Quick viewing(Text Mode)

The Comparison of Jokowi and Prabowo Subianto Exposed on Youtube

The Comparison of Jokowi and Prabowo Subianto Exposed on Youtube

Redi Panuju: The Comparison of Jokowi and PrabowoJurnal IlmuSubianto Sosial Exposed dan Ilmu on YouTube Politik Volume 22, Issue 3, March 2019 (245-258) ISSN 1410-4946 (Print), 2502-7883 (Online) doi: 10.22146/jsp.33172

The Comparison of Jokowi and Exposed on YouTube

Redi Panuju Faculty of Communication Science of Dr Soetomo University Surabaya (email: [email protected])

Abstract This article reviews the exposure ratio of Jokowi and Prabowo in the YouTube channel. ’s alias, Jokowi, is the President of the Republic of 2014-2019. He will re-join the 2019 , while Prabowo Subianto is a challenger who is supported by the Gerindra Party and the Prosperous Prosperity Party. The analytical method uses the semiotic concept of Strauss and John Fiske, who view the video as a sign system. The sign system is parsed through five political codes: lifestyle, transfer of power, existence, ideology and vision. This study finds that, in general, Jokowi’s videos were more visited and preferred than Prabowo’s videos, but Prabowo excelled in the transfer code of power, existence and ideology. In the video, Jokowi tends to impress himself as a person who has several characters. As the , Jokowi displays a diligent character. As a political activist, Jokowi reinforces his ideology as a nationalist. As a citizen, Jokowi imitates the figure who adheres to the values of tradition As a man, Jokowi impressed himself as a humanist. Prabowo tends to feature a lavish lifestyle with equestrian sport with a historical background of the descendants of an economic Democrat Prof Djojohadikusumo and associates himself like Soekarno. Prabowo tends to show his affiliation to the right Islamists. The contestation of the 2019 presidential election followed by Jokowi and Prabowo will show the battle of two different sources of legitimacy.

Keywords: exposure; image; political code; sign; YouTube

Introduction assuming political support as a buying The efforts of political figures to approach behavior of what the marketer (political the constituents via face-to-face communication figure) is doing, what Jokowi does is called with the community are not enough, because “integrated marketing” (Morison, 2015), which these take a lot of time, need good stamina and is marketing using all the promotion techniques contain higher field risks. President Jokowi is ranging from advertising, direct marketing, known for using the blusukan (impromptu visit) publicity, public relations and personal sales, to strategy during the contestation to become a interactive marketing. All types of promotions presidential candidate in 2014, by coming to his are operated through all available media. mass base during various activities. However, that Nowadays, the internet media strategy is supported by other communication increasingly shows its dominance in marketing techniques, i.e., mass media exposure (print, activities, including political marketing. audio and audio/visual) and online media. Morison (2015) said, in the history of If the above is understood as a communication technology, there is no capable phenomenon of marketing communications, media that is able to match the internet in terms

245 Jurnal Ilmu Sosial dan Ilmu Politik, Volume 22, Issue 3, March 2019 of the growing users. The internet defeated the in terms of network, interactivity, information, entire media as a reference to get references. interface, archive and simulation. Television may still be relied on by the public, The shift in the use of social media from but only for entertainment; as for reference the purpose of “imaging” to “enlightenment” information, according to Duncan (2005), it occurred in mid-2013. The indication can only ranks fourth, while the internet is the first. be seen from the fact that elite social media In Indonesia, the media access behavior communications are highly authoritative, will slowly change. Based on survey results, formalistic, permissive, and go one-way. there is a tendency for print media penetration Politicians are becoming interested in using to get smaller while internet media strengthens. social media as an imaging strategy (Jati, 2016). In Indonesia, internet media penetration is Public awareness of the importance of not new, but a trend continues to increase bringing together various communication every year. Based on Nielsen Consumer media raises ideas to create creative ways of Media View survey conducted in 11 cities in campaigning. Arianto (2014) discovered the fact Indonesia, television penetration is still leading that creative ways of incorporating information with 96% followed by outdoor media (53%), technology with conventional campaigns internet (44%), radio (37%), newspapers (7%), were made in the 2014 presidential election tabloid and magazines (3%). The existence of campaign. The emergence of creative campaign the internet as a media with a high level of models in 2014 presidential contestation, which penetration is an indication that the Indonesian puts the creativity and the art as a priority. The people are increasingly fond of accessing forms of creative campaigns such as video, various content through digital media (Nielsen, music, gaming applications and visual designs 2017). supported by the advancement of information The .com (October 24, 2017) technology, have been able to transform from published a survey conducted by the Association conventional campaign models to modern of Indonesian Internet Network Providers campaigns. Creative campaigns can be an (APJII); it shows that half of Indonesia’s effective channel of political communication population is connected to the internet. The to build a participatory culture. In addition, number of internet users in Indonesia is 132.7 creative campaigns are very positive in million, while the population of Indonesia encouraging changes in the political behavior is 256.2 million. This number indicates that of citizens, which then gives birth to political internet users rose more than 51% from 2014. excitement. In 2014, new internet users accounted for 88 This new media makes it easier for people million. to communicate in the sense that it can expand Experts call the internet media a new its communication network and is not limited media, because it has different characteristics by place, time or target. They can then interact (new) than the previous media. With the directly with their communicating opponents, new media, the previous media was called can disseminate unlimited information and conventional media. These new characteristics can even access information according to can extend beyond traditional media, messaging the desired time, as the information in cyber broadcast patterns such as blurring geographical media is stored in ready-to-serve documents boundaries, interaction capacity and most and ready to access. Previously, people could importantly, they can be done anytime (in be disappointed when blocked from watching real time). David Beer (2008); Nasrullah (2014) an episode of soap operas on television; mention the characteristics of the new media missing it once would mean missing the only

246 Redi Panuju: The Comparison of Jokowi and Prabowo Subianto Exposed on YouTube opportunity, but now people can look for the intents, interests and other representations. pending spectacle on the internet, whether via Because of its expansion, it is possible that YouTube or otherwise. audiences also have the same potential to YouTube was founded by 3 former PayPal expand their media mediation. So, if audiences employees, namely Chad Hurley, Steve Chen do not believe in one galaxy, they will choose and Jawed Karim, in February 2005. In July to use another galaxy. If the audiences think 2006, 65,000 new videos were uploaded to this television is not objective in mediating a site and watched by 100 million per day. At the particular representation, for example, because end of 2006, YouTube was bought by Google Inc the owner of a television station cannot be and with projected earning for 2008 reaching independent of the pressure of political interest 200 million USD and watched by more than 6 (the owner of the television could be the party billion per day. YouTube originally uploaded leader), then the audience will seek information more video entertainment videos such as from other media galaxy exposures. Therefore, movies and music, but now everyone is free to social media content that is often different or upload videos to the site. Thus, YouTube has opposed to the mainstream media is likely become a gigantic visual media in the world due to an extension as defined by Danesi. For that contains all the things that the audience politicians, it is important to consider such wants. media restrictions in order not to lose exposure. Leaders of political figures have used this Through YouTube, users have the media as a way of influencing audiences to gain freedom to manage messages in accordance support. Jokowi and Prabowo Subianto upload with their wishes, as well as to measure their their videos via YouTube. The breadth of effectiveness, because on the wall of the video is those who uploaded the videos of Jokowi and an available page for the audience to comment. Prabowo must have been above his knowledge; Users can count how many comments are the people who are around should have talked negative and how many are positive; even about it. users can manage comments through the It is hard to deny their video content is mobilization of the follower to comment watched by countless viewers, both supportive either positively or negatively. Furthermore, and contra. Little or much video content from it can also mobilize the follower to click the Jokowi and Prabowo will be interpreted to thumbnail pointing up, the “I like this” sign have a political purpose, namely, to build or otherwise clicking the thumbs down which a positive image. Both must be aware that means “I dislike this.” YouTube keeps track media exposure must be properly managed of total video visitors to represent dominance for increasing public support and decreasing regarding public attention. In short, through resistance. Therefore, it is natural that when YouTube, audiences are given the opportunity Jokowi visited the United States, he took the to interact and simultaneously select their opportunity to meet the owner of Google Inc, tendencies. Pichai Sundarajan, in Googleplex in Silicon Technology, according to Jan Van Dijk Valley, California, in February 2016. (2012), can function as freedom, but it can Politicians see the importance of the also control. Taste, interest, and attention boils internet because it has its own advantages down to the YouTube video object. Pros and and disadvantages. As Danesi says (2010), the cons (agree and disagree) stops on the cyber digital galaxy is an extension or branch of the world, relatively not being a horizontal conflict. Gutenberg Galaxy. That means functionally, The internet at a certain level is a means of the media has the same function, i.e., mediating learning to mature in the community, nation

247 Jurnal Ilmu Sosial dan Ilmu Politik, Volume 22, Issue 3, March 2019 and country. Even in political contexts, Van Kalla became the winner with a vote of 70,997,833 Dijk states the internet is a tool or a way to votes or 53.13% while the Prabowo-Hatta pair build democracy. gained 62,576,444 votes or 46.84%. Public spaces that previously tended Tasandra (2017) informs that support for to be in a sociological context, such as in the Jokowi as a presidential candidate in 2019 at central government during the royal period, least has been obtained from parties that have were usually meant for the public to hold a joint been in coalition with his government. The event. The airy place is called “alunalun.” Relics support of Jokowi’s political party has at least of the model “public space,” similar to the place been declared by the Party, the United that still find in the palace of Jogja. In front of Development Party (PPP), the Hanura Party, the royal palace, used as a place of ceremony the Indonesian Justice and Unity Party (PKPI), Sekatenan in Muharam (the beginning of the the Indonesian Solidarity Party and the Parindo new year for Islam, Hijriyah), the alunalunkidul Party. Prabowo Subianto got support from his was used to hold a musical performance, party, Gerindra and PKS. traditional arts and food bazaar. Alun Alun Who is Joko Widodo, aka Jokowi? Jokowi is a place where people gather to express is the 7th President of the Republic of Indonesia their sense of membership as Javanese with a (2014-2019), born in , Central certain tradition. Now the “public space” has on June 21, 1961. He had a nickname when slowly morphed into cyberspace. Borrowing he was kid: . His education history the concept of self-awareness in the “public began at Elementary School 112 Tirtoyoso, space” of Jurgen Habermas (Hardiman, 2010) known as a school for the lower middle-class individuals have shifted from the empirical socioeconomic community. He went on to world to the cyber world. Junior High School 1 Surakarta and Senior High Piliang (2011) states that although society School 1 Surakarta, but failed; then he went to still interacts with others, this era of reform is Senior High School 6 Surakarta. He obtained no longer in a real community. In the internet higher education from the Faculty of Forestry or the virtual world, humans form a social Universitas Gadjah Mada, where he received network. With the support of networking and an engineer degree (Ir). In 2005, he was elected relationships among fellow groups online, the as Mayor of Solo, and community, especially young people, will be of DKI in 2012. In 2014, Jokowi, was more likely to connect with their peers to share elected as President of RI; however, he was interest in various things (Sugihartati, 2014). previously known as a furniture businessman The media allows them to share information, and was active in political parties (PDIP). ideas and attitudes, including political opinions. Who is Prabowo Subianto? Prabowo In this context, it is precisely what Van Dijk calls currently serves as Chairman of the Great the internet as an instrument of democracy. Indonesia Movement Party (Gerindra). Born in Prasetyo (2014) exposed why exposing Jakarta October 17, 1951, he is known as the son Joko Widodo or Jokowi and Prabowo Subianto is of economist at the time of President Soeharto important to research. These two figures are now () Prof. . ready to advance in the election of the President He also had careers in the military to the rank of the Republic of Indonesia in 2019. Previously, of Major General (Maj.) and served as Chairman both fought in the Presidential Election in 2014. of HKTI (Association of Indonesian Farmers Jokowi paired with HM Yusuf Kalla and Prabowo Association) from 2008-2015. In 2014, he ran for paired with . Jokowi won the fight President of the Republic of Indonesia but was within numbers of vote. Joko Widodo - Jusuf defeated by Jokowi.

248 Redi Panuju: The Comparison of Jokowi and Prabowo Subianto Exposed on YouTube

Methods form of the idea in the narrative. Signified This study uses semiotic analysis. In the represents the concepts or meanings formed study of communications, the focus of semiotics by Jokowi, and Prabowo Code is a sign system is to explore the hidden meaning behind the that connects meaning with something else use of symbols that are then analogized as a (politics). That code is something that is a text or language. The analysis model uses the source of political support. It consists of lifestyle semiotics scalpel from Ferdinan de Saussure codes, transfer of power code, code of existence, and Fiske. De Saussure was a linguistic scientist ideology code, and code of vision. born in Geneva (1857) who died in 1913. The subject of the video examined in Hjelmslev, a Denmark structuralist, developed this study is a video that has been uploaded the continental semiotics theory that continued on YouTube and is relevant to the specified to be developed by Charles Sanders Peirce and code, with five videos in each. The conclusions more (Sambas, 2016). obtained are applied on the level of image Saussure describes semiotics as the study representation, i.e., how Jokowi and Prabowo of signs as part of social life. Semiotics is then represented their impression in the video. It elaborated as a tripartite relationship that is can be an early clue to the disadvantages and a sign which is a combination of a signifier advantages of Jokowi and Prabowo as the 2019 and signified. The signifier represents the Presidential Candidates. element of form or content, while the signified represents the element of concept or meaning Results and Discussion (Hermawan, 2011). The observations were aimed at 5 Jokowi According to Fiske, semiotics in and Prabowo videos according to the existing communication is defined not only as a code categories: process of delivering messages but also as production and exchange of meaning. At this Analysis of the Signs in the Code level, communication always involves sign and We begin to examine code (1), which is code. A sign is a material or action that points to about lifestyle. Jokowi’s video (https://www. “something,” while code is a system in which youtube.com/watch?v=BPZq-aVatI0) as a signs are organized; it determines how signs signifier shows the figure of Jokowi playing are associatedwith others (Hermawan, 2011). with his grandson in the pool until his Therefore, in this study, the film is assumed is wet. As a signified, the image has a deep to be a collection of signs in the form of signifiers meaning, especially when associated with (content and form of video in YouTube) and the value that developed in the Javanese signified (that contain concepts or meanings). community. Most Indonesian people come Then, signifier and signified are parsed by from the Javanese ethnic group, which respects certain codes to make a synthesis meaning. the Javanese political values. Firmanzah The identification process of research tools is (2010) mentions the Javanese political values: as follows: The signs are the title of Jokowi and appreciate calm, courteous, dignified in Prabowo videos that are uploaded on YouTube. appearance, as well as physical above average The title becomes a sign of its uploader framing ordinary people. Other experts, Eriyanto (2000) with the purpose of establishing a particular call the value of Javanese political culture as general meaning. Signifiers are narrations of “harmony”; people prefer people who have Jokowi and Prabowo that are analogous to the ability to adapt to their environment. From the text or the content of the video and the these two indications, we can see that the video accompanying visualization; that is a concrete contains all the values.

249 Jurnal Ilmu Sosial dan Ilmu Politik, Volume 22, Issue 3, March 2019

Table 1. Five Videos of Jokowi based on Support Source Code No Code Sign https 1 Lifestyle Sarungnya Mbah Jokowi Basah - Liburan Main Bareng Cucu, Jan https://www.youtube.com/ Ethes(The Sarong of Grandfather Jokowi is Wet – Holiday watch?v=BPZq-aVatI0 with Grandchildren, Jan Ethes) 2 Transfer of power Megawati Temui Presiden Jokowi di (Megawati Meet https://www.youtube.com/ President Jokowi at the Palace) watch?v=c8mtErgEmI8 3 Existence Terima Kain , Presiden Jokowi aan Ibu - Pesta Adat https://www.youtube.com/ Pernikahan Kahiyang Ayu di watch?v=dpSeTUaB0rE (Accepting Ulos Cloth, President Jokowi and Mrs. Iriana - Kahiyang Ayu Traditional Wedding Party in Medan) 4 Ideology Aku Jokowi - Aku (I am Jokowi – I am Pancasila) https://www.youtube.com/ watch?v=jGhExb8zUW0 5 Vision Berkat Jokowi Hutang Indonesia terkecil di dunia(Thanks to https://www.youtube.com/ Jokowi, Indonesia’s debt is the smallest in the world) watch?v=r8kDth--Fps Source: Jokowi’s videos on YouTube

Table 2. Five Videos of Prabowo Based on Support Source Code No Code Sign https 1 Lifestyle Inilah Kuda Pilihan Prabowo https://www.youtube.com/ (This is the Prabowo’s Horse Choice) watch?v=0sSX6Al33DY 2 Transfer of Pidato Prabowo dihadapanHabieb Rizieq dan Umat Islam https://www.youtube.com/ power (Prabowo’s speech in front of Habieb Rizieq and the Muslims watch?v=UdHJCtPW1Dw people) 3 Existence Biografi Prabowo Subianto https://www.youtube.com/ (Biography of Prabowo Subianto) watch?v=e_sf4q-cjUY 4 Ideology dan Prabowo dibenci Amerika dibangga Indonesia, kenapa? https://www.youtube.com/ (Sukarno and Prabowo hated by America, proud by Indonesia, watch?v=jILaCwBnjio why?) 5 Vision Sikap Prabowo terkait Aksi Bela Islam dan Bela Ulama(Prabowo’s https://www.youtube.com/ choices related to the Islamic defense action and Ulema advocation) watch?v=_9FeVLO99b4 Source: Prabowo’s videos on YouTube

The description value is on the signified This video shows the signifier Prabowo innocent impression when playing with his riding a horse at his luxurious residence in grandchildren in the pool. Jokowi’s expression . In the narration, it is mentioned that shows the impression of his sincere loves the horse’s price was 3 billion IDR. As a to the grandchildren. He is also polite in signified, this could mean that Prabowo was a commanding his grandchildren, as well as the rich man, who has a passion for riding horses. physical appearance of Jokowi, whose height Equestrian sport is a sport belonging to the is above the average of the Indonesian people, rich because ordinary people cannot afford to which shows his authority. While the value of buy horses, especially when they cost billions harmony is shown on clothes, signified in the of Rupiah. This exposure may be inconsistent form of a sarong used by Jokowi, showing a with the lifestyles of ordinary . simple lifestyle (low-profile). Therefore, this In it, there is no impression of authority as video received great attention from audiences. an individual, especially if the sign is parsed By December 4, 2017, this video was watched through Prabowo’s physical appearance that is by 2,769,290 viewers. The video with the not high enough (he lost to Jokowi). Therefore, same code belongs to Prabowo (https://www. this video gets less attention from the audience youtube.com/watch?v=0sSX6Al33DY). and was only visited 48,197 times.

250 Redi Panuju: The Comparison of Jokowi and Prabowo Subianto Exposed on YouTube

The second code of transfer of power, i.e. viewers. So far, the relevance of this video with who or what is referenced to influence public the source of legitimacy is still high, although sympathy. In the video “Megawati Meets formally, the Indonesia Constitution cannot Jokowi in Istana” (CNN, 2016, November 21) as accept Islamic politics. By the Act on Social a signified show where Jokowi meets Megawati Organization in 2017, social organizations and Soekarno Putri at the Presidential Palace. As political organizations are prohibited from a signifier, the picture shows that Jokowi’s using any fundamental other than Pancasila. position is higher than Megawati’s, because in Community organizations such as Hizbut that position, Megawati is visited. In Javanese Tahrir Indonesia (HTI) are dissolved by the ethics, the people who are visited are usually Jokowi government with Perpu being No.2 considered more important than those who in 2017, because it is considered contrary visit. In fact, in the party, structurally, Megawati to Pancasila. However, some Muslims have is the Chairman of the Indonesian Democratic affiliations to Islamic-based political parties Party of Struggle (PDIP), which carries Jokowi such as PKB, PKS, PPP, PAN and PBB. In the and as the Presidential and Vice context of Muslim political affiliation, in this Presidential Candidate in 2014, but this video power, this Prabowo video becomes relevant. In shows a transfer of power from Mega to Jokowi. political history, according to Manning (2000), The way Megawati sits, folding her hands Muslims under ICMI (Ikatan Cendewiawan forward on her thighs and sitting in a corner Muslim Indonesia) are close to the center of of the chair shows a non-verbal message that power in the last years of the Soeharto era. Jokowi is more powerful than Megawati. This The third code of existence is about how video was only visited by 7,131 viewers. Jokowi and Prabowo were potentially depicted From the Javanese cultural context, from the video. Jokowi’s video (Metrotv Megawati’s position on Jokowi’s visit is less news, November 24, 2017) signifies Jokowi aligned, because even from Jokowi’s current and his wife were involved in the marriage power structure as the president’s position ceremony of his daughter Kahiyang Ayu, who above Megawati, the background of Jokowi’s married Boby Nasution. Jokowi and his wife presidency is not separated from Megawati’s were involved intensively in the traditional services as chairman of the PDIP party. In ceremony in Solo (Jokowi residence) and also this case, Jokowi is considered less andap asor in Medan (residence in law, ). (humble). Andap asor according to Pitoyo The video signified that the Jokowi families Amrih (2008) is the ability to refrain from self- uphold the customs, but they can accept effacing. If there is a video showing Jokowi other ethnic customs. In the view of Javanese visiting Megawati’s residence, the audience culture, the criteria of marriage is determined will be more engaged. In the Prabowo transfer by bibit (pedigree), bebet(rank/network) and of power, video Tentara Siber Muslim (2017, bobot(quality). Moehadi et al. (1988) mentions April 19) code indicates Prabowo is in a bibit means from good family, bebet means crowd of Muslims and speaks as a part of descendants of the nobility or royal nobility, the community. It indicates that Prabowo is while bobot means from a family who is capable absorbing religious power. or wealthy. Especially in the concept of bebet, Prabowo does not absorb sources of it is often still associated with the same ethnic. support from cultural or nationalistic elements The Javanese often calls other tribes from but from religious sources. This video received outside Java as “orang seberang” (outsider), greater attention than the video on the same which tends to be avoided because “orang code in Jokowi, which was visited by 40,696 seberang” is considered not to have the good

251 Jurnal Ilmu Sosial dan Ilmu Politik, Volume 22, Issue 3, March 2019 manners (politeness). Jokowi, in this case, descendants of prominent figures. This video wants to show that his family is a modern is enough to attract the attention of audiences, family who is not bound by tribe egocentrism. visited as many as 33,094 times, which is almost This is in accordance with other discourses; twice as many views as Jokowi’s video on the Jokowi often mentioned that Indonesia is same code. a “bhinnekatunggalika” country, although it The fourth code is about ideology. The consists of many ethnic groups (tribes) but Jokowi video “I am Jokowi, I am Pancasila” remains one. (Vayireh 2017, Mei 30) confirms Jokowi as Unfortunately, this video received less a defender of Pancasila. The narrative is, attention from YouTube visitors, being viewed “Pancasila is our body and soul. It’s in your only 19,816 times. The likelihood of such a small bloodstream and heartbeat. Thanks to the number is due to the public perception that integrity of the nation and the country. I’m viewing the video is not based on the importance Jokowi, I’m Indonesian. I am Pancasila!” As a of plurality, but in terms of party luxury, the signified, what Jokowi discloses is his assertion cost and the elite guests are mostly officials and that his ideology is Pancasila. However, a businessmen. The same code about the existence signifier can be interpreted as a reaction to a on Prabowo’s video (Subianto, 2014) contains previously developed discourse. Namely, Jokowi his biography, i.e., containing the exposure is rumored to have links with the Indonesian of information as the son of an Indonesian Communist Party (PKI). The signs for that, for economic adversary during Soekarno and example, include the publication of Jokowi’s ’s era, Prof. Sumitro Djojohadikusumo. book, written by Bambang Tri Mulyono. He was also the grandson of the founder of the The author was accused of violating Act Indonesian bank and a member of BPUPKI No. 40 of 2008 about electronic transaction (the Investigating Committee for Preparatory information (ITE), in particular, considered Work for Independence). This video is a insulting the authorities (article 207). The signified that Prabowo is a figure with the hero Blora of Central Java has given consanguinity. the author 4 years in prison. Frans Magnis Firmanzah (2010) states that in the system then underlined the allegations of the writer of monarchy, the source of political legitimacy who called President Jokowi to have a family comes from the heredity that has special genes associated with the Communist Party of compared to others. In the history of Indonesian Indonesia, the PKI. According to him, the leadership, President baseless act of the writer is “very dirty” (BBC (Gus Dur) has a legitimacy source from his Indonesia, 2017). grandfather, KH Hasyim Asyari, the founder Although the issue has been resolved of (NU). President Megawati through the judiciary, the conversation about Soekarno Putri has the legitimating source the contents of the book is widespread through of her father, Ir. Soekarno, Indonesia’s first social media, so it is quite possible that some president. So, Prabowo’s existence as the son people believe and some are still unsure about of an Indonesian economic adversary has its Jokowi’s ideology. So, Jokowi saw the need own suggestion in society. Although Indonesia to reinforce it through the video. The video is not a monarchic state, it has a similar myth. has only been visited 213 times, indicating Sartono Kartodirjo (1987) mentions that many that Jokowi’s statement does not really need figures get legitimacy of power because excessive aliases. Even the video received a of the descendants’ line. Sartono called it strong reaction from Permadi S. H., a political trahingkusumarembesingmadu, meaning still figure who was a member of the PDIP but

252 Redi Panuju: The Comparison of Jokowi and Prabowo Subianto Exposed on YouTube now signed Gerindra Party. Permadi said that that wants to live like other nations). Jokowi’s word is fooling the people because The phrase of Prabowo’s speech is Pancasila is the fundamental or ideology of similar to the title of Soekarno’s speech at the country; it is impossible and cannot be the Independence Day of the Republic of personified in a person https://www.youtube.( Indonesia on August 17, 1966 entitled “Never com/watch?v=gprbr8ffhig). On May 31, 2018, Leaving History” or often abbreviated as this video was closed. “jasmerah.” Although ideologically, Prabowo’s Permadi’s video was actually visited video is more interesting than the narrative 122,184 times. In the video, Jokowi was so or visual aspect, Jokowi does not need to arrogant and wanted to use the discourse of worry, because this video was also empty Pancasila to divert the issue of communism of visitors, only visited 309 times. There is a (PKI). Many people accused Jokowi of being tendency that ideological problems are not authoritarian to the party who criticizes getting the attention of the Indonesian political him. On the charge, Jokowi denied with community. confessed confused with the allegations. The 5th Code of Vision, i.e. how the Jokowi remembers right at the beginning individual will realize his dream in a certain of his reign, many people calling him as an time; Jokowi’s video (The Dailli Politik, 2017) unequivocal president, a village person and contains an interview of a Jakarta TV station too slow. However, later, the assessment was with Thomas Lembong; the head of BKPM changed. Many people judged Jokowi as an (Capital Investment Coordinating Board) authoritarian and . In fact, all this essentially stated that Indonesia’s debt is time, he only enforced the rules (Muhyidin, among the smallest in the world. Indonesia’s 2017) resistance than sympathy. Meanwhile, debt is only 30% of GDP. This was so funny Prabowo’s ideology code shows the historical that if the government criticized the debt, merger signifier and Prabowo’s current even just the economic growth of Indonesia existence. The association between Prabowo won praise from the World Bank. Foreign and Soekarno’s first Indonesian president is investment coming into Indonesia is used visible from the visualization that both of them to build infrastructure, especially toll roads. are on the same stage facing the people who Jokowi targets 568 KM toll roads completed adore and are proud of them; the video is made by the end of 2017 (Eduardo, 2017). This video in black and white. Also, this is visible from received high attention from the public. Within the clothes that are worn and kopiah (black 4 months since the upload, it has been visited cap) and how to make a speech that fires. As a 1,224,885 times. This shows that Jokowi’s vision signified, the video has a meaning of the spirit for infrastructure development is supported by of Prabowo’s struggle that mimics the the community, regardless of the cost of foreign of Sukarno. Likewise, the Prabowo narrative investment. Prabowo’s video as a signified begins with the phrase: ... Jangan sekali kali kita contains Prabowo’s interview with Rosiana lupa pada sejarah kita bahwa kita berasal dari bangsa Silalahi from Kompas TV. Prabowo sees the yang berani, bangsa yang tidak takluk pada siapa importance of democracy in the future and the pun, bangsa yang punya kehormatan, bangsa yang large number of Muslim actions taking to the punya cita, bangsa yang ingin hidup seperti bangsa streets with the label “Islamic defense action; bangsa lain (Don’t ever we forget our history Ulema advocation” is the result of a clogged that we are from a brave nation, a nation that channel. As a signified of Prabowo’s opinion, does not subdue to anyone, a nation that has this could indicate Prabowo’s closeness to the honor, a nation that has future goals, a nation Muslim community.

253 Jurnal Ilmu Sosial dan Ilmu Politik, Volume 22, Issue 3, March 2019

This video has been visited 90,901 times. and stability becomes the jargon of military The closeness of Prabowo with Islam is similar inclusion in civilian life. Suharto was able to to the closeness Gerindra Party with PKS and rule for a very long time (1966-1998) thanks PAN. PAN founder Prof. Dr. said to the concrete outlook of vision, while the he was convinced Prabowo won the 2019 existing political parties are busier talking presidential election because of the support of about the matter of Islamic law, Western Muslims. influence and others. Liddle photographed The Prabowo video is at once as the shift in Suharto’s political view as a shift signified that getting support from Muslims in orientation “From Ideological Perspectives is important, as the incumbent opponents to Pragmatic Orientation” (Liddle, 1992, p. choose the support from nationalists. In this 82). Pragmatism in political participation still ideology code, it appears that Prabowo and appears in the perspective of post-New Order Jokowi have split the constituent affiliates political culture until now, It became one of in two; Prabowo to religious and Jokowi to the obstacles of the growth of the democratic nationalist. However, seen from the existing culture in Indonesia (Mujani, 2010) party coalition, Jokowi benefited from the The perspective of public acceptance of support of the (PKB) the political vision can be explained through and the (PPP), a the analogy of an innovation. Innovation by party that accommodates the moderate Islamic Rogers (1995) is the concept of new ideas and masses of Nahdlatul Ulama or Nahdliyin. techniques. Innovation can take the form of The (PAN), which an abstract idea and can also be in a concrete accommodates the urban Islamic community, form. In some studies, it has been found that namely , also formally concrete elements are appreciated more by the confirmed this. Prabowo practically will only recipients of new ideas because they can be be supported by two parties, namely Gerindra perceived as a relative advantage; they can be and (PKS), which tried and more simply understood. In contrast since 2014, declared itself as a government to the abstract element of ideas, in addition to opposition party. being relatively difficult to confirm relative Jokowi’s vision seems more concrete; the profits, it also gives the impression of being results can be directly seen, felt and measured more complex (Nurulita & Hendrian, 2017). by the community. While Prabowo’s vision Based on this perspective, the vision code of is abstract, it tends to be philosophical. In the Jokowi has a greater chance of being accepted history of Indonesian politics, there has been a by society than Prabowo’s vision code. contestation between abstract political ideology and an implementation ideology in the early Visitor Response Analysis (Commenter) days of the New Order government (Liddle, The internet becomes its own “media” 1992). with interactive capabilities. The feature of President Soeharto succeeded in getting the interactivity of convergent media usage support from the public and the military for has exceeded the potential of feedback, since delivering a concrete vision known as the the media audience directly provides feedback development trilogy formula, which achieved on the messages conveyed (Gumelar, 2013). high economic growth, political stability and Visitors to YouTube sites can provide feedback equity. Economic growth opens opportunities by typing text in the comment window section, for industrialization; equity provides hope located at the bottom of the video. The feature for economic justice at the grassroots level of feedback is free. Any visitor can comment

254 Redi Panuju: The Comparison of Jokowi and Prabowo Subianto Exposed on YouTube about anything, whether it is funny, critical, the individual to assess the specific feature. offering praise or even negative with cursing However, from the attention aspect, the data or swearing. Commenters are visitors who are shows that in the video, Jokowi is able to lead more concerned with opening a video; to leave audiences to visit him. The next communication a comment requires more time to pay attention can be more effective because it is already to the video content and then think to respond there to get the first attention. Effendi (2007) in writing. mentions that the communication process often This feedback indicates interest and follows the logic from attention to action. If at involvement in both the content and the subject. first, a communication has attracted attention, Distribution of visitors and commentators can then it can lead to action. When Jokowi has be seen in the following table: initially attracted, further attention potentially becomes acceptable and then electable. Table 3. As a preliminary sign of communication Comparison of Number of Visitors on through YouTube media, in terms of the Video Jokowi and Prabowo number of visitors, Prabowo lost much to No Code Jokowi Prabowo Jokowi, but Prabowo is still better in the code 1 Lifestyle 2,791,692 48,255 of transfer of power, existence and ideology. 2 Transfer of power 7,147 40,711 Jokowi only leads in two codes, namely lifestyle 3 Existence 20,083 33,120 4 Ideology 214 311 code and vision. It can be said that Prabowo 5 Vision 1.228.995 90,918 is interesting from the source of his dignity Total 4,048,031 1,133,314 derived from his parents (Prof. Sumitro); Source: www. youtube.com Jokowi is from Megawati, who has no blood relation. Prabowo also attracted attention Table 3 shows that overall, the audience’s because of Prabowo’s relatively more credible attention to Jokowi’s videos is more than that biography from being a military, entrepreneur of Prabowo’s videos. The data above cannot to party leader (existence), compared to Jokowi be used to generalize that people prefer who has never been chairman of the party. Jokowi over Prabowo. The attention level of Prabowo’s other source of concern is on his YouTube visitors is likely to be influenced by ideological powers that show his independence the overall impression of the first stimulus. In to certain religions (Islam). If Prabowo wants communication psychology, this phenomenon to steal the attention of the audience through is often referred to as a misperception of the YouTube, then he should focus on the 3 codes. “halo effect.” For example, YouTube visitors Jokowi seems to get more attention because of only pay attention to the signed text on the his simple lifestyle code and humanism and his video’s home page. After this, they continue vision of building infrastructure. to open the video. Once open, YouTube The favorite level can be tracked through automatically records it as a visitor (viewer) a thumbs-up that is under the video. When the without paying attention to the long-standing thumb is up, it means likes (“i like this”) and visitors watching the video. After a few when it is pointing down, it means dislike (“i seconds, it is possible the user may become dislike this”). Distribution of likes and dislikes disappointed, because the video may not meet on both Jokowi’s and Prabowo’s videos are their expectations. Baron & Paul (1991) state shownin tables 4 & 5. that misperceptions are often induced because Table 4 & 5 show Jokowi’s video is they are tempted by a complete first impression. preferred by YouTube visitors, both in quantity The impression has a very strong effect on and percentage. This video shows likes 97.8%

255 Jurnal Ilmu Sosial dan Ilmu Politik, Volume 22, Issue 3, March 2019

Table 4. is still seen from the family tree. Prabowo was Number of Likes and Dislikes - the son of an economist in both orders: the Old Jokowi’s Video Order and the respected New Order, Prof. Dr. No Code Like Dislike Sumitro Djojohadikusumo. Then, there was 1 Lifestyle 40,000 1,000 a video containing the history of his career 2 Transfer of power 51 11 ranging from military officers (major general), 3 Existence 147 8 4 Ideology 4 0 businessmen, to party chairman. In general, in 5 Vision 6,000 1,000 comparison, Jokowi’s video is more likeable Total 46,202 (97.8%) 1,019 (2.2%) than Prabowo’s video. As it relates to lifestyle Source: www.youtube.com code and vision, Jokowi received the most thumbs-up from viewers. Table5 Number of Likes and Dislikes - References Prabowo’s Video Amrih, P. (2008). Ilmu kearifan Jawa. : No Code Like Dislike Pinus Publishing. 1 Lifestyle 49 5 2 Transfer of 309 52 Arianto, B. (2014). Kampanye kreatif dalam power kontestasi presidensial 2014. Jurnal Ilmu 3 Existence 60 26 Sosial dan Ilmu Politik, 19(1), 16-39. doi: 4 Ideology 0 0 10.22146/jsp.10854 5 Vision 646 85 Total 1,064 (84.3%) 168 (15.7%) Baron, R. A., &Paulus, P. A. (2010). Understanding Source: www.youtube.com human relations: A practical guide to people at work. : Allyn & Bacon, 4th edition and only 2.2% of visitors who expressed dislike, Mengapa polisi harus mempidanakan penulis while Prabowo’s video had 84.3% likes and 15.7% jokowi undercover?. (2017). BBC dislikes. The reason why visitors say “likes” or Indonesia. Retrieved from http://www. “dislikes” can actuallybe traced through text bbc.com/indonesia/indonesia-38496945. narratives in existing comments, but in this study, Megawati temui Presiden Jokowi di Istana. it has not been studied by researchers. (2016). CNN. Retrieved from https://www. youtube.com/watch?v=c8mtErgEmI8. Conclusion Danesi, M. (2010). Pengantar memahami semiotika A YouTube channel is an on-line media media. Yogyakarta: Jalasutra. that provides politicians the opportunity Dijk, J. V. (2012). The network society 3rd Edition. to create their image to get support from London: Sage Publication Ltd. prospective voters. Jokowi and Prabowo both Duncan, T. (2015). Principles of advertising used this channel. Jokowi’s videos garnered &IMC(7th edition). New York: Mc.Graw- the attention from the audience by showing Hill. human interest aspects of him, which describe Eduardo, S. (2017, November 03). Jokowi the president’s lifestyle with a low-profile or Target 568 KM Jalan Tol Baru Hingga simple lifestyle; other videos that got a lot of Akhir Tahun 2017, Bisa Tercapai? audience views contain works of Jokowi as Retrieved from https://finance.detik. president in the form of toll road infrastructure com/infrastruktur/d-3712738/jokowi- development. However, Prabowo’s video target-568-km-jalan-tol-baru-hingga- with many views is one that contains a sign akhir-2017-bisa-tercapai of the source of his power that comes from his Effendi, O. U. (2017). Komunikasi, teori, dan parents. In Indonesia, the credibility of a figure praktek. Jakarta: Grasindo.

256 Redi Panuju: The Comparison of Jokowi and Prabowo Subianto Exposed on YouTube

Eriyanto. (2010). Kekuasaan otoriter: Dari [Video file]. Retrieved fromhttps://www. gerakan penidasan menuju politik hegemoni. youtube.com/watch?v=dpSeTUaB0rE. Yogyakarta: Pustaka Pelajar. Moehadi, Pratitis, T., Mulyono, Priyanto, Firmanzah. (2010). Persaingan, ligitimasi kekuasaan, S. (1988). Dampak modernisasi terhadap dan marketing politik. Jakarta: Yayasan Obor. hubungan kekerabatan di daerah Jawa Tengah. Gumelar, R. G. (2013). Konvergensi media online. Jakarta: Direktorat Jendral Kebudayaan. LONTAR: Jurnal Ilmu Komunikasi, 2(2), Morison. (2015). Periklanan Komunikasi Pemasaran 387-398. Terpadu. Jakarta: Prenadamedia Group. Hardiman, F. B. (2010). Ruang publik pustaka Muhyidin, A. (2017, August 10). Dituduh filsafat.Yogyakarta: Yayasan Kanisius. otoriter begini jawaban jokowi[Video file]. Hermawan, A. (2011). Pendekatan semiotika Retrieved from https://www.liputan6. untuk penelitian komunikasi. In A. Ishak, com/news/read/3053092/video-dituduh- F. Junaedi, S. Budi HH., A. Prabowo (Eds.), otoriter-begini-jawaban-jokowi Mix methodology dalam penelitian komunikasi Mujani, S. (2010). Muslim demokrat. Jakarta : PT (pp. 231-262). Yogyakarta: Aspikom Gramedia Pustaka Utama. collaboration with Litera, Perhumas, & Nasrullah, N. (2014). Teori dan riset media siber. BPC Yogyakarta. Jakarta: Prenada Mediagroup. Jati, W. R. (2016). Aktivisme kelas menengah Prasetyo. (2014, July 22). Ini Hasil Lengkap berbasis media sosial: Munculnya relawan Rekapitulasi Suara Pilpres 2014. Retrieved dalam pemilu 2014. Jurnal Ilmu Sosial dan from http://lampung.tribunnews. Ilmu Politik, 20(2), 147-162. doi: 10.22146/ com/2014/07/22/ini-hasil-lengkap-hasil- jsp.24795 rekapitulasi-suara-pilpres-2014 Jokowi. (2017, September 2017). Sarungnya Mbah Piliang, Y. A. (2011). Sebuah dunia yang dilipat. Jokowi basah - liburan main bareng cucu, : Matahari. Jan Ethes [Video file]. Retrieved fromhttps:// Rogers, E. M. (2010). The diffusion of innovation www.youtube.com/watch?v=BPZq-aVatI0 (4th Edition). New York: Free Press, NY. Kartodirjo, S. (1987). Perkembangan peradaban Sambas. (2016). Antropologi komunikasi. . Yogyakarta: Gadjah Mada Press. Bandung: Pustaka Setia. Kece-Bonk-TV (2017, July 28). Berkat Jokowi Sitohang, V. (2017, May 30). Aku Jokowi- hutang Indonesia terkecil di dunia [Video Aku Pancasila [Video file]. Retrieved file]. Retrieved fromhttps://www.youtube. from https://www.youtube.com/ com/watch?v=r8kDth--Fps watch?v=jGhExb8zUW0. Liddle, R. W. (1992). Partisipasi & partai politik Subianto, P. (2014, April 30). Sukarno dan Prabowo Indonesia pada awal Orde Baru. Jakarta: dibenci Amerika dibangga Indonesia, kenapa? Grafiti. [Video file]. Retrieved fromhttps://www. Manning, C & Diermen, P. V. (2000). Indonesia di youtube.com/watch?v=jILaCwBnjio. tengah transisi: Aspek aspek sosial & Subianto, P. (2014, January 16). Biografi Prabowo krisis. Yogyakarta: LKiS. Subianto[Video file]. Retrieved from Mbahkatob. (2013, November 18). Inilah kuda https://www.youtube.com/watch?v=e_ pilihan Prabowo[Video file]. Retrieved sf4q-cjUY. from https://www.youtube.com/ Subianto, Prabowo. (2017, February 24). Sikap watch?v=0sSX6Al33DY Prabowo terkait aksi bela Islam dan bela Ulama Metrotvnews. (2017, November 24). Terima kain [Video file]. Retrieved from https://www. Ulos, Presiden Jokowi dan Ibu Iriana - Pesta youtube.com/watch?v=_9FeVLO99b4. Adat pernikahan Kahiyang Ayu di Medan

257 Jurnal Ilmu Sosial dan Ilmu Politik, Volume 22, Issue 3, March 2019

Sugihartati, R. (2014). Perkembangan masyarakat The Dailli Politik (2017, Agust 16). Wujudkan informasi & teori sosial kontemporer. Jakarta: visi kedaulatan pangan; Jokowi genjot Prenada Mediagroup. jumlah penyuluh pertanian [Video file]. Tentara Siber Muslim. (2017, April 19). Pidato Retrieved from https://www.youtube. Prabowo dihadapan Habieb Rizieq dan com/watch?v=SVBW6WkYWu0. Umat Islam [Video file]. Retrieved Windscale, H. (2015, April 28). Pidato Terakhir from https://www.youtube.com/ Bung Karno [Video file]. Retrieved watch?v=UdHJCtPW1Dw. from https://www.youtube.com/ watch?v=0lf9unPFoA.

258

Top View