The Obama Guide to Victory

The Jakarta Post - WEEKENDER   |  Fri, 02/20/2009 3:08 PM  |  Dalton Tanonaka

At last count, there were 11,301 candidates running for 688 seats in Indonesia’s legislature. That’s 16 people per seat, or more bodies than a small city in Kalimantan.

Then there’s the office of president, where several newcomers are jostling to challenge the incumbent along with a couple of big-name rivals. Ah, excuse me, but when is this race supposed to start?

The best model for a 21st century campaign just wrapped up in a global event comparable to the moon landing and Princess Diana’s funeral. The inauguration of Barack Obama as US president was a milestone moment in many ways. Politically, he showed how a minority junior senator with roots in places that didn’t help (Hawaii and Indonesia) beat the establishment through technique and technology.

Yes, money and manpower are necessary elements. But beyond that, let me offer to any candidate who wants to win my take on the “Obama Guide to Political Victory”.

THE NAME GAME

In many cases, especially here in Indonesia, a voter is familiar only with a candidate’s name. They don’t know or care what his or her stance is on global warming. The soto ayam vendor in Slipi doesn’t have time to digest position papers on the Middle East crisis. Obama started early, flooded the media in multiple ways, and rode home on a tsunami of free news coverage. Getting your name and face out there is priority number one. Candidates should have attended as many Chinese New Year events as possible. I would have already had my autobiography written and released (like Obama’s Dreams from My Father) or have one done in a hurry. Regularly do sit-down interviews, particularly with international news media, and use enough English to make an impression. For example, while with CNN I interviewed Kim Dae-jung, and his staff held up cue cards behind me so the South Korean president could greet me in English. Shortly thereafter, Kim won the Nobel Peace Prize, and I wish I could say it was more than a coincidence.

ISSUE IDENTITY

Obama took his stance early on in opposing the Iraq war, and it was his central, successful policy issue. If I were Megawati Soekarnoputri, I might say something like this: “The right of every Indonesian is to be provided a decent quality of life. If elected, I promise to work on delivering clean water to every citizen in this country, so they can rise up from the foul rivers where they must now feed and bathe!”
Or Susilo Bambang Yudhoyono could claim victory right now if he said this: “Every child in this nation deserves an education. Therefore, when I am re-elected, I will reallocate funding to provide free schooling to every boy and girl. Our children are Indonesia’s future!”
A simple, heartfelt, grassroots issue that affects everyone will tilt the balance in a tight race.

FACEBOOK FACTOR

A lot has already been written about Obama’s extraordinary use of the Internet in fund-raising, voter mobilization and information flow. This is how a lesser-known candidate can come from behind and grab victory out of the hands of more prominent opponents – maybe the only way in Indonesia. “No one’s really maximizing technology here,” says 25-year-old graphic designer Leo Angelo. He’s a representative of the millions of young people who’d rather watch YouTube than U2, and who’d sacrifice their lunch money for a BlackBerry. “Whoever does it like Obama will win the younger crowd,” he says.
Candidates must not only get a Facebook page, but utilize its various functions such as starting a special interest link (“Indah joined the group ‘I Support the Sultan’”). And staff should have their candidate in as many photos as possible, preferably with cool people (“Wiranto and Mira Lesmana were tagged in an album”).
Remember, Hillary Clinton had the heavyweight political connections. But Barack owned the Internet connection.

A SLOGAN SEALS THE DEAL
What do most people remember about an Obama stump speech? “Yes, we can!” he’d shout, and the world responded, from Bandung to Berlin. A short, emotional slogan provides an important rallying cry for people hungry for an inspirational leader.
“Kita Bisa!” – “Yes, We Can” – would still work for its obvious Obama ties. But what would really ring my bell is to hear someone say “I Care!” and mean it.
“Saya Perduli!” is something everyone would love to hear.

Hawaii native Dalton Tanonaka is the co-anchor of Metro TV’s "Indonesia Now" program, seen on Saturday mornings at 7 a.m. and Sundays at 1 a.m. He can be reached at dalton@metrotvnews.com.

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