Indonesia’s appointment of influencer as defense ministry adviser raises concerns about priorities

Indonesia’s defense ministry has appointed a YouTuber who has millions of subscribers as a special adviser on public communication, sparking criticism that the government under new President Prabowo Subianto is prioritizing influencers over experts to sway public opinion. 

The appointment of Deddy Corbuzier, a former magician with no military experience except for a shiny honorary rank, follows a broader trend in the Prabowo administration of tapping high-profile online figures to promote government policies.

Deddy, 47, and five others who serve in the military or who are considered experts in their relevant fields, were sworn in on Tuesday. Defense Minister Sjafrie Sjamsoeddin defended the appointments, saying they would enhance public engagement and communication.

“We hope their work will bring innovations and policies that further strengthen Indonesia’s defense,” Sjafrie wrote in an Instagram post announcing the appointments.

Dedi Kurnia Syah, executive director of private pollster Indonesia Political Opinion (IPO), said Deddy’s appointment suggested that the Prabowo administration, which took office in October, was more concerned about image management than substantive policy expertise.

“This is concerning. The government’s reliance on influencers suggests a lack of confidence and a potential attempt to manipulate public narratives,” Dedi told BenarNews.

“If a special adviser was genuinely necessary, it should have been a defense analyst rather than a celebrity – someone who understands defense policy in depth, not just someone to counter public opinion,” he said.

Deddy turned to Instagram (@dc.kemhan) to defend his new role.

“I swear that my soul and body are always for Indonesia,” the former magician.

Brig. Gen. Frega Wenas, a defense ministry spokesman, said Deddy, who was awarded the honorary title of lieutenant colonel in 2022, was selected for his communications expertise, which the government sees as a valuable tool for public messaging.

“He has strong communication skills, especially in social media, with significant engagement. We hope he can help inform the public about defense policies at all levels,” Frega said.

Indonesia’s 2025 national budget allocates U.S. $7.3 billion to the defense ministry, making it the largest recipient of government funding. Unlike other agencies, the ministry has been largely exempt from recent budget cuts.

The government has defended the decision to maintain full funding for defense, citing the need for modernizing the military to maintain national security amid rising geopolitical tensions in Southeast Asia involving the United States and China.

Appointment questioned

Muradi, a political and security analyst at Padjadjaran University, questioned the logic behind appointing Deddy, who hosts a popular YouTube podcast, Close the Door, to a policy-driven role within the ministry.

“Now, whenever someone is invited to his podcast, they will wonder – am I here as a guest or is this an official government agenda?” said Muradi, who goes by one name.

He noted that Indonesian law prohibited ministerial special staff from engaging in outside work.

“This means Deddy Corbuzier can no longer pursue other business activities, including endorsements, which account for millions of dollars in annual revenue for him,” Muradi told BenarNews. “Financially, the government salary is a tiny fraction of what he earns as a media figure, so why accept the position?”

Muradi argued that the appointment did not align with the government’s own cost-cutting efforts. Deddy’s salary is about $500.

“The defense ministry already has its own communications bureau, spokespersons and public relations team,” Muradi said. “There is no pressing need for an external figure, especially one without a formal background in defense policy.”

Other influencers in government

Deddy’s appointment is part of a move toward placing social media influencers into political positions under Prabowo.

Among the most prominent examples is Raffi Ahmad, a television host and digital entrepreneur who has millions of followers and was appointed presidential envoy for youth and the arts shortly after Prabowo named his cabinet in October 2024.

Another controversial figure, Miftah Maulana, a preacher who gained fame through social media sermons, was named presidential envoy for religious harmony at the same time, but resigned within two months after making derogatory remarks about a street vendor in a viral video.

Raffi has faced criticism as well – his government-assigned security escort was accused of intimidating other drivers on Jakarta’s streets last month. Raffi has claimed he was not in the vehicle at the time.

Additionally, Rudi Susanto, an online political commentator known for his pro-government stance during the previous administration of President Joko “Jokowi” Widodo, was appointed special staff member at the Ministry of Communications in January.

The increasing reliance on social media figures in government is a calculated strategy to shape public opinion, said Derajad Widhyharto, a sociologist at Gadjah Mada University.

“This is an instant way to control public perception. In Deddy’s case, he is a major influencer and podcaster, making this strategy highly relevant,” Derajad told BenarNews.

Derajad warned that governments using influencers as official messengers could lead to a post-truth environment where official statements are framed more like marketing campaigns than policy discussions.

“It creates a blurred line between government messaging and commercial interests,” he said.

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