Continued...
Indonesia’s Diplomacy in the Digital Era
With new information and
communication technologies being rigorously used in various aspect of life,
including diplomacy, the Ministry of Foreign Affairs of Indonesia,- hereinafter
refer to as Kemlu, has joined the
crowd as well.
As public diplomacy continues to be one of the missions
of Kemlu, policies and programs which
create and support Indonesia’s positive image will persistently be
strengthened. Moreover, economic diplomacy, which is generally referred to as
the conduct of diplomacy using economic leverages, policies and measures to
achieve national goals, and cultural diplomacy, where “exchange of ideas,
information, values, systems, traditions, beliefs, and other aspects of
culture, with the intention of fostering mutual understanding,“[1]
should ideally be supported by all elements and venues of diplomacy, including
through social media outlets.
Along with the internal
institutional reform taking place since 2001, Kemlu has established two prominent directorates in this case,
Public Diplomacy as well as Information and Media Directorates, under the
auspices of the Directorate General of Information and Public Diplomacy
(previously known as Directorate General of Information, Public Diplomacy and
International Treaties).
As
stipulated in the Minister for Foreign Affairs Regulation Number 7/2011, Public
Diplomacy Directorate is in charge of harnessing public support at home as well
as abroad towards the implementation of Indonesia’s foreign policies in the
area of political, security, economic, development, social and cultural, as
well as other strategic and emerging issues. It is equipped with five relevant
sub-directorates, namely political and security; economics and development;
social cultural; current and strategic issues; as well administrative division.[2]
Moreover, Information and Media
Directorate is responsible for taking necessary measures in the field of
information and media, particularly regarding news, multimedia, data, media
facilitation, audiovisual, and publishing, which will establish Indonesian
positive image and shape positive public opinion supporting Indonesian national
interests abroad. It has six sub-directorates, namely news; multimedia; media
data; mass media facilitation; audiovisual and publishing; and administration.
In this connection, multimedia sub-directorate is carrying out multimedia
information management and development of Kemlu’s
website, including, among others, in preparing, coordinating, and implementing
policies and programs in this field. Formulation of standards, norms,
guidelines, criteria and procedures in the field of information and media also
falls under this sub-directorate. With this mandate, Information and Media
Directorate is indeed one of the spearheads of Kemlu’s digital diplomacy.[3]
In addition to traditional ways and
media in conducting public diplomacy, various novel information and
communication channels have been utilized by Kemlu, including official websites, Facebook and Twitter accounts.
The official website of Kemlu, for
example, has been established since 2002. Beside better displays and more
user-friendly menu, further improvement is continuously conducted, including by
integrating websites of Indonesia’s 131 missions abroad, which consist of 95
embassies, 3 permanent missions, 30 consulate generals and 3 consulates.[4]
New menu, such as diplomatic blogs, has been added since October 9, 2009.
Displaying 33 notes until the time of this writing, a wide range of topics from
political to social cultural issues as well as ASEAN dynamics to protection of
Indonesian citizens abroad have been expressed through creative writings.[5]
Success stories of Indonesian citizens and related stakeholders abroad are also
exhibited,[6]
and updated information on career and scholarships, including on internships in
Kemlu, job vacancies in international
organizations, are also available. Furthermore, online public services such as
visa and consular service, diplomatic facilities and media services, are also
available on the website.
Despite the fact that formal policies
on the use of social media in conducting diplomacy are yet to be developed, Kemlu has managed to create its official
Facebook account and page since June 2010.Until the time of writing (November
2012), 5,995 individuals ‘like’ it, while 66 has ‘talked’ about it. Many
issues, in the forms of status, links, and photos, have been raised on this
page, including the latest Bali Democracy Forum, ASEAN Summit and Senior
Official Meeting, as well as other events and meetings like various bilateral
meetings of Foreign Minister Natalegawa with his counterparts.
One interesting development is the
recent post of the statement of British Foreign Secretary, William Hague,
during the recent visit of President Susilo Bambang Yudhoyono to that country.
Unlike previous posts which dominantly took the form of links to relevant news
from Kemlu’s official website, this
feed is submitted as a complete statement and provided in Bahasa Indonesia as
well as in English.
On Twitter, Kemlu has established also an official account, @Portal_Kemlu_RI.
Until the time of writing, there are 2,580 followers from many parts of
Indonesia and the world. 1,732 tweets (as of November 18, 2012 at 10.45 am)
have been broadcasted, almost all in the forms of direct links of headlines
from Kemlu’s website. The English
version account, @MoFA_Indonesia, has 221 tweets and 150 followers so far.[7]
Policies as well as information
regarding high-profile issues, such as protection of Indonesian citizens abroad
and international security and conflicts happening in Gaza Strip, Syria,
Myanmar and other places, have been tweeted frequently. Moreover, in line with
Kemlu’s priorities, economic diplomacy is also highlighted, as business
meetings and trade fairs, the visit of business sectors from various countries,
and the signing of various trade agreements are among the feeds being tweeted.
Getting more specifically on cultural diplomacy, efforts emphasizing
people-to-people contacts and social cultural events, such as art and cultural scholarships,
student exchanges, technical cooperation, cultural performances, Indonesian
nights and many more, are also actively disseminated through Twitter.[8]
Beside the abovementioned Kemlu’s engagement, many Indonesian
missions and embassies around the world manage their own Facebook or Twitter
accounts. Statistics show that Indonesian Embassies in Amman, Beijing, Bern,
Bucharest, Cairo, Canberra, Den Haag, London, Kuala Lumpur, Manila, Moscow,
Singapore, Ottawa, Port Moresby, Washington D.C., and Yangon, among others,
have actively engaged in these networking sites.
At
personal level, many of Indonesian Ambassadors and diplomats have also utilized
social media outlets as one of the tools to introduce and promote Indonesia
abroad. Despite the fact that their accounts are initially set for personal
use, some of the feeds broadcasted elements of Indonesian values, cultures and
ideas, thus positively contribute to the conduct of Indonesian diplomacy,
particularly economic and cultural diplomacy. Topics such as Indonesian Batik
and traditional heritage, protection of Indonesian citizens abroad, and
Indonesian economic potentials dominate the feeds. Some of those active
Facebook users are, among others, Prianti Gagarin Singgih-Djatmiko, Ambassador
to Venezuela; Lutfi Rauf, Ambassador to Thailand; and Salman Al Farisi;
Ambassador to United Arab Emirates.[9]
Nevertheless, it is important to note that dissemination
of information is just one dimensional way of communicating with constituents.
Two-way dialogues are increasingly needed, if not demanded, by public, as part
of the increasing global culture of transparency and accountability.
At this point, Kemlu
still has to further develop the 2.0 aspect of this communication, the
interactive nature between Kemlu and
public. The establishment of interactive dialogues with public is still limited
and we cannot deny that public complaints are still lodged to this institution
for not being ‘responsive’. For simple examples, in some of the feeds in
Facebook, users were frequently asking about the result of a competition held
by Kemlu as well as updated
information about scholarships which were not swiftly responded by the
administrator. Moreover, most of the “followers” or “friends” are Indonesian
diasporas or Kemlu’s big family.
Although it is important to engage with Indonesian constituents, outreach
programs focusing on foreign citizens can be further strengthened.
Amidst the challenges and difficulties faced in embracing
social media, Kemlu’s increasingly
active engagement with public through social media outlets shows that the
Ministry is aware of the power of digital diplomacy in strengthening the
outreach programs which will eventually advance Indonesia’s national interests.
Therefore, clearer policies on the use of social media, coupled with specific
targets and strategies, will help enhancing the conduct of Indonesian diplomacy
through these channels.
[1]The American political scientist
and author, Dr. Milton C. Cummings, offers this profound definition of cultural
diplomacy, as cited by the Institute of Cultural Diplomacy, available at http://www.culturaldiplomacy.org /index.php?en_culturaldiplomacy
[2] Minister for Foreign Affairs Regulation Number 7 Year 2011 on the
Organization and Procedures in the Ministry of Foreign Affairs, Articles
680-699, available in http://pih.deplu.go.id/smd/php/vis_doc_file.php?id=4078.
[3]Minister for Foreign Affairs. Ibid. Articles 656-679.
[4]Hartyo Harkomoyo, Assistant Deputy Director for Information
Management on Multilateral Issues, November 10 and 17, 2012, telephone
interviews
[6] Success Story, (Accessed 8 November 2012) in http://www.kemlu.go.id/Pages/Achievement.aspx?l=en
[7] @MoFA_Indonesia is an official account of the Ministry of Foreign
Affairs on Indonesia which uses English. https://twitter.com/MoFA_Indonesia/
[8]Kemlu RI, @Portal_Kemlu_RI, available at https://twitter.com/Portal_Kemlu_RI,
accessed on October 15, November 10 – 18, 2012.
[9] Observations on the abovementioned Facebook accounts were conducted
for the period of October, 15-November, 18 in www.facebook.com.
Many accounts owned and managed by Indonesian diplomats are also actively
promoting Indonesia, but the writer limits the observations on the three
accounts submitted.
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