Indonesian Ministry of Foreign Affairs, Hartyo Harkomoyo, December 4th 2017 ...... 79 APPENDIX 2 ...... 80 Original Transcript of Interview Result with Executive Liaison Officer, Jakarta Representative of Indonesian Diaspora Network Global, Reykha Mega Pratiwi, January 15th 2018 ...... 80 Translated Transcript of Interview Result with Executive Liaison Officer, Jakarta Representative of Indonesian Diaspora Network Global, Reykha Mega Pratiwi, January 15th 2018 ...... 84 Picture of Interview with Executive Liaison Officer, Jakarta Representative of Indonesian Diaspora Network Global, Reykha Mega Pratiwi, January 15th 2018 ...... 87

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CHAPTER I INTRODUCTION

I.1 Background of the Study

Public Diplomacy (PD) is one of country’s tool to promote its soft power. Meanwhile soft power resources are the assets that produce such attraction, public diplomacy is an instrument that governments use to mobilize these resources to communicate with and attract the publics of other countries.1 In this modern age, the revolution of information and communication technologies (ICTs) brings massive internet usage and has eventually affected the practice of diplomacy itself, and it rises the term of e-Diplomacy or known as Digital Diplomacy. Digital Diplomacy has been presented as the use of the internet and information communications technology in order to carry out diplomatic objectives.2 Digital Diplomacy however is not only interpreted as Public Diplomacy’s strategy, but also a mechanism for states to manage international change.3 The practice of digital diplomacy begins in 1984 when Allen C. Hansen conduct the first analysis on public diplomacy in “computerized world” which explores the United States Information Agency (UEIA) used of public diplomacy with title “Public Diplomacy in the Computer Age.” Then take places on 5th February 1994, there was the first official email exchange between heads of government of Swedish and United States, Carl Bildt and Bill Clinton, in his message Bildt praised Clinton’s decision to end the trade embargo on Vietnam.4

1 Nye, Jr., J. S. (2008). Public Diplomacy and Soft Power. In Annals of the American Academy of Political and Social Science, Vol. 616, Public Diplomacy in a Changing World (p. 95). Harvard University. 2 Hanson, F. (2010). A Digital DFAT: Joining the 21st Century. Sydney: Lowy Institute for International Policy. 3 Holmes, M. (2015). Digital Diplomacy and International Change Management. In C. Bjola, & M. Holmes, Digital Diplomacy Theory and Practice (p. 30). New York: Routledge. 4 William J. Clinton: Electronic Mail Message to Prime Minister Carl Bildt of Sweden. (n.d.). Retrieved from http://www.presidency.ucsb.edu/ws/?pid=49664

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Digital diplomacy’s practice itself cannot be separated from the emergence of social networking sites (SNS) or known as social media such as LinkedIn that launched in 2003, In 2004, Facebook was established from Harvard social- networking site to a global phenomenon, declared themselves as the most popular social network sites worldwide with 2,047,000,000 active users as of August 2017 according to Statista.5 In 2005, YouTube was established and not long after it, precisely on September, YouTube gets their first one million-hit videos and officially launched the beta version on December. 2006 become one of the biggest year of the development of digital diplomacy’s practice as in that year Twitter established, the idea of Jack Dorsey, the founder of Twitter successfully works and becomes digital diplomacy’s most useful tool until today. Also in that year WikiLeaks starts, and spread the original documents from anonymous and leakers sources. Next phase begins in 2007, when Sweden announces that they will open a virtual embassy soon, but finally, Maldives was the one who be the first to create the virtual embassy, then Sweden follow shortly thereafter. In 2009, Mexican Ambassador to Washington, Arturo Sarukhan becomes the first Ambassador to tweet in his ambassadorial capacity. During US presidential election in 2012 - different from 2008 where there was only Barack Obama who used social media (Facebook) as a major campaign strategy- Twitter was an important media for the candidates to campaign, at the end Barack Obama’s won the battle and eventually his victory tweet becomes most retweeted ever.6 Since then, social networking sites has frequently used by diplomacy practitioner to campaigning any issues, movements, and share their activities. Digital diplomacy enables to overcome the limitation of traditional diplomacy, as traditional diplomacy was based on presentation, digital diplomacy

5 Most famous social network sites worldwide as of August 2017, ranked by number of active users (in millions). (2017). Retrieved from https://www.statista.com/statistics/272014/global- social-networks-ranked-by-number-of-users/ 6 History of Digital Diplomacy and Main Milestones. (n.d.). Retrieved from http://diplomacydata.com/history-of-digital-diplomacy-and-main-milestones/

2 engage with a large and diverse audience.7 The emergences of digital diplomacy itself increased the stakeholders of international diplomacy, from state-to-state interactions, to international organizations and international non-governmental organizations.8 Digital Diplomacy capabilities which can directly engage with foreign public can be seen as an important tool to promote a nation’s foreign policy. The adaptation and implementation of digital diplomacy in foreign ministries of each country have different pace based on their understanding and strategy of what digital diplomacy is and what it can be used for.9 The example of foreign ministry which considered successful is the U.S. State Department, their strategy of using websites and technology-based venues to help carried out its diplomatic affairs has proven to be successful including its representatives and missions abroad.10 Meanwhile along the ASEAN members, Thailand and Philippines considered as two countries that already implement and on the front lines in the practice of digital diplomacy. Indonesia through Ministry of Foreign Affairs has also joined to using these latest technologies. Departing from how important information and communication technologies is, Indonesian Ministry of Foreign Affairs (MOFA) established two specific directorates related to this issue, Public Diplomacy Directorate and Information and Media Directorate under Directorate General of Information and Public Diplomacy.11 Indonesia is surely one of the highest ranked country on the number of internet users around the world, at number five, with approximately 133 million users as of June 2017 according to internetworldstats.com.12

7 Manor, I. (2016). What is Digital Diplomacy, and how is it Practiced around the World? A brief introduction. Department of International Development University of Oxford. 8 Sotiriu, S. (2015). Digital diplomacy: Between promises and reality. In C. Bjola, & M. Holmes, Digital Diplomacy Theory and Practice (pp. 33-51). New York: Routledge. 9 Pohan, S., Pohan, H., & Savitri, I. N. (2017). Digital Diplomacy - Maximizing Social Media in Indonesia's Economic and Cultural Diplomacy. Advances in Social Science, Education and Humanities Research (ASSEHR), volume 81, 327. 10 Ibid., 373. 11 Struktur Kementerian Luar Negeri Direktorat Jenderal Informasi dan Diplomasi Publik. (n.d.). Retrieved from http://kemlu.go.id/id/tentang-kemlu/struktur- kemlu/Organization.aspx?kementerianID=6 12 Top 20 Countries with Highest Number of Internet Users - June 30, 2017. (n.d.). Retrieved from http://www.internetworldstats.com/top20.htm

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Indonesian Ministry of Foreign Affairs has been using its social media platforms to reach out to national public, foreign public, and Indonesian diaspora all around the world. Discussing about reaching out to Indonesian diaspora, according to the General Election Commission's data based on the input from all Indonesian Representatives abroad, the aggregate amount of Indonesian Citizens abroad is 4,694,484 people, or 1.86% of the total population of Indonesia.13 Although, there are still many of Indonesian Citizens abroad who do not report their presence to the Indonesian Representative. Until now there has been no special scientific study on the total number of Indonesian diaspora scattered throughout the world. However, preliminary estimates indicate that the total number of Indonesian citizens abroad and the Indonesian diaspora can reach the number of 6 million inhabitants.14 In line with Vision and Mission of President Joko Widodo’s government that included in government’s priority agenda called as “NAWACITA” one of them is to ensure people’s sovereignty in politics, Government will give a special attention toward efforts to improve aspects of the state’s life, as written on point number one, section d as quoted “We will formulate and implement foreign policy involving the role, aspirations, and interests of the people”.15 Also on that section "The expansion of public participation in policy and diplomacy processes, in particular through the strengthening of public diplomacy." Empowering Indonesian diaspora is important to achieve priority goals of Indonesian foreign policy, which are keeping the unitary state of the Republic of Indonesia, protecting Indonesian Citizens and Indonesian Legal Entities, increasing economic diplomacy, and increasing Indonesia's role in the region and internationally. In order to achieve that goals, social media platform offers the opportunities which will be unfortunate if it cannot be maximized well as a tool to promote Indonesian foreign policy, especially to Indonesian diaspora.

13 Basnur, A. B. (2017). Pemberdayaan Masyarakat Indonesia di Luar Negeri untuk Kepentingan Nasional. Retrieved from http://kemlu.go.id/id/lembar- informasi/Documents/Paparan%20Direktur%20Diplik%20- %20Forum%20Bakohumas%20Tematik%20Kemlu%202017.pdf 14 Ibid. 15 Visi, Misi, dan Program Aksi Jokowi Jusuf Kalla 2014. (2014, May), 14.

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I.2. Problem Identification

Indonesia has the largest population in the Southeast Asia region, with also the largest internet population, the most users on Facebook, Twitter, Instagram, and LinkedIn in the region, which means it could be a huge opportunity for Indonesian Ministry of Foreign Affairs (MOFA) to expand its public diplomacy through the social media platforms, if they can maximize it well. Ministry of Foreign Affairs has several social media platforms in their interaction with the public, Facebook (https://www.facebook.com/Kemlu.RI), Twitter (https://twitter.com/Portal_Kemlu_RI), Instagram (https://www.instagram.com/kemlu_ri/), and YouTube (Kemlu TV Channel). Their presence on those platforms itself are growing fast with more than 111,000 Twitter followers, 42,000 Facebook fans, and 12,800 Instagram followers as of late September 2017. The content of each platform itself mostly about activities of Minister, Diplomats, and Embassies. As a comparison, U.S. Department of State categorized their content on each platform, Facebook (https://www.facebook.com/usdos/) for Policies, Twitter (https://twitter.com/StateDept) for News, and Instagram (https://www.instagram.com/statedept/) for Visual or Travel Diary. The consistency of careful planning and neat arrangement of its content itself makes them have an impressive number of social media followers, of around 1,700,000 fans on Facebook, 4,730,000 followers on Twitter, and 176,000 followers on Instagram as of late September 2017. However, from MOFA’s total number of followers, it seems that there are imbalance circumstances, in fact with 111.000 Twitter Followers, there were only less than 50 responses on average, similar circumstances also happen on Facebook, even on Instagram, plus there are no two-way dialogues between MOFA and people. It is important to not only use just one dimensional way of communication

5 as two-way dialogues are increasingly demanded by public as part of the increasing global culture of transparency and accountability.16 The establishment of dialogues itself still limited, for example in each platform, public responses, review, feedback, even complaints, have not been responded by the administrators. This circumstances might be one of reasons why people are not aware about the importance of following at least one government’s official social media platforms, especially MOFA or/and Indonesian Representatives on their respective residence for Indonesian diaspora. The awareness of following at least one of government’s official platform is important, because in this contemporary era where the flow of information and communication are very rapid by anyone in anywhere and anytime around the world, beside the opportunities that social media brings, we must not forget about the risks and threats of social media, one of them is the spreading of false information or as known as hoax are also massive around the network. When talking about Indonesian diaspora, we also could not separate with the Indonesian embassy in their respective residence, the problem here is it seems the regulation and coordination between some of Indonesian embassies with the central government in Indonesia which is MOFA are not integrated well. For example, Indonesian embassy for Vientiane, they have two websites, one of them is connected with the administrator from central website of MOFA, and the other one is not. If there is no clear and integrated regulation and coordination between the central administrator and the respective Indonesian embassy, the flow of information, especially about Indonesian foreign policy could be not maximum, it could confuse Indonesian diaspora abroad and if Indonesian diaspora who live far from the homeland, does not follow the government’s official platform, how could they confirm and verify the news which massively spreads in the network, and more importantly how could they know Indonesian foreign policy and more further could contribute to our national development.

16 Pohan, S., Pohan, H., & Savitri, I. N. (2017). Digital Diplomacy - Maximizing Social Media in Indonesia's Economic and Cultural Diplomacy. Advances in Social Science, Education and Humanities Research (ASSEHR), volume 81, 386.

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I.3. Statement of the Problem

Topic: Indonesia’s Digital Diplomacy: Utilization of Social Media to Promote Indonesian Foreign Policy Focusing on Indonesian Diaspora. (Case Study of Indonesian Ministry of Foreign Affairs 2014 - 2018) Research Question: How did Indonesian Ministry of Foreign Affairs utilize social media to promote Indonesian foreign policy focusing on Indonesian Diaspora? (2014 – 2018)

I.4. Research Objectives

The objective of this research is to find the answer from the question using scientific methods, to find out and try to analyze about how Indonesian Ministry of Foreign Affairs maximizes the use of social media to promote Indonesian foreign policy focusing on Indonesian diaspora, based on available official data, statement, statistic, report, and journal regarding the topic and writer analysis.

I.5. Significance of the Study

Through this research, writer intends to give explanation, information, and possible solution to the reader, about the implementation of digital diplomacy by Indonesian Ministry of Foreign Affairs using Social Media to promote Indonesian foreign policy focusing on Indonesian diaspora. The significance of study is providing analysis and data for the reader related to this research. Through observation on the social media of Indonesian Ministry of Foreign Affairs, this research is done to describe and analyze the Indonesian Ministry of Foreign Affairs strategy on digital diplomacy to promote Indonesian foreign policy to Indonesian diaspora through the use of Social Media. Therefore, through this research the writer will be able to give information about the importance of maximizing the use of social media to promote Indonesian foreign policy especially to Indonesian diaspora.

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I.6. Theoretical Framework

To get a proper perspective on this issue and also find a comprehensive answer to the problem, writer used the series of significant theories and concepts in this research, which will concern on digital diplomacy and foreign policy as the base of this research.

I.6.1. Soft Power

Power according to Joseph Nye is “the ability to influence behavior of others to get the outcomes one wants”.17 There are some methods in influence behavior of others, first through coercions, persuade others with payment, or attract others to have same interest with us. As Joseph Nye’s explanation on his book, soft power also part of power, beside hard power, he define Soft power as “the ability to affect others to obtain the outcomes one wants through attraction rather than coercion or payment” (Joseph S. Nye, 2004). Soft power lays on the capacity to shape the preferences of others through the culture, political values, and foreign policies. This approach type of power, has gained more popularity amongst world political leader in contemporary practice of international relations, as an analogy from Joseph Nye “If I can get you want to do what I want, then I do not have to use inducement or threats”.18

17 Joseph S. Nye, J. (2004). Soft Power The Means to Success in World Politics. New York: Public Affairs, 2. 18 Ibid., 6.

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Primary Government Behaviors Currencies Policies Coercion Coercive diplomacy Threats Military Power Deterrence War Force Protection Alliance Aid Inducement Payments Economic Power Bribes Coercion Sanctions Sanctions Values Public diplomacy Attraction Culture Bilateral and Soft Power Agenda setting Policies Multilateral Institutions Diplomacy

Table 1: Three Types of Power by Joseph S. Nye, J. (2004). Soft Power: The Means to Success in World Politics.

Joseph Nye argued on his book “Soft Power: The Means to Success in World Politics” that soft power is an important reality and those who deny the importance of soft power are like people who do not understand the power of seduction.19 Derived from former French foreign minister who observed that the Americans are powerful because they can “inspire the dreams and desires of others, thanks to their mastery of global images through film and television and because, for these same reasons, large numbers of students from other countries come to the United States to finish their study”.20 Then strengthen by the great British realist E. H. Carr, on his book written in 1939, in which he described international power in three categories: military, economic, and power over opinion.21

19 Ibid., 8. 20 Védrine, H., & Moisi, D. (2001). France in an Age of Globalization. Washington, D.C.: Brookings Institution Press. 21 Carr, E. H. (1964). The Twenty Years' Crisis, 1919-1939: An Introduction to the Study of International Relations. New York: Harper & Row.

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Joseph Nye explained that soft power is description, not an ethical prescription.22 Since many of policymakers and ethically minded scholars often hyped soft power as an alternative to raw power politics, which made perception that soft power is more humane than hard power, Nye warned that like any practice of power, it can be used for either good or bad purpose, he takes example of Hitler, Mao, or Stalin who possessed a great soft power but still at the end shift towards an ill result. However, despite it can lead towards awful costs if possessed in wrong hands, soft power can offer ethically better means to certain goals as shown by Martin Luther King Jr. and Mahatma Gandhi, with their choice of soft power, they proved can attract moderate majority from time to time. Nye compared them with Yasser Arafat’s choice of gun, who killed innocent Israelis, and eventually led Israeli moderates into a fight.23 Soft power of the country lean mainly on three resources: its culture, its political values, and its foreign policies.24 Especially on foreign policies, Nye point out that it is strongly work on soft power. In Nye’s explanation, policies can have temporary as well as lasting impact that differ according to changes of the context. Soft power of the country itself could be strengthened or wasted depends on its government policies. However, Nye also stated that in its connection with the government, soft power still not in the same level as hard power, although indeed government’s values in their foreign policy, for example promoting peace and human rights could strongly influence the preferences of others.

I.6.2. Public Diplomacy

Joseph Nye on his book argues about how public diplomacy has a long history as one of a country’s key instruments to promote its soft power and was

22 Nye Jr., J. S. (2006). Think Again: Soft Power. Retrieved from http://foreignpolicy.com/2006/02/23/think-again-soft-power/ 23 Ibid. 24 Joseph S. Nye, J. (2004). Soft Power The Means to Success in World Politics. New York: Public Affairs, 11.c

10 important in winning the Cold War.25 Hans N. Tuch in his book “Communicating with the World: U.S. Public Diplomacy Overseas” defined public diplomacy as:

“A government’s process of communicating with foreign publics in an attempt to bring about understanding for its nation’s ideas and ideals, its institutions and culture, as well as its national goals and policies”.26

Nicholas J. Cull, stated on his essay that the term of “public diplomacy” was invented in 1965 by Edmund Gullion, through a summary from what Gullion’s already conceptualizes about public diplomacy, Cull highlighted:

“Public diplomacy deals with the influence of public attitudes on the formation and execution of foreign policies. It encompasses dimensions of international relations beyond traditional diplomacy; the cultivation by governments of public opinion in other countries; the interaction of private groups and interests in one country with another; the reporting of foreign affairs and its impact on policy; communication between those whose job is communication, as diplomats and foreign correspondents; and the process of intercultural communications”.27

Cull also underlined that traditionally, public diplomacy is considered as government to people contact, and according to him, during Cold War public diplomacy had five core components, namely listening, advocacy cultural diplomacy, exchange diplomacy, and international broadcasting. As the Cold War has ended, some scholars believe that public diplomacy has shift to a new phase, emerged the debate about public diplomacy itself taking place after the accident of 9/11 and the outbreak of Iraq war, when public diplomacy became the hottest item

25 Nye, Jr., J. S. (2008). Public Diplomacy and Soft Power. In Annals of the American Academy of Political and Social Science, Vol. 616, Public Diplomacy in a Changing World (p. 95). Harvard University. 26 Tuch, H. (1990). Communicating with the World: US Public Diplomacy Overseas. New York: St Martin's Press, 3. 27 Cull, N. J. (2008). Public Diplomacy before Gullion: The Evolution of a Phase. In N. Snow, & P. M. Taylor, Routledge Handbook of Public Diplomacy (pp. 19-21). Taylor & Francis.

11 in the US foreign policy establishment.28 Such as Bruce Gregory, who defines public diplomacy to be: “An instrument used by states, associations of states, and some sub-state and non-state actors to understand cultures, attitudes and behavior; build and manage relationship; and influence thoughts and mobilize actions to advance their interests and values”.29 A debate towards the definition of concept that arisen is between the traditional view which is government to people contact, and new view emphasizes the roles of emerging nongovernmental actors in public diplomacy.30 However, as the revolution of information technology arise, it creates a new approach to public diplomacy in general. In this digital era, social media on the internet are becoming the official tools of public diplomacy, and now it creates a new term which is public diplomacy 2.0, which according to James K. Glassman in 2008, is a “new approach but not a new technology,” and it works best on a two way indirect interactions.31 From this term then it creates another term that is digital diplomacy, which became more and more important tools for country’s foreign policy, the research base that will be highlighted by writer in concern to the problem stated in this thesis.

I.6.3. Digital Diplomacy

Digital diplomacy has several terms which been used one after another like the most known digital diplomacy (Bjola & Holmes, 2015), e-diplomacy (Hocking, Melissen, Riordan, & Sharp, 2012), diplomacy 2.0 (Harris, 2013), cyber-diplomacy (Barston, 2014), or twiplomacy (Sandre, 2012). Even several country’s foreign affairs have their own terms, for example the US Department of State mention it as 21st Century Statecraft, on the other hand Canadians calls it Open Policy, and the

28 Melissen, J. (2005). The New Public Diplomacy: Between Theory and Practice. In J. Melissen, The New Public Diplomacy: Soft Power in International Relations. New York: Palgrave Macmillan. 29 Gregory, B. (2011). Public Diplomacy: Enduring Characteristics, Elusive Transformation. The Hague Journal of Diplomacy. Vol. 6, 353. 30 Tago, A. (2017). Public Diplomacy and Foreign Policy. Oxford Research Encyclopedia of Politics. 31 Ibid, 8.

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UK Foreign Office refer it as Digital Diplomacy.32 Corneliu Bjola with Marcus Holmes and some other scholars in “Digital Diplomacy: Theory and Practice” generally defined digital diplomacy as:

“The use of social media for diplomatic purposes, could change practices of how diplomats engage in information management, public diplomacy, strategy planning, international negotiations or even crisis management”.33 As an evolved form of public diplomacy, digital diplomacy has caused significant attention and criticism, with views ranging from technology allowing “people around the world to obtain ever more information through horizontal peer- to-peer network rather than through the old vertical process by which information flowed down from the traditional sources of media authority”.34 In addition, Sotiriu argue that the range caused from digital diplomacy practiced itself has increased the stakeholders of international diplomacy, from state-to-state interactions, to international organizations and international non-governmental organizations.35 While Holmes argue that the goal of utilizing digital diplomacy strategies in public diplomacy perspective is the production, dissemination and maintenance of knowledge that helps to further state interest. Manor and Segev noted that digital diplomacy exists at two levels, from the foreign ministry and from embassies placed around the world. Furthermore, they add that by operating on these two levels, countries can shape their foreign policy and nation branding messages to the unique characteristics of local audiences with regard to history, values, culture and traditions, thus facilitating the acceptance of promoting their foreign policy and the image.36

32 Adesina, O. S. (2017). Foreign Policy in an era of digital diplomacy. Politics & International Relations: Research Article, 5. 33 Bjola, C., & Holmes, M. (2015). Digital Diplomacy: Theory and Practice. New York: Routledge. 34 Cull, N. J. (2013). The Long Road to Public Diplomacy 2.0: The Internet in US Public Diplomacy. International Studies Review, 123-136. 35 Sotiriu, S. (2015). Digital diplomacy: Between promises and reality. In C. Bjola, & M. Holmes, Digital Diplomacy Theory and Practice (pp. 33-51). New York: Routledge. 36 Manor, I., & Segev, E. (2015). America's Selfie: How the US portrays itself on its social. In C. Bjola, & H. Marcus, Digital Diplomacy: Theory and practice (p. 94). New York: Routledge.

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There are three components of digital diplomacy as have been outlined by Ben Scott which are: 1) Public diplomacy, involving the use of social media. 2) Building expertise in technology policy and how internet can influence or give impact to economics, as well as social and political movements. 3) To understand how technology and internet can give impact to development policy and how resources can be more effectively used in promoting the economic growth all around the world.37 According to Adesina, digital diplomacy is specifically intended to promptly provide adequate information, in order to confirm and verify information from official sources.38 It also has brought a revolution in the way of the traditional diplomacy practiced, it changes both structures and processes of ministries of foreign affairs (MFAs) and resulted on how the way governments interact is becoming faster and able to reach more in almost every part of the world.39 Thus, it makes digital diplomacy seen as an important tool to promote a nation’s foreign policy.

I.6.4. Foreign Policy

Basic knowledge in understanding foreign policy according to Prof. Anak Agung Banyu Perwita and Prof. Yanyan Mochamad Yani in “Pengantar Ilmu Hubungan Internasional” is it basically an action theory or the wisdom of a country directed to another country to achieve a particular interest, a ground strategy to achieve a goal both in domestic and foreign contexts and at the same time determine the involvement of a country in international issues or the surrounding environment.40

37 Funnell, A. (2014). E-diplomacy goes global. Retrieved from http://www.abc.net.au/radionational/programs/futuretense/digital-diplomacy/5344156 38 Adesina, O. S. (2017). Foreign Policy in an era of digital diplomacy. Politics & International Relations: Research Article, 7. 39 Ibid., 11. 40 Perwita, A. A., & Yani, Y. M. (2005). Pengantar Ilmu Hubungan Internasional. Bandung: PT Remaja Rosdakarya.

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Foreign policy objectives are distinguished by long-term, medium-term, and long-term goals. Basically the long-term goal of foreign policy is to achieve peace, security and power.41 Prof. Banyu and Prof. Yani argues that the purpose of foreign policy can be said as an image of the state and condition of the future of a country where the government through the national policy makers is able to expand its influence to other countries by changing or maintaining the actions of other countries.42

I.7. Scope and Limitations of the Study

I.7.1 Time Span

This thesis will take a limitation of time during Indonesian Ministry of Foreign Affairs under President Joko Widodo’s administration from 2014 until 2018.

I.7.2 Scope

This research made to discuss about Indonesian Ministry of Foreign Affairs’ digital diplomacy in promoting Indonesian foreign policy focusing on Indonesian diaspora through maximizing their social media.

I.7.3 Study Limitation

This thesis will focus on the strategy of Indonesian Ministry of Foreign Affairs in maximizing their social media to promote Indonesian foreign policy focusing on Indonesian diaspora from 2014 until 2018.

41 Holsti, K. (1992). Politik International: Suatu Kerangka Analisis. Bandung: Bina Cipta, 5. 42 Perwita, A. A., & Yani, Y. M. (2005). Pengantar Ilmu Hubungan Internasional. Bandung: PT Remaja Rosdakarya.

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I.8. Research Methodology

The research methodology of this thesis is qualitative method, design as descriptive-analytical research, in conducting the research will be focusing on fact-finding analysis. Literature review regarding digital diplomacy and foreign policy especially on the use of social media on Ministry of Foreign Affairs are conducted in order to answer the problem presented in this research. In collecting the data, this research not only limited with printed sources as the instruments, but also helped with digital sources.

I.9. Thesis Structure

I.9.1. Chapter I – Introduction

The first chapter will introduce to the reader what research topic is being investigated and why this research is being conducted, this chapter also will contain some fundamental information regarding the topic of this thesis including theories that will be base for this thesis, the objectives that the writer aims through this thesis, and the scope of this thesis, which intended as the basis of the writing as well as an overview of this thesis in general to convince the reader to look further into the thesis.

I.9.2. Chapter II – Literature Review

The second chapter of this thesis shows what literature the writer used to provide a clear background or theoretical grounding to the research from books, journals, research articles mainly related to the digital diplomacy and foreign policy which also took source about United States’ digital diplomacy as a comparative study on how to maximize the use of social media for Indonesian Ministry of Foreign Affairs.

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I.9.3. Chapter III – How Ministry of Foreign Affairs Has Utilized Their Social Media to Promote Indonesian Foreign Policy from 2014 to 2017

The third chapter will overview the social media phenomenon on the international world, especially in Indonesia, on how the development of social media from its first emerged until being used for politics and diplomacy purposed, then how social media specifically used for the importance of Indonesian digital diplomacy. Closed by measures undertaken by the Ministry of Foreign Affairs to adapt with the development of digital technology through the utilization of the social media.

I.9.4. Chapter IV – Maximizing the Use of Ministry of Foreign Affairs’ Social Media to Promote Indonesian Foreign Policy Focusing on Indonesian diaspora

The fourth chapter of this thesis will contain the main analysis of the writer towards the topic of this thesis, from the engagement efforts of Ministry of Foreign Affairs towards Indonesian diaspora through their social media, then the responses from the Indonesian diaspora itself towards MOFA engagement before, concluded by the strategies to maximize the use of MOFA’s social media to promote Indonesian foreign policy, especially towards Indonesian diaspora.

I.9.5. Chapter V – Conclusion

This chapter will conclude the thesis and altogether regarding Indonesia’s digital diplomacy, how Indonesian Ministry of Foreign Affairs could maximize the use of their social media, also recommendation that may be used for future research concerning to the similar issue.

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CHAPTER II LITERATURE REVIEW

II.1. Digital Diplomacy: Theory and Practice by Corneliu Bjola and Marcus Holmes, Routledge, 2015

“Digital Diplomacy: Theory and Practice” (Bjola & Holmes, 2015) is a book consist of several ideas and explanations also analysis from the fellow scholars about the concept of digital diplomacy in theory and the implementation in its practice, writer find this book is very helpful in understanding the concept of digital diplomacy, separated into two parts which each of them explained about the policy dimension in the first part and the institutional dimension in the second part. In the first part of the book, Holmes argues a broader role of digital diplomacy in the management of international change instead of a common understanding that digital diplomacy only as a form of public diplomacy. While Alexis Wichowski through this part also argues about the digital diplomacy which could compromise national security and concludes with three recommendations for diplomats regarding their understanding of redefined allies and threats digitally, find their best way on engage with them and reduce hypocrisy. In next section, Corneliu Bjola and Lu Jiang specifically investigate how social media helps advance foreign policy goals. First part was closed by the chapter from Ilan Manor and Elad Segev, in which they more intend to seek about how a country craft their image in social media, in this case they took an example of America’s selfie in United States’ diplomatic self-image. Second part of this book is provide more example of cases from several countries like British, Canadian, and Swedish digital diplomacy, also American and Australian contexts of digital divide, beside that also involve about the perspective of international organizations, which according to the writer of this research are not suitable with the writer’s scope and limitations. Therefore, writer founds that the first part of this book is very helpful in explaining the concept of digital diplomacy, moreover it’s relation with foreign policy which are the base of this research.

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II.2. Foreign Policy in an Era of Digital Diplomacy by Olubukola S. Adesina, Cogent Social Sciences vol. 3, 2017

This research article is elaborate more about the concept of digital diplomacy and furthermore explain to the reader focusing about the use of digital media in the diplomacy field and in what way countries could utilized it as a tool to achieve their foreign policies goals, this article also provides the opportunities and challenges from the use of digital media itself, so that could be a consideration for countries on how to maximize the digital media for their foreign policies well. Overall, this article has presents its content in a coherent and comprehensive way, and it makes easier for reader to understand the purpose from the author of this article. The first part from this research article is introduction in which the author explains about how in this modern age, the revolution of information and technologies (ITCs) has affected the practice of diplomacy, the social media brings challenges and opportunities for states and international organizations to advances their policy around the internet. The second part of the article provides the explanation about the concept of digital diplomacy, that digital diplomacy itself was evolved from public diplomacy, including several definition of digital diplomacy terms itself from some experts and institutions, components of digital diplomacy, and the use of social media which become more important for diplomats. In the third part is about theoretical framework that the author of this research use which is through soft power perspective from Joseph Nye. In the fourth part, the author of this research tell the reader about how the evolution of digital diplomacy itself, how the internet has provided a faster and more reliable service from the embassy towards their citizens abroad, how it also has effects in foreign policy, how the practice of diplomacy has always change to the certain communication forms of its environment, and now in the world where everyone is increasingly connected, digital diplomacy is surely designed for that. The fifth part of the article is about how the practice of digital diplomacy are implements around the world, many countries utilize the use of social media

19 platforms like Facebook, Twitter, Instagram, and so on, to pursuing their foreign policy goals. The author in her explanation gives the example from the first embassy to established e-diplomacy, she also provides examples from each continent from America, Europe, Asia, and Africa on how they embrace the new technology towards diplomacy practice. Sixth and seventh parts of this article respectively are about benefits and risks of digital diplomacy, while the final part of the article is the conclusion which contains of the emphasize from the author about the importance of digital diplomacy, despite it not only brings opportunities but also challenges, however internet activities and digital diplomacy according to the author of this article as a whole can significantly contribute in crafting a state’s foreign policy.

II.3. Digital Diplomacy – Maximizing Social Media in Indonesia’s Economic and Cultural Diplomacy by Syafruddin Pohan, Hazairin Pohan, and Indah Nuria Savitri, Education and Humanities Research (ASSEHR), volume 81, 2017

This paper is discussing more narrowed on the implementation, opportunities and challenges of digital diplomacy in Indonesia. This paper aims to gives a picture of how social media could be utilized as effective public diplomacy tools. This paper also more emphasizes on enhanced economic and cultural diplomacy as now are the focus of Indonesian foreign policy. In elaborated its content, this paper use a comparative analysis of how social media used by Indonesian Ministry Foreign Affairs and U.S. State Department. The first part of the paper is introduction in which contains the background of how the advance of information and communication technologies (ICTs) has facilitate people to directly connected and interact with each other without limited by time and space, including diplomats to conduct their public diplomacy. However, this paper reminds the reader that not all of countries could implemented the digital diplomacy well, according to the authors, this is related to the understanding and implementation of each countries about “what digital diplomacy is” and “what it can be used for”.

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Second part of this paper is divided into several sub-part which are first, about social media and diplomacy, second defining information and communication technologies latest trends in social media outlets, third is discussing about the case of the United States of America in winning the heart and minds of peoples through social media, forth part is about Indonesia’s diplomacy in the digital era, and fifth part identifies strategies in maximizing social media to enhance Indonesia’s economic and cultural diplomacy. The next part is conclusion and recommendation from the authors of this paper regarding maximize the role of social media in enhancing Indonesia’s economic and cultural diplomacy. The writer of this thesis is seen this paper as one of essential source of read and also opened the basic knowledge especially slight picture of how Indonesia’s diplomacy in the digital era has practiced and how digital diplomacy also implemented by United States of America as a comparison. Thereafter, the knowledge that writer got from this paper is beneficial in analyzing what strategies is suitable to maximize the use of Indonesian Ministry of Foreign Affairs to promote Indonesian foreign policy especially on targeting Indonesian diaspora.

II.4. Diplomacy 2.0: The Future of Social Media in Nation Branding by Britney Harris, Surface vol. 4, 2013

In this journal article, Britney Harris discuss on how important social media as a tool of public diplomacy especially on foreign policy initiatives. In the introduction part, the author gives an example of President Obama’s campaign back in 2008 which successfully utilized social media platforms such as Facebook, YouTube and Twitter to contributed in winning the election. In this part also the author argues that social media has shown strategic value as a political tool.43 Web 2.0 which is firstly as a domestic politics tool has simply manageable to foreign politics. According to the author, the aims of this paper is to answer the

43 Harris, B. (2013). Diplomacy 2.0: The Future of Social Media in Nation Branding. Exchange: The Journal of Public Diplomacy, Vol. 4.

21 following questions: Why has social media become an important tool in influencing public opinion and how can social media sites, such as Twitter, be used as an effective strategy of public diplomacy?44 The next part is about credibility and public opinion in public diplomacy itself, in this part the author took several definition and concept of public diplomacy such as from Ben D. Mor, Humphrey Taylor, Beata Ociepka, and the Public Relations Society of America which all of those are concern on the importance of how to earned credibility especially on the public opinion abroad, concluded that credibility is awarded when the U.S. not only takes information, but gives it back as well.45 Next part is about the current debate about public diplomacy after the September 11 events, how the differences between Bush administration and Obama’s foreign policy initiatives, particularly towards the Muslim world. Obama’s strategy on utilized the social media to inspire conversation and debate between the U.S. and foreign publics is proved to be successful. Before the conclusion, Harris gives the reader several cases on crisis management using social media platform like Twitter are useful when engaging foreign publics.46 Harris gives the example from the case studies in Japan and Haiti, also on U.S. efforts in practicing Twitter Public Diplomacy in Venezuela. Harris conclude his article with emphasizes on the importance of social media sites, especially Twitter as tools in enhancing the practices of Public Diplomacy, in her conclusion Harris encourages the U.S. embassies to increase their efforts on engaging the foreign public, one of strategy is through social media especially Twitter. Overall, the writer of this thesis gain more knowledge about the importance of social media in enhancing foreign policy especially through several case studies that provided by this journal article which give a picture of how important social media can be in nowadays world. Although this paper aims to gives recommendation for U.S. diplomats, if Indonesian Ministry of Foreign Affairs could learn from the case and U.S. strategy in maximizing their social

44 Ibid., 18 45 Ibid., 19 46 Ibid., 24

22 media, MOFA could also maximize their own social media to promote Indonesian Foreign Affairs towards foreign public, and also Indonesian Diaspora abroad.

II.5. Diplomacy in the Digital Age by Brian Hocking and Jan Melissen, Clingendael Institute, 2015

This report opened with answered a question about what is happening with diplomacy, now in the “digital age”, social transformation has a huge impact on diplomacy. This chapter explain about the terms of digital diplomacy or e- diplomacy, about the rise of social networking sites such as Facebook, Twitter and other social media is become important to the practice of diplomacy. Overall, this chapter only arise some questions which expected to be answer through the next chapter on this report. The chapter two of this report is define the context of the Digital Age, it includes a background of discussing diplomacy in the digital age and history of diplomacy from early eras until today including a part discussing big data, then discussing about e-government. Chapter three more focus on the perspectives of diplomacy, as the title of this chapter is “offline and online perspectives” its discuss about the debates on “offline” environment in which diplomacy functions have been practiced for some time, and the discussions on diplomacy in an “online” world nowadays.47 On digital diplomacy itself, there are different perspectives. In the end of this chapter, concluded that there is no right or wrong between those perspectives, instead it is important to appreciate the meaning and implications that each conveys.48 Chapter four is the main body of this report, which contains several answers for the related questions towards the impact of digital technology one the practice and structure of diplomacy, also answering questions related to the digital revolution and digital diplomacy impact on domestic and foreign field. This chapter

47 Hocking, B., & Melissen, J. (2015). Diplomacy in the Digital Age. The Hague: Clingendael Institute. 48 Ibid., 26

23 also discussing on how Ministry of Foreign Affairs could adapting with this new form of diplomacy. The last chapter of this report is conclusion in which the author aims to emphasizes the importance of understanding the importance of digital diplomacy in the digital age for government, what digitalization will and will not bring to diplomacy, and also gives suggestions for Ministry of Foreign Affairs on digital strategy as well as encourage them to go digital in order to survive. This report for the thesis writer himself is very beneficial also for the writing process of this thesis, since it contains comprehensive explanation on digital diplomacy from the history of diplomacy before digital until e-government practice, this report also contains different perspectives on digital diplomacy which opened the writer’s knowledge about the concept of digital diplomacy itself. The most important is that this report provides answer on how Ministry of Foreign Affairs could adapt, digital strategy that could implement so that could maximize their digital diplomacy.

II.6. Integrating Diplomacy and Social Media by Clifton Martin and Laura Jagla, The Aspen Institute, 2013

This report is a result from the first annual aspen institute dialogue on diplomacy and technology, it aims to explore the implication of social media as new technology on the practice of American public diplomacy.49 The first part is introduction, in which only slightly arise a phenomenon of social media used in political issue as the background, the authors took case in the middle east, and mentioned some other countries with similar movements. The next part is concern more on how the new international diplomacy world could impacted by social media, in this part’s body also emphasizes on the role of U.S. Department of State which encourage them to always ahead on the revolution of technology, and conclude that although certain aspects of diplomatic

49 Martin, C., & Jagla, L. (2013). Integrating Diplomacy and Social Media. Washington, D.C.: The Aspen Institute.

24 engagement cannot be replace by the tools of technology, but the governments around the world will need to adapt with these new challenges.50 Next part pointed on the significant shifts on power and political systems interferences as the impact of changes in technology, network and demographic shifts. Mostly, this part took Alec Ross’51 explanation about how citizens now around the world, in this discussion Ross gives example from case in Tunisia, has utilized technology to catalyze social movements.52 On the other side Ross also mentioned the struggled of China’s government caused by a dilemma that created from new tools. The following sections is discussing about new approaches faced by diplomats and foreign policymakers to engage the publics abroad as caused of the social media advance. This new approach indeed brings challenges and opportunities of the new technology in diplomacy practice, and these are what this part is trying to answer. Next section is trying to gives recommendations on answering the challenges which have been explained in the previous section, through two specific areas of action: training and management, and building trust.53 The last is conclusion, this report agree on the fact which eventually back to people who access the technology in decide how to make positive impact to the world through these tools, even though the utility of these tools in diplomacy still on the government decision.54

50 Martin, C., & Jagla, L. (2013). Integrating Diplomacy and Social Media. Washington, D.C.: The Aspen Institute. 51 Senior Advisor for Innovation in the Office of the Secretary at the U.S. Department of State 52 Ibid., 5 53 Ibid., 17 54 Ibid., 23

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II.7. Indonesian Ministry of Foreign Affairs’ Strategic Plan 2015- 2019 by Indonesian Ministry of Foreign Affairs, 2015

Since this thesis will analyze the use of social media of Indonesian Ministry of Foreign Affairs (MOFA), writer feels it is beneficial also to take the source directly published by the Ministry of Foreign Affairs itself, especially inside this strategic plan, the writer and reader also will know what are the strategy plan in the implementation of the foreign policy of Indonesia in the future. In the first chapter is Introduction which introduce the general condition including the achievement from the previous period, bilateral relation, regional cooperation, multilateral cooperation, and other foreign policy, also bureaucracy reformation inside the MOFA itself, then describe to the reader about potential and problem which will be face by Indonesia in the future. Second chapter of this strategic plan is about vision and mission, goals and objectives of MOFA. While in third chapter, include here the national priority or as called as “NAWACITA”, Nine priority agendas of President Joko Widodo’s government. Derived from “NAWACITA” of President Joko Widodo, MOFA has plan their own priorities based on their field of foreign policy, also in here MOFA describe the direction and strategy of their foreign policy. Other than those content, in this chapter also include the regulation and institutional framework of MOFA for 2015-2019. Final chapter is closing, conclude that in implementing the mandate of the constitution, Indonesia adheres to an active free foreign policy. During the period of 2015-2019, Indonesian diplomacy will highlight the character as a maritime country, Indonesian diplomacy will be connected with the people's interest (diplomacy for the people), Indonesian diplomacy will be down to earth, and Indonesian diplomacy will be done firmly and dignified.55

55 Kementerian Luar Negeri Indonesia. (2015). Rencana Strategis Kemlu 2015-2019. Jakarta: Kementerian Luar Negeri Indonesia.

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CHAPTER III HOW MINISTRY OF FOREIGN AFFAIRS HAS UTILIZED THEIR SOCIAL MEDIA TO PROMOTE INDONESIAN FOREIGN POLICY FROM 2014 TO 2017

III.1. Overview on Indonesia’s Social Media Phenomenon

As the time goes by, along with the development of era, digital media has replaced conventional media like newspaper, radio, and television which in the past is one of the most widely accessed and owned types of media by people in the world or in Indonesia in particular. At the time, people in order to knew the recent issues especially international news must rely on those types of media, which if compared with social media nowadays, is way slower in processing its information. Although, this kind of conventional media is not completely abandoned by people, but cannot be denied that digital media offer more benefits, beside bringing several threats also. In Indonesia itself, supported by the development of internet connection speed, can be said that the addiction for social media itself began when Friendster, throughout the 2004-2009 period became booming56, its popular features which include the wallpaper/template customization on their home profile, sharing their interest in creative ways, and also first on exchange messages on their home profile made Indonesian people at the moment became crazy about social media. However, not long after Friendster phenomenon, in 200857 Facebook has shifted the interest of Indonesian people on using the social media, at that time Facebook has successfully attracted their users through facilitating them with more real time

56 Agato, Y. (2017, May 15). Friendster Adalah Sosmed Terbaik Sepanjang Sejarah. Retrieved from Vice: https://www.vice.com/id_id/article/d7a4jz/friendster-adalah-sosmed-terbaik-sepanjang- sejarah 57 Wiguna, O. (2009, February 9). Mabuk Kepayang Facebook (bagian 2 dari 2 tulisan) . Retrieved from tempo: https://tekno.tempo.co/read/159177/mabuk-kepayang-facebook-bagian-2-dari-2- tulisan

27 features such as personal message and various games that extend the users connection, their attractive display also become one of the reason Indonesian netizens began leaving Friendster and switch to Facebook, this phenomenon has made Indonesia become “The Republic of Facebook” and popular at that time the term of “Facebook Fever”.58 One of the feature from Facebook is the “pages”, this feature has been used for the importance of business, services, and product promotion, until certain sets of organizations, institutions, communities, entertainment, and groups with same interest about something. Derived from this feature also, arise some campaign movement in Facebook, and not only entertainment and sharing interest anymore, but has also used for political and governmental purposes. Especially since it was used by Barrack Obama for winning the presidential campaign major strategy back in 2008, social media begin to take part in the policy making process. In Indonesia, social media as tools of campaign strategy was first became popular in 2014, especially on Twitter, in the Presidential Election 2014 which eventually was won by Joko Widodo. At that time, explained by members of the Press Council, Nezar Patria, through a research study of democracy dialogue on twitter related Presidential Election 2014 by Press Council in collaboration with Indonesia Indicator and support of Danish Embassy, in which aims to analyze on how social media influence public perceptions and preferences, resulted on number and pattern of support of both candidate pair, with details of 1,800,000 active twitter accounts posting. The number of posts reaches 13,934,320 tweets and is divided into 50,286 individual accounts, and 211,752 number of tweets is filtered to identify democracy and the tendency of selecting samples, of the total 50,286 accounts being sampled, 50.66% chose Widodo-Kalla while 41.68% for Prabowo- Hatta and 7.66% did not answer. This result confirming Widodo's victory in social

58 Editor. (2009). Apakah Anda Terserang Demam Facebook? Retrieved from http://www.republika.co.id/berita//no-channel/09/02/15/31632-apakah-anda-terserang- demam-i-facebook-i-

28 media especially on twitter, and campaigns through social media alone have proved effective in influencing voters especially on beginner voters.59 The large potential of users in Indonesia, making social media companies began to open branches or official offices to facilitate communication with the government or with its users in Indonesia. The latest one was in August 2017, Facebook officially opened their new office in Jakarta.60 This cannot be separated from the fact that social media users in Indonesia is one of the biggest in the world, with approximately 96.09 million users as of 2017 according to statista61, placed Indonesia in the fourth place just behind United States, India, and China as the highest number of social network users country in 2017. Then how many people who creatively utilize social media like Instagram and YouTube to display interesting content, thus increasing their followers and ultimately bringing benefits to them from endorsement and advertisement.62 Lately, indeed Indonesia as one of the most social media users also impacted by this phenomenon, for example many celebrities using this phenomenon on what later be called as vlog (video-blog), in fact now it is not only just celebrities who has their own YouTube channel with vlog as one of the main content, many of students who study abroad also made this kind of vlog about student life abroad for example, many of young businessmen, along with the rise of many start-ups in the country, also documented their daily life on how they manage their business, or even the President himself, Mr. Joko Widodo, also has his own YouTube channel and regularly upload his vlog. This new thing of activity, especially done by a country leader himself, has already become the subject of conversation, not only in the country, but the vlog activity by President Joko Widodo itself has been worldwide and even reviewed in

59 Kusuma, E. F. (2015). Bagaimana Peran Twitter Mempengaruhi Politik Indonesia? Retrieved from https://inet.detik.com/cyberlife/d-2943830/bagaimana-peran-twitter-mempengaruhi-politik- indonesia 60 Hastyadi, Y. (2017). Facebook Resmi Buka Kantor di Indonesia. Retrieved from http://tekno.kompas.com/read/2017/08/14/17094217/facebook-resmi-buka-kantor-di-indonesia 61 Number of social network users in selected countries in 2017 and 2022 (in millions). (2017). Retrieved from https://www.statista.com/statistics/278341/number-of-social-network-users-in- selected-countries/ 62 Sassine, R. (2017, April 6). What is the impact of social media influencers? Retrieved from http://digital-me-up.com/2017/04/06/impact-social-media-influencers/

29 some foreign media, such as technology news media from United States, Mashable, on one of its news titled “Indonesia's President is A Social Media Pro and He's Got More Followers Than Justin Trudeau”. On their article mention that the President at that time has got more than 100,000 subscribers, Mashable also not forget to include hashtag #JKWVLOG, and one of the President vlog which features him having a meal with Saudi Arabia's King Salman.63 Of course, what president has done has brought many positive aspects for the Indonesia’s digital diplomacy, especially as one of the example on the strategy of how to be more engage to the people in the digital era like nowadays, in the country where the digital media such as social media has become one of the daily needs for its people.

III.2. Social Media Use in Indonesia’s Digital Diplomacy

Talking about the implementation of digital diplomacy in Indonesia, indeed cannot be separated from the government, in particular from Ministry of Foreign Affairs, since in this department, Indonesian diplomatic activities run in the daily basis. The awareness of how important digital media is in the diplomatic practice for Indonesia itself has already increase, aside from president Joko Widodo’s vlog, also proven by the acted that have been done, as illustrated in the speech from Indonesian Minister of Foreign Affairs herself, Minister Retno Marsudi. In the speech which recognized as the Best Foreign Minister Speech of the Year by the State of Digital Diplomacy 201664, Foreign Minister Retno Marsudi has emphasized the importance of social media as a tool for diplomats to support diplomacy work and activities that demand good communication to represent Indonesia abroad since nowadays information flow is have to be really exactly real time and the report submitted could be directly analyze.65 Minister Marsudi in her

63 Tan, Y. (2017, March 2). Indonesia's president is a social media pro and he's got more followers than Justin Trudeau. Retrieved from http://mashable.com/2017/03/02/indonesia- widodo-youtube/ 64 Diplomacy.live. (2016). Retrieved from http://www.sodd16.com/ministers-diplomats/ 65 Halim, D. (2016, October 9). Digital Diplomacy a New Way to Solve Problems: Foreign Minister. Retrieved from http://jakartaglobe.id/news/digital-diplomacy-new-way-solve-problems- foreign-minister/

30 speech underlined that even though there are many mistakes that we made on social media, but, the biggest mistake itself is if we are not use the social media in conducting our diplomacy. Minister Marsudi also said there are several things that should be adjusted in foreign policy, facing a revolutionary era of digitalization which are speed, correctness or accuracy, and honesty. Explained by the Minister, these days, Indonesian diplomat must provide real-time reports, especially on urgent matters, by that, the decision makers in Jakarta can immediately analyze and gives responses towards the situation, so it is clear that the speed of information is a must for every diplomat in performing their duties. However, since the information comes from the government, and will be deliver to the public, it is very important to make sure that the information is already valid, especially when it involves social media, so of course aside the speed, the accuracy of information also have to be valid. And related also with the valid information, it is also important to tell the public about the truth, in order to maintain the citizen’s trust since we can’t hide in this digital era, that’s why honesty is also one of the important things that should be adjust in facing the diplomacy in this digital era.66 During this period of Ministry of Foreign Affairs under the government of President Joko Widodo itself, there had already several events which involve the role of Indonesian digital diplomacy, as told by Minister Marsudi, for example of what happened with Indonesian citizens in 2016, past “Hurricane Matthew”, when it was happen, then some of our representative points, like KBRI Havana, KJRI Houston, KBRI Washington D.C. who oversees all of our U.S. consulate general, at the same time already reported to Minister Marsudi through WhatsApp, about what exactly happen, how many our citizens there, and how were their condition, whether they were able to contact them or not. After they got their condition, then MOFA blasted the information through Twitter at that time, said there were no victims from Indonesian citizen in the disaster, and that information provides a sense of comfort for our citizens.67

66 Halim, D. Ibid. 67 Richard, G. (2016, October 11). Cuplikan Kompasianival 2016 - Pidato Menteri Luar Negeri Ibu Retno Marsudi.

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Another example is what happen in the largest evacuation ever conducted by the Indonesian government back in 2015, to evacuated the Indonesian citizens from Yemen. There was an open conflict in Yemen, the government had to evacuate thousands of Indonesian citizens, the direct command was from the Minister Marsudi herself in Jakarta, using gadget to give direct evacuation commands, done from three points, west, south, and east, all using the gadget. When our citizens cannot enter the ship, as the situation gets hotter, the Minister commands to retreat, go into protection again, everything can be done real-time via gadget. Finally using the technology existed, along with great teamwork and responsibility, more than 2,000 Indonesian citizens can be evacuated safely from Yemen.68

III.3. Measures Undertaken by the Ministry of Foreign Affairs to Adapt to the Development of Digital Technology

Digital technology has grown rapidly, now it has touched virtually all aspects of life, and has given influence to the world of diplomacy, so inevitably we must utilize the digital technology for the sake of diplomacy. Indonesian Ministry of Foreign Affairs itself as the department who deals with diplomacy world in daily basis could disseminate Indonesian diplomatic efforts to defend and assert the sovereignty of the Republic of Indonesia, the interests of the economy and provide protection to citizens who are abroad through social media. Based on the result of interview conduct by the writer with Mr. Hartyo Harkomoyo as the Head of Multimedia Sub-directorate in Indonesian Ministry of Foreign Affairs, there are several steps taken by MOFA to adapt on the development of digital technology69: 1. Strengthening digital assets of MOFA, the most important asset is human resources, diplomats are important assets that must change their mindset, from

68 Richard, G., Ibid. 69 Harkomoyo, H. (2017, December 4). Head of Multimedia Sub-directorate in Indonesian Ministry of Foreign Affairs. (A. Imanullah, Interviewer)

32 conventional to digital thinking, all must be fast response, using the right digital means. 2. Strengthening MOFA’s website, MOFA already has a website since the 1990s, now has been strengthened in order to be able to provide fast and accurate information, in 2008 MOFA integrated its system into a portal of 132 Indonesian missions’ websites and in 2016 MOFA upgraded their website to version 2.0. 3. Engage with the public through four major social media platforms, namely Twitter, Facebook, Instagram, and YouTube. Through these platforms can be seen how the public opinion about the achievements of diplomacy, policy, and ask for public assistance to provide input, and this is connected with all citizens, including foreign citizens. 4. Improve infrastructure, especially related to internet network. 5. Early this year, MOFA developed what is called the digital command center, which is the center for MOFA to monitor all digital activities, whether from abroad, external data outside MOFA, as well as internal data in MOFA. The goal is expected to be a problem solver for the implementation of MOFA’s digital diplomacy. 6. Finalize a series of regulatory / policy frameworks related to digital strategies, draft regulations, and develop more technical guidelines on how diplomats should synergize in facing the digital age. Talking specifically about the social media, already mention before that MOFA has four major platforms, which are Twitter, Facebook, Instagram, and YouTube. Through their social media, MOFA has targeting several aspects, first is promoting policies (statement, attitude, position), both related to the activities of a political nature until social and culture; second is informing the diplomacy achievements, such as MOFA and Indonesian representatives’ activities; and also educate our citizens, by disseminating information from representatives, cultivate a sense of pride towards Indonesia and diplomacy.70 Facebook and Twitter of MOFA itself have been established since June 2010, and up until the time of writing this thesis (December 2017) has gained

70 Harkomoyo, H., Ibid.

33 respectively 42,619 likes on Facebook (Kementerian Luar Negeri RI) and 119,000 followers on Twitter (Portal_Kemlu_RI) with total posts of 24,300 tweets. The observation shows that MOFA is more active on Twitter than Facebook, despite the fact that both of the social media have days where there is no post at all, average posts per day on Twitter is more than 16 tweets71, while on the other side only averaged 1-3 posts per day on Facebook. To widen their engagement to the youth generation, MOFA in October 2016 has launched their Instagram (kemlu_ri) and in the early 2017 established their own YouTube channel (Kemlu TV). It seems that both have significance different on the progress. On Instagram, although they are still developing their presence, with 193 total posts contain Minister, MOFA, and Indonesian representatives’ activities, also information in form of posters or greetings of an event, they already gain 19,700 followers. Meanwhile on their YouTube channel, although they just recently launched it, the total videos on their channel already 189 videos containing policies, Minister’s greetings, mainly the achievements and activities of MOFA and Indonesian representatives. Unfortunately, on YouTube they are still only have 400 subscribers. Unfortunately, the interaction between MOFA and the public itself still does not illustrate the achievement of some aspect targeted by MOFA maximally. For instance, among 119,000 followers on Twitter, only average 10 until 20 responds in form of retweets or likes on each tweets informing MOFA and Indonesian representatives’ activities or infographic that educated public, and average 200 until 300 responds when it related to Minister statement or Indonesia position on crucial issues such as U.S. unilaterally recognition Jerusalem as the capital of Israel and related to Palestinian rights and struggle for independence. While on Instagram, among 19,700 followers, the averaged likes of each posts are only 900 until 1000 likes, with only 10 until 20 comments on regular posts, and maximum 60 comments on important matters such as information about recruitment.

71 Twitter Stats Summary / User Statistics for Portal_Kemlu_RI (Nov 27th, 2017 - Dec 12th, 2017). (2017, December 13). Retrieved from https://socialblade.com/twitter/user/portal_kemlu_ri

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CHAPTER IV MAXIMIZING THE USE OF MINISTRY OF FOREIGN AFFAIRS’ SOCIAL MEDIA TO PROMOTE INDONESIAN FOREIGN POLICY FOCUSING ON INDONESIAN DIASPORA

IV.1. Ministry of Foreign Affairs’ Engagement Towards Indonesian Diaspora Through Social Media

The word diaspora comes from the ancient Greek word which means spread. Initially, the word diaspora more associated with the existence of the Greek people who are expelled from their country and live scattered in various parts of the earth.72 While in the context of human movement, diaspora refers people living in other countries because of various factors, such as war or seeking a better life. In the development of globalization, diaspora becomes a new economic power for a nation. If they were formerly referred to as nomads, now the term began to shift with term diaspora.73 Dr. Dino Patti Djalal, former Indonesian Ambassador to the United States, who also served as Deputy Minister of Foreign Affairs of Indonesia, he is also the initiator of Indonesian Diaspora Network (IDN), defines the term of Indonesian diaspora as an Indonesian citizen living abroad and is divided into four group. The first group are Indonesian citizens living abroad who still hold valid Indonesian passports; the second group is Indonesian citizens who have become foreign citizens due to the naturalization process and no longer have an Indonesian passport; third is for foreign nationals who have parents or ancestors who come

72 Basnur, A. B. (2017). Pemberdayaan Masyarakat Indonesia di Luar Negeri untuk Kepentingan Nasional. Retrieved from http://kemlu.go.id/id/lembar- informasi/Documents/Paparan%20Direktur%20Diplik%20- %20Forum%20Bakohumas%20Tematik%20Kemlu%202017.pdf 73 Indonesian Diaspora Network. (n.d.). About Diaspora. Retrieved from http://www.diasporaindonesia.org/index.php/about/diaspora

35 from Indonesia; and the last group is a foreign citizen who has no ancestral relationship with Indonesia at all but has a tremendous love for Indonesia.74 In brief, history of the Indonesian diaspora spreading as stated on the exposure of the Director of Directorate of Public Diplomacy in Ministry of Foreign Affairs, Al Busyra Basnur, has started far back in year of 1600s when the people of Makassar origin reside temporarily in the northern part of Australia; Then in 1693, Sheikh Yusuf Al-Makasari from Gowa, South Sulawesi was exiled by the Dutch to Cape Town, South Africa; Forced displacement by the Dutch colonial government in 1890-1939 against the people of Java to Suriname; Besides, during the colonial period under the colonial government of France and Japan, the people of Java and Romusha people were brought respectively to New Caledonia and to the Siam region; Before in the globalization era nowadays, Indonesian diaspora are spread due to Indonesian labor and migration of Indonesian people for education and profession to various countries.75 Diaspora, even though has been realized as one of the nation's important assets, in fact during its development never really got government attention until in 2012, initiated by Ambassador Dino Patti Djalal, the Embassy of the Republic of Indonesia in United States at that time organized the first ever Congress of Indonesian Diaspora (CID) in Los Angeles, resulting on the Declaration of Diaspora, and became the forerunner to the establishment of a global community of Indonesian diaspora which later to be called the Indonesian Diaspora Network.76 Officially, the Indonesian Diaspora Network (IDN) was formed in 201377, as the follow up of the CID II results in Jakarta, which was initiated and facilitated by the Indonesian Ministry of Foreign Affairs. Nowadays, diaspora has begun to gain acknowledgement from the government, as said by President Joko Widodo, “Indonesian Diaspora can help the

74 Indonesian Diaspora Network., Ibid. 75 Basnur, A. B., Ibid. 76 Mubtadi, V. (2012, July 10). Kongres Diaspora Indonesia Sepakati Pembentukan Jaringan Global Diaspora Indonesia. Retrieved from VOA: https://www.voaindonesia.com/a/kongres- diaspora-indonesia-sepakati-pembentukan-jaringan-diaspora-indonesia/1381737.html 77 Sihite, E. (2013, October 29). Jaringan Global Organisasi Diaspora Indonesia Resmi Dibentuk. Retrieved from http://www.beritasatu.com/aktualitas/147348-jaringan-global-organisasi-diaspora- indonesia-resmi-dibentuk.html

36 government to improve the economy of the nation. Beside encouraging increased exports, Indonesian citizen abroad also expected to attract foreign investment”.78 Minister Retno Marsudi has also said that, “with an amount of between two and three million people and consists of various professions including expert s in the oil and gas sector as well as our workers, diaspora is a great asset for the development of Indonesia”.79 Under President Widodo’s administration itself, especially Ministry of Foreign Affairs through its strategic plan, has put diaspora as one of its concern in implementing the foreign policy for 2015-2019 period, in the direction of policy point number five, which is improving the quality of service and protection of Indonesian citizens and legal entities abroad and diaspora empowerment.80 During President Widodo’s administration also, there were already two CIDs which have been held respectively in 2015 and 2017 both placed in Jakarta. Overall, during these past CIDs have always attracted many participants and attention, and through the CID itself can be seen as a solution to unite the Indonesian diaspora abroad, so that the Indonesian diaspora community itself could give many significant contributions to the country. Besides that, the people of Indonesia inside the country also could aware and inspired by the Indonesian diaspora community in terms of nationality, unity, spirit of development, and connection. As follow up of the CID III results, to show the commitment of the Government of the Republic of Indonesia, The Ministry of Foreign Affairs has inaugurated the Expert Staff for Social and Cultural Affairs and Empowerment of Indonesian Communities Abroad, which is the Echelon I structure that handles Indonesian Diaspora or Indonesian Society Overseas, on March 18, 2016, as well as inaugurated one unit of echelon III level at the Directorate of Public Diplomacy which handles Indonesian Community Empowerment Abroad, on January 1, 2017.81

78 Basnur, A. B., Ibid. 79 Nursalikah, A. (2017, July 1). Menlu: Diaspora Aset Bangsa. Retrieved from http://nasional.republika.co.id/berita/nasional/umum/17/07/01/osem41-menlu-diaspora-aset- bangsa 80 (2015). Rencana Strategis Kemlu 2015-2019. Jakarta: Kementerian Luar Negeri Indonesia. 81 Basnur, A. B., Ibid.

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The most recent, coincided with the 72nd anniversary of the Ministry of Foreign Affairs, Minister Marsudi officially launched “Kartu Masyarakat Indonesia Luar Negeri (KMILN)” or better known as “Diaspora Card” which has function to facilitate Indonesian diaspora, both Indonesian citizens, as well as foreign nationals who used to be Indonesians and there are several other criteria. The facilitations itself not all alike, but in accordance with the criteria contained in the provisions. The launching of diaspora card itself according to Minister Marsudi, is as response to the input of the diaspora met by president Joko Widodo, and at the same time also shows that the government recognizes the existence of the diaspora as part of the Indonesian nation.82 As the important role of diaspora has been increasingly seen by the government, in order to establish a good relationship with the diaspora, beside in big-scale event such as Congress of Indonesian Diaspora, Ministry of Foreign Affairs (MOFA) through its embassies abroad also involve Indonesian diaspora in some forum discussion, MOFA themselves also tries to always engage with them in various ways, one of the simplest way is through digital or internet, by using social media platforms to be precise, purpose of the use of social media itself is as a mean of effort in conducting public diplomacy, according to Edmund Gullion, the one who is believed by some experts as the inventor of public diplomacy, define public diplomacy as “The influence of public attitudes on the formation and execution of foreign policies”. 83 And as the revolution of information technology arise, it creates a new approach to public diplomacy in general, and eventually evolved become digital diplomacy which according to the majority scholars in the book of “Digital Diplomacy: Theory and Practice” generally defined digital diplomacy as “The use of social media for diplomatic purposes”.84 Unfortunately, in terms of digital diplomacy, Indonesia is still far behind compared to other countries, especially countries like India, Mexico, and Russia

82 Sudiana, D. (2017, August 21). Menlu Resmi Luncurkan Kartu Diaspora pada Perayaan HUT Kemenlu ke 72. Retrieved from http://rri.co.id/post/berita/426379/nasional/menlu_resmi_luncurkan_kartu_diaspora_pada_perayaa n_hut_kemenlu_ke_72.html 83 Cull, N. J. (2008). Public Diplomacy before Gullion: The Evolution of a Phase. In N. Snow, & P. M. Taylor, Routledge Handbook of Public Diplomacy (pp. 19-21). Taylor & Francis. 84 Bjola, C., & Holmes, M. (2015). Digital Diplomacy: Theory and Practice. New York: Routledge.

38 which in terms of diaspora has been very dispersed and known to be successful in the world. Based on Digital Diplomacy Review 2017 (DDR17)85, Indonesia ranks 38th in digital assets ratings of more than 200 foreign ministries with their digital diplomacy. As comparisons, Russia as the third world largest country86 that have diaspora ranks 4th in DDR17, Mexico as the second world largest diaspora country87 ranked 15th in the review, and India which is the world largest diaspora country88 has ranked 11th in DDR17. If we take a look on how India can maximize their digital diplomacy to support their engagement with their diaspora and compare it to Indonesia, first India has at least ten main platforms such as mobile application, Twitter, Facebook, LinkedIn, Google+, YouTube, Flickr, Sound cloud, Instagram, and the Ministry of External Affairs’ website itself, based on the link that are placed strategically on their website.89 While Indonesia still uses at least five main platforms such as their website, Twitter, Facebook, Instagram, and YouTube, which based on the observation, the visitor must scroll down once to find the link of MOFA social media on their website.90 Taking one example of platform to comparing the two countries’ engagement, writer decide to take Twitter as an example, since based on observation, Twitter is the most preferred digital platform used by foreign affairs ministries.91 While MOFA uses @Portal_Kemlu_RI to engage with their citizens on Twitter, on the other side India has their own spokesperson to deal with its digital activities, Raveesh Kumar, under username @MEAIndia. Then based on the followers, average retweets and likes on Twitter as of January 14th 2018, even though India’s Ministry of External Affairs was a year late in establishing their

85 Digital Diplomacy Review 2017 #DDR17. (2017). Retrieved from http://digital.diplomacy.live/ddr17/ 86 Balachandran, M. (n.d.). Countries that have the world's largest diaspora. Retrieved from https://www.theatlas.com/charts/V11vjfeug 87 Ibid 88 Ibid 89 http://www.mea.gov.in/ 90 https://www.kemlu.go.id/ 91 Triwibowo, A., & Martha, J. (2017, August 25). The Jakarta Post: Digital diplomacy: Learn from neighbors. Retrieved from https://www.pressreader.com/indonesia/the-jakarta- post/20170825/281663960134319

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Twitter account than MOFA, with still 16,375 tweets compared to 24,830 of MOFA, @MEAIndia accomplished to gain 1,686,120 followers with 117 average retweets and 549 average likes, while @Portal_Kemlu_RI only made 121,725 followers with 14 average retweets and 26 average likes.92 Based on the data of comparison between two Ministries of Foreign Affairs above, it can be seen how Indian government really takes their digital diplomacy seriously and maximizing their social media platform to support their diaspora. This thing could be an important example for MOFA on how to manage and maximize their social media platform as their part of digital diplomacy and as a tool to engage Indonesian diaspora.

IV.2. Responses by Indonesian Diaspora Towards Ministry of Foreign Affairs’ Social Media Utilization

From Ministry of Foreign Affairs (MOFA) efforts to engage with the Indonesian diaspora abroad, giving much attention only is not enough yet in order to deliver maximum support which is needed by the diaspora to more contribute in promoting Indonesia abroad and help in attracting the investment from outside the country. Instead, the effective and well targeted policy are what the diaspora really needs right now. Moreover, policies that are perceived to be effective and well targeted themselves are useless if MOFA cannot deliver the information to the diaspora maximally. In order to provide the responses needed for this thesis, writer tried to collect some testimonies from Indonesian diaspora abroad, as well as the response from Indonesian Diaspora Network Global (IDNG), Indonesian Diaspora Network Global (IDNG) which is also known as Indonesian Diaspora Network (IDN) itself is a network that facilitates and empowers the voice of diaspora communities through its 60 national and local chapters and the number is progressively expanding. IDN also functions as interlocutor, enabler, and voice for its members

92 Social Blade. (2018, January 14). Retrieved from https://socialblade.com/twitter/compare/portal_kemlu_ri/meaindia

40 in collaboration with the Indonesian government and non-government sectors as well as contributes to development in Indonesia.93 Based on the testimonies from Miss Pia, Indonesian diaspora in Italy, and Mr. Rendy Subahagia, Indonesian diaspora in Japan, Indonesian diaspora abroad are actually aware of MOFA’s social media, especially Twitter, beside also their other digital platform which is the website of MOFA, but recently, based on their recognitions, as there is no direct point which is specially address to Indonesian diaspora, it makes as the diaspora they not really feel a significant function of MOFA’s social media, they were not well informed about anything related to the diaspora, even they could know about government policy such as diaspora card were because they have a connection with the Indonesian Diaspora Network, which according to them are sees as an odd circumstances that MOFA not utilizing their social media to disseminate those information. As has been stated in this thesis, the fastest and simplest way to deliver information, as well as communication between MOFA and the public, especially Indonesian diaspora is through social media, but through the interview that the writer held with Miss Reykha Mega Pratiwi, the Executive Liaison Officer, Jakarta Representative of Indonesian Diaspora Network Global (IDNG), arise fact that Indonesian diaspora through IDNG which is also known as Indonesian Diaspora Network (IDN), are still not satisfied with the government policy, in this case is MOFA.94 If we take the example from India, their diaspora is already existing and known everywhere, if they want to return to their home country, the country welcome without bringing any complicated criteria, MOFA should be able to follow the example of India, because they have an institution that specifically deal with the Indian diaspora, while in here there is only the desk diaspora in MOFA, and in fact there are only 2 people standby, budget allocated itself is only 2 billion rupiah, while based one the recent data by IDN from the holding of Fourth Congress of Indonesian Diaspora (CID IV), there are estimated 8 million Indonesian diaspora

93 Indonesian Diaspora Network. (2017). Retrieved from http://www.diasporaindonesia.org/ 94 Pratiwi, R. M. (2018, January 15). Executive Liaison Officer, Jakarta Representative, Indonesian Diaspora Network Global. (A. Imanullah, Interviewer)

41 in the world95, that is not enough. Taking a quote from Mr. Dino Patti Djalal, he said "Actually the synergy of the Ministry of Foreign Affairs with Indonesian Diaspora Network itself is still less serious in responding to this diaspora matters, although the attention of the Ministry of Foreign Affairs has been overwhelming, but the policy in facilitating the diaspora is still minimum, technically it must be seen seriously, for example like the diaspora card, it cannot be carelessly made."96 In the case of “Kartu Masyarakat Indonesia Luar Negeri (KMILN)” or better known as “Diaspora Card”. One of the main reason why the policy is still not satisfactory according to Miss Pratiwi is because the information given about its benefits is not clear and not detailed, since the condition is still in the socialization stage at the Indonesian Embassy, Consulate General, and it is not yet in the stage of how to issue the card, even though all that is based online, so there is a web link, and all diaspora can register there, but MOFA should provide clearer information. Besides, the length of process and the maximum duration of the card for two years, making diaspora feel complicated, even though they want to go back to their own country and contribute.97 Nevertheless, regarding the use of digital diplomacy, especially social media, it is already the law of nature of technology and social media, which should indeed be an effective communication way, to become a one-way door, meaning that what happens in outside the country regarding the diaspora, Indonesian diaspora abroad can report it directly, in detail, for example through comment in MOFA’s website, it means that MOFA can be informed directly, in detail, on how the state of the field, moreover it can be the solution for MOFA to tidy up what should be done, especially about the diaspora abroad, but in fact, up until now there is no single input space which specific allocated for the diaspora on the MOFA website.98 From the interview with Miss Pratiwi also, the writer of this thesis found an interesting fact, that during the socialization of diaspora card, many of Indonesian

95 Pratiwi, R. M., Ibid. 96 Pratiwi, R. M., Ibid. 97 Pratiwi, R. M., Ibid. 98 Pratiwi, R. M., Ibid.

42 diaspora who come to IDN office, and questioning on how to make these card, whereas the launcher of these card is MOFA, all the requirements are from MOFA, but they come to IDN office. This condition can happen also because the less responsive social media admin of MOFA’s social media. For example, IDN also has Facebook, with @diasporaRI account, where, interestingly there are many diaspora who ask through message, about the question regarding the embassy for example, even though it is not the authority of IDN to answer, but as much as possible their media communication team has to answer all those questions, it would be nice for MOFA if in every platform of their social media, could be more responsive to answer, because what happens, sometimes the diaspora, runs the question to IDN, which should be more appropriately addressed to MOFA.99 Overall, the Indonesian diaspora through IDN has seen the importance of social media utilization, and how it could boost the engagement of MOFA towards the diaspora, especially in the current millennial generation, if it is successfully utilized by MOFA, however beside that, IDN also hopes for the future, between MOFA, the Embassy, Consulate, and IDN itself could synergize each other, well communicate also between each other to create a clear platform for Indonesian diaspora out there, and back again for the digital diplomacy itself, there should be detailed preparation, and good communication from the parties related. So for example, the database belongs to MOFA, then IDN role is to disseminate information towards diaspora, and for the next is great if there are applications for diaspora, of course with detailed preparation.100

99 Pratiwi, R. M., Ibid. 100 Pratiwi, R. M., Ibid.

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IV.3. Strategies in Maximizing the Use of Ministry of Foreign Affairs’ Social Media to Promote Indonesian Foreign Policy Focusing on Indonesian Diaspora

President of Republic of Indonesia, Joko Widodo, believes in the importance of technology implementation to compete in global competition, especially in this digital age. On his speech President Widodo emphasizes that global competition will be won not by big and powerful countries, but by a country that is quick to adapt with the development of era.

“Competition between countries, no longer about the big country beat the small, no longer. Nor also the strong defeated the weak. But the country which is fast, that will beat the other which is slow. Whichever country it is” President Joko Widodo.101

That’s why also the government under President Widodo, nowadays tries to digitalize the system in many sectors from transportation to economic sector, from the toll tickets payment, also the other transportation payment to have their own digital system. Infrastructure developments to support the digitalization of all sectors also have already been partially completed, while the rest are either to plan or still in progress. In terms of human resources, the government also encourage the students to become a talent in the development of digital economy as well as social transformation in Indonesia.102 To support this program, the government has cooperated with universities inside and outside the country, as well as industrial parties to provide scholarships for the students.

101 Kuwado, F. J. (2017, May 4). Jokowi: Sekarang, Negara Cepat akan Mengalahkan Negara Lamban. Retrieved from http://nasional.kompas.com/read/2017/05/04/14110021/jokowi.sekarang.negara.cepat.akan.menga lahkan.negara.lamban 102 Hutabarat, D. (2017, March 27). Menkominfo Dorong Mahasiswa Kuasai Regulasi Ekonomi Digital. Retrieved from https://www.kominfo.go.id/content/detail/9495/menkominfo-dorong- mahasiswa-kuasai-regulasi-ekonomi-digital/0/berita_satker

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Through the infrastructure development before, especially on the access and communication infrastructures, makes the territories in which previously were difficult, become easier to reach. Eventually, this condition will boost the regional potential, especially in the tourism sector, which also increasing due to shifts in consumption patterns, social media trends and globalization.103 According to President Widodo, people now prefer to seek experience rather than buying goods, the experience then being uploaded and communicated through the social media, and eventually spread throughout the world.104 To adapt with the development of digital era, the Ministry of Foreign Affairs also has to be quick in order to maximize their digital diplomacy, especially through their social media, in the span of time under President Widodo’s administration from 2014 until present itself, MOFA has done some efforts in strengthening their digital assets, including the utilization of their social media as what the writer has described and analyzed in chapter 3. Indeed, we cannot deny, these efforts also have resulted in tremendous achievements in some situations and conditions, such as several evacuations of Indonesian citizens abroad, including the largest evacuation ever conducted by the Indonesian government back in 2015, to evacuate the Indonesian citizens from Yemen. On the other hand, when we talk about the utilization of MOFA’s social media in promoting Indonesian foreign policy, especially focusing on the Indonesian diaspora, based on the responses from the diaspora itself from what has been told by IDN, they still not satisfied yet with the MOFA’s way in utilized their social media to promote and socialize their policy, this is because the information and the respond delivered from their digital platforms, especially their social media are still unclear, for example in the case of “Kartu Diaspora”, in its socialization phase, many of the Indonesian diaspora still has to come to the IDN office, and ask about the information of the registration on the card, moreover many of them still asking the question through the IDN social media platform, even though those

103 Widiartanto, Y. H. (2017, November 29). Jokowi: Ekonomi Digital Bikin Peluang Bisnis Daerah Membesar. Retrieved from http://ekonomi.kompas.com/read/2017/11/29/113945326/jokowi-ekonomi-digital-bikin-peluang- bisnis-daerah-membesar 104 Widiartanto, Y. H., Ibid.

45 question should be more appropriately addressed to MOFA’s social media, since the response from MOFA’s social media is often slow or even there is no response. To be able to compete in this digital global competition, it is crucial for MOFA to improve their digital assets such as infrastructure, human resource, and its digital platforms itself, such as social media platforms. Therefore, maximizing the use of MOFA’s social media become increasingly important, the improvement indeed has been done by MOFA itself for years, but there are still many aspects that could be optimize, especially in order to promote Indonesian foreign policy towards Indonesian diaspora abroad. In order to provide a careful and comprehensive analysis towards what strategies are the best to maximize the use of Ministry of Foreign Affairs’ social media to promote Indonesian foreign policy, especially towards Indonesian diaspora abroad, important to be highlight first are the challenges and opportunities from the utilization of social media for MOFA itself.

IV.3.1. Challenges

There are several challenges on how Ministry of Foreign Affairs could maximize their social media platforms to promote Indonesian foreign policy towards Indonesian diaspora, one of them according to Mr. Hartyo Harkomoyo, the head of multimedia sub-directorate in Indonesian Ministry of Foreign Affairs, is on how MOFA could consistently and sustainable in terms of content, as well as could always adapt to what happens in the world. In other words, MOFA cannot arbitrarily do the dissemination of information, instead must adjust to the existing platforms, since each platform has different characteristics, with the majority user of each platform also different. For example, on Twitter MOFA uses more straight forward language, while on Instagram, the content of its posts are friendlier, especially towards young people.105

105 Harkomoyo, H. (2017, December 4). Head of Multimedia Sub-directorate in Indonesian Ministry of Foreign Affairs. (A. Imanullah, Interviewer)

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Picture 1: Indonesian Ministry of Foreign Affairs Official Tweet

Picture 2: Indonesian Ministry of Foreign Affairs Official Instagram Post

The other thing is on how MOFA can strengthen its communication patterns with the netizens on each social media platforms, there should be more efforts to be made on responding to the questions, responses, and input from the citizens through their social media platforms, so that in the future there will be no more questions that should be directed to MOFA, such as relating to the embassy or MOFA’s policy, but because of not responsive social media’s administration, the question become addressed to the another party such as IDN, in case of Indonesian diaspora matters.

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Third, is on the false information phenomenon or better known as hoax. This is become one of the main concern, since as the rapid development of technology, the information spread across the digital world are also massive, beside its many positive impacts that are gained, there are also negative impact caused by these rapid dissemination of information. Among those negative information, the aspects are diverse, not merely related to oblique issues, but also the linkage of irrelevant issues, such as international issues linked to the dynamics of domestic politics.106

IV.3.2. Opportunities

If MOFA could successfully overcome several challenges towards their efforts on utilizing their social media platforms, especially on promote Indonesian foreign policy to Indonesian diaspora abroad, the opportunities will open by itself. There are several opportunities that could MOFA take advantage of, such as from wider range, since nowadays through social media, everyone across the world can easily connected, without limitation of time and place, as long as they have internet connection, people can access their social media in no time, the flow of information that spread inside the digital network itself are unlimited, people are very easy on share the information with just one simple click. Therefore, if MOFA could use this by making their content more interesting and be smart with measurable strategy on when and how they post their content, it will make people more curious on their content and then interested to read it, and finally spread the information. Beside makes wider range to the receiver of the information, compared to the dissemination information process before the advance of digital technology, nowadays the process itself become faster and real-time, just in minutes or even seconds, there will always be an update news on the digital platforms. It is very useful and effective for our diplomat abroad in reporting the recent update of an urgent matters or simply just the recent activities of their embassy, or the update of their respective country’s situation.

106 Harkomoyo, H., Ibid.

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Third, through their social media platforms, it can be a vehicle for MOFA to engage and have a discussion with the citizens, without doing face to face interaction, without limitation of time and place, everyone from different backgrounds also can participate, it will make it easier on collecting the response from the citizens of Indonesia, both inside and outside the country, regarding some of the issues, especially concerning the Indonesian foreign policy. The responses from the citizens can be in form of aspirations or their perspective on the policy. Therefore, from those responses, MOFA could use it for their analysis on how far the understanding of Indonesian citizens, both inside and Indonesian citizens abroad, such as Indonesian diaspora on the policy that MOFA has released. From that analysis MOFA could reflect and help them develop their policies and programs which relevant with the citizens.

IV.3.3. Strategies

Indonesian diaspora nowadays has seen as one of nation’s important assets, especially on promoting Indonesia abroad and attracts potential investor to boost the economy of the country. In fact, government now has given more attention on the development of Indonesian diaspora, compared to years before. Even though, great attention is needed, but Indonesian diaspora themselves more need a policy that can make them easier to return to Indonesia and contributed. There has been “Kartu Masyarakat Indonesia Luar Negeri (KMILN)” policy which according to Ministry of Foreign Affairs (MOFA) has provided many facilities towards Indonesian diaspora abroad, such as open an account in a commercial bank, property ownership in Indonesia, establish an Indonesian business entity.107 Therefore, the facilities offered towards Indonesian diaspora itself are not informed and socialized well to them according to Miss Pratiwi, the representative of Indonesian Diaspora Network Global.108

107 Kartu Masyarakat Indonesia di Luar Negeri (KMILN). (2017, October 6). Retrieved from https://www.kemlu.go.id/songkhla/id/berita-agenda/info-penting/Pages/Kartu-Masyarakat- Indonesia-di-Luar-Negeri-(KMILN).aspx 108 Pratiwi, R. M. (2018, January 15). Executive Liaison Officer, Jakarta Representative, Indonesian Diaspora Network Global. (A. Imanullah, Interviewer)

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Many potential reasons of why this situation could happen between MOFA and the Indonesian diaspora, one of them is the way of socialization which is not utilized well the advantage of digital assets, it applies to both MOFA and the Indonesian diaspora themselves abroad. Whereas, they already realized the importance of digital assets, especially the social media platforms on this digital age. That’s why on this section, the writer of this thesis will tries to provide a careful and comprehensive analysis towards what strategies are the best to maximize the use of Ministry of Foreign Affairs’ social media to promote Indonesian foreign policy, especially towards Indonesian diaspora abroad, based on the current situation in the dynamic world of international relations, the analysis results are from the research conducted by the writer through international and domestic books, journals, articles, both digital and physical sources, strengthened by several interviews conducted with peoples who deal directly with the topic of this thesis discussion. There are several strategies which suggested by the writer as follows. First, in terms of the content, as the main aspect to attract readers or visitors to follow, like and then share the post of its social media platforms, MOFA should first analyzes and understand deeper and better about different characteristics of each social media platform users. Beside adjust their ways of language in delivering their post to the majority users of each platforms, take the example of U.S. Department of State ways on categorizing their contents also can be one of the method to boost the utilization of MOFA’s social media in order to promote Indonesian foreign policy. MOFA could learn to also categorize the main focus of each platform, since based on the observation, their post on each platforms seems just a repetition from the another platform. Where if we take a look again, their followers of each platform are already follow them on the another platform also. It will become boring and unattractive, if people who already saw the post about some events on Twitter of MOFA for example, find again the similar post about the same events on the Facebook of MOFA, even though the way of delivering are a little bit different, people will tend to just ignoring the second one, so it will just be a waste for MOFA. It will be different and more attractive if MOFA already categorizing its focus on each of their social media platform and socializes it to their citizens, including Indonesian diaspora.

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Picture 3: U. S. Department of State Official Facebook, Twitter, and Instagram The example of content categorization

For example, if MOFA choose to use the same method with U.S. Department of State on categorizing their content on their social media platforms. Why the writer took the U.S. Department of State as the example is because their digital diplomacy is on the first ranked on the list by digital diplomacy review 2017.109 They categorized their content with different focus such as Facebook is mainly about their policies, Twitter mainly about the news, and their Instagram for visual/travel diary.

109 Digital Diplomacy Review 2017 #DDR17. (2017). Retrieved from http://digital.diplomacy.live/ddr17/

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Through the categorizing of the content, MOFA could socialize it towards the citizens, including Indonesian diaspora, and the writer percieve in which this effort could maximize MOFA’s utilization on their social media platforms as people will easier to get what they search directly through each platforms that already being focus on the content earlier.

Picture 4: Indonesian Ministry of Foreign Affairs Official Facebook, Twitter, and Instagram The example of similar content on different platforms

Besides the categorization of the content, based on the writer observation on MOFA’s social media platforms especially Twitter, since it is the social media of a Ministry of Foreign Affairs, writer believe that beside informing the events

52 and the policies that they made, or the news on the activities also the achievements of Indonesian diplomacy, they must targetting foreign audience also, both foreign citizens and Indonesian citizen or Indonesian diaspora abroad. To have targeted the foreign audience as well as to engage with them, indeed it is better for MOFA to use English as their main language on delivering their content. But, in fact the majority of their tweets were still delivered with Indonesian language. There were some tweets though which they delivered in English, although it is very rarely happens, which instead makes the consistency of their preferred language on delivering their content on social media should be questioned. Or MOFA could make the official account with another language version, beside their original one, as has been done by France Foreign Affairs for example. France Foreign Affairs has several different language versions of their Twitter account, beside the original one.

Picture 5: France Foreign Affairs official Twitter account in several languages version, one of them is in English

Moreover, there are many kinds of content that spreads in the social media platforms, and to attract the visitors more, MOFA should be more creative on developing their content, beside always up to date, MOFA have also consider first

53 their content, it is not only about quantity, but more importantly about the quality that MOFA brings on their content, MOFA could increase the content in form of infographic, or could be more engage with their followers through livestream to attract more young people, also could give their loyal followers a reward, through more often hosted a quiz for example. Still related to the content of its social media platforms, now the writer invites the reader to comparing between MOFA with one country with the best digital diplomacy implementation, United States and the other country with the best digital diaspora diplomacy implementation, India. Precisely on the aspect of the link of their social media position on their main website, whether it influence the follower numbers of their social media or not. Through the position of the social media link on the respective ministries, U.S. Department of State, placed their social media link on the top of their website, resulted on impressive number of social media followers, on Twitter they gain 4.93 Million followers, on Facebook 1.83 Million fans, and 194 Thousand followers on their Instagram. Indian Ministry of External Affairs, who placed their social media link also on the main display of their website, resulted on 1.7 Million followers on Twitter, 2 Million fans on Facebook, and 76.8 Thousand followers on their Instagram. Meanwhile Indonesian Ministry of Foreign Affairs, placed their social media link on the second fold of their website, resulted only 122 Thousand followers on Twitter, 46.9 Thousand followers on Facebook, and 25.1 Thousand followers on Instagram, all as of January 22, 2018.110 Even though the aspect of social media link position on website is relatively only a bit much on influencing the number of followers in the MOFA’s social media platforms, but if MOFA are serious on their efforts to maximize their use of social media to promote Indonesian foreign policy, especially to Indonesian diaspora, this little details should not be abandoned, because the people, especially Indonesian diaspora abroad tend to look for the information towards MOFA’s website first, if this thing is not being improve on the future, it will become a disadvantage for the engagement effort of MOFA towards the Indonesian diaspora,

110 Social Blade. (2018, January 22). Retrieved from https://socialblade.com/

54 as well as their effort on promoting Indonesian foreign policy. Therefore, writer believe that MOFA should redesign their position of the content on their website, one of them is as writer already explain before, which is the position of their social media link, MOFA could relocate the position into the header on top of their website like U.S. Department of State, or hanging on the right or left side of the website’s main display like Indian MEA’s website.

Picture 6: The comparison between U.S. Department of State, Indian Ministry of External Affairs, and Indonesian Ministry of Foreign Affairs on the social media link position on their website.

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Second, there should be a regulation to control the management of the social media platforms utilization, since from the statement of The Head of Multimedia Sub-directorate in Indonesian Ministry of Foreign Affairs, Mr. Hartyo Harkomoyo, there had been no comprehensive regulation on the management of social media platforms utilization within MOFA itself, as well as to the embassy and the consulate abroad on how they should manage their social media platforms.111 All this time, last time they have a regulation in refer to was only on “Peraturan Menteri Pendayagunaan Aparatur Negara dan Reformasi Birokrasi Republik Indonesia Nomor 83 Tahun 2012, Tentang Pedoman Pemanfaatan Media Sosial Instansi Pemerintah” and “Peraturan Menteri Luar Negeri Republik Indonesia Nomor 03 Tahun 2012, Tentang Pengelolaan Portal Situs Kementerian Luar Negeri Republik Indonesia” and it is no longer relevant to the use of digital media at this time. All this time, in order to build a communication and synergy between the MOFA and its representatives, must be through activities such as technical visits, in the form of a representative of MOFA directly coming to the representatives to have a dialogue and discussion with some representatives who are deemed necessary to increased its capacity.112 Whereas with the existence of the regulation, it will reduce much costs and save time, with just socialization at first launched, then control is done over a long distance, utilizing the existing digital technology. With the existence of an integrated regulation within the MOFA and its embassies, also consulates abroad, will make it easier to standardized and maintain the quality of their social media content. The case like what happens in Indonesian embassy for Vientiane, where they have two websites, one of them is integrated with the administrator from central website of MOFA, and the other one is not, can be avoid on the future.

111 Harkomoyo, H. (2017, December 4). Head of Multimedia Sub-directorate in Indonesian Ministry of Foreign Affairs. (A. Imanullah, Interviewer) 112 Harkomoyo, H., Ibid.

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Picture 7: Indonesian Embassy for Vientiane, Laos another website (http://kbrivientiane.la/)

Picture 8: Indonesian Embassy for Vientiane, Laos integrated website (https://www.kemlu.go.id/vientiane/)

If this kind of thing is not being noticed and improved by MOFA through the future regulation, it could bring a confusion between Indonesian citizens abroad if they have a question and want to search the information through browsing it in the website of their embassy, but as naturally when people are on their first time looking for the website address, they will search it first on the search engine such as google, and eventually will find two websites which both of them are official, without knowing the one is integrated with the central of MOFA, while the other is not.

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Through this regulation also could become a guidance for Indonesian diplomats abroad on how to be appropriately engage with public through their social media platform, beside also could bring similar messages to be delivers on the same purpose to promote Indonesian foreign policy. Moreover, through the existence of the regulation would minimize the possibility of diplomacy blunders which can be a disadvantage not only for MOFA, but eventually for Indonesia itself. Therefore, the clear and integrated regulation for the use of MOFA’s digital platforms, especially social media should immediately finalize and implement, since the importance of minimizing the misuse of the social media platform due to the absence of regulation. Third, the human resources inside MOFA, especially they who directly involved in and maintain the digital diplomacy assets such as social media platforms, should be people who indeed learned, trained and qualified on this field. It has come the time to not assigned just any diplomats with different background other than who is already have training on digital diplomacy implementation, to directly dealt with the management of MOFA’s digital assets, especially their social media platforms. There are two options that MOFA could do in the future according to the writer analysis, whether they hired people that especially assigned to be the admin of MOFA’s social media platforms, not anymore diplomats who also have their priority job. So that, it will increase the two-way dialogues between MOFA and their followers, since the admin of MOFA’s social media’s priority job is focus on managing their account, managing here is including in giving a responsive respond to the follower messages. Or, they can take the example from India and United States’ Foreign Affairs Ministries on presenting the two-way dialogues through their spokespersons to directly engage with the citizens on their official social media, through this method will enable their followers to also take part on the diplomacy progress of their country, which in the future could possibly helped the government on shaping the future policies and programs. Moreover, through knowing the person behind the social media platforms, such as has their own spokesperson on the digital diplomacy practice on social media, public will more attracted to be involved on the development of Indonesian

58 digital diplomacy, especially if the person itself is responsive on two-way dialogues with their followers. Through this method, MOFA could also learn from Indian and United States’ Foreign Affairs Ministries where it enables them to opened a question and answer session with their followers online or held a press briefing on urgent or general issues live. Indeed, the advantages for MOFA are they could get input from their followers, the followers will get the answers as well as explanation regarding their questions which would make the situation like happens with “diaspora card” socialization case will never repeat on the future, and as the platforms to socialize in live concerning their policies, or position of country’s diplomacy towards particular issues.

Picture 9: Indian Ministry of External Affairs Official Spokesperson Raveesh Kumar, held a question and answer session

Picture 9: U.S. Department of State Official Spokesperson Heather Nauert, held her regular press briefing live

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Fourth, is the coordination between related stakeholders in the use of MOFA’s social media to promote Indonesian foreign policy, especially towards Indonesian diaspora, therefore it will be between MOFA, Embassy, Consulate, and since in MOFA, there is no special directorate which deals with Indonesian diaspora matters yet, only units, MOFA could cooperate and coordinate with Indonesian Diaspora Network (IDN) in their engagement towards Indonesian diaspora abroad. The cooperation itself, as also suggested by IDN representative, Miss Pratiwi, could be start from a small step first, maybe in form of diaspora input column in MOFA’s website. From this method itself, MOFA could gain several benefits. Firstly, Indonesian diaspora should register their email, it will be a real database for MOFA, and because it is based on the digital / internet, everyone can access it indeed, it can be a picture of how many Indonesian diasporas outside. And secondly, any information like for example “diaspora card” can be directly broadcasted through email from the database earlier. Therefore, if the system is well made, the information flow will be easier, save time, and on target.113 Moreover, MOFA could also put the link of IDN’s website address on their website, this method just alternative for the visitor if they have a matters regarding diaspora that related to the NGO, not a government authority, such as regulation or policies, but they seek for an event or connection between fellow diaspora abroad, they could open the link, it really could make some of Indonesian diaspora’s matters become easier, and make them easier also to promote Indonesia abroad, as well as attracting the potential investor to invest in Indonesia.114

113 Pratiwi, R. M. (2018, January 15). Executive Liaison Officer, Jakarta Representative, Indonesian Diaspora Network Global. (A. Imanullah, Interviewer) 114 Pratiwi, R. M., Ibid.

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CHAPTER V CONCLUSION

Today, in the world which all of things has been digitalize, in order to be able to compete in the global competition, as has been stated before by President Joko Widodo, between countries, it is no longer about the stronger beat the weaker, the bigger dominate the smaller. Instead, it is the faster country who will defeat the slower. Countries now have competing in develop their digital assets to be faster than the others. Foreign ministries are also strengthening their digital assets to embrace the use of social media in their digital diplomacy practice. Especially because the capabilities of digital diplomacy itself which can directly engage with foreign public can be seen as an important tool to promote a nation’s foreign policy, including Indonesia. The Ministry of Foreign Affairs, during the administration under President Widodo, there has been several achievements along their digital diplomacy practice, like has been told by Minister Retno Marsudi, through the confirmation process of Indonesian citizen condition abroad past the “Hurricane Matthew” disaster in 2016, and the largest evacuation ever conducted by the Indonesian government back in 2015, to evacuate the Indonesian citizens from Yemen, all were done through the technology existed such as social media platforms. There are several steps taken by MOFA to adapt on the development of digital technology, from strengthening their digital assets such as human resource, infrastructure, and their social media management itself. In their efforts to engage with the public, they use 4 major social media platforms such as Facebook, Twitter, Instagram, and recently YouTube. MOFA as the department who deals with diplomacy world in daily basis could disseminate Indonesian diplomatic efforts to defend and assert the sovereignty of the Republic of Indonesia, the interests of the economy and provide protection to citizens who are abroad through social media. Moreover, through their social media, open a huge opportunity for MOFA to promote Indonesian foreign policy, especially towards Indonesian diaspora abroad.

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As Indonesian diaspora nowadays has seen as one of nation’s important assets, in order to establish a good relationship with the diaspora, MOFA tries to always engage with them in various ways, one of the simplest way is through digital or internet, by using social media platforms to be precise. Even though in this past 4-5 years, MOFA has seen to give a huge attention towards Indonesian diaspora, but according to the Indonesian diaspora itself, it is not enough, there should be a better and clearer policy to be given concerning the Indonesian diaspora. Beside from the policy making itself, when the policy has been made, should not be ignored the importance of its socialization, especially through social media platforms, despite several challenges to be solved in the future, such as consistency and sustainable content, communication patterns, and overcome the false information or hoax, the use of social media could offer some huge opportunities, for instance it provides wider range, faster and real-time, also could become a vehicle for MOFA to do a two-way dialogues with their followers. Therefore, in maximize the use of Indonesian Ministry of Foreign Affairs’ social media to promote Indonesian foreign policy focusing on Indonesian diaspora. The writer suggested several strategies. First, through categorizing its content in each social media, consistency of preferred language of the content better be in English or they can make several different languages version of their social media, as well as provides more creative content such as infographic, more engage with their followers such as through livestream or hosted a quiz, also rearrange the link position of their social media on the website to be more strategic. Second, there should be a clear and integrated regulation to control the management of the social media platforms utilization for MOFA’s official social media itself, as well as guidance for their diplomat in facing the digital age. Third, MOFA could assign specific person to be their spokesperson who engage directly through their official platforms, so that it will build a two-ways dialogues with their followers. Fourth, strengthening their relation with their embassies, consulates, and since they still don’t have a special directorate inside the department to which deals with Indonesian diaspora matters yet, only units, MOFA could cooperate, coordinate, and build a synergy with Indonesian Diaspora Network in their engagement towards Indonesian diaspora abroad.

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Kuwado, F. J. (2017, May 4). Jokowi: Sekarang, Negara Cepat akan Mengalahkan Negara Lamban. Retrieved from http://nasional.kompas.com/read/2017/05/04/14110021/jokowi.sekarang.negara.c epat.akan.mengalahkan.negara.lamban Most famous social network sites worldwide as of August 2017, ranked by number of active users (in millions). (2017). Retrieved from https://www.statista.com/statistics/272014/global-social-networks-ranked-by- number-of-users/ Mubtadi, V. (2012, July 10). Kongres Diaspora Indonesia Sepakati Pembentukan Jaringan Global Diaspora Indonesia . Retrieved from VOA: https://www.voaindonesia.com/a/kongres-diaspora-indonesia-sepakati- pembentukan-jaringan-diaspora-indonesia/1381737.html Number of social network users in selected countries in 2017 and 2022 (in millions). (2017). Retrieved from https://www.statista.com/statistics/278341/number-of-social-network-users-in- selected-countries/ Nursalikah, A. (2017, July 1). Menlu: Diaspora Aset Bangsa. Retrieved from http://nasional.republika.co.id/berita/nasional/umum/17/07/01/osem41-menlu- diaspora-aset-bangsa Nye Jr., J. S. (2006). Think Again: Soft Power. Retrieved from http://foreignpolicy.com/2006/02/23/think-again-soft-power/ Sandre, A. (2012). Twiplomacy is bringing diplomacy back to. Retrieved from http://www.diplomacy.edu/blog/twiplomacy-bringing-diplomacy-back-relevancy Sihite, E. (2013, October 29). Jaringan Global Organisasi Diaspora Indonesia Resmi Dibentuk. Retrieved from http://www.beritasatu.com/aktualitas/147348- jaringan-global-organisasi-diaspora-indonesia-resmi-dibentuk.html Social Blade. (2018, January 14). Retrieved from https://socialblade.com/twitter/compare/portal_kemlu_ri/meaindia Sudiana, D. (2017, August 21). Menlu Resmi Luncurkan Kartu Diaspora pada Perayaan HUT Kemenlu ke 72 . Retrieved from http://rri.co.id/post/berita/426379/nasional/menlu_resmi_luncurkan_kartu_diaspor a_pada_perayaan_hut_kemenlu_ke_72.html Tan, Y. (2017, March 2). Indonesia's president is a social media pro and he's got more followers than Justin Trudeau. Retrieved from http://mashable.com/2017/03/02/indonesia-widodo-youtube/ Top 20 Countries with Highest Number of Internet Users - June 30, 2017. (n.d.). Retrieved from http://www.internetworldstats.com/top20.html

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Triwibowo, A., & Martha, J. (2017, August 25). The Jakarta Post: Digital diplomacy: Learn from neighbors. Retrieved from https://www.pressreader.com/indonesia/the-jakarta- post/20170825/281663960134319 Twitter Stats Summary / User Statistics for Portal_Kemlu_RI (Nov 27th, 2017 - Dec 12th, 2017). (2017, December 13). Retrieved from https://socialblade.com/twitter/user/portal_kemlu_ri Widiartanto, Y. H. (2017, November 29). Jokowi: Ekonomi Digital Bikin Peluang Bisnis Daerah Membesar. Retrieved from http://ekonomi.kompas.com/read/2017/11/29/113945326/jokowi-ekonomi-digital- bikin-peluang-bisnis-daerah-membesar Wiguna, O. (2009, February 9). Mabuk Kepayang Facebook (bagian 2 dari 2 tulisan) . Retrieved from tempo: https://tekno.tempo.co/read/159177/mabuk- kepayang-facebook-bagian-2-dari-2-tulisan William J. Clinton: Electronic Mail Message to Prime Minister Carl Bildt of Sweden. (n.d.). Retrieved from http://www.presidency.ucsb.edu/ws/?pid=49664

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APPENDICES

APPENDIX 1

Original Transcript of Interview Result with The Head of Multimedia Sub-directorate in Indonesian Ministry of Foreign Affairs, Hartyo Harkomoyo, December 4th 2017

Questions 1. Di era digital seperti sekarang, apakah penggunaan media digital dibutuhkan untuk kegiatan diplomasi dan mempromosikan kebijakan luar negeri Indonesia? 2. Apakah media sosial dijadikan sebuah medium untuk mempromosikan kebijakan luar negeri Indonesia terhadap masyarakat Indonesia khususnya yang tinggal di luar negeri / diaspora Indonesia? 3. Apa saja Challenges & Opportunities-nya? 4. Adakah regulasi dari administrasi pusat di Indonesia terhadap pengelolaan media sosial perwakilan Indonesia di luar negeri? 5. Apakah ada anggaran tersendiri yang difokuskan untuk pengelolaan media sosial Kementerian Luar Negeri?

Answers 1. Teknologi digital sudah berkembang dengan pesat, sekarang ini digital itu sudah menyentuh hampir semua aspek kehidupan, dan sudah memberikan pengaruh kepada dunia diplomasi, sehingga mau tidak mau memang kita harus memanfaatkan teknologi digital itu untuk kepentingan diplomasi. Kenapa? Kalau kita tidak mengikuti kita akan tertinggal, bayangkan dengan proses digital ini, katakanlah di Eropa, ada kejadian misalnya pemboman di London, pada detik itu juga itu beritanya sudah ada di Indonesia, diplomat harus bisa memberikan jawaban yang tepat, jadi tidak seperti dulu sebelum digital, masyarakat mungkin masih

70 menunggu waktunya, katakanlah menunggu dari berita di koran, tv, news online yg pasti ada jedanya, tetapi ketika masuk ke media social semua itu berjalan dengan sama, artinya diplomat disaat yang sama dia harus mengklarifikasi, betul ngga kejadian itu, ada ngga warga negara Indonesia yang menjadi korban, kalau ada, bagaimana sekarang nasib mereka, bagaimana KBRI melakukan penanganan WNI, ini hanya salah satu contoh bagaimana kemajuan teknologi itu membawa dampak terhadap diplomasi. Sekarang apa langkah-langkah yang dilakukan oleh Kemlu untuk beradaptasi dengan perkembangan teknologi digital: 1. Kita sudah mulai memperkuat aset-aset digital kita, aset yang paling penting itu adalah SDM, diplomat adalah aset yang penting yang kita harus mengubah mindset mereka, dari pola berfikir konvensional menjadi digital, semua harus responnya cepat, menggunakan sarana digital yang tepat. 2. Sejak 90an kita sudah memiliki website, sekarang kita perkuat agar mampu memberikan informasi yang cepat dan akurat, karena cepat tanpa akurat itu tidak berarti, kita mengembangkan satu portal kemlu yang terhubung dengan 130an lebih perwakilan RI, sehingga kita memiliki satu data, kita memiliki kesamaan informasi, apa yang terjadi di perwakilan juga akan kita bisa lihat di portal, dan kemudian juga apa yang kita update di portal, perwakilan mengetahui, jadi ada kesinambungan dan kesamaan persepsi mengenai satu isu. 3. Engage dengan masyarakat, engage dengan informasi yang cepat, dengan kita lewat media sosial; twitter, Facebook, Instagram, dan YouTube. Ini sarana yang paling pas untuk kita, selain engage kita juga bisa melihat bagaimana pendapat masy mengenai capaian diplomasi, mengenai kebijakan kita, sekaligus meminta bantuan masyarakat untuk memberi input, dan ini terhubung semua warga negara kita termasuk warga negara asing. 4. Memperbaiki infrastruktur, terkait dengan jaringan internet, bagaimana kita bisa memiliki kreatifitas yang lebih baik antara perwakilan dengan pusat, hal ini bisa dilakukan dengan perbaikan akses internet, kemudian bagaimana kita bisa melakukan video conference, agar sekarang bukan jamannya lagi kita menulis surat, kemudian meminta arahan atau masukan dari perwakilan, akan tetapi kita melakukan video conference dengan beberapa perwakilan untuk isu-isu yang urgent.

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5. Pada awal tahun ini mengembangkan apa yang disebut dengan digital command center, yaitu pusat bagi Kemlu untuk melakukan monitoring terhadap semua aktifitas digital, baik dari luar negeri, data-data external diluar Kemlu, maupun data-data internal di Kemlu. Tujuannya diharapkan menjadi problem solver untuk pelaksanaan diplomasi digital Kemlu. 6. Finalisasi rangkaian kerangka regulasi/kebijakan terkait strategi digital, menyusun peraturan, dan menyusun guidelines yang lebih teknis mengenai bagaimana diplomat itu harus bersinergi dalam menghadapi era digital.

2. Media sosial di kemlu menggunakan 4 platform utama, Twitter, Facebook, Instagram, dan YouTube. Kita di Kemlu juga mengencourage satuan kerja di Kemlu untuk dapat melakukan langkah serupa tapi dalam konteks heavy nya bukan untuk menyebarkan kebijakan (bagi yang unit-unit Kemlu) tapi sebagai akuntabilitas, disamping itu, di luar negeri kita selalu berkomunikasi dengan perwakilan, yang perwakilan itu juga memiliki media social, media social yang perwakilan itu tidak melulu harus sama dengan yang di Kemlu, karena itu melihat dari aspek karakteristik masing-masing, misalnya di Tiongkok pakai Weibao, di Iran pakai Telegram, dlsb. Ada misalnya kawasan yang heavy nya ke Facebook, ini juga dilakukan. Apa yang dipost oleh akun media social baik Kemlu dan perwakilan memang terdiri dari beberapa aspek, yang pertama mensosialisasikan kebijakan (pernyataan, sikap, posisi) baik itu terkait dengan kegiatan bersifat politik sampai social budaya, yang kedua capaian-capaian diplomasi, apasih kegiatan dari KBRI itu, kegiatan Kemlu, disatu sisi kita juga perlu mengedukasi masyarakat, kita menyebarkan informasi-informasi dari perwakilan, sifatnya membangun, menumbuhkan rasa bangga terhadap Indonesia, menumbuhkan rasa bangga terhadap diplomasi, bahwa kita sebagai negara yang memiliki kontribusi, interaksi media sosial KBRI dengan stakeholdernya cukup bagus, cukup intense, dan KBRI banyak memanfaatkan itu untuk melakukan kegiatan-kegiatannya, tentunya tidak semua KBRI memiliki speed yang sama. di negara yang maju pemanfaatan media social lebih intense, tapi mungkin di negara-negara yang akses internet nya belum banyak, maka penggunaan social media itu masih belum menjadi satu platform utama. Disini yang saya ingin garis bawahi bahwa, meskipun

72 muncul media digital, termasuk media social, tapi ini tidak melupakan praktek- prakter diplomasi yang selama ini berlangsung, yaitu face to face, offline diplomacy, karena keduanya saling mengisi, saling melengkapi.

3. Challenge nya adalah bagaimana kita bisa secara konsisten dan berkelanjutan dari sisi konten, selalu bisa beradaptasi dengan apa yang terjadi di lingkungan kita, kita tidak bisa melakukan diseminasi informasi semaunya kita sendiri, tapi kita juga harus menyesuaikan dengan platform yang ada, misalnya di Twitter kita memakai Bahasa yang lugas, karena memang mayoritas orang-orang di Twitter seperti ini, kemudian di kalangan pemuda kita menggunakan Instagram atau YouTube, kemudian Facebook. Ini adalah tantangan, bagaimana kita bisa beradaptasi untuk menggunakan platform yang tepat dalam melakukan diseminasi informasi, karena masing-masing platform itu memiliki karakterisasi yang berbeda-beda, orangnya beda-beda. Kedua, bagaimana kita memperkuat pola komunikasi kita dengan masyarakat warganet, bagaimana kita terus merespon dengan cepat, menanggapi, berdialog, ini salah satu tantangan yang menurut saya perlu untuk terus kita address, perlu kita tingkatkan upaya itu. Ketiga, fenomena berita palsu, ini menjadi salah satu tantangan utama, bagaimana kita bisa meluruskan berita-berita yang tidak baik, banyak aspeknya, tidak melulu berkaitan dengan isu-isu mengenai yang miring, tapi juga pengkaitan isu-isu yang tidak relevan, misalnya isu-isu internasional dikaitkan dengan dinamika politik di dalam negeri, diolah sedemikian rupa, sehingga seolah-olah ini menjadi konsumsi politik dalam negeri, dan melibatkan warganet, akhirnya orang biasa saling pro dan kontra. Keempat, bagaimana kita bisa benar-benar memanfaatkan media social itu untuk mendengarkan warganet, sehingga kita tau pendapat, pandangan mereka mengenai politik luar negeri, ini menjadi nanti suatu masukan bagi kita dalam mengambil keputusan. Opportunities, peluang nya tentu sangat besar, karena dengan melalui media sosial, sekali kita melakukan post itu dibaca oleh semua orang tentunya yang mengakses pada saat yang sama, jadi dari sisi jangkauan lebih luas, kedua tentunya lebih cepat, ketiga adalah kita memakai wahana itu sebagai tempat tukar pikiran, lagi-lagi ini terkait dengan sharing dan listening.

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4. Sebelumnya peraturan yang kita bikin itu belum ada yang komprehensif, jadi peraturan itu masih secuil-secuil, jadi kita berkeinginan membikin regulasi itu dalam sudut pandang yang komprehensif, itu yang sekarang kita lakukan. Selama ini memberikan guidance kepada perwakilan, tidak dalam bentuk terampilan, tapi dalam bentuk komunikasi kita dengan perwakilan, kita melalui surat-surat ke perwakilan, kegiatan lokakarya dengan perwakilan, maupun bentuk-bentuk komunikasi yang lain, supaya ini sinergis, antara apa yang berada di Kemlu pusat, dan yang ada di perwakilan, kita juga melaksanakan kegiatan-kegiatan seperti kunjungan teknis, kita langsung ke perwakilan untuk berdialog dan berdiskusi dengan beberapa perwakilan yang kita pandang memang perlu untuk ditingkatkan kapasitasnya.

5. Menyangkut anggaran, Kemlu itu memiliki komitmen yang kuat dalam agenda digital diplomasi, penguatan itu tercermin pada pertama Kemlu itu mengoptimalkan, ada satu unit kita yang khusus di bidang teknologi informasi, namanya pusat teknologi informasi dan komunikasi Kemlu dan perwakilan, ini menunjukkan komitmen Kemlu yang kuat untuk dapat terus mengembangkan teknologi yang sesuai dengan perkembangan jaman, yang kedua Kemlu juga memperkuat direktorat informasi dan media, memperkuat itu dengan menyediakan anggaran yang cukup, dan juga terus mengembangkan SDM yang mumpuni, tentunya ada keterbatasan, tapi tidak berarti menjadi kendala.

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Translated Transcript of Interview Result with The Head of Multimedia Sub-directorate in Indonesian Ministry of Foreign Affairs, Hartyo Harkomoyo, December 4th 2017

Questions 1. In the digital age nowadays, is the use of digital media necessary for diplomatic activities and promoting Indonesian foreign policy? 2. Is social media use as a medium for promoting Indonesian foreign policy towards Indonesian people especially those living abroad / Indonesian diaspora? 3. What its Challenges & Opportunities? 4. Is there a regulation from the central administration in Indonesia on the management of social media representatives of Indonesia abroad? 5. Is there a separate budget focused on managing the social media of the Ministry of Foreign Affairs?

Answers 1. Digital technology has developed rapidly, now it has touched virtually all aspects of life, and has given influence to the world of diplomacy, so inevitably we must utilize digital technology for the sake of diplomacy. Why? Because if we do not follow, we will be left behind, imagine with this digital process, say in Europe, there are incidents such as bombing in London, at that same time that the news already exist in Indonesia, diplomats should be able to give the right answer, so not like before the digital era, when the public may still wait for the time, say wait from the news in newspapers, television, online news who must have interlude, but when entering social media all that goes with the same, meaning diplomat at the same time they must clarify, is there Indonesian citizens who become victims, if any, how their fate now, how Embassy handling citizen, this is just one example how technological progress that impact on diplomacy. Now what are the steps taken by MOFA to adapt on the development of digital technology: 1. We have started to strengthen our digital assets, the most important asset is human resources, diplomats are important assets that we must change their

75 mindset, from conventional to digital thinking, all must be fast response, using the right digital means. 2. Since the 90s we already have a website, now we are strengthening in order to be able to provide information quickly and accurately, because quickly without accurate will be meaningless, we develop a portal of MOFA connected with 130s more representative of Indonesia, so we have one data, we have similarity of information, what happens in the representative will also we can see in the portal, and then also what we update in the portal, representatives know, so there is continuity and common perception about one issue. 3. Engage with society, engage with fast information, with us through social media; twitter, Facebook, Instagram, and YouTube. This is the most appropriate tool for us, besides engage we can also see how the public opinion about diplomacy achievement, about our policy, and also ask for help of society to give input, and this is connected all citizens including our citizens abroad. 4. Improving the infrastructure, related to the Internet network, how we can have better creativity between representatives with the center, this can be done with the repair of internet access, then how we can do a video conference, so now is not the time that we write a letter, then ask for direction or feedback from representatives, but we do a video conference with some representatives for urgent issues. 5. At the beginning of this year developing what is called the digital command center, which is the center for the Ministry of Foreign Affairs to monitor all digital activities, both from abroad, external data outside the Ministry of Foreign Affairs, as well as internal data in the Ministry of Foreign Affairs. The goal is expected to be a problem solver for the implementation of digital diplomacy of the Foreign Ministry. 6. Finalize a series of regulatory / policy frameworks related to digital strategies, draft regulations, and develop more technical guidelines on how diplomats should synergize in the face of the digital age.

2. MOFA in social media using 4 major platforms, Twitter, Facebook, Instagram, and YouTube. We at the MOFA also encourage working units in MOFA to be able

76 to perform similar steps but in its heavy context, not to spread policies but as accountability, also, in abroad we always communicate with representatives, which also have social media, social media of those representative not necessarily should be the same as MOFA’s method, but looking at aspects of their respective characteristics, for example in China using Weibao, in Iran using Telegram, etc. If there is, for example, a heavy area to Facebook, this is also done. What is posted by social media accounts both MOFA and the representatives is comprised of several aspects, the first to socialize policies (statements, attitudes, positions) whether related to political activities to social culture, second is diplomatic achievements, the activities of MOFA, on the one hand we also need to educate the public, we spread the information of the representatives, which is constructive, fostering a sense of pride towards Indonesia, cultivate a sense of pride in diplomacy, that we as a country that has a contribution, interaction between embassy’s social media with their stakeholder is good enough, intense enough, and the embassy utilize it to do its activities, of course not all embassy have the same speed. in a more developed country, the use of social media is more intense, but perhaps in countries where internet access is not much, then the use of social media is not yet a major platform. Here I want to underline that, despite the emergence of digital media, including social media, but this does not forget the practices of diplomacy that has been going on, namely face to face, offline diplomacy, because they are complementary each other.

3. Its challenge is on how we can consistently and continuously from the side of the content, can always adapt to what is happening in our environment, we cannot do dissemination of information at our own will, but we also have to adjust to existing platforms, for example on Twitter we use a straightforward language, because it's the majority of people on Twitter like this, then among the youth we use Instagram or YouTube, then Facebook. This is a challenge, how we can adapt to use the right platform for dissemination of information, because each platform has different characterizations, people are different. Second, how do we strengthen our communication patterns with the citizenry community, how we continue to respond quickly, respond, dialogue, this is one of the challenges that I think need

77 to continue our address, we need to improve that effort. Third, the phenomenon of false news, this becomes one of the main challenges, how we can straighten out bad news, many aspects, not only related to the oblique issues, but also the linkage of issues that are not relevant, such as issues the international issue associated with the dynamics of domestic politics, is processed in such a way that it seems as if this is domestic political consumption, and involving citizens, ultimately ordinary people of mutual pros and cons. Fourth, how can we really use social media to listen to citizens, so we know their opinions, their views on foreign policy, this becomes an input for us later in making decisions. The opportunity is of course very big, because through social media, once we do the post is read by everyone of course who access at the same time, so from the wider reach, the second course is faster, the third is we use the vehicle as place of exchange of thoughts, again this is related to sharing and listening.

4. Previously the rule that we made is not comprehensive yet, so the rules are still in a bit, that’s why we want to make the regulation in a comprehensive perspective, that's what we are doing now. During this time provide guidance to representatives, not in skilled form, but in the form of our communication with representatives, we sent letters to representatives, workshop activities with representatives, as well as other forms of communication, so that this is synergistic, between what is in the central of MOFA, and those in the representatives, we also carry out activities such as technical visits, we go directly to representatives for dialogue and discussions with some of the representatives we see as necessary to be upgraded. 5. In terms of budget, MOFA has a strong commitment in digital diplomacy agenda, the strengthening is reflected in the first optimize, there is one unit we are specialized in information technology, the name is information and communication technology center of Ministry of Foreign Affairs and representative, this shows the strong commitment of MOFA to be able to continue to develop technology in accordance with the development of the era, second, MOFA also strengthens the information and media directorate, strengthening it by providing sufficient budget, and also continue to develop qualified human resources, of course there are limitations, but not become an obstacle.

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Picture of Interview with The Head of Multimedia Sub-directorate in Indonesian Ministry of Foreign Affairs, Hartyo Harkomoyo, December 4th 2017

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APPENDIX 2

Original Transcript of Interview Result with Executive Liaison Officer, Jakarta Representative of Indonesian Diaspora Network Global, Reykha Mega Pratiwi, January 15th 2018

Questions 1. Selama periode pemerintahan saat ini (2015-sekarang) apakah mayoritas Diaspora Indonesia, begitu juga IDN sendiri, sudah merasa puas dengan kebijakan pemerintah Indonesia terkait diaspora, khususnya Kementerian Luar Negeri RI (Kemlu)? Contohnya kebijakan kartu diaspora. 2. Apakah menurut anda sebagai perwakilan IDN, kehadiran Kemlu di berbagai social media platform membuat komunikasi antara Kemlu dan diaspora menjadi dua arah (ada timbal balik)? 3. Apakah melalui komunikasi dua arah tersebut diaspora merasakan manfaat yang signifikan? Jika iya, apa contoh manfaat nya? 4. Bagaimana IDN sendiri melihat pentingnya diplomacy digital, khususnya melalui media social untuk memaksimalkan hubungan antara pemerintah (Kemlu) dengan diaspora itu sendiri? 5. Bagaimana ekspektasi IDN terhadap pemerintah (Kemlu) dalam pemanfaatan aset digital, khususnya media social dalam upaya engagement-nya dengan diaspora?

Answers 1. “Kartu Masyarakat Indonesia Luar Negeri (KMILN)” atau lebih booming disebut “kartu diaspora” ada maksimum masa expired nya selama 2 tahun, jadi harus ada renew, puas atau tidak? Belum puas tentunya, karena disini aku lihat kondisinya masih dalam tahap sosialisasi di KBRI, KJRI, jadi belum ketahap bagaimana mengeluarkan kartu itu, karena semua itu aku lihat memang based on online, jadi ada web link, dan semua diaspora bisa daftar kesitu, dan melihat

80 persyaratan-persyaratannya apa saja yang harus dipenuhi dan dikumpulkan, dari situ banyak sekali persyaratannya yang harus dipenuhi oleh diaspora untuk membuat kartu diaspora atau KMILN. Nah setelah upload dokumen, ada proses berikutnya yaitu verifikasi dari tim KJRI per wilayahnya. Dan itu makan waktu prosesnya lama dan ternyata manfaat kartunya juga hanya untuk apabila ada keperluan di Indonesia seperti kepemilikan bangunan, tetapi itu tidak jelas, tidak detail, makanya kita kurang puasnya disitu. Kemudian karena ada durasi 2 tahunnya itu, membuat diaspora jadi merasa kenapa diribetin, padahal mau kembali ke negara sendiri untuk berkontribusi. Apabila ambil contoh India, diaspora nya sudah ada dan dikenal dimana-mana, apabila mereka ingin kembali ke negara sendiri, negaranya welcome tanpa harus dipersulit, kita harus bisa mencontoh dari India, karena mereka punya satu institusi yang khusus mengurusi diaspora India, kalau disini kan hanya desk diaspora di Kemlu, dan itu faktanya hanya 2 orang yang standby, anggarannya hanya 2 Miliar rupiah, sedangkan diaspora Indonesia didunia itu ada 8 juta lebih yang terhitung, kita rasa itu tidak cukup. Kita mengutip dari Pak Dino, beliau bilang “Sebenarnya sinergitas Kemlu dengan IDNG sendiri masih kurang serius menanggapi hal diaspora ini, walaupun sebenarnya perhatian dari Kemlu sudah banyak, akan tetapi kebijakannya dalam mempermudah diaspora masih minimal, dan teknis itu sangat harus dilihat serius, contohnya seperti kartu diaspora, tidak bisa asal buat.” Solusinya, kembali mengutip dari Pak Dino, baiknya ada dirjen khusus diaspora dengan struktur yang jelas, jadi ada contact point, supaya juga mempermudah diaspora yang berkepentingan untuk kembali ke Indonesia bisa menghubungi siapa di Kemlu, jadi juga ada databasenya secara real.

2. Sudah hukum alamnya teknologi dan social media, harusnya memang hal ini menjadi komunikasi yang efektif, memang menjadi satu jalur pintu, jadi itu terjadi direct to the routes dalam artian apa yang terjadi di negara luar mengenai diaspora, mereka bisa report itu secara langsung, detail, misalnya hanya masukan berupa comment di websitenya Kemlu, itu berarti Kemlu bisa mendapat informasi secara langsung, detail bagaimana keadaan lapangan, dan itu bisa menjadi solusinya Kemlu untuk merapihkan apa yang harus dirapihkan mengenai diaspora disana,

81 jadi misalnya sudah pasti ada complain di lapangan dari diaspora mengenai KMILN atau event-event di KBRI, Kemlu bisa punya input langsung dari diaspora, tapi faktanya belum ada satu kolom input yang khusus untuk diaspora di website Kemlu yang dapat menjadi satu jalur pintu tersebut. Jadi harusnya dapat efektif, tetapi harus ada platform khusus untuk diaspora itu sendiri, dapat berupa suara pengaduan dimulai dari website Kemlu.

3. Saya harus kasih tau kondisinya, jadi ini banyak diaspora yang datang ke kantor IDNG, berarti kan belum tersampaikan secara direct untuk menggaet diaspora nya sendiri, lucunya ketika beberapa bulan yang lalu, diumumkan mengenai adanya KMILN yang dikeluarkan oleh Kemlu, dan beberapa bulan kemudian banyak yang datang ke kantor kami, dan mempertanyakan bagaimana cara membuat kartu ini, prosesnya bagaimana, jadi menurut saya, kok pada kesini ya, harusnya ini bukan IDNG, karena yang mengeluarkan juga Kemlu, gak mungkin kita mengeluarkan izin dan semuanya dari Kemlu, persyaratannya semua dari Kemlu, cuman karena memang itu menjadi tanggung jawab moril kami, dalam artian kita kan organisasi ini mendorong pemerintah untuk membuat suatu identitas untuk diaspora Indonesia disana. Diluar mengenai KMILN, mengenai admin media social Kemlu yang kurang responsive, pertama kita juga mempunyai facebook, @diasporaRI, itu banyak juga yg message, comment tidak terlalu tetapi lebih ke message, dan sebisa mungkin tim media komunikasi kami menjawab semua pertanyaan itu, akan tetapi alangkah baiknya memang Kemlu yang menjawab kalau ada pertanyaan tentang KBRI misalnya, alangkah baiknya admin di Kemlu disetiap platform itu juga responsive karena jadinya kadang mereka, para diaspora, larinya pertanyaannya ke kita, yang harusnya ke Kemlu. Apabila ada kolom masukan input diaspora tersebut, pertama diaspora harus daftar melalui email, itu sudah dapat berupa database yang real, berdasarkan internet, semua orang bisa mengakses, itu sudah jelas, jadi malah sudah bisa update berapa banyak diaspora yang ada diluar, kedua langsung tau apabila ada informasi seperti KMILN bisa langsung di sebar melalui email dari database tadi, jadi gak kemana- mana lagi. Intinya, apabila system itu dibuat dengan baik, akan mempermudah mendapat informasinya, dan tidak memakan waktu, serta akan tepat sasaran.

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4. Diplomasi digital tentunya sangat penting, apalagi kita masanya generasi milenials, dan diplomasi ini bahkan dapat menjadi track pertama, kalau mau dilihat keberhasilannya, saya juga berharap antara Kemlu, KBRI, KJRI, IDNG sama-sama bersinergi, sama-sama berkomunikasi dengan baik untuk membuat platform yang jelas untuk diaspora di luar sana, balik lagi untuk digital diplomasi harus ada persiapan yang mendetail, dan komunikasi yang baik dari pihak-pihak yang terkait. Jadi misalnya, database belong to Kemlu, IDNG menyebarluaskan mengenai informasi, dan untuk next lebih bagus lagi apabila ada aplikasi untuk diaspora, tentunya dengan preparation yang mendetail.

5. Ekpektasi nya tentu adanya komunikasi yang baik antara subjek-subjek utama ini, antara Kemlu dengan desk diasporanya, IDN Global dengan IDN chapter- chapternya, KBRI-KJRI dengan diaspora seluruh dunia. Selain itu, juga IDNG dapat lebih diakui oleh Kemlu, sebagai platform yang diaspora bisa sentuh untuk kedepannya. Untuk ke media social nya sendiri, misalnya di web nya Kemlu bisa dikasih juga link nya IDNG di diasporaindonesia.org, jadi setiap reader website Kemlu, setiap urusan diaspora bisa dalam agen pemerintahnya sendiri bisa ke desk diasporanya sendiri, tetapi untuk NGO nya untuk urusan lainnya, yang non- kebijakan, seperti informasi event bisa ke kami. Karena kami yang selama ini menjadi penghubung antara diaspora-diaspora Indonesia ini, jadi diaspora Indonesia yang ingin melebarkan bisnis, mereka bisa mencari koneksi melalui kami. Harapannya cuman itu sih, karena so far, belum ada komunikasi dari Kemlu ke kami, kalau boleh diakui benar-benar, diakui dulu lah, sebelum kemudian bisa masuk ke website Kemlu.

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Translated Transcript of Interview Result with Executive Liaison Officer, Jakarta Representative of Indonesian Diaspora Network Global, Reykha Mega Pratiwi, January 15th 2018

Questions 1. During the current (2015-present) period of government whether the majority of Diaspora Indonesia, as well as IDN itself, are satisfied with the Indonesian government's policy on the diaspora, especially the Indonesian Ministry of Foreign Affairs (MOFA)? For example diaspora card policy. 2. Do you think that as a representative of IDN, the presence of the Ministry of Foreign Affairs in various social media platforms makes communication between the Ministry of Foreign Affairs and the diaspora into two directions (there are reciprocity)? 3. Is it through the two-way communication that diaspora feels significant benefits? If so, what is the example of its benefits? 4. How does IDN itself see the importance of digital diplomacy, especially through social media to maximize the relationship between the government (MOFA) and the diaspora itself? 5. What is IDN's expectation of the government (MOFA) in the utilization of digital assets, especially social media in its engagement efforts with diaspora?

Answers 1. In the "diaspora card" there is a maximum of its expiration period for 2 years, so there should be renew, satisfied or not? Not satisfied of course, because here I see the condition is still in the socialization stage at the Embassy, Consulate, so not in stage on how to issue the card yet, because all that I see, it is based on online, so there is a web link, and all diaspora can list on it, and see what conditions must be met and collected, from there, there are many requirements that must be met by diaspora to make a diaspora card. Now after uploading the document, there is a subsequent process of verification from the consulate team by region, and it takes a long time to process and the benefit of the card is only for if there is need in

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Indonesia such as building ownership, but it is not clear, not detail, that’s why we are not satisfied. And then because there is a duration of 2 years, making diaspora feels complicated, even though want to go back to their own country to contribute. If you take the example of India, the diaspora already exist and is known everywhere, if they want to return to their own country, the country is welcome without complicated, we should be able to imitate from India, because they have one institution specializing in Indian diaspora, if here only the diaspora desk in the Ministry of Foreign Affairs, and the fact itself there are only 2 people standby, the budget is only 2 billion rupiah, while there are 8 million of Indonesian diaspora in the world, maybe more, so we think that is not enough. We quoting from Mr. Dino, he said "Actually the synergy of MOFA with IDNG itself is still less serious in responding to this diaspora matters, despite the fact that the attention of MOFA has been much, but the policy in facilitating the diaspora is still minimum, and speaking technical it must be seen seriously, for example diaspora card, it cannot be carelessly made. The solution, again quoting from Mr. Dino, it is good if there is a special directorate of the diaspora with a clear structure, so there is a contact point, so also easier if the diaspora interested to return to Indonesia, they can contact the contact point in the Ministry of Foreign Affairs, so there is also a real database.

2. It's natural law of technology and social media, that it should be an effective communication, it happens direct to the routes in terms of what happens in the country of the diaspora, they can report it directly, details, for example, from only comment entries in the website of MOFA, it means that MOFA can get information directly, detail on how the field situation, and it can be a solution of MOFA to tidy up what should be done regarding diaspora there, so for example there is definitely a complaint in the field from diaspora on diaspora card or events at the Embassy, MOFA may have direct input from the diaspora, but in fact there is no single input field specific to the diaspora on the website of MOFA which can be a single point of the gate. So it should be effective, but there must be a special platform for the diaspora itself, it can be in form of input form starting from MOFA’s website.

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3. I have to tell the condition, during the socialization of diaspora card, many of Indonesian diaspora who come to IDN office, and questioning on how to make these card, whereas the launcher of these card is MOFA, all the requirements are from MOFA, but they come to IDN office. This condition can happen also because the less responsive social media admin of MOFA’s social media. For example, IDN also has Facebook, with @diasporaRI account, where, interestingly there are many diaspora who ask through message, about the question regarding the embassy for example, even though it is not the authority of IDN to answer, but as much as possible their media communication team has to answer all those questions, it would be nice for MOFA if in every platform of their social media, could be more responsive to answer, because what happens, sometimes the diaspora, runs the question to IDN, which should be more appropriately addressed to MOFA.

4. Digital Diplomacy is certainly very important, especially in this our millennials generation, and this diplomacy can even be the first track, when seen it success, I also hope that the Ministry of Foreign Affairs, the Embassy, Consulate, IDNG could together in synergy, equally communicate well to create a clear platform for diaspora out there, back again for digital diplomacy there should be detailed preparation, and good communication from the parties concerned. So for example, the database belongs to the Ministry of Foreign Affairs, IDNG disseminates information, and for the next is great if there are applications for diaspora, of course with detailed preparation.

5. Our expectation is certainly a good communication between these main subjects, between the Ministry of Foreign Affairs with its diaspora desk, IDN Global with IDN chapters, KBRI-KJRI with diaspora all over the world. In addition, IDNG can be further recognized by the Ministry of Foreign Affairs, as a platform, which the diaspora can touch for the future. For the social media itself, for example in its website, MOFA could also put the link of IDN’s website address on their website, this method just alternative for the visitor if they have a matters regarding diaspora that related to the NGO, not a government authority, such as regulation or policies,

86 but they seek for an event or connection between fellow diaspora abroad, they could open the link, it really could make some of Indonesian diaspora’s matters become easier, and make them easier also to promote Indonesia abroad, as well as attracting the potential investor to invest in Indonesia.

Picture of Interview with Executive Liaison Officer, Jakarta Representative of Indonesian Diaspora Network Global, Reykha Mega Pratiwi, January 15th 2018

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