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.