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Representation and Symbolic Politics in Indonesia : an Analysis of Billboard Advertising in the Legislative Assembly Elections of 2009

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Representation and Symbolic Politics in Indonesia : an Analysis of Billboard Advertising in the Legislative Assembly Elections of 2009 Edith Cowan University Research Online Theses: Doctorates and Masters Theses 2013 Representation and symbolic politics in Indonesia : an analysis of billboard advertising in the legislative assembly elections of 2009 Eva Leiliyanti Edith Cowan University Follow this and additional works at: https://ro.ecu.edu.au/theses Part of the Political Science Commons Recommended Citation Leiliyanti, E. (2013). Representation and symbolic politics in Indonesia : an analysis of billboard advertising in the legislative assembly elections of 2009. https://ro.ecu.edu.au/theses/684 This Thesis is posted at Research Online. https://ro.ecu.edu.au/theses/684 Edith Cowan University Copyright Warning You may print or download ONE copy of this document for the purpose of your own research or study. The University does not authorize you to copy, communicate or otherwise make available electronically to any other person any copyright material contained on this site. You are reminded of the following: Copyright owners are entitled to take legal action against persons who infringe their copyright. A reproduction of material that is protected by copyright may be a copyright infringement. Where the reproduction of such material is done without attribution of authorship, with false attribution of authorship or the authorship is treated in a derogatory manner, this may be a breach of the author’s moral rights contained in Part IX of the Copyright Act 1968 (Cth). Courts have the power to impose a wide range of civil and criminal sanctions for infringement of copyright, infringement of moral rights and other offences under the Copyright Act 1968 (Cth). Higher penalties may apply, and higher damages may be awarded, for offences and infringements involving the conversion of material into digital or electronic form. Representation and Symbolic Politics in Indonesia: An Analysis of Billboard Advertising in the Legislative Assembly Election of 2009 By Eva Leiliyanti 10176952 A THESIS SUBMITTED TO EDITH COWAN UNIVERSITY FOR THE DEGREE OF DOCTOR OF PHILOSOPHY IN COMMUNICATIONS AND ARTS MARCH 2013 USE OF THESIS The Use of Thesis statement is not included in this version of the thesis. Abstract The overarching characteristic of the 2009 legislative elections lay in the legislative candidates’ politics of image. It stemmed from the amendment to the election Law no. 10/2008 article 214 that ostensibly cut off the parties’ power in determining their candidates without the public’s “direct” consent. The public was then given a direct opportunity to choose and vote for their preferred candidates in the 2009 elections. This marked the emergence and proliferation of the candidates’ image construction, especially in the “outdoor” political arena. Billboards were chosen as the most effective outdoor advertising medium to introduce the candidates and propagate their slogans and platforms. However, at the same time, this mode of introducing and propagating reveals itself as an ideological map that demonstrates the contestation and synthesis of the two major ideological camps in the Indonesian political arena, i.e. the nationalist and Islamic. The candidates were co- opted into and by this framework. They themselves could not escape as their political dispositions were unconsciously defined by this framework. Their billboards speak loudly the ideological contestation and synthesis. The investigation of the contestation and synthesis needs Bourdieuan analytical tools, such as capital, dispositions (habitus) and field. These are used not merely to show how the mechanism of the contestation and synthesis operated and was defined by the rules of political “game”, but also to show how this mechanism involves the intricate inter-relationships of various capitals, such as the political, social, economic, cultural and symbolic, that reflect the candidates’ (read also: the parties’) dispositions within the field of Pancasila discourse. Pancasila becomes not only an ideological basis for the state but also the bastion of the contestation and synthesis. The twin roles arguably derive from the dominant cultural root (Javanese) that highly values the concepts of harmony, tolerance and appropriateness as the essences that allow the ideological contestation and synthesis of the nationalist and Islamic strands as the dominant ideological markers in the Indonesian political arena. This thesis aims to demonstrate how the candidates’ billboards represent ideological contestation and synthesis as the billboards can also be perceived as the candidates’ visual “responses” which reflect their political dispositions and the process of taking stances amidst the contestation and synthesis. Therefore, this study was conducted in the form of a layered case study. Using a Bourdieuan lens, the first layer explores the historical background of the contestation and synthesis, their proliferation in the political arena and the mechanism of deploying these strands in the political parties’ branding. Using a social semiotic lens, the second layer investigates how the billboards as the products of the candidates’ political articulation represent not only these contestations and syntheses but also their dispositions. I found that the system of representation (on the candidates’ ii billboards) operates within the Javanese ideals of “equilibrium” in Pancasila discourse. These ideals frame the power relations between the nationalist and Islamic factions in an ostensible “consensus” in order to maintain the harmony and dilute ideological friction. iii DECLARATION I certify that this thesis does not, to my best of my knowledge and belief: (i) in corporate without acknowledgement material previously submitted for a degree or diploma in any institution of higher educations; (ii) contain any material previously published or written by another person except where due reference is made in the text; or (iii) contain any defamatory material. I also grant permission for the library of Edith Cowan University to make duplicate copies of my thesis as required. Eva Leiliyanti Submitted on 20 March 2013 iv ACKNOWLEDGEMENTS My first thanks go to the Indonesia’s Directorate General of Higher Education, the Ministry of Education and Cultures, for giving me the scholarship to pursue my study. I would also like to thank my home institution, Universitas Negeri Jakarta (UNJ), for giving me not only the permission to have three years study leave, but more importantly also the financial support at the time of emergency. My deepest debt of gratitude goes to my principal supervisor, Associate Professor Dr. Rod Giblett, who has given me the guidance of how to produce a good quality research. His patience in reading the drafts of my thesis and his consistent support trigger me to deeply explore my potential and complete my thesis in time. My gratitude also goes to Dr. Dennis Wood, my associate supervisor, who helped me a great deal, especially in the early phase of my study. I am thankful for his comments on my final draft. The same gratitude also goes to Professor Christopher Crouch, my former supervisor, who gave me help and encouragement, especially during the difficult time in the early phase of my study. The same amount of thanks go to Dr. Danielle Brady, the Research Coordinator, for her help and support in finding the right person to supervise me in the mid phase of my study. I am grateful to have Dr. Jo McFarlane and Ann Beveridge, the Language Consultants, who helped me improve my English. Sarah Kearn, the Coordinator Research Support, would be the one I do not dare to leave unmentioned. She was the one who helped me with the administrative paperwork I almost forgot to complete, especially when I was in Indonesia collecting data. I also feel so blessed surrounded by caring, considerate friends: Eka Fransiska, my housemate, Sulfa Syaharuddin, Khairiyah Syahabuddin, Cessy Triani, Hariyadi, Usep Suhud, Hayu Hamemayu, Zaki Habibie, Prabawani Bulan, Sirait Marudut, Mangaratua Simanjorang and Irfan Wahyudi. I owe Irfan a great deal of debt, especially at the end of my study. He was the one who read and verified the facts I mentioned in my thesis. I also want to express my deepest thanks to my close friends in Indonesia, Atikah Ruslianti, Eka Nurcahyani, Lasito, Diyantari and also Ahmad Hakam, my colleague at UNJ. Without their help and support, I might not be able to manage and complete the administrative paperwork at my home university. My most personal deepest gratitude goes to my husband, Wisnu Anggoro Ardi. His love, prayers, support, patience, encouragement and willingness to take the position of “a single parent” while I was away pursuing my study in Australia became the immeasurable factors for my strength and faith. Without his tremendous support, I might not be able to finish my thesis in time. Our daughters, Nabilah Khairunnisa and Btari Arifah Zahra, and their yearning for my presence also v deeply motivated me to finish my study in time. Their love, smiles, prayers and support became the constant factor that pumps my spirit. I owe everything to my late mother, Irdawati, and my late father, Syahril Bustaman. Without their love, support, and prayers I cannot be the woman I am now. vi DEDICATION To my parents, husband and daughters, with all my love and thanks vii Contents Use of Thesis i Abstract ii Declaration iii Acknowledgements v Dedication vii Contents viii Part I Introduction and Methodology 1 1 Indonesia’s Political Framework 5 2 The Significance of the Candidates’ Billboards in the 2009 Legislative Election 15 3 Methodology
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