“when local fights global”: a case study of the survival...

International Conference on Communication, Media, Technology and Design 24 - 26 April 2014, Istanbul – Turkey

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“When Local Fights Global”: A Case Study of the Survival of Javanese Local-Language Magazine in Indonesia Titus Febrianto AdiNugroho Global English Outreach Scholar, Master in International Relations, The Catholic University of Korea, Republic of Korea [email protected] ABSTRACT Since the toppling of authoritarian regime and the flourishing freedom of the press, widely known as “Reformasi” era in Bahasa Indonesia, the numbers of print media in Indonesia had proliferated significantly. Nonetheless, to meet market demand and the preponderant impact of globalization, only few of these media are concerning with feeble local languages and ethnic languages in Indonesia. In the case of Javanese, as the majority of diverse ethnics as well as the most spoken local language, there are only four magazines left, which persistently use Javanese as its main and official language for their magazine, until now. They are PanjebarSemangat, Jaya Baya, DjakaLodang, and Sempulur. The eminence and demise of each media are historically different. But one principal tenet is palpable. These media are conserving Javanese language from being extinct. This research will explain perpetual efforts which have been employed differently by each media, in order to survive and to keep profiting as an industry. Three of them are private media, thus are more flexible in intertwining ideology and business. This research used case studies as its method. Data were gathered using in- depth interview, observation, and literature review. The analysis would be presented descriptively. Keywords: Local Language, Javanese Magazine, Javanese Language, Media Survival INTRODUCTION “It’s like a bird losing feathers. You see one float by, and there it goes- another word gone” (Vanishing Voices – National

Geographic Enduring Voices Project)

As cited from National Geographic, one language dies every 14 days. By the next century nearly half of the roughly 7,000 languages spoken on Earth will likely disappear (Rymer, 2012). Will be gone with them a wealth of knowledge about history, culture, the natural environment, and the human brain. Media could be definitely playing a key role in tackling such issue from happening.As Pettit, et.al.mentioned that media is one of important tools in preserving language, and bridging gaps of communication (Pettit, et.al., 2009). In Indonesia, one of the most diverse nations on Earth, the case could be a lot more interesting, yet more complicated likewise. Indonesia, the largest archipelago on Earth and the fourth most populous country in the world, is home for nearly 300 ethnic groups. 700 dialects and languages are spoken in this country. However most of the populations are Javanese, to account 45% of total population in Indonesia (Notowidigdo, 1959 ; Indonesian Statistic Central Bureau). Java itself is the fourth largest island, and also the main island where the capital city, Jakarta, is located. According to some data from Indonesian Press Council, until February 2011, approximately 952 print media existed, both local and national (Sutrisno, 2011). Different figures are offered by researcher from Arizona State University, MerlynaLimm, whose research shown that until March 1999, there were 289 print media in Indonesia. Nevertheless, a decade later, the number skyrocketed to 1,076 (Kompas, Monday, 13 February 2012 ). From those numbers, more than 50% are headquartered in Java. Ironically, only four media left, which are consistently using Javanese as its main language. They are PanjebarSemangat, Jaya Baya, DjakaLodang, and Sempulur. This research will be showing how those four media attempt to survive in the midst of globalization and media convergence, by which the use of more mainstream languages (such as Bahasa Indonesia, English, or Chinese) is more prevalent. This article will be divided into three main parts, introduction, result, and conclusion. In result chapter, there will be subsections which will firstly discuss profile, history, characteristic, and evolving process from each media. Subsequently, author will describe how each media is implementing distinct strategy to survive (for some, more than half a century) THEORETICAL FRAMEWORK This researchassesses two different theoretical frameworks. First, author refers to McQuail’s Market Structure of Media to elaborate media as an inextricable part of machine industry, by which maximizing profit is the ultimate goal (McQuail, 1992). Market structure consists of four different categories. Concentration,refers to monopoly characteristic, which harness the very industrial activities into one-single control. Ben Bagdikian had depicted in his path-breaking book that in recent days there are only five media “moguls” existed, to control almost all major media in the world (Bagdikian, 2004). Integration,is either joint venture or occupation of the media, vertically or horizontally. Product differentiationis an effort of keeping the product distinctive. It coincides with characteristic of information itself, as the main commodity of media. Barriers to entryrefers to every possibility of competition from other media industy. Cost structureis calculation of media


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operational cost, from the gathering to the distribution of information, estimated and calculated quantitatively and qualitatively. As an industry, business constraints are tremendously restraining media. Nevertheless McQuail believed external values, such as government, social institution, or audience are still relentlessly bolstering the quality of the content itself (McQuail, 1992). Bourdieu furthermore asserted that Journalistic field of media is inextricably intertwined with social field and political field (Bourdieu in Benson &Nedved, 2002). This assertion underpins the notion that market is not solely determining the output of media. The second theory assessed is Globalization perspective, which could primarily be used to analyze the “rivalry” between low culture and high culture. When geographically and geopolitically the borders among states are blurring, the world is shrinking. In Kishore Mahbubani’s words, the world now is like “all people living in 190s cabins within the same boat” (Mahbubani, 2013).Whatever is happening in other side of the globe, it’s just a matter of time for people from different side knowing it. Globalization starkly emphasizes the cleavage between high culture and low culture. High cultures, predominated by capitalist commodities and pop culture, are superseding low cultures, which characterized by locality and communality. Thus, in response, gradually low cultures are getting resistant towards hegemonic process of globalization (Robertson, 2001). METHOD The objective of this research is to describe how print media (conventional media) are struggling to survive in the age of globalization, convergence, and modernization, especially for media which also uphold idealism to preserve Javanese local language. On the way addressing research question, author used field observation as the method. Author came and visited the media’s headquarter for observing. Data were collected through in-depth interview, literature study, and compiling historical records from each media. In-depth interviews especially were focusing on managing director and editor in-chief’s perspective, as well as senior journalists and staff. Author also analyzed the earliest editions from each media to see whether there are significant changes inthe contents throughout the time (rubric, naming method, graphic, Javanese letter writing system, technology intrusion, philosophies, etcetera). These changes, if anything, could show how each media tried to adapt and to flexibly compromise with any constraints. Data were, subsequently, analyzed descriptively, with regard to aforementioned theories. RESULT As mentioned in the introduction part above, in Indonesia as a whole, there are only four media (all of them are magazine format) remained, which use Javanese language as the main language for the whole content of the media. They are PanjebarSemangat, Jaya Baya, DjakaLodang, and Sempulur. First, this chapter will discuss profile, history, characteristic, and evolving process from each media. Afterwards, author will describe how each media is implementing distinct strategy to survive (some for more than half a century). PanjebarSemangat PanjebarSemangat is a Javanese weekly magazine located in Surabaya, East Java. It was founded by dr. Sutomo, on September 2, 1933. The wordPanjebarSemangat itself is actually in Bahasa Indonesia (not Javanese) in an oldspelling method. Panjebar means to diffuse, disperse or disseminate, while Semangat means spirit or courageous. Thus, together PanjebarSemangat means the dissemination of spirit. Sutomois more well-known as the founder of BoediOetomo, a nationalist organization in the pre-independence era. In its earliest years, as a nationalist figure, Sutomo often utilized his media to disseminate the spirit of independence. The reason why Sutomo preferred Javanese to use was because first, Indonesia at that time still didn’t have official national language which is now widely used. Second, Javanese ethnicity are majority. Soetomo conceived that if he were to influence majority of people with the spirit of nationalism, using Javanese language would be more feasible. After gained independence, nonetheless, the vision of upholding independence was deemed to be no longer relevant. Thus, from then on the vision changed into preserving culture and Javanese language. 1970s was the golden age of PanjebarSemangat. In that time, per week circulation reached 85,000. The number is sharply decreasing, and now its per week circulation remains only 25,000. Incomes rely solely upon subscribers. PanjebarSemangat only has scant numbers of advertisements. According to the editor in chief, Drs. Moechtar – by which he referred to his inquiries towards readers, this magazine isn’t too promising and marketable to advertise for. PanjebarSemangat has its motto and tagline. It is written in Javanese as “SuradiraJayaningratLeburdeningPangastuti”. This sentence was cited from a famous poet, author, and scholar in ancient Indonesia, RadenNgabehiRanggaWarsita. It means power, leverage, wealth, and glory, no matter how great they are, are pointless in comparison with faithfulness towards God. Generally, policies taken by PanjebarSemangat’s editorial and management board are predominantly public interest - centric rather than profit getter. Serving public interests and preserving culture are emphasized, notwithstanding the importance of revenue.

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This magazine, probably among all, is the one whose physical changes overtly visible. It attempts to colorize and rejuvenate its magazine, to become more widely acceptable, and to diminish youth’s perspective that Javanese is identically obsolete. The management of Jaya Baya was acquired by JawaPos, the second largest media moguls in Indonesia in late 1990s. After its circulation continued to decrease, SukirGuntaryo – then managing director of Jaya Baya, happened to have discussion with the owner of JawaPos, DahlanIskan. By the time the author is writing this research, he is running for 2014 presidential election in Indonesia. At that time, DahlanIskan himself was making his way to be the CEO of PLN (Perusahaan Listrik Negara – State-owned Electricity Company ). As part of his succession, he attempted to lure all Javanese magazines, to be his own. He was rejected by PanjebarSemangat, but successfully acquired Jaya Baya. After he accomplished his ambition to lead PLN, he no longer needs Jaya Baya. This media, by then, was given to Imam Sudjadi – former vice editor in chief of Jawa Pos. JaayaBaya itself still relies heavily upon support from Jawa Pos. DjakaLodang DjakaLodang was established in 1971, by two journalists Abdullah and Kusfandi, in Yogyakarta (administratively special region in Java). Djaka means young man, a brawny and energetic onemore precisely.Lodang means empty. Together, DjakaLodang means a single young man (empty or vacant from any relationship). Just like other magazines, DjakaLodang has its own motto. That is “Ngesthi Budi RahayuNgungakJagadingAnyar” in Javanese. This allegory means if decency was upheld surely world would be a better place. Abdullah – the founding father, believed what DjakaLodang has done is right. By preserving and maintaining Javanese language and culture, he believed it preserves moral and tradition among society, by which it can contribute into the wider world. The Golden Age of this media was in around 1980s-1990s. The high circulation funnily was not resulted from high quality of its content, however. It predominantly referred to social phenomenon at that time, when “gambling” was quite popular within society. They predicted number and gambled each different number for each different day. DjakaLodang saw this opportunity. Thus they designed special feature which displayed different numbers every week. Readers believed these numbers were trustworthy to forecast the number used for the gamble. Many of them at that time bought and read DjakaLodang, merely to update them with these numbers provided. When Asian financial crisis hit Indonesia in 1998, DjakaLodang, just like other media industry at that time, was assailed to make several adjustments in order to survive. It downgraded the quality of papers and reduced the size of the magazine. It is now inauspiciously trying to embrace more subscribers by doing door to door marketing. Just like other magazines, subscribers are the only hope DjakaLodang could heavily rely upon. Sempulur Sempulur is different from other three media, especially because it is owned by public and published by the government. This media was published by provincial government of Yogyakarta Special Region, under the Office of Language and Literature, Department of Culture. Sempulur was funded by provincial budget, and is included in regional government’s expenditure (APBD). Notwithstanding government’s ownership, Sempulur is interestingly so open towards public’s responses and contributions. Besides three key positions (Head of Department – responsible for all publications of Sempulur, General Manager, and Editor in Chief), other positions are subject to public’s participation. By the time I was gathering data in Sempulur, I was often helped by Sempulur’s managing editor, BambangNursinggih, who is not government official anyway. He is an artist and dancer, who concerns with Javanese language and culture. That’s reason why he’s joining Sempulur. Sempulur was firstly published in 2002, and is still until now a free magazine. It is distributed to institutions or individuals, who particularly need Javanese media, such as schools, traditional dance or art academies, or government institution. Without essential subscribers, its circulation was really small. Only 800 magazines are distributed each week, a stark gap with three other magazines’ circulations. Nominally, budget for Sempulur is tentative. It is afoot, depends on the size of government’s expenditure each year. However, unlike three others media, which have to compromise with market pressure, Sempulur can freely explore its media idealism. An overt change is eliminating superstitious articles (which are actually gaining popularity and are also distinct characteristics from others Javanese media). Editorial team actively tries to rejuvenate Sempulur’s appearance. They try to change people’s outlook about “gloominess” of Javanese culture as “obsolete culture”, and replace this misleadingly pre-conceived opinion that Javanese could be modern and prestigious as well. This attempt, nonetheless, is not free from critiques. Sempulur happened to be chastised as too “pop”, and its covers (which, more often than not, are predominated by cover girls) are deemed as diverting both media and culture values. Establishing the Future This chapter will discuss how specifically those media employ strategies for survival, as well as how they reposition themselves for future competition. Except Sempulur, three other media are private and should compete with the market to survive. It’s presumably really difficult, if not impossible, to embrace more subscribers. They nonetheless have to keep their circulations to be as stable as possible. The chart below shows the recent average weekly circulations from each media. As shown, PanjebarSemangat has the highest circulation, followed by Jaya Baya, DjakaLodang, and Sempulur respectively.

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Innovation.PanjebarSemangat, notwithstanding the oldest of all, is a step ahead to adapt with the era of media convergence. It already has its online platform, www.panjebarsemangat.co.id.Otherwise, Sempulur prefers to rejuvenate its contents and, especially, cover of the magazine. As mentioned before, Sempulur was the first to attempt to eliminate anything superstitious, supranatural, or mystical from its content. Even though they were the distinct characteristics of Javanese media, but Sempulur regarded them as backwardness and ambivalent with the spirit of rejuvenation.Covers are printed excellently, and high quality papers are used. Sempulur is to dream there will be no more timorousness for youth carrying Javanese magazine and confidently telling people they read it. Lastly, both media are attempting to “play safe” by avoiding speculation. They always try to print and publish magazines as precise as the numbers of subscribers. Even though it is incongruous to industry principle – to always expand, and little profit will accrue to them, but neither will they suffer significantly from any financial loss. As previously mentioned, to borrow theoretical perspective from McQuail, external values do matter, regardless severe industry constraints. This research may conclude that the most significant one for Javanese magazines case is idealism, in preserving local language and culture. For PanjebarSemangat, Jaya Baya, DjakaLodang, and Sempulur, to intertwine business and idealism is not chimerical. However what we may think as idealism upheld by these media is actually a responsibility, in broader sense. This responsibility inevitably entails collective efforts from all actors, especially – in my personal opinion according to Sempulur’s case – local government. Government possesses highest quality of being benefactors for those like-magazines. It has not only resources to do so, but also obligations and responsibilities to keep their citizens “culturally sovereign and literate” as well as to keep local language from being perished. CONCLUSION In the case of Indonesia, it’s too premature to say that the age of media convergence has curtailed any conventional media (print media) from flourishing. As mentioned the numbers of publications even have been increasing significantly after reformation. Nevertheless, almost all are merely inclined to industry and profit oriented businesses. So few, if anything, which are still withholding what so-called social responsibility of the press ( Siebert& Peterson, 1956). Language and culture preservation is one of those social responsibilities that media could undertake. PanjebarSemangat, Jaya Baya, DjakaLodang, and Sempulur are four of few which are trying to cherish that responsibility, by preserving Javanese language. In order to compromise with market competition, they uphold strategies of maintaining relations with readers, embracing intervention from outside sources, keeping innovating, and avoiding speculation. Nevertheless, in the increasingly competitive media industry, idealism solely is not enough. Further negligence towards those magazines is an ironic tragedy. Indonesia is prominently rich not only for its resources, but also cultures. It requires public concerns and collective efforts, and government support especially, to preserve it. Sempulur is an excellent example how government is keen on preserving its culture. One of its attempts is by establishing media. Sadly, until the time this research conducted, Sempulur was still the first and the only among other 32 provincial governments in Indonesia, which concerned to do so. I believe, in the future, more government supports towards these like-magazines, will contribute immensely in local language and culture preservation. REFERENCES Bagdikian, Ben H. (2004). The New Media Monopoly (revised edition). Massachusetts : Beacon Press Benson, Rodney; Neved, Erik (ed.). (2005). Bourdieu and The Journalistic Field. Cambridge : Polity Press Mahbubani, Kishore. (2013). The Great Covergence- Asia, The West, and The Logic of One World. New York : Public

Affairs McQuail, Denis. (1992). Media Performance – Mass Communication and The Public Interest. London : Sage Publications Notowidigdo, Moekarto. The Confrontation of Influences in Indonesia.“Annals of the American Academy of Political and

Social Science”, Vol. 324, Resolving the Russian-American Deadlock (Jul., 1959), pp. 66-74.Retrieved from: http://www.jstor.org/stable/1034057 . Accessed: 13/03/2014 01:53

Pettit, Jethro; Salazar, Juan F. ;Dagron, Alfonso G. Citizens’ Media and Communication. “Development in Practice”, Vol. 19, No. 4/5 (Jun., 2009), pp. 443-452. Retrieved from: http://www.jstor.org/stable/27752085. Accessed: 13/03/2014 01:32

Robertson, Roland. (2001). Globalization Theory 2000+: Major Problematics. dlmRitzer& Smart (ed). Handbook of Social Theory. London: Sage Publication

Siebert, Fred S.; Petterson, Theodore. (1956). Four Theories of The Press. Chicago: University of Illinois Storey, John. (2006). Cultural Studies And Popular Culture: An Introduction. Sunderland:Pearson Longman Sutrisno, PetrusSuryadi. (2011). FenomenaKebangkitanIndustriPers Daerah/ Media Lokal.JurnalDewanPers (Journal of

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