The Power of Local Culture
Changing people’s behavior is very important in overcoming the Covid-19 pandemic. Communication in an understandable language, derived from the collective memory of the people, is the key to success.
KOMPAS – (9/9/2021) If you want to be honest, many people do not understand the meaning of the terms used to communicate the danger, magnitude, and prevention of the Covid-19 pandemic. Meanwhile, behavioral change is the key to stopping the spread of Covid-19.
For example, the use of foreign language terms, namely lockdown, new normal, herd immunity, social distancing, physical distancing, rapid test, swab, PCR, and suspect.
The terms in Indonesian are not easy to understand. Some of these terms include PSBB, PPKM, community immunity, people under monitoring, patients under surveillance, pandemic, self-isolation, and centralized isolation.
Along the way, the call to prevent the transmission of the Covid-19 virus by 3M (wearing a mask, washing hands, maintaining a minimum distance of 2 meters and avoiding crowds), turned into 5M, and even more. As if the more Ms the better. What is not realized is the confusion of people because various terms continue to change from time to time.
The term PSBB (large-scale social restrictions) was used at the beginning of the handling of the pandemic, meaning restrictions on the extent of activities in public places to prevent the transmission of Covid-19.
Later, PSBB was changed to PPKM (implementation of restrictions on community activities). Initially it was an emergency PPKM, then it changed to PPKM levels 1 to 4. Each level contains a number of prohibitions that are difficult for ordinary people to remember.
With so many terms that have no familiar meaning in the community, it is not surprising that some people feel confused. One of the consequences is that false and wrong information is easily spread and accepted. As a result, quite a few residents see social restrictions only as something to complicate their lives.
The “2021 Edelman Trust Barometer” report, which measures the trustworthiness of respondents in 28 countries, including Indonesia, online in 2020, found that people do not know where and who to look for reliable information.
In Indonesia, the Edelman survey found that in general the public trust index fell one level to 72 and globally it rose from 55 in 2020 to 56. 75 percent of 1,150 respondents aged over 18 said they were worried about contracting Covid-19 and 41 percent of them were even very scared. A total of 89 percent were worried about losing their jobs, 62 percent of whom were very afraid; even 59 percent believe the pandemic is causing companies to replace humans with artificial intelligence. As many as 66 percent are worried and 32 percent of them are very afraid of losing their freedom as citizens.
Culture and gender
The data above shows that the public actually knows the SARS-CoV2 virus that triggers Covid-19 is dangerous. They are afraid of getting infected and afraid that the pandemic will affect their wellbeing. In general, citizens need reliable information in the midst of a flood of false information.
The public’s need for reliable information is shown by the Reuters Institute for the Study of Journalism “Digital News Report” report through surveys in 46 markets or countries, including Indonesia. The need for impartial and objective information from mainstream media is increasing during the pandemic.
However, objective and reliable information should be understandable to everyone according to education, age, gender, culture, and geographic location. Appropriate use of local language and culture as collective memory helps promote behavior change. Its effectiveness is proven through focused community intervention trials in East Kalimantan, a province outside Java with a high number of Covid-19 cases.
In the online seminar of the Demographic Institute, Faculty of Economics and Business UI together with the Development Study Forum, Thursday (2/9/2021), Prof. Dr. Multamia RMT Lauder from the Department of Linguistics, Faculty of Cultural Sciences. Universitas Indonesia, mentions the success of behavior change in the intervention community.
The knowledge intervention about 3M uses local language and culture, among others, in two groups on Facebook that serve as a forum for residents around Samarinda. After the intervention, 90 percent of community members said they would voluntarily follow the health protocol. Multamia believes that strict PPKM is not necessary if residents understand what is expected of them.
Head of the Behavior Change Division of the National Covid-19 Task Force, Sonny Harmadi, said that the Task Force uses local culture to encourage behavior change. local language; local arts and artists; pop culture, such as songs from bands, comics, to animation, has a positive impact on the acceptance of 3M by the public. Social media and mainstream media become a means of conveying messages, according to the target group.
The evaluation results of the Task Force as of August 2021 show that more than 70 percent of the population has internalized 3M behavior without the need for further intervention. As many as 30 percent are obedient, and carry out rules and when reminded.
Behavior change must be sustained, among others, by supporting change agents. It is easier for women to comply with 3M health protocols, as shown by the Community Behavior Survey during the Covid-19 Pandemic Period, Central Bureau of Statistics for the period 13-20 July 2021.
The role of women’s agencies is especially needed in community groups with high school or high school and below educational levels, unmarried, low Covid-19 transmission.
Source: Kompas Daily. Edition: Thursday, September 9, 2021. Rubrik Humaniora. Page 8.
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