Signs of non-compliance

Signs of non-compliance

If newspaper reports are to be believed, the Jakarta city
administration has moved one step forward and two steps backwards
in its present campaign to mandate the use of Indonesian on all
billboards and signs in the city. Owners of billboards and signs
using English or any other foreign language have been given
several months to replace them, but many are reluctant.

For Indonesians to use their national language in all public
matters may be patriotic, but one can also understand that this
requirement will undoubtedly cause problems for many businesses.

It could be argued that billboards using a popular foreign
language like English are more catchy and therefore attract more
interest. To the ears (and eyes) of many, Sentul Highlands, for
example, may sound more appealing than Bukit Sentul, the
Indonesian equivalent.

Quite often a foreign name becomes such a distinct trademark
that it is difficult to imagine what an effect the name change
might have on a business. What if all Kentucky Fried Chicken
signs were changed to Ayam Goreng Kentucky? Nevertheless, the
decision has been made and it is up to the billboard and sign
owners to use their creative abilities to come up with some
catchy Indonesian alternatives.

On Aug. 16, the deadline for the change, many billboards were
still using English. The authorities showed tolerance by giving
their owners three more days to comply with the administration's
ruling. As of yesterday, however, many were left untouched, with
owners hiding their resistance, and billboards, under a pieces of
cloth.

Harry Sutjipto, the chief officer of the City Office for
Public Order, clearly has his hands tied. Many businesses are
struggling to find local equivalents that will keep their names
and products recognizable to the public. The city administration
at times appears paralyzed by all the confusion.

All of this seems to indicate how isolated many of us,
business people included, are from our own language. This,
however, is not strange since the relationship between national
pride and proper use of the national language has long been a
tenuous one. This is especially disheartening as Indonesia is one
of the few countries in Asia with a national language.

Thus the city administration's wavering on this matter is
understandable. In any case, the obligation imposed on businesses
to respect Bahasa Indonesia is positive. Our greater concern is
that the authorities have far bigger problems to face, as one
look at Jakarta's main thoroughfares makes clear. The crime rate
in the city is on the rise and traffic congestion continues
unabated. But while these and other disciplinary problems are
wrestled with, perhaps a rekindled pride in our mother tongue
will be a step in the right direction.