| Summary: | Decentralization movements after 1998 reformation had forced Indonesia to move
from centralized to decentralized system through law no. 22/1999 which gives
Local Governments broader autonomy. The local governments since then have
more financial autonomy to finance the provision of public service and to levy
taxes to their citizens in order to increase the revenue of the Cities/ Districts.
The Local Government has an authority to regulate the outdoor advertisement, but
still there are many debates on the outdoor advertisement that it diminishes the
original face of the city (the façade, the cultural heritage areas). On the other hand
the city needs funding from advertisement to support the development and the
outdoor advertisement offers to give a contribution for revenue.
The objective of this research is to improve the urban spaces particularly on the
outdoor advertisement in public areas. This study aims to understand the
background of the policy made by Local Government on the management of
outdoor advertisement. It can help the Local Government to plan a better
arrangement of outdoor advertisement to create better image of the city and to
generate more local income from the outdoor advertisement. Principles of joinedup
government will be needed to ensure interdepartmental communication among
local government institutions, between local government and communities, and
other stakeholders. This principle can help the integration between spatial
planning and other interests such as local government revenue generation.
The research type is an exploratory research on outdoor advertisement
management in the City of Yogyakarta, and the research strategy uses Archival
Analysis and Survey. Primary data will be collected through interview with
stakeholders involved in outdoor advertisement management and the secondary
data were collected through the documents in the involved agencies or official
web sites.
From the interview, it�s revealed that there are 3 general perceptions towards
outdoor advertisement condition in Yogyakarta, positive, neutral, and negative.
This research also reveals that the perception from stakeholders confirms their
interests and the tax agency as the dominant stakeholder can override other
stakeholders� recommendation on the arrangement of the advertisements. The
research suggests further research to explore the public perception on the outdoor
advertisement or institutional framework on the outdoor advertisement
management.
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