Episode 11 | Out of Touch, Out of Time: A Post-Mortem on a National Crisis

In our latest full-house episode of Proximix, the team (Mercy, Stef, Awi, and Sofyan) convenes on a somber note to dissect the recent social and political unrest that has swept across Indonesia. As communication professionals, we break down how these events, at their core, represent a catastrophic communication failure by policymakers who appear dangerously out of touch with the public's reality.

This conversation is a deep dive into the anatomy of a crisis. We explore the simmering economic hardships that set the stage, the "flexing culture" that acted as a trigger, and the critical differences between today's turmoil and the institutional collapse of 1998. We also analyze the double-edged sword of modern technology—from powerful social media movements to the rampant spread of deep fakes and misinformation that fueled the flames.

A Nation on Edge: The Communication Failure Behind the Unrest

The root of the crisis began long before the streets erupted. It started with policymakers failing to listen to the voices on the ground—from complaints in coffee shops about a slowing economy to the rise of "pseudo-PHK" where workers' hours and pay were cut without official termination. Instead of addressing these concerns, the public was fed a narrative of glorified national achievements, creating a massive disconnect.

This failure was compounded by disastrous verbal and non-verbal communication from public officials. Tone-deaf statements belittling the public, coupled with ill-timed celebratory gestures, were perceived as a profound disrespect to the struggles of ordinary people, showcasing just how out of touch they were.

Flexing in a Time of Hardship: The Spark That Lit the Fire

Against a backdrop of widespread economic anxiety, the pervasive "flexing culture" online became a powerful trigger. While some may see flaunting wealth as aspirational, in the current socioeconomic climate, it was viewed as deeply insensitive and provocative. High-profile figures showcasing immense wealth while the public struggled created a volatile environment. As the hosts note, being tone-deaf and unaware of your surroundings in such a tense period is an open invitation for public anger.

Then and Now: Why This Isn't a Repeat of '98

A significant part of the discussion compares the recent events to the traumatic 1998 riots. Sofyan argues that while the public's memory of '98 amplifies current fears, the situations are fundamentally different. In 1998, there was a total "institutional collapse"—a loss of faith in the presidency, the legislature (DPR), and security apparatus. Today, while trust has certainly eroded, it hasn't reached the same level of systemic failure. Furthermore, technology now allows for easier identification of rioters and the rapid spread of counter-messaging urging peace, tools that were non-existent in '98.

The Digital Double-Edged Sword: Social Movements vs. Misinformation

Technology has played a pivotal role on both sides of the conflict. On one hand, it enabled powerful social media movements like the "17+8 demands," which consolidated long-ignored public grievances into a clear, digestible format. On the other hand, the same platforms became conduits for dangerous misinformation, including deep fake videos and out-of-context content designed to incite fear and anger.

This led to controversial decisions, such as the temporary suspension of TikTok Live. The team debates whether this was a necessary evil to curb the spread of anarchy and protect public safety, or an act of censorship that undermines democracy.

A Call for Accountability: The "Man in the Mirror" Moment

Ultimately, the episode concludes with a moment of introspection. Pointing fingers is easy, but real change starts from within. Quoting Michael Jackson's "Man in the Mirror," the hosts reflect on their own roles and responsibilities. In a democracy, every citizen with the capacity to contribute has a part to play in improving the nation. The conversation serves as a powerful reminder that we must ask not only what our country can do for us, but what we can do for our country.

Watch/Listen to the Full Episode for More

This summary only scratches the surface. To hear the full breakdown of the systemic issues plaguing Indonesian politics, the role brands like Grab played during the crisis, and our take on a recent white paper about AI's impact on the PR industry, you need to listen to the full episode.

Timestamps

• 0:00 - Welcome & A Somber Acknowledgment of Recent Events.

• 01:32 - The Core Issue: How the Unrest Stems from a National Communication Failure.

• 10:40 - The "Flexing Culture" as a Major Trigger in a Time of Economic Hardship.

• 15:16 - Then vs. Now: A Deep Dive into Why This Crisis is Different from the 1998 Riots.

• 22:41 - The Double-Edged Sword of Social Media: Misinformation, Deep Fakes, and the TikTok Live Ban.

• 33:36 - Unpacking Indonesia's Three Core Political Problems: Financing, Regeneration, and Decentralization.

• 38:54 - Taxation Without Representation: Why Sri Mulyani Became a Symbol of Public Frustration.

• 49:53 - The Urgent Need for the Asset Forfeiture Law (UU Perampasan Aset).

• 57:26 - The "17+8" Demands: Analyzing the Social Media Movement That Defined the Protests.

• 1:02:38 - How Brands Responded: A Look at Grab's Cross-Border Solidarity Campaign.

• 1:14:42 - AI in PR: Discussing the Shift from SEO to GEO and the Future of Media.

• 1:19:07 - The "Man in the Mirror" Moment: A Call for Personal Responsibility and Action.

Brands/People Mentioned in This Episode:

• Political & Public Figures: Sri Mulyani (@smindrawati), Ahmad Sahroni (@ahmadsahroni88), Uya Kuya (@UyaKuyaTV), Nafa Urbach (@NafaUrbachOfficial), Eko Patrio (@EKOPATRIOTV), Prabowo Subianto (@prabowosubianto), Vladimir Putin, Kim Jong Un, Donald Trump (@realdonaldtrump), Ahok (BTP) (@btpnd), Tan Malaka, Adam Smith, Karl Marx, Michael Jackson (@michaeljackson), John F. Kennedy (JFK) (@JFKLF).

• Brands & Media: Grab (@Grab), TikTok (@tiktok), Kompas (@kompastv), Kontan (@KontanTV), Detik (@detikcom), Golden Harvest, Al Jazeera (@aljazeeraenglish), Maverick (@maverick.indonesia).