Photo: Swarapublik.com
As President Joko Widodo’s (Jokowi) leadership came to its end, it is hard to ignore how much has transpired over the last decade. Ten years may seem like a long time, but leading a country as vast and diverse as Indonesia is no easy feat. Under his two terms, Indonesia has overcome significant challenges, including recovering from the COVID-19 pandemic.
However, as the clock winds down on his presidency, criticism of Jokowi has intensified. Accusations of power abuse for personal or group interests, along with concerns over a perceived weakening of democracy, have dominated public discourse. How did a leader once dubbed “A New Hope” by Time Magazine come to face such scrutiny, even from the media?
Looking back at the beginning of his political career, Jokowi’s rise to prominence was driven by multiple factors, one of which was his straightforward, “down-to-earth” communication style. The image of “wong ndeso” (a simpleton, or a hick) that Jokowi cultivated resonated strongly with the public, positioning him as a leader who championed the common people.
As a civilian figure with no military background and no political pedigree, Jokowi brought a refreshing sense of hope. His supporters, often referred to as ‘Jokowers’, embodied a fervent fan base. When Jokowi ran for president, the image he projected aligned with the public’s aspirations at that time.
Image vs. Reputation
In communication theory, an image is not inherently negative. It is perfectly natural for an individual or organization to craft a positive image to gain public trust. However, an image is distinct from reputation.
Image represents how we present ourselves to the world, while reputation is how others perceive us based on their experiences and observations. Reputation is harder to control because it is shaped by the judgments of others.
That said, building a good reputation is possible. According to experts Doorley and Garcia, a strong reputation is forged through a combination of good performance and behavior, both of which are communicated effectively. In other words, an image built through communication must be backed by consistent performance to form a strong reputation. Without this, one risks being accused of “image-making” without substance—a fate that has befallen many public figures, companies, and brands, often resulting in rejection, criticism, and even “cancel culture”.
Looking at Jokowi’s situation, the sharp criticism he faced appears to stem from public disappointment with his actions and decisions, which seem out of sync with the simple, pro-people image he once built.
For the public, a president’s term is a period to prove the promises and image portrayed during the campaign. But for the leader, the image crafted to win the election may no longer be the priority once in office, especially when pursuing strategic goals amidst the complex political challenges.
In such cases, leaders tend to focus more on communications that support their strategic objectives, even if it means moving away from the image they built during the campaign. This may be what has happened with Jokowi.
So, what about Prabowo Subianto, the newly elected president? Will the “gemoy” (“pudgy”) image he cultivated during his campaign to appeal to Gen Z and millennials remain consistent with his performance, behavior, and communication once in office? We cannot say for sure yet. But from Jokowi’s experience, we learn that maintaining a campaign image while in the office is no simple task.
Once politicians take office, political dynamics demand that they quickly adapt in order to achieve their strategic goals, even if it means compromising on campaign promises or images.
Therefore, we must be prepared for the reality that things may not unfold as expected. Nonetheless, we hope the new government will perform well and remain consistent in performance, behavior, and communication, so that the campaign image can eventually translate into a proven reputation capable of facing future challenges head-on.
Verlyana (Veve) Hitipeuw
CEO & Chief Consultant, Kiroyan Partners
This article has been published in PR Indonesia magazine 110th edition, issued on September-October 2024, page 80-81.
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