Conspicuous consumption: Mario Dandy Satriyo, the son of a tax official who violently attacked his girlfriend鈥檚 ex-boyfriend, was known to flaunt his wealth online. (Courtesy of Kompas)
According to the Cambridge dictionary, flexing is 鈥渁 way to exhibit excessive pride in one鈥檚 achievements or possessions, especially in a manner likely to irritate others.鈥�
The new practice of public officials in Indonesia showing off their lavish wealth on social media has driven a stir.
It is triggered by the arrest of Mario Dandy Satrio, the son of tax officer Rafael Alun Trisambodo, for assaulting a juvenile on Feb. 20. In the following days, photos and videos showcasing Mario鈥檚 lavish lifestyle and his father鈥檚 rumored Rp 56 billion (US$3.6 million) fortune surfaced, prompting inspection regarding the source of the funds, as reported by The Jakarta Post.
Andhi Pramono, head of customs in Makassar, whose family also flaunts his wealth, made headlines shortly after. His daughter had posted photos of herself wearing a Rp 22 million ($1,458) top and Rp 1 million ($66) trousers on her social media account.
As such, President Joko 鈥淛okowi鈥� Widodo urged public officials not to flaunt their wealth, at the Cabinet Plenary Session in the State Palace, on March 2. 鈥淚 urge you, don鈥檛 flaunt your authority or fortune, especially on Instagram and other social media,鈥� President Jokowi said, as quoted by Detik. 鈥淭hat鈥檚 very inappropriate bureaucratic behavior,鈥� he continued.
Hard to eradicate The founder of Asosiasi Influencer Indonesia (AFI), Wenny Fatma Triyanti, said the widespread availability of internet access that can reach a broader audience becomes the primary factor that makes it challenging to eradicate flexing culture from the general public.
As of 2021 there will be around 191.4 million social media users in Indonesia, as reported by Statista, an online platform specializing in market and consumer data. After China and India, Indonesia had the third-highest social media users in the Asia-Pacific region in 2021.
Furthermore, appealing to a niche audience through displays of cultural capital becomes a quick way to go out of business. She explains that in a nation of 273 million people, with varying socioeconomic classes and a significant social divide, many individuals are interested in gaining a glimpse into the lavish lifestyles of the wealthy.
Citing Statistics Indonesia (BPS), the poverty rate in Indonesia was reported to be 9.57 percent in September 2022, with 26.36 million people living below the poverty line. 鈥淭here are the possibilities of people who dream of achieving the success they want through consuming the flexing culture content,鈥� Wenny said.
Facing the future: Wenny, founder of the the Asosiasi Influencer Indonesia (AFI) network, has stated that flexing culture will not soon disappear. (Courtesy of Wenny Fatma Triyanti) (Personal collection/Courtesy of Wenny Fatma Triyanti)
In addition, the flexing material has been packaged or aimed in a novel way that attracts a great deal of interest rapidly. This trend brings back the story of Indra Kenz, a Binomo trading platform 鈥渁ffiliate,鈥� containing content detailing his extravagant spending habits for all to see.
Yunike Balsa Rhapsodia, a clinical psychologist residing in Jakarta, explains that 鈥渋t鈥檚 normal鈥� if a large population consumes flexing culture because 鈥渨e live in a consumerist society.鈥� This normality means that people from all walks of life consume the material, not just low-income people. 鈥淲e are used to believing that success is measured by the things we can only afford. It鈥檚 either new clothes or a new house,鈥� Yunike said. She goes on to say that according to Maslow鈥檚 hierarchy of needs, humans require physiological (food and clothing), safety (job security), love and belonging needs (friendship), esteem and self-actualization.
As a result, people are conditioned to believe that success in life can be measured in terms of monetary wealth. 鈥淓ssentially, money, position and material possessions can indirectly satisfy our four needs: physiological, safety, love and belonging, and self-esteem,鈥� Yunike said, adding that ideas of measuring happiness with possessions are not always accurate. She further offers her insight into the phenomenon of 鈥渇launting one鈥檚 wealth鈥� by listing many factors, such as external social pressures, influence and an individual鈥檚 initial stage of development.
Yunike said some people resort to flexing to boost their social image to maintain their status. As humans are social creatures, our social standing and reputation are crucial. Clinical psychologist Laras Margaretha, 34, from Jakarta adds that some individuals engage in the flexing culture because they experience a 鈥渇ear of missing out鈥� (FOMO) when most of the group is flaunting their possessions.
This situation leads to them being evaluated based on various subjective criteria, including wealth and attractiveness, to even followers on their social media. Unfortunately, humans are subject to a certain level of societal pressure in their daily social lives. Along the way, some people firmly desire external confirmation of their possessions. 鈥淪oul-wise, they are penniless,鈥� Yunike said.
The 32-year-old clinical psychologist elaborates that flexing has zero correlation to social standing. 鈥淚t all boils down to the individual鈥檚 capacity for establishing inner tranquility,鈥� she said. More problematic But why is it becoming increasingly demanding when public figures flaunt their wealth? The Post reported an analysis by Drone Emprit indicated that the case had caused public fury about the misuse of public funds and the possibility that justice would not be delivered because the judiciary is now dealing with the wealthy.
Drone Emprit looked at more than 30,000 tweets to determine public opinion between February 21 and 28 when the Rafael case went viral. The results indicate that people were shocked by the excessive wealth of tax officials.
Florentina Dwiastuti, a research assistant for the politics and social change department at the Center for Strategic and International Studies (CSIS), explains that the main reason why there is even more outrage when public officials flaunt their wealth or flexing is due to the assumption or fact that basically the salaries or income of state officials generated from the public, for welfare and service to the community and not to gain profit/benefits themselves.
Therefore, distrust will arise when they show off their wealth because the money used to finance the state (including its officials) is misused for their interests. The intention contrasts with the entrepreneurs or celebrities, whose goal is explicitly to seek as much profit as possible and not to serve the community.
In Government Regulation (PP) No. 42 of 2004 concerning the Development of the Corps Spirit and the Code of Ethics for Civil Servants, Article 10 point (a) states 鈥渁ctualizing a simple lifestyle,鈥� hence the state employees/officials who flaunt their wealth or flexing are perceived to have deviated from existing regulations.
鈥淩eferring to existing regulations, state employees/officials are required to use social media appropriately, such as promoting the activities that they have done, especially in society. The Communications and Information (Kominfo) Ministry鈥檚 Public Information Communication Directorate General issued a guidebook titled Maximizing the Use of Social Media in Government Institutions, which describes the role of social media in government circles such as to reach a wider, faster, personal and communicative public,鈥� Florentina explained.
Florentina also stated that the Guidelines for the Use of Social Media for Government Agencies stipulated by the Administrative and Bureaucratic Reform Ministry concerning the principles and ethics of using social media in government circles, intended to maintain the image, reputation and good name of government agencies.
However, public officials鈥� use of social media is perceived as a two-edged sword; when used correctly, it can increase public trust and vice versa. 鈥淭herefore, public officials should ostensibly be instructed not to flaunt a luxurious lifestyle because doing so might backfire,鈥� Florentina said.
Moreover, Laras states that it is common for viewers to feel upset about content, especially from prominent figures. Many elements influence our emotional state when witnessing the flexing of others. The emotional causes that lead to our sensitivity to flexing content, as explained by Laras, include the possibility that we, too, unknowingly want the life that they have.
鈥淲e might not be in the proper frame of mind due to factors like dealing with economic concerns. It鈥檚 because some people have unmet psychological needs,鈥� she explained why the material triggers certain people. The culture you鈥檙e trying to flaunt here must be presented to the correct people. Although public officials are paid to serve the public, Laras argues that cultural appropriation favors influential people instead. As for now, flexing culture is here to stay for the foreseeable future. 鈥淚 think it鈥檚 almost impossible to kill it [flexing culture] soon because it鈥檚 tough to filter out our content on social media,鈥� Wenny said.