Indonesian campaign poster symbolism and political identity

Riding around on the back of a motorcycle in 2009, Jeremy Menchik snapped photos of hundreds of Indonesian campaign posters. That number has now grown to over 5000 images, which Menchik and Colm Fox have painstakingly coded and analyzed to better understand the politics of identity in Indonesia. The initial results of their research reveal similarities between the United States and Indonesia, and shed light on the transitional democracies of the Arab Spring.

Menchik is a 2011–12 Shorenstein Fellow at Stanford University, and will take up a position as an assistant professor in international relations at Boston University in 2013.

Fox is a doctoral student at the George Washington University’s Department of Political Science.

How important is political identity in Indonesia? Why?

Indonesia is the largest Muslim-majority country in the world, and one of the most diverse. But what we found was that rather than being unique, Indonesian politicians behave remarkably similar to American politicians in using a variety of regional, religious, and ethnic identity symbols to court voters.

For example, just recently on NPR, I heard Mitt Romney and Newt Gingrich using broken Spanish to appeal to Latino voters in Florida. That is no different than candidates for mayor in northern Sumatra, who often print one poster with them wearing Islamic clothing for one neighborhood, and another poster with them wearing Batak clothing for a different neighborhood. And a third where they are draped in the Indonesian flag.

Our research suggests that despite the obvious differences between a developed, Western country like the United States, and a developing, Muslim-majority country like Indonesia, politicians often act similarly when they are trying to win elections.

What is an important factor in determining a candidate’s use of identity symbols?

What we found is that the election rules matter, a lot. Candidates are far more likely to use religious and ethnic symbols in a plurality (“winner-take-all”) system like the United States than in a proportional representation system (PR) like Indonesia. This is an important finding, because tinkering with election rules is one of the tools that international relations practitioners can use to reduce ethnic and sectarian violence. And what we are saying is that it works. Changing election rules can change the types and levels of identities that are politicized. And that is an important lesson for conflict resolution.

What are some of the most surprising results to come out of your research?

The first is how badly the dominant explanations for identity politics—modernization theory and secularization theory—fared when they were tested on a large dataset. We are at an interesting juncture in time, where our theories of religion and politics have not caught up with the way the world works.

A second surprising finding is how much electoral rules shape the use of identity symbols. Indonesia is a Muslim-majority country, but you would not know it in many of the PR elections. Having strong party backing is so crucial to winning seats in the legislature that it overrides candidates’ religious identity. This points to a similarity between a developed, consolidated Western democracy like the United States, and a developing, unconsolidated Muslim-majority country like Indonesia. The rules are really important for understanding "how politics works" in the Muslim world.

Finally, it was interesting to see the continued importance of history for understanding contemporary political behavior. Regional rebellions that happened in the 1950s continue to echo in politics today. There are certainly ways that changing electoral rules and economic development can result in a shift in political identity, but without understanding the specific Indonesian context, a lot of our results do not make sense. That is an important lesson that for understanding how people in a Muslim country vote; the regionally specific history of that country is very important.      

During last year’s Arab Spring, the ideal of democracy was celebrated throughout the world. How might your research shed light on understanding the complexities of these transitioning democracies?

Well this research has clear implications for the Arab Spring, particularly for understanding the future of Egypt. Just because religious parties like the Muslim Brotherhood or the Salafist Nour party come into office does not mean that democracy is doomed, or that religious minorities are going to suffer. As long as secular Muslims, Christians, liberals, and other groups have a stake in elections, we are likely to see cross-ethnic and cross-religious coalitions emerge. This is a very good thing. One obvious difference, however, is that we did not see a lot of overt military participation in politics in Indonesia after 1999. The military was largely absent. And that is one way that Egypt is very different from Indonesia. If there is a big threat to democracy in Egypt, it is not coming from the politicization of identity—it is coming from the suppression of the people's voice by the military.