On January
17, President SBY launched his book entitled, “Selalu Ada Pilihan” (“There is
always a Choice” – as translated by SBY himself).The president has said that he
wrote it as a response to his detractors.
The book might have answered some of the criticism but it also heaved
more, which reflects the failure of SBY’s political communication strategy.
One of the
main criticisms is the time of the launch. The book came out in the midst of
natural hazards across Indonesia. Jakarta and Manado was inundated by a massive
flood, which affected millions of people.
In Karo Regency, North Sumatera, more than 26 thousand people have to
flee from their homes to escape Mount Sinabung eruption.
SBY was
aware of the criticism as he raised this issue in the opening of his book
launch remarks. He explained that he actually scheduled the book launch in
December 2013. However, he decided to reschedule it as Indonesia was facing a
strong economic pressure which among others had weakened Rupiah to its lowest
value since five years ago. At the same time, he also needed to focus his
energy to ensure BadanPenyelenggaraJaminanSosial (Social Security Management
Agency) to start running by the 1st January 2014 as mandated by the
law.
He contacted
the venue administrator to reschedule and found January 17 was the only available
time to hold the event.SBY may have his own argument to defend himself. But,
the question remains: Why the book was still launched as if it was in a state
of urgency?
In his
remarks, SBY stated that he was not making a political statement, although it
was obvious that the launch of the book itself was ‘a political move’. The book
is SBY’s political statement. Only
within this political frame, public could understand what the book is all
about. Implicitly, this notion was also strengthened by SBY himself.
SBY said
that in early January 2009 his political aides suggested him to write a book. They
argued that SBY might lose the presidential election, held in July that year,
if SBY did not write a book to response public criticism at that time. They
said that the book—which should also be launched before the 2009 presidential
election— would maintain his chance to win the election. After a long debate
about the idea, he finally decided not take the step. SBY was right and he won
the election with over than 60 percent votes.
However, in
December 2012 the stance had changed. SBY recalled what his political aides
suggested and finally decided to write the book. What had actually pushed SBY
to change his mind? The question might be best answered if we recall what was
going on around that time.
In Early December
2012, leaked information spread to the public that the Corruption Eradication
Commission (KPK) named Minister for Youth and Sports Affairs, AndiMalaranggeng,
as a suspect. This man was not only one of SBY’s cabinet members, but also one
of Democratic Party’s most influential figures. The case was a major blow for
SBY.It directly tarnished the credibility of SBY as a president as well as his
position as Democratic Party main patron.
Andi’s legal
status damaged SBY’s image the most, compared to other Democrats embroiled in
corruption cases, such as Muhammad Nazaruddin, Angelina Sondakh, and (later)
AnasUrbaningrum. The legal status of the last three might have had damaged
SBY’s image as the main patron of the Democratic Party. But, it does not
tarnish SBY’s image as a president.
With Andi’s
case at the background, SBY made a statement that was perceived as a defense to
his political aide.
“Sometimes
we need to make a quick policy, but the lack of knowledge about corruption can
lead to officials making a decision that can be considered in violation of the
Corruption Law. This kind of official does not have the intention to commit
corruption. The state must protect them,” he said. As predicted, this statement
stirred another wave of criticism.
It becomes
clear that with this backdrop SBY finally decided to write the book thus
emphasizing the strong political nuance of the book.
Critics view
SBY’s move to launch the book as a way to fix his own image and his political
party’s image as the book was launched just a few months before 2014 Indonesian
general election. SBY and his political aides may reject this notion. However,
what is the argument that they have to answer the basic question: Why the book
should be launched in this particular time?
As a
president, SBY has always been and will always be confronted by heaves of
important issues that need to be resolved immediately. We call it: priorities. But,
does the book fall into such category?
SBY said
that the book was not his memoir or autobiography. He said that he would write
another book about his life and political journey when he is no longer a president.
If that is the case, why did he not try to be much more patient and just do the
later idea. And most likely, I will be among those who are eager to buy his
future book and listen to his-story.
With general
election just around the corner, the Indonesian politic is in turmoil. The
water is turbid. The air is misty. It is difficult to comprehend what is
actually going on when everything is so fuzzy. Let the story runs to its end
and be written as history, when things are much clearer and can be better
understood and explained.
We have some
months to go until October 2014 when SBY will transfer his power to the next
president. During that period, there will be many stories around SBY’s life and
political journey, which I believe will be much more interesting than stories
that SBY has written in his current book.
If the book
was intended to answer all of those critics and cynics, while in fact it just
add another one. Thus, it just becomes another SBY’s political communication
blunder.
*The writer is a student of Strategic Political Communication at
the University of Melbourne
