In the world of politics, communication style plays a crucial role in shaping public trust. Amid the flood of information, people today evaluate not only government policies but also how public officials speak and interact. An inappropriate way of speaking can widen the gap between the government and the people, while honest and open communication can foster closeness and trust.
Purbaya Yudhi Sadewa has drawn public attention since replacing Sri Mulyani as Indonesia’s Minister of Finance on September 8, 2025. He is known as an economist who stands out from most government officials, not only because of his policies but also for his way of delivering messages to the public, which many consider honest and down-to-earth.
Unlike the communication style typical of many politicians, Purbaya’s manner of speaking is often described as “cowboy-like.” This term does not imply rudeness; instead, it reflects a direct, humorous, and straightforward way of speaking (Deny, 2025). This style gives the impression that Purbaya stands with the people. He rarely avoids journalists’ questions and often responds directly in simple, easily understood language (Wibisono, 2025). Beyond his word choices, Purbaya also adopts an optimistic and reassuring tone when addressing the public.
However, a blunt way of speaking is not always well-received. Some politicians adopt a similar style without showing empathy or considering social context. As a result, their statements often spark controversy, trivialize public issues, or even offend certain groups. The mass protests that occurred from late August to early September 2025 illustrate how insensitive remarks can trigger public outrage. When politicians speak without awareness, a frank communication style can turn into political arrogance that further alienates them from society.
Even so, Purbaya himself once faced controversy shortly after his inauguration. He was criticized for saying that the “17+8” demands represented only a small portion of public opinion. Several academics deemed his statement careless (Humas Indonesia, 2025). They argued that a blunt communication style is acceptable when backed by solid data, especially since Purbaya now speaks as a representative of an institution rather than as an individual. After realizing that his words had offended the public, Purbaya quickly apologized and issued a clarification, stating that the incident served as a valuable lesson. His sense of responsibility and openness demonstrated that he is not only unafraid to speak up but also willing to correct himself.
Purbaya’s public communication style aligns with the Sustainable Development Goals (SDG) Point 16, which focuses on Peace, Justice, and Strong Institutions. This goal emphasizes the importance of transparent, accountable, and participatory governance. Empathetic and honest communication strengthens public trust in state institutions, whereas insensitive or offensive speech weakens the government’s legitimacy in the eyes of the people.
References:
Deny, S. (2025, October 12). Top 3: Sederet Gaya Koboi Menkeu Purbaya. Liputan6.com. https://www.liputan6.com/bisnis/read/6182821/top-3-sederet-gaya-koboi-menkeu-purbaya?page=2
Humas Indonesia. (2025). Polemik Etika di Balik Gaya Komunikasi “Koboi” Menkeu Purbaya | Humas Indonesia. Humas Indonesia. https://humasindonesia.id/berita/polemik-etika-di-balik-gaya-komunikasi-koboi-menkeu-purbaya-2935
Wibisono, A. (2025, October 7). Fenomena Purbaya: Ketika Menteri Keuangan Jadi Figur Komunikasi Publik Menyegarkan. Bali Tribune. https://balitribune.co.id/content/fenomena-purbaya-ketika-menteri-keuangan-jadi-figur-komunikasi-publik-menyegarkan
Communication Perspective Article Vol #5