The appearance of Prabowo’s advertisement video in commercial cinemas has sparked debate among the public. Discussions on social media suggest that many see this practice as reminiscent of the New Order era, where advertisements were deliberately presented through one-way communication channels without room for dialogue.
Professor Nyarwi Ahmad, a political communication scholar from the Faculty of Social and Political Sciences, Universitas Gadjah Mada (Fisipol UGM), questioned the government’s decision to use cinemas as a medium for public outreach, given their commercial nature.
“Does the government not have more innovative ways to deliver information about the success of its programs?” asked Professor Ahmad on Thursday (Sep. 18).
According to him, it is reasonable for the public to perceive this advertisement as a form of propaganda. The use of cinema also raises different interpretations, as the medium typically presents fictional stories.
“This makes the audience question whether the government’s programs presented in the video are real or otherwise,” he explained.
Professor Ahmad noted that such propaganda patterns were already practiced during the New Order regime, where government-produced content was disseminated through one-way communication without interaction or discussion.
“Why does the government feel comfortable using this form of communication? I would consider it a form of propaganda,” he emphasized.
He further argued that this approach could foster public cynicism toward the president and undermine trust in the government at a time when President Prabowo most needs public support amid various challenges.
“I believe the president’s communication team must be more innovative in conducting public communication,” said Professor Ahmad.
On the other hand, Professor Ahmad underlined that using cinemas, a commercial space as a platform for propaganda, also raises questions about consumer rights.
“In a democratic society, it is important for all parties, both cinema operators and the government, to respect consumer rights,” he concluded.
Author: Jelita Agustine
Editor: Gusti Grehenson
Post-editor: Rajendra Arya
Illustration: Freepik