To win votes, parties should give people what they really want

Thomas Hidya Tjaya, Lecturer, Driyarkara School of Philosophy, Jakarta

During the campaign and election period, prospective voters seem to be all that parties are interested in. This is not, unfortunately, because the parties have seen the public in a new light -- as people whose interests and rights must be secured and defended.

Rather, they desperately need to secure their votes for legislative seats. Only votes can guarantee the path to political power. Therefore, political parties and legislative candidates do their best, and employ all available means to attract voters' attention and win their hearts.

Strategies employed to win votes vary according to the available means and the judgment of the parties. Via television, we are presented with short, formal speeches to introduce parties' platforms, as well as election commercials with slogans that are deemed easy for voters to remember.

Party symbols and candidates' pictures are displayed everywhere -- on flags, banners, and posters. Some parties invite celebrities to provide entertainment for campaign crowds, even though this is often costly. The more famous the celebrity, the more costly the campaign. .

Inul Daratista, the dangdut singer and ngebor (drilling) diva, is reported to have been offered up to Rp 30 billion for her participation in a three-week campaign for a big party, an offer she rejected out of consideration for her many fans. Similar news stories are abundant and it is hard to imagine how much money political parties will have collectively spent by the end of the campaign season.

Some parties have decided to run door-to-door campaigns, which they believe will be more effective in introducing their agendas to ordinary people. Even schools are not exempt from campaign activities, which is considered a violation of the campaign rules. The distribution of sembako (basic food staples), T- shirts, and even money is an attempt to attract votes. In short, political parties will do anything, including using money politics to attract crowds and win support.

How do people respond to these methods of campaigning? Do they really buy what the parties have promised? It is hard to tell at this point. But it hardly takes great effort to determine that people love to be handed free goods. Many people collect party T- shirts, if possible those of all 24 of the contesting parties.

During campaign rallies, they do not hesitate to ask campaigners or party officials, "Where are the T-shirts?" or "Where's the money?" Those who join rallies or attend campaigns mostly do so for reasons other than politics.

We can easily spot people wearing the T-shirt of one party, while waving the flag of another and riding a motorcycle decorated with the paraphernalia of a third. For these "supporters", adopting different parties from day to day is not considered a betrayal. They are just having fun and trying to make the most of the campaign period.

This is also one of the reasons why our election campaigns have been incredibly lackluster. People do not want to listen to campaign speeches, which are usually boring and full of empty promises. They like campaigns full of entertainment to ease the struggle to "make ends meet".

What do all these observations suggest to us?

First, people just want to meet their daily requirements and live a decent life. They have experienced many difficulties, calamities or disasters -- many of which are blamed on the government -- and are tired. They just want secure jobs and enough money to live. If they can garner assistance from parties in the form of free food, for example, then they are happy to accept it. But they hope, all the same, for a long-term way to make a living.

Second, in order for them to live a decent life, it is necessary to launch reforms of all aspects of life in this country. Voters want security and the end to violence so that they may live peacefully, as civilians often become the victims in riots. They hope for legal reform so that their rights may be justly defended and secured. They want better economic conditions also and improved education for their children. They would like to see the end to corruption and the power abuse that has long crippled this country.

Third, an election is an opportunity to commence with reforms. Voters want political parties to keep the promises that they made during campaigns. Their hope for a better Indonesia lies in the keeping of these promises.

It is vital for all political parties to fight for the aspirations of the people -- for a democratic election is inherently about the people. The process of building the nation must focus on the interests of the people. They should be regarded as the subjects of any developments or reforms that are pursued.

If the candidates fulfill their promises after being elected, it is more than likely that the people will vote for them in the next election.

The reason is obvious: They have maintained the people's trust and the fight for their interests. If politicians break their promises, their moral failure will continue to haunt them.

This year, we may observe the Golkar Party and those figures closely associated with the defunct New Order government desperately trying to polish their already tarnished image.

It is not easy to regain the people's trust after numerous betrayals, despite the presence of good-will and renewed commitment. One great temptation -- if not the greatest -- for politicians who are voted in, is to take advantage of the positions that they hold.

They neither care about the promises they have made, nor the diminishing faith of the people, which is absent altogether by the end of their term. Voters are getting smarter and smarter, it is not so easy to fool them over and over again. They know what they want, and when they speak their minds, political parties should listen.