Do your chairs need reform?<\/p>\n
JAKARTA (JP): The phrase 'We care about freedom' (Kami Peduli
\nKebebasan) was splashed in the June 8 edition of Kompas daily.
\nHowever, if you think that those words have something to do with
\nthe greater freedom demanded by student demonstrators as part of
\ntheir demands for reforms, then you're in for a big surprise.<\/p>\n
Statements on reform are not a monopoly of students or
\nreformists as the reform tidal wave continues to sweep over the
\nentire nation with no signs of subsiding. Such words as reform
\nand freedom have become magic words, much like the 1945 slogan
\nFreedom or death, key words for Indonesians fighting to defend
\ntheir freedom against Dutch colonialists. Today, it's: Total
\nreform or death.<\/p>\n
As it was in 1945, when the word merdeka (freedom) became a
\ncommon form of greeting among Indonesians and a call sign or even
\na password for freedom fighters, the word reform has come into
\nvogue. It has also provided protection against possible attack,
\neither physical or mental.<\/p>\n
When riots broke out in Jakarta following the May 12 shooting
\nof students at the Trisakti private university in West Jakarta,
\nsigns appeared in front of big and small buildings alike,
\nstating: We are all for reform, or We are 100 percent behind
\nreform, and the like. Whoever put up those signs must have felt
\nthat those magic words could protect them from attacks by angry
\nmobs.<\/p>\n
The business circle was quick to grasp the trend; one
\nindication is the use of the word reformasi in advertisements in
\nvarious news media. Old catch words like safe, security,
\nguarantee, competitive or discount do not seem enough to convince
\nclients or prospective buyers in this era of total reform.<\/p>\n
Bank IFI opened its big, four-column ad in Kompas, June 8,
\nwith the phrase Kami Peduli Kebebasan, while offering a new type
\nof savings called Tabungan Reformasi (Reform Savings Account).
\nThe special offer includes \"freedom\" for clients to withdraw up
\nto Rp 10 million a day from its ATMs, \"freedom\" from queuing,
\n\"freedom\" from tax, as well as the abolition of several
\nobligations such as a monthly administration fee and transfer
\nfees.<\/p>\n
Consider this classified ad which appeared in The Jakarta
\nPost, June 12: \"Indotrade, Corporate & Foreign Investment
\nConsultant 'One Stop Service' to establish anywhere in Indonesia
\nwith new Reformation Regulation & price for licensing PMA, PMDN,
\nR. Office, Immigration, Kittas, Tax Report ...\"<\/p>\n
Aneka Konstruksi in Surabaya is offering office space and
\nstorehouses under a special package called Paket Reformasi
\n(Reform Package) which is actually its way of saying that it is
\ngiving a 50 percent discount (Surabaya Post, June 8).<\/p>\n
A three-column ad in Kompas, June 8, offered \"reform for
\nchildren of this nation\". It was an ad placed by Anzac, offering
\nIndonesian students wishing to study in Australia free fiscal,
\nfree student visas and free registration fees. The three
\nfacilities are considered as the three reforms demanded by
\nstudents who wish to enroll in Australian universities.<\/p>\n
The British Council, too, came under the spell of the magic
\nword. The word reformasi was splashed across the top of a three-
\ncolumn ad in Kompas, June 11, offering scholarships for
\nIndonesian students who want to join undergraduate and
\npostgraduate programs in Britain.<\/p>\n
There is something for Moslems, too. Dena Tour is offering a
\nnine-day Umroh Reformasi (Reform Minor Haj). The \"reform\" package
\ncombines a minor haj trip with tours to several European
\ncountries, the U.S., Canada, Morocco, and China with discounted
\nfares (Media Indonesia, June 9).<\/p>\n
For those who want to celebrate special occasions in this era
\nof financial difficulties, the Sunter Podomoro Sport Club offers
\na special package called Paket Reformasi. The package includes
\nair-conditioned reception hall, catering and MC services, free
\nparking as well as a permit to hold the gathering, all for Rp 6.6
\nmillion. (Suara Pembaruan afternoon daily, June 12).<\/p>\n
Not all the \"reform ads\" are business-oriented. There is a
\nhuge three-column public service ad placed by Cabe Rawit and Mega
\nCitra Repro in cooperation with the Bisnis Indonesia daily. The
\nad, using the key word Swa-Reformasi (Self Reform), calls for
\nIndonesians to reform themselves through soul-searching.<\/p>\n
\"This is a time for soul-searching, in case we, too, are
\nguilty of unacceptable behavior,\" says the ad, which appeared in
\nBisnis Indonesia, June 13.<\/p>\n
But nothing is more startling than this small classified ad,
\nJune 8 Kompas: \"Reformasi Dunia! Minimal Agustus 98. PT Pakis
\nRaya Abadi Memproduksi Tangga Geser... Untuk Me-reformasi Kursi
\nPada Meja-Makan Guna Mem-Berdaya-kan Anak Umur 3-7 tahun...<\/p>\n
What the company means by \"reforming the world\" is nothing
\nmore than making your dining chairs more comfortable for children
\naged between 3 and 7 years. And to do that, it requires nothing
\nmore than the portable ladders the company is selling.<\/p>\n
The company also used the word memberdayakan, meaning to
\nempower, instead of simply saying that the portable ladders would
\nmake children feel more comfortable.<\/p>\n
The question is, do we need to go as far as \"reforming the
\nworld\" to make family dinner more comfortable for our kids? And I
\ndidn't know that to make your children feel more comfortable
\nwhile sitting at the dining table with grownups amounted to the
\nhuge task of empowering them.<\/p>\n
Come to think of it, linguists should probably thank
\nIndonesians for reforming the word reform, thus stretching its
\nmeaning to include discount and adjusting the height of your
\ndining chairs.<\/p>\n
-- Lela E. Madjiah<\/p>", "url": "https:\/\/jawawa.id\/newsitem\/do-your-chairs-need-reform-1447893297", "image": "" }, "sponsor": "Okusi Associates", "sponsor_url": "https:\/\/okusiassociates.com" }