Indonesia’s Ministry of Foreign Affairs is aggressively pursuing a strategy centered on leveraging national media as a core component of its “soft power” diplomacy. Recent Focus Group Discussions, specifically the “Media as Soft Power Diplomacy” event in Bandung, highlight a deliberate effort to shape global perception and counter the rising tide of misinformation. This undertaking is profoundly relevant to the evolving dynamics of international relations, particularly in a world grappling with geopolitical instability and the corrosive effects of disinformation.
The core of Indonesia’s strategy, as articulated by Director General Heru of the Ministry of Foreign Affairs, rests on recognizing the media's transformation from a simple information conduit to an active agent of influence. “Media is no longer merely a channel of information, but a shaper of perception and a driver of diplomacy,” Heru stated, a sentiment echoed by other stakeholders involved in the FGD. This reflects a pragmatic acknowledgement of the power of narrative control, a factor increasingly recognized by nations seeking to advance their strategic interests. The Ministry’s “Main Narrative and Communication Strategy of MOFA 2025–2029” serves as the framework for this effort, directing national media to amplify Indonesia’s diplomatic messages and foster a more favorable global image.
The Bandung FGD, attended by representatives from diverse sectors – government ministries, public media institutions, journalist associations, and academic bodies – underscored several key objectives. Firstly, the event sought to bolster Indonesia’s national narrative, a critical tool in managing its international reputation. This is particularly important given Indonesia's role as a rising economic power and a major player in ASEAN. Secondly, participants identified the need to enhance the "competitiveness" of Indonesian media, a recognition that merely broadcasting information is insufficient in an era dominated by alternative news sources and social media. “With national media that is credible and globally competitive, Indonesia will not only be heard, but also trusted,” Heru concluded.
The strategic context is undeniably complex. The rise of digital platforms and the proliferation of “fake news” represent a significant challenge to Indonesia’s efforts. According to a 2023 report by the Griffith University’s Australia Data Mining Initiative, Southeast Asia faces an exceptionally high level of disinformation, with Indonesia ranking among the top five countries most susceptible to online manipulation. This vulnerability presents a powerful counter-narrative to the Ministry’s efforts. Furthermore, the success of Indonesia's strategy depends on its ability to navigate the intricate dynamics of Pancasila, Indonesia's guiding philosophy, and effectively communicate its values to a global audience.
Director General Fifi Aleyda Yahya, of the Ministry of Communications and Digital, emphasized the importance of consistent, sustainable narratives and highlighted the role of “digital diplomacy” in projecting Indonesia’s values. Yahya stressed the need to simultaneously strengthen national media credibility alongside efforts to improve public digital literacy. “Media plays a key role in building Indonesia’s image and global trust,” she stated, highlighting the ongoing battle against misinformation. This recognizes the necessity of not just creating a compelling message but also ensuring a receptive audience.
The FGD identified several actionable steps. These included fostering greater collaboration between the Ministry of Foreign Affairs and Indonesian media outlets, developing specialized training programs for journalists focused on international affairs and strategic communication, and investing in digital literacy initiatives targeting the Indonesian population. “Digital diplomacy has become an essential means to project the noble values of Pancasila through various media platforms,” Yahya added. However, achieving these goals will require a concerted and sustained effort, as demonstrated by Usman Kansong and Prita Laura’s observations that mapping Indonesia’s strengths, potentials, and challenges remains critical.
Looking ahead, Indonesia’s strategy faces both opportunities and headwinds. Short-term outcomes will likely be measured by increased media coverage of Indonesia’s foreign policy initiatives and a more positive portrayal of the country in international news. However, the next 6-12 months will be crucial in determining whether Indonesia can effectively counter disinformation campaigns and build genuine trust with global audiences. Longer-term (5-10 years), the success of this initiative will hinge on Indonesia’s ability to maintain its strategic autonomy, adapt to evolving technological landscapes, and foster a more resilient information ecosystem. A key indicator will be Indonesia’s influence within regional forums, particularly ASEAN, as it seeks to shape the global discourse on issues such as climate change, maritime security, and economic cooperation. The challenge will be to transform Indonesia’s media assets into a truly powerful tool for influence, one capable of navigating the turbulent currents of the 21st-century world. The central question remains whether Indonesia can achieve this goal while simultaneously addressing the very real threat posed by disinformation, a force that could ultimately undermine the effectiveness of its soft power strategy.