Indonesian Youth Values and Corruption: A Descriptive StudyPaper Youth Values and Corruption

1st NCBMA (UniversitasPelitaHarapan, Indonesia)
Bridging The Gap Between Theory and Practice

19 March 2015, Tangerang.
INDONESIAN YOUTH VALUES AND CORRUPTION: A DESCRIPTIVE STUDY

Sabrina O. Sihombing1), Rudy Pramono2)
1)
FakultasEkonomiUniversitasPelitaHarapan Tangerang
2)
LPPMUniversitasPelitaHarapan Tangerang
1)
e-mail: sabrinasihombing@gmail.com
2)
e-mail: rudy.pramono@uph.edu
Abstract
The concept of value is an important concept for many disciplines such as psychology, sociology,
consumer behavior, and others. Values are principle foundation of the people behavior. Specifically, values
provide guidelines to live in and how to behave in a society. Many researches have conducted to predict the
relationship between values and behavior. However, little research has been devoted to understand current
Indonesian youth values. One research conducted by Sihombing (2014) found 9 dimensions of Indonesian youth
values: mutual assistance, religion, democracy, kinship, hospitality, western culture, religious fanaticism,
selfish, and corruption.Corruption is the most problem that Indonesian people face nowadays. Moreover,
corruption increase highly and complicated. Not only that, corruption in Indonesia is like evolution and
regeneration.
Youth is one of the greatest assets of any nations as agent of change. Specifically, youth have
important roles in fighting corruption. This study aims to explore why some Indonesian youth hold corruption
as their values by understanding one important factor, i.e. mass media, which affects youth values. This study
also proposes a model that describes the relationship between mass media, youth values, and life style.
Keywords: Youth Values, Corruption, Life Style, Mass Media.
I.
Introduction
Understanding and predicting people

behaviors are always attract researchers in
many disciplines. Many factors are
believed to influence peoples behaviors.
Those factors can be divided into external
(e.g.,
culture,
reference
groups,
demographic, and others) and internal
factors (e.g., motivation, perception,
attitude, and others). One important factor
that leads people to behave is their
personal values (Blackwell et al., 2006;
Vinson et al., 1977; Rose, 1956). Values
are beliefs about life and acceptable
behavior (Blackwell et al., 2006).It is a
guiding principle ofpeoples livesin a
society (Blackwell et al., 2006).
Extensive research has been conducted to
understand the influence of value on
people behavior. For example, values
influence peoples behaviors in decision
making (e.g., Karacaeret al., 2009;
Fritzshe& Oz, 2007; Fritzshe, 1995;Badret

al.,1982), political choice (e.g., Schwartzet
al., 2010; Capraraet al., 2006), public
opinion (Kilburn, 2009), knowledge
transfer (e.g., Ardichviliet al., 2006;
Hawkie, 2006), conflict management
strategy
(Kaushal&Kwantes,
2006),
education (e.g., Manikuttyet al., 2007;
Demmert, 2005; Hwang et al., 2003; Lin
et al., 2002; Yoo&Donthu, 2002),
economic (Guisoet al., 2006), adoption of
innovation (Singh, 2006), purchase
behavior
(Mueller
et
al.,
2011;
Davis&Lindridge, 2008; Kacen&Lee,
2002),
post-purchase
behavior
(Tsoukatos&Rand, 2007), and other
people behavior.
A few researches have been conducted to
understand current youth values, especially
in Indonesian context. On the other hand,
understanding youth values are important
for several reasons. First, the future of the
nation will be shaped by its youth. Youth
1067

is one of the greatest assets of any nation

that will whether determine a nation can be
a great or worst one. Youth is the main
source of future leaders in many parts such
as economics and social politics. Second,
youth play important role as agent of
change such as agents of behavioral
change in society with their constructive
ideas. The importance of youth was
pointed out by Soekarno, founding father
of Indonesia, stated that A thousand of
old men are just able to dream, but a
young man is able to change the world!
A study conducted by Sihombing (2014)
found that Indonesian youth hold current
values such as mutual assistance, religion,
democracy, kinship, and hospitality.
However, that study also found that
western culture, religious fanaticism,
selfish, and corruption are also parts of
non-positive current values of Indonesian
youth. Therefore, this paper aims to
describe youth values especially in
focusing youth values and corruption as
corruption is one of major problems faced
by Indonesian people for a long time. The
objective of this study is to describe the
relationship between mass media, youth
values, and life style.
II.
Literature review
Values
Value is a word perceived differently
varies by many people. Some people may
think that value is associated with
numbers. Some people may refer value as
related to price and quality while others
may refer value as a standard of judging
something such as judging self and others
behaviors.
Value is a central concept in the social
sciences and has been employed across all
social science disciplines such as
anthropology, sociology, political science,
organizational
behavior,
marketing,
consumer behavior, and others (Schwartz,
2006; Vinson et al., 1977). The term value
is a generic one and has a number of
definitions (Fritzshe & Oz, 2007; Rohan,
2000; Rokeach& Ball-Rokeach, 1989).It
can be stated that no consensus in the
literature about the definition of value
(Gursoy et al., 2013; Narasimhanet al.,
2010; Lan et al., 2009; Lombaert, 2003;
Meglino&Raylin, 1998).This research
applies personal values as personal beliefs
that guide the way people to select actions,
evaluate people and events, and explain
their actions and evaluations (Schwartz,
1999).
As a personal beliefs, values are an
integral part of human life (Yuan & Dong,
2006; Klamer, 2003). Human being is a
social animal, therefore value is the core
element in socialization process which
guides people to live in a society in a
normal and acceptable behavior (Yuan &
Dong, 2006; Blackwell et al., 2006).
Furthermore, value is an indicator for
human practice which provides an internal
reference to select and justify behavior
(Yuan & Dong, 2006; Fraj & Martinez,
2006).
Values are beliefs about what is desirable
and undesirable, right and wrong,
acceptable and unacceptable, and good
and bad (Okafor, 2014; Gursoy et al.,
2013).Schwartz (2006) identifies six main
important features of values. Those
features are as follows:(1) values are
beliefs linked inextricably to affect, (2)
values refer to desirable goals that motivate
action, (3) values transcend specific actions
and situations, (4) values serve as standards
to guide the selection or evaluation of
behavior, people, and, (5) values are
ordered by importance relative to one
another, and (6) the relative importance of
multiple values guides action.These six
features show that values as desirable,
trans-situational
goals,
varying
in
1068

importance,that provide
principles in peoples lives.
guiding
Value is one core element of culture

(Yuan& Dong, 2006). Therefore, different
cultures will provide different values
(Evans et al., 2009; Yuan & Dong, 2006).
For instance, Western values tend to hold
an independent view of the self that
emphasize in uniqueness of individuals

and separateness. On the other hand, nonwestern values are more interdependent
which stresses on connectedness and
relationship (Evans et al., 2009). Table 1
provides values differences for several
countries.
Table 1. Values differences
Country
United Kingdom*
Values
singularity, difficult to express feelings, not tactile
France*
search for quality of life/well being
Italy*
religious idealism, community, curiosity
Spain*
human interaction, sharing, harmony
Germany*
tangible reality, concrete pleasure
America**
achievement
and success, activity, efficiency and practicality,
progress, material comfort, individualism, freedom, external
conformity, humanitarianism, youthfulness, fitness and health
Australia***
respect for democracy, s strong sense of justice, a sense of fairness,

tolerance, care for others, a powerful sense of egalitarianism, a less
selfish society, freedom of self-determination
China****
family orientation, guanxi, yuan, mianzi, renqing, reciprocity
Thailand*****
ego orientation, grateful relationship orientation, smooth interpersonal

relation orientation, flexibility adjustment orientation, religiosity
orientation, education competence orientation, interdependence
orientation, fun-leisure orientation, achievement-task orientation
Malaysia*****
valuing time, perseverance, pleasure of working, dignity of simplicity,

character, kindness, influence of examples, obligation of duty,
wisdom of economy, patience, improvement of talent, joy of
originating
Indonesia******
mutual assistance, religiosity, hospitality,

religious fanaticism, individualism
harmony,democracy,
Sources: * Evans et al., (2009) **Schiffman and Kanuk (2010,*** Blackwell et al. (2006), ****Sian et al.
(2007),******Komin (1995, in Rachman, 2007),*** ***Sihombing (2013)
1069

Generation and personal values

Generation is one element of national
subculture
that
reflects
common
characteristics
ofagroupofindividuals,mostofwhomarethes
ameapproximateage,havingsimilarideas,
problems, attitudes, and values (Egri&
Ralston, 2004). Each generation is shaped
by different social experiences in their
formative years (Sun & Wang, 2010).
Understanding generation is important
because
generation
reflects
the
evolutionary process of culture change.
Specifically, generation reflects values
emphasized during a particular period (Sun
& Wang, 2010; Egri& Ralston, 2004).
between the mid 1960s and the early

1980s. Furthermore, generation Y covers
people born between the 1980s and the
year 2000, and generation Z is the
generation of children born after the Year
2000.
Each generations has distinct values
(Gursoy et al., 2013; Sun & Yang, 2010).
Specifically, each generation has its own
influences that affect their personal values.
This study focus on generation Y because
this generation represent youth. Youth is
defined as people with their age between
15-30 years old (www.ti.or.id). Table 1
shows characteristics of generation Y.
There are several generation types

(traditionalists, baby boomers, generation
X, generation Y, generation Z)
(www.wmfc.org). Traditionalist are people
who born before 1946, baby boomers
refers to people who born in 1946 1964,
and generation X covers people born
Table 1. Characteristics of generation Y and Z
Birth years
Generation Y
(Echo boomers, Millennials, Why
Generation, Net Generation, Gen Wired,
We Generation, DotNet, Ne(x)t
Generation, Nexters, First Globals, iPod
Generation, iYGeneration)
1981 2000
Current age
15 34
View of technology
Employ it
Communications media
Internet
Picture phones
E-mail
Major influences
Music
Media & sport stars
Grunge
Money is...
Todays payoff
1070

Formative experiences
Globalization
Internet access made available
World Trade Center, Pentagon attacked
Core values
Achievement
Avoid consumers
Civic duty
Confidence
Diversity
Extreme fun
High morals
High tolerant
Hotly competitive
Like personal attention
Socialability
Members of global community
Extremely techno savvy
Extremely spiritual
Now!
Optimism
Realism
Street smarts
Source:www.wmfc.org (2015), Gaylor (2014), Williams et al. (2010)
The table shows that generation Y is raised

and playing with technology. Specifically,
internet is one main technology that many
youth cannot live without. They are almost
24 hours connected to technology
especially their smartphone and computer.
They are becoming depended on their
smart phones, instant messaging, e-mails,
and many other interactive social media.
Many youth seem to have more activities
in the digital world rather than in the real
world. As a result, youth have different
values compares to other population
segments such as the adults and the elders.
Indonesian youth values and corruption
A study about current Indonesian youth
values has been conducted by Sihombing
in 2014. The findings of that research
showed that there were 9 dimensions of
Indonesian
youth
values:
mutual
assistance, religion, democracy, kinship,
hospitality, corruption, western culture,
religious fanaticism, and selfish. It can be
stated that the results revealed two types of

values: positive and negative values.
Corruption is one non-positive Indonesian
youth values. Corruption is a global
pervasive phenomenon (Hodgson & Jiang,
2007; Cameron et al., 2005). Furthermore,
Cameron et al. (2005) also pointed out that
corruption is a troubling phenomenon in
many developing countries because of its
negative impact on economic growth.
Corruption is defined as the abuse of
public office for private gain (Drury et al.,
2006). The term corruption covers a broad
range of human actions including bribery,
nepotism, theft, and many other
misappropriate behavior (Drury et al.,
2006).
Corruption is one word that daily appears
in
many
mass
media
in
Indonesia.Specifically, corruption cases in
many areas in Indonesia appears daily. Not
only that, daily news is about many
1071

formergovernmentofficialssuch
asformerministers, governors, regents,
mayors and others imprisoneddue to
corruption.Corruption
flourishes
in
Indonesia and there is no sanction from
Indonesian government and society to
punish corruptor to make them afraid.
Corruptor still can do anything they like
from the prison such as having a special
places to live and going outside the prison
with for personal reasons.
Corruption in Indonesia has become a
systemic phenomenon and deeply rooted
as
socio-political
problem
rooted.
Corruption is not only in urban areas but
also in rural areas and looks normal in
people daily life. Corruption activities
include
petty
corruption
(i.e.,
thecorruptions which are done on the small
scale) to systematic corruption. Corruption
also include people in many range of age.
Specifically, Indonesian corruptors are
becoming younger. In one decade ago,
corruptor in Indonesia are about 45-50
years old. However, Indonesian corruptors
nowadays are people with younger age
such as Nazarudin and Angelina Sondakh
from Democrat Party and FadhRafiq from
Golkar Party. Those young politicians
were in their age of 27 to 35 when they
were arrested (Kompas, 2013). It can be
stated that corruption has evolved and

regenerated.
It can be understood when Indonesian
youth hold corruption has their non
positive values. This is because Indonesia
is known as being a corrupt country. A
report about corruption in many countries,
i.e. Corruption Perception Index, shows
that Indonesia is a corrupt country. The
CPI scores and ranks countries based on
how corrupt a countrys public sector is
perceived to be. The CPI is the most
widely used indicator of corruption
worldwide (www.transparency.org, 2015).
CPI report uses score from 0 100. The
value of 0 means that a country is
perceived as highly corrupt and a 100
means that a country is perceived as very
clean. Furthermore, a country's rank
indicates its position relative to the other
countries included in the index. CPI score
for Indonesia is 32 in 2012 dan 2013.
Though the score increases to 34 for
Indonesia in 2014, still the score indicates
that Indonesia is corrupt country. The table
shows that Singapore is the most clean
country especially in Asean regions.
Table 2. CPI scores (2012-2014)
Country
Singapore
Brunei Darussalam
Malaysia
Thailand
Philippina
Indonesia
Vietnam
Myanmar
CPI
Score
(2012)
87
55
49
37
34
32
31
15
Rank
5
46
54
88
108
118
123
172
CPI
Score
(2013)
86
60
50
35
36
32
31
21
Rank
5
38
53
102
94
114
116
157
CPI
Score
(2014)
84
NA
52
38
38
34
31
21
Rank
7
NA
50
85
85
107
119
156
Source: www.transparency.org(2015)
Other reports show how corruption is

being perceived by Indonesian youth
(Table 3). According to those reports,
corruption is being perceived by youth as

domestic problems. In other words, youth
assess
corruption as problems in
1072

themselves, family, and friends. They do

not refer corruption as public problems
(e.g., bussiness, economic, and country
development). Three reports show below
how youth deals with corruption and their

attitude toward grey conditions.
Table 3. Youth Perception toward Corruption
Youth Integrity Survey

(2012)
City
Jakarta
Youth Perception
toward Integrity and
Corruption
(2013)
Aceh, Kupang, Surabaya
Sample size
1012 (16-30 years old)
1556 (15-30 years old)
Results
Youth experienced with Youth experienced with

corruption when:
corruption when:
1. Avoiding police
1. Avoiding police
ticketed
ticketed
2. Applying for a
2. Applying for a job
document/permit
3. Applying for a
(i.e.,
driving
document/permit
licenci, )
4. Bribery to make
3. Passing an exam
business well
When there is a grey
condition, there is a
permissive tendency from
respondents towards those
attitudes:
1. 30% of youths
consider the
willingness to break
the law when it is a
form of solidarity
and support for
family and friends as
the characteristic
ofintegrity.
2. 50% of youth
consider lying or
cheating is still an
attitude of integrity when
it is done in a costly
situation for him/her.
Youth in these three cities

understand about integrity
practices. However, they
are willing to compromise
their integrity when they
are faced with four main
situations above.
Youth Perception
toward Corruption
(2014)
Jakarta
933
old)
(17-21
years
85%
of
youth
perceived coruption
in Indonesia was
worst compared to
2013.
Youth believes that
money is important
factor that can make
many things easier.
Youth do not make
reports when they
confronted
with
corrupt act because
(1)
reports
on
corruption are not
effective and (2)
afraid that there will
be negative effects to
them.
Almost half of
respondents (47%) not
make reports when they
confronted with corrupt
1073

act. Two major reasons

are : (1) not my
business and (2) reports
on corruption are not
effective.
Source: Transparency International Indonesia (2013)
The table above shows that two activities

that youthmost deal with corruption. First,
they prefer to chose damai (peace, i.e.
giving money to police to avoid fine) with
thepolice when they have problems with
their (usually) motorcycle, such as not
bring the driver licence and not using
helmet. Second, they agree to give extra
money when they try to have permits or
documents such as driving licence and
other documents. This two main activities
lead to youth perception that worse
national administration offices are offices
relate to
document services such as
driving licence, passport, and others
(Transparency International Indonesia,
2013). The table above also shows that
what is worrying is that despite knowing
corruption is wrong, many youths believe
they need to compromise their values to
succeed.
have facilities better than other common

prisoners. Not only that, some corruptors
can continue their master degree from
prison (Firdaus, 2014).
Youth deals with corruption in their daily

lives. They read, see, and hear about
corruption almost everyday from internet,
news paper, television, and others.
Moreover, some Indonesian youth have
experience with corruption.It appears that
corruption is becoming a value because
many people deal with corruption. It seems
that corruption is not a big problem for
their daily lives. People more tolerance
toward corruption that leads youth and
other people more permissive toward
corruption activities and corruptor
(www.tempo.co).
Mass media plays a significant role in

peoples daily lives, especially in the
acquisition of information and knowledge.
In related with youth, internet is an
integral part of everyday life for
generation Y obtain information and
knowledge.Social media is a form of
Internet-based applications that that allow
the creation and exchange of usergenerated content. However, social media
may exposes lots of things that influences
their personal values, attitudes, and
behaviors. Specifically, social media is a
major media that provides sources such as
good-bad
things
through
blogs,
discussion boards and forums, and other
social networking sites. In other words,
internet is a source for many things that
related to pro-social and antisocial values.
When antisocial values such as corruption
Almost there is no severe punishment for

corruptors in Indonesia. There is no heavy
social sanction toward corruptor and their
families. Mass media shows that corruptor
live in special place in theprison. They
Mass media
Mass media is any form of communication
that simultaneously reach a large number
of people, including but not limited to
radio, television, newspapers, magazines,
billboards, films, books, and the internet
(Okafor, 2014). Mass media can be
divided in two types: traditional and new
media. Traditional media consists of
channels where all receivers receive the
same one-way messages from sender. On
the other hand, new media are online
channels, social networks, and mobile
electronic
devices
(Schiffman
&
Wisenblit, 2015).
1074

persons lifestyle exhibits the influence of

his/her participation in social groups and
of his/her relationships with others.
Second, lifestyle reflects a central life of
interest. Third, lifestyles vary according
demographic and psychological variables.
These characteristics of lifestyle are based
on peoples values. The relationship
between personal values and lifestyle has
been found significant in several
researches (e.g., Nowak, 2013; Pang et al.,
2013; Fraj & Martinez, 2006; Brunso et
al., 2004).
and fanaticism are more exposed to youth,

the more likely youth is to accept those
antisocial values as their personal values,
especially when family members of youth
being apart from each other in their daily
lives. Several researches show the
significant relationship between mass
media exposure and youth values (e.g.,
Austruma, 2012; Richards, 2010; Byfield,
2002).
Life style
Lifestyle isa pattern of consumption that
reflects a persons choices of how to spend
his/her time and money (Solomon,
2013:493). Lifestyle relate closely to
peoples values. Specifically, lifestyle isa
symbolize of values (Austruma, 2012).
Furthermore, persons values represent
internal states or characteristics whereas
lifestyle is behavior manifestation that
reflects a persons activities, interests, and
opinions (AIOs) (Hoyer et al., 2010).
A proposed research model

Personal values lead people to behave in
accordance with their beliefs. Values are
shaped by family, society, mass media,
and others. Mass media is one influential
factor that shaped and formed youth
values. Those values then are represented
in youth lifestyle. The relationship
between mass media, youth values, and
youth lifestyle is shown in Figure 1 as
follows.
There are three main characteristics of

lifestyle (Sathish&Rajamohan, 2012).
First, lifestyle is a group phenomenon. A
Figure 1. The relationship between mass media, youth values, and youth lifestyle
Mass Media
Youth Values
P1
Youth Lifestyle
P2
P3
Source: developed for this study (2015)
III. Conclusion
Proposition 1: there
relationship between
youth values.
youth lifestyle.
youth lifestyle
is a significant
mass media and
is a significant
youth values and
is a significant
mass media and
Youth is the greatest assest of many

nation. The future of the nation is shaped
by its youth. Furthermore, youth can
change the world. Therefore, youth should
have positive personal values that lead
them
to
behave
positively
and
appropriately in a society. Personal
positive values are foundation to develop a
great nation. However, some Indonesian
youth hold non positive values such as
1075

corruption and religious fanaticism. These

values can be shaped by mass media as
corruption is as one main topic that appear
daily in mass media.
Corruption is a major problem that faced
by Indonesian for decades (RobertsonSnape, 1999). Corruption destroy value
system in a nation. Indonesian people
seem
becoming
tolerance
toward
corruption activities and corruptor.
Therefore, value reorientation should be
done to emphasize of national values such
as hard work and mutual assistance among
Indonesian people especially the youth.

Specifically, efforts must be made to
ensure that corruption is not a common
part of Indonesian values. Therefore, three
main factors in reducing corruption, i.e.,
preventif factor (i.e., anti corruption),
action (repressive toward corruption) and
community participation, are responsibility
for all Indonesian people including
government, family, community, and
ourselves.Furthermore, youth should take
place as agent of changes in fighting
against corruption.
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