Mediaboss Marketing

By Benjamin Lyngdoh

When it comes to covid-19 today, apathy is the best term to describe it. This is the reality in general. There is a saying that people are scared of anything which they do not understand or have inadequate knowledge of. Well, this is the exact development in relation to covid-19. We all remember December, 2019. This was the time when the first cases were being reported from Wuhan in China. Over the next two months we were basically spectators and ignorantly thinking that this is a phenomenon to be analysed and critiqued upon with no possibility of it crossing over into our hills. Alas! All of that changed when the first case was reported in India from the state of Kerala on January 30, 2020. The outcome of this event was the scared concerns and speculation by a few here in Meghalaya. However, at that time the majority still believed that it will never reach our hills. Then the real encounter with covid-19 happened on March, 2020 where we underwent the three week lockdown. By now, it was a realisation by all that it was only a matter of time before the virus SARS-CoV-2 which causes the disease covid-19 hits us as well. Indeed, with the first cases being gradually reported on April, 2020, we were in the global covid-19 map as well.

As such, April, 2020 was basically a month filled with confusion, anxiety, fear, paranoia and hysteria. One might say that in the many years of discourse across media platforms there has never been a topic as hot and talked about as covid-19. In fact, social media was full of it and to the extent that at times it became an overflow and a mental burden of information, facts and figures. However, as of today the degree of discourse over covid-19 has significantly come down. Although in the face of it this may be an indication of apathy towards the subject-matter; the underlying factors determining such apathy are important to be noted.

To start with, initially we knew very little about the novel coronavirus. In addition, some of the information lacked credibility or was incomplete. As a case in point, at the very initial stage we all thought that just washing hands would do the trick. Apparently, that was not so and just look at how the body of knowledge concerning covid-19 has developed since then. To this end, the knowledge about other related ailments like SARS (severe acute respiratory syndrome) and MERS (Middle East respiratory syndrome) has significantly contributed towards a better understanding and mitigation of covid-19. As such, it is this better understanding that has also resulted in the current apathy. The people these days fear it less as they are well versed with the facts of the case. That way, it is a change in behaviour due to the scientific knowledge on the dynamics of covid-19. Come to think of it, such a change in behaviour sounds pretty alright!

As we move forward on the apathy discourse, the fact is that our diverted approach towards covid-19 has less to do with science and more with economics and the burning question of livelihoods. As a people we have become fearless and the government has become helpless. As of today, the word out in the streets is that we can fight against this coronavirus. After all, we have fought against many other corona viruses before. So, we will beat this one too. All that is needed is a strong immune system or just pray and hope that we shall not contract it. However, even if one is to get it; all that is needed is to stay home for a few days. As such, in the minds of the people at large the evils of covid-19 are all mapped out. It is this very confidence that has led people to move out and crack on with life. For the many, livelihood is a bigger question than covid-19. The government on the other hand has to continue to move with the flow. It has no other option. If it does not, it will result in an additional financial burden in providing for the daily wage earners and small businesses. Talk about being caught between the devil and the deep blue sea; this is what the government is being caught up in now. The point to be noted here is that unless something really drastic happens, it would be very difficult to reverse the relaxations in covid-19 restrictions as far as the economy and livelihoods is concerned. At best, all the government can do is aggressive social marketing by continuously reminding the people about the dangers that still linger and the imperative for following the health protocols.

In the end, our response to the covid-19 pandemic is perfectly epitomised by the term resilience. It is a depiction of the human mentality and its resolve. This is good on all counts. However, we must all note that resilience is based upon the knowledge of what can be done and what cannot. Else, resilience turns into taking risks. This is what we have to guard against. It is important to factor that the medium for resilience to turn into risks is apathy. This is primarily seen as letting our guards down against covid-19. Well, through observation it is clear for all to see that the majority have turned apathetic. There is no fear for self and no concern for the other. This is a recipe for a disaster. Yes, the economy is important and livelihood is a must; however, let us practice our needful activities in a responsible manner. After all, the best and the most effective protection against covid-19 are being self-alert and not just f0llowing directives that come from government. Accordingly, this calls for the continuous following of hand washing, masking and distancing. If this can be supplemented with a good routine of physical activity then we can safely say that all is well indeed.

Hence, as a people there is a need to be wise over the festivities and pray and hope that over the new year we can get back to our normal lives as we know and love them best. True, the New Year will shift the discourse on covid-19 towards the vaccine. However, that is as and when we will see the vaccine here in Meghalaya. As of today, let us all be aware that what 2021 will be is basically dependent on how responsible and non-apathetic we are. Thus, let us all play our parts!

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Read this article:
Covid-19 Apathy - The Shillong Times