The public’s excitement about Major teddy Indra Wijaya on TikTok began when Prabowo became a presidential candidate.
At the Kartini Conference on Indonesia Feminism (KCIF) 2024, Adek Risma Dedees, Dessy Kania, and Suharyanti from the Communication Studies Program, Bakrie University explained about their research on netizen infatuation with Major Teddy. This infatuation is similar to the longing for the military. Which in the New Order era was hatred because it was the scourge of activists.
Their presentation was entitled “Madness for Major Teddy: A critical study of the phenomenon of military idolization in TikTok.”
In New Order era, the military was portrayed as the enemy of the people and a frightening scourge figure. This appeared in the figure of Prabowo, who was widely rejected by the public as a human right violator during election period. On the contrary, Major teddy was portrayed as handsome, favored by women, and known as Prabowo’s presidential candidate supporter.
“Who doesn’t admire Major Teddy, who has many achievements, has been an aide to Prabowo and is popular. He can play the piano, low profile and love for family, this is what makes him popular.”
Dedess, Kania, and Suharyanti’s research attempts to summarize how social media content depicts the infatuation with Prabowo’s aide. The praise as a handsome military man also comes from ‘Cegil” or Crazy Chicks’. On TikTok, there is a hashtag Cegil or crazy girl who loves Major Teddy, which further adds to the popularity of the military, such as:
“The ring on his (Major Teddy’s) ring finger is gone, Cegil is on his way”
“Cell phones don’t use phone case, is it safe, dear?” while a photo of Major Teddy was shown.
“His cegil, come gather”
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This narrative study of text and content can be seen, for example, in the hashtag #mayorteddy and #cegilmayorteddy as well as the thousands of accounts that emerged. The researchers also saw those fans were not only madness, but also produced content, such as producing video, photos, fictional story which were then disseminated on TikTok and become viral.
This situation changes the public’s perception that the military is a scary figure through how militarism is present and liked by TikTok.
“There is a phenomenon of the military and the “hello dek – little sister” people, or people who always greet with a friendly “hello dek”. The greeting, in fact, is not only to make fun of people in uniform, handsome guy, but also appears in fashion, comedy, movie, shoes, or fashion. The military aesthetic of gold buttons, discipline is favored, powerful, protective, and unifying,” said the researcher.
In addition, “Lapor Pak” TV serial is also military symbol that spreads in popular media. People don’t seem to recognize the symbol, even though these military symbols are spreading everywhere and changing perceptions.
Major Teddy in social media changed the character of the military from scary to sweet male figure who was disciplined, diligent, firm, attractive, handsome, and strong. Netizen said that they were happy to protect major’s name on social media. They created meme and parodies to show their adoring.
“The major charm produces imaginary world where the fans cannot reach him. They visualized the major as their husband or boyfriend who they cannot reach,” said one of researcher.
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“Cewek Gila” or ‘Cegil” also made serialized story about Major Teddy from session 1 to 5. The story illustrated Major Teddy who in alternative universe-built communication to the public.
“The major character is created to drama with love story and series that created and constructed. There is also a story about Major Teddy who actively answer WhatsApp message and it is only fictitious, a fabrication makes for their idol.”
The idolization is not only constructing a handsome soldier but also the visualization toward the idol. Second, there is Prabowo figures who make Major Teddy become the pride soldier.
“Participation such as idolization of the military can happen because technology makes it possible to do anything. Such as providing fantasies, narratives, and story-telling that are perpetuated by technology.
Technology becomes a medium to accelerate information such as spreading and linking military to idolization. This phenomenon happens on TikTok or social media where the massive campaign can change public perception.
Translator: Theresia Pratiwi Elingsetyo Sanubari
