ABSTRACT

During the highly polarised 2019 presidential election campaign in Indonesia, calls for not voting for either of the two candidates (golput) were stronger than in previous elections. This article analyses the social media phenomenon of Nurhadi-Aldo, a fictional presidential and vice presidential candidate duo, as a campaign for golput, reaching hundreds of thousands of Indonesians on Instagram, Facebook and Twitter. Drawing on Gramsci’s concept of “common sense,” this article suggests understanding the fictional Nurhadi-Aldo election campaign within the context of a hegemonic social bloc which relies on a political language through which marginalised groups cannot express their aspirations in terms of their economic identity. Rather, the language of religious morals and reactionary nationalism is the default stance. An analysis of the issues, arguments, symbolism, and language used in Nurhadi-Aldo memes suggests that the campaign offered a new style of golput campaign since it used language and political symbolism that ran counter to the political language of the ruling social bloc.

摘要

在印度尼西亚高度两极化的 2019 年总统竞选活动中，要求不投票给两位候选人 ( golput ) 中的任何一位的呼声比之前的选举更为强烈。本文分析了虚构的总统和副总统候选人二人组 Nurhadi-Aldo 的社交媒体现象，作为争取戈尔普特的竞选活动，在 Instagram、Facebook 和 Twitter 上覆盖了数十万印度尼西亚人。本文借鉴葛兰西的“常识”概念，建议在霸权社会集团的背景下理解虚构的努尔哈迪-奥尔多竞选活动，该集团依赖于一种政治语言，边缘化群体无法通过这种语言表达他们在经济身份方面的愿望。相反，宗教道德和反动民族主义的语言是默认立场。对 Nurhadi-Aldo 模因中使用的问题、论点、象征主义和语言的分析表明，该运动提供了一种新的golput运动风格，因为它使用的语言和政治象征主义与执政的社会集团的政治语言背道而驰。