Jokowi and Semiotic Theory

Jokowi is jakarta’s governor for period 2012-2017. He was selected by lot of jakarta’s resident because of his campaign way was unique and interested . He also has good reputation when he became Mayor of Surakarta, he was success became the second runner up 2 in best mayor competition which organized by city mayors foundation.

Based on this achievement, Jokowi unintentionally shows he has ability to be a leader and has power to encourage thousand people to choose him as the governor because he worth it. So, what does he do to give more influences? Remember “ Kemeja kotak-kotak “ which is one of his campaign way. Everything about kotak-kotak pattern was different before jokowi labeled the ‘ kemeja kotak-kotak ‘as his campaign way. His shirt was popular by jokowi because jokowi has power to give meaning.

This shirt has meaning and philosophy which “ kotak-kotak “ pattern itself represent the elements such as;  cultural diversity, ethnic, tribe and there are some colours such as: blue, yellow, green, and the most dominant is red which  represent the party who propose jokowi as the party’s representative .

The Jokowi’s supporter buy this shirt as a symbol of  supporting and this shirt becomes popular not only on jakarta, even on other province or city in Indonesia. So the Jokowi team sold to public to collect campaign funds and the people give positive feedback. Now The ‘ kotak-kotak ‘shirt identic with jokowi

So, based on this theory people who have power can control and handle the situation. As same as Jokowi, he has good leadership’s background which make a power to influence people to choose and support him . Then through his sign  “ kemeja kotak-kotakas the signifier Jokowi give the signified , which means people who wear this shirt is Jokowi’s supporter. 

Actually this way was successful in jakarta election. Until one day, I read news about one of the candidate of west java’s election; Reike and Teten also followed jokowi’s campaign way. They use “ kotak-kotak pattern “ as the symbol and identity of the candidate. Probably they (the candidate) believe if they use “kotak-kotak pattern“, it can push up the number of supporter. And even when the campaign, the candidate also invited Jokowi as a JURKAM (Juru Kampanye). This is a fact if rieke and teten use Jokowi's effect as their power to collect support. But the fact is rieke and teten didn’t win the election .

Based on my opinion, actually the kotak-kotak pattern has not power at all , the person who made it actually has power, I meant jokowi. Even though rieke-teten were supported by jokowi, the citizens will choose based on the candidate’s ability, not based on jokowi’s power. From this theory I can learn how powerful person can make something usual and change it to become unusual, even become identity of the person. 

Written on second semester - 2013