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Navigating the Ethical Landscape of Social Media: Do's and Don'ts in the Indonesian Context

26 November 2024

In today’s hyper-connected world, social media has reshaped the way people interact, share, and consume content. In Indonesia, especially in urban hubs like Jakarta, social media isn’t just a tool—it’s a lifestyle. As of early 2024, Indonesia boasts approximately 139 million active social media users, accounting for nearly half of the nation's population. Platforms like Instagram, Facebook, and TikTok dominate the scene, with Instagram and TikTok leading at an 84.8% penetration rate among internet users. While these platforms offer unparalleled connectivity and information sharing, they also present ethical challenges. Understanding the do's and don'ts of social media conduct is crucial to fostering a respectful and responsible online environment.

A Cultural Touchpoint

Jakarta, often dubbed a city that never sleeps, thrives on the fast-paced rhythm of viral trends. From TikTok dance challenges to mukbang food reviews, content creators in the city are constantly setting the tone for the country’s digital conversations. For instance, the #CitayamFashionWeek trend in 2022, which originated from young people showcasing their street style in Sudirman, became a national phenomenon, sparking discussions about youth culture and inclusivity. However, such viral moments also highlight the importance of responsible content creation—ensuring the spotlight doesn’t come at the cost of exploitation or disrespect.

Similarly, viral TikTok trends like #JakartaFoodies, where creators review culinary hotspots, or challenges like #IndonesiaGlowUp, which showcases transformative personal journeys, brings joy and entertainment but also exposes risks like misinformation, oversharing, and cyberbullying. In this bustling digital culture, balancing creativity with ethical responsibility is key.

The Importance of Viral Ethics

Creating content that aligns with ethical standards is crucial for fostering a positive online community. Viral ethics involves more than just abiding by platform guidelines—it’s about considering the broader impact of content on individuals, communities, and society. This includes respecting cultural sensitivities, avoiding the trivialization of serious issues, and ensuring that humor or relatability does not come at the expense of empathy. For TikTok creators in Indonesia, where diversity is a cornerstone of culture, ethical content creation takes on added significance. Trends that fail to respect these nuances risk alienating audiences and sparking backlash. For instance, during sensitive periods like Ramadan, content that disregards religious practices can quickly shift from viral to controversial.

Understanding the do's and don'ts of social media conduct is crucial to fostering a respectful and responsible online environment.

The Do's of Ethical Social Media Use

Respect Privacy and Confidentiality: Always obtain consent before sharing someone else's personal information or images. This practice is not only ethical but also aligns with legal standards, such as Indonesia's Electronic Information and Transaction (EIT) Law, which emphasizes the protection of personal data.
Verify Information Before Sharing: The rapid spread of misinformation can have serious consequences. Before sharing news or information, ensure it comes from credible sources. During the 2019 Indonesian elections, political disinformation surged by 61%, highlighting the importance of fact-checking.
Engage Constructively: Use social media to foster positive discussions. Constructive engagement helps build a supportive online community and mitigates the spread of negativity.
Be Mindful of Cultural Sensitivities: Indonesia's diverse cultural landscape requires sensitivity. Avoid content that could be offensive or misinterpreted across different cultural or religious groups.

The Don'ts of Ethical Social Media Use

Avoid Sharing Fake News: Spreading unverified information can lead to widespread panic and misinformation. Indonesia has faced challenges with fake news, particularly during election periods, underscoring the need for vigilance.
Refrain from Hate Speech and Bullying: Negative online behavior can have real-world repercussions. The EIT Law addresses issues like defamation and hate speech, emphasizing the importance of respectful communication.
Don't Overshare Personal Information: Protect your privacy by limiting the amount of personal data you share online. Oversharing can lead to security risks and potential misuse of your information.
Avoid Posting During Work Hours Without Permission: For professionals, especially in sectors like healthcare, posting on social media during work hours without authorization can breach organizational policies and compromise professional integrity.

TikTok and the Rise of Viral Ethics

TikTok’s meteoric rise in Indonesia has amplified the importance of ethical content creation. Indonesia has officially become the world's largest user base of TikTok, surpassing the United States and Brazil, with an astounding 157.6 million users as of July 2024. Trends like #JogetTiktok, which feature creative dance routines, or #LifeInJakarta, showcasing the city’s daily hustle, often rack up millions of views. However, not all viral trends promote positivity. Challenges like pranks that embarrass or harm unsuspecting participants highlight the need for creators to consider the ethical implications of their content.

One such example is the "Masa Kecil - Kenapa Masih Sedih?" trend that recently circulated on TikTok. In this trend, users shared childhood photos alongside captions reflecting sadness or nostalgia. While it started as a relatable way to discuss personal growth, some iterations trivialized genuine emotional struggles, turning a potentially meaningful conversation into a source of ridicule or misunderstanding. This highlights the fine line between joining a trend and respecting the sentiments of others.

Another example of this is the viral #OmTeloletOm trend, where bus drivers were encouraged to honk their horns to entertain young people. While it started as a harmless fun activity, it raised safety concerns as participants sometimes dangerously crowded busy roads. Creators and followers must think beyond virality and prioritize safety, respect, and inclusivity.

However, in the rush to create trending content, ethical considerations are often overlooked. Creators frequently succumb to FOMO, prioritizing virality over relevance and empathy. While the intention might be to entertain or connect, the lack of ethical awareness can lead to content that alienates or harms others.

A Responsibility for All

In Indonesia’s vibrant social media ecosystem, the pressure to go viral is immense. Whether it’s a TikTok dance challenge, a food review, or a social movement, the line between ethical and unethical content is thin but significant. For creators, this means being intentional about the impact of their posts—not just in terms of likes or views but also in fostering a respectful, inclusive, and informed online community.

As the country continues to embrace its digital-first lifestyle, ethical social media practices will play a pivotal role in shaping a positive and responsible digital culture. Understanding and adhering to ethical behavior online is essential for building trust and integrity in the digital space, ensuring that social media remains a force for good in an ever-evolving society.

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