Influencing the influencers: Regulating the morality of online conduct in Indonesia

Abstract

Indonesia boasts a lively influencer scene. These influencers promote various products and messages, including political messages, to their followers for commercial gain, and have been particularly active during the coronavirus disease 2019 (COVID-19) pandemic. Influencers in Indonesia are potentially subject to state regulation, particularly via the controversial Electronic Transactions and Information Law (ITE Law) which criminalizes digital communications that "breach morality," defame the good name of another, or spread misleading information resulting in consumer losses. In addition, influencers face a risk of community-led regulation, via an online backlash, should they transgress perceived moral boundaries. In this article, we present and analyze a series of case studies where influencer behavior has attracted regulatory responses. These cases illustrate the interactions among regulatory actors and also where and how the lines for acceptable influencer moral standards of behavior are being drawn.

Sociological Impact of Cyber Laws on Media: Virtue Community and Controversies

“…In the Indonesian context, the importance of social harmony has led to the perception that the government should protect societal peace by regulating certain content [45,46]. The enforcement of cyber-law through internet surveillance and monitoring, as well as the response to reported complaints, has resulted in known internet users, such as media houses and influential individuals, refraining from engaging with sensitive content due to fear of sanctions [47,48]. This illustrates how the law influences people's behavior, even when their personal preferences differ.…”

“…The concerns expressed by respondents regarding the possibility of facing sanctions or prosecution for cyber activities reflect elements of authoritarianism and suppression of free speech in Indonesia [30]. Examples of blasphemy cases and the use of cyber law to target political opponents demonstrate the potential for the exploitation of legislation to stifle dissenting voices [47,48,51]. The absence of a user data protection policy in Indonesia has led to cautious internet usage and reveals the slow progress in enacting relevant legislation [30].…”

Chinese Online Celebrities’ Discursive Strategies of Promoting Domestic Products: Online Posters as Multimodal Ensembles

“…It is also worth noting that the handwritten red signature on the lower left corner serves to reassure her attitude and identity. In this way, the meaning conveyed by one mode (color) interacts with that of others (typography) cocreate a multimodal ensemble that aims at demonstrating the moral model of online celebrities in supporting the nation (Mahy, Winarnita, & Herriman, 2022). This instance shows the attempt of online celebrities to exert influence in the realms of consumption (Abidin, Lee, Barbetta, & Miao, 2020).…”

Influencers y su rol mediador en el comportamiento hacia las marcas

“…Estos personajes se han convertido en figuras prominentes en plataformas como Instagram, YouTube y TikTok, donde crean y comparten contenido centrado en sus áreas de experiencia y atraen a seguidores interesados en sus temas (Hopkins, 2019). El auge de las redes sociales ha permitido a los influencers obtener ganancias en la "economía de la atención" al acumular capital social en línea, medido a menudo por el número de seguidores, y luego utilizarlo para comercializar su influencia (Mahy, Winarnita y Herriman, 2022).…”