Features

COVID 19 containment – the role of Mass Media in changing peoples’ behaviour

Published

5 years ago

2021/05/9

by Lakshman Wickramasinghe

Sri Lanka is entering the riskiest period in its battle against Covid-19, with the British Covid 19 variant now accepted as responsible for rapid escalation of infection rates and the danger of the Indian variant coming ashore through illicit landings. At this stage the most effective response to the virus is the sustenance of behaviour changes already adopted by the majority of the population, and the promotion of right behaviour among the laggards.

The health sector which is responsible for developing technically appropriate messages for changing behaviour of people has been doing magnificently in formulating such messages. The Health Education Bureau renamed the Health Promotion Bureau did a splendid job in planning and broadcasting TV spots in association with many mass media channels as Covid-19 appeared in Sri Lanka. It was a commendable behaviour change communication initiative made with a low budget but with high creativity with a lady doctor being the main communicator.

I was wondering why such an initiative had not yet started by the Health Promotion Division in response to the New Year infection cluster but was happy to note that a few days ago two new TV spots have been launched through the State TV channels. Rupavahini also started a novel TV spot showing Covid 19 viruses conspiring to invade places where big crowds congregate. With Covid infections assuming dangerous proportions, the Sri Lankan mass media too has a responsibility to increase its support to Covid-19 behaviour change communication activities.

However, health communication initiatives launched against Covid-19 unfortunately has had to face constraints globally. This is why Dr. Tedros Adhanon Ghebreyesus, the Director General of WHO, was perhaps constrained to declare at the Munich Security Conference on February 15, 2020 that ‘we are just not fighting an epidemic, we are fighting an infodemic’ as reported in the Lancet.

This internationally acclaimed medical journal in its editorial (Vol.395, Issue10224, pg.537) of February 22, 2020 commented: “The ease through which inaccuracies and conspiracies can be repeated and perpetuated via social media and conventional outlets put public health at a constant disadvantage’.

The question to be asked then is should the government health sector, the prime defender against epidemics, be put under ‘a constant disadvantage’ by newly arrived digital media and the conventional mass media, and players connected to power politics. The answer is No.

No country can expect much support from social media in this regard. This is especially so in a country that is multi-cultural, multi-religious and with the presence of a large number of fringe political entities, folk beliefs, superstitions etc. It was only yesterday that the Ministry of Ayurvedic Medicine had to issue a press communique requesting the general public not to use various ‘prescriptions’ of local medicines published in the internet and social media.

Thus it is the main stream mass media (i.e. print, radio, and television) that has the prime responsibility for helping to creating a positive environment for the adoption of recommended behaviour by the public. Despite the cacophony of big and small alternate media, the mainstream media channels are still accepted by the vast majority of Lankans as channels that inform, educate, and entertain. They still enjoy high credibility.

In this respect it is appropriate to examine how mass media could support the government health sector. First and foremost the mainstream mass media should formulate programmes founded on authentic communication principles to genuinely and without any other agendas persuade their readers, listeners and viewers, to behave as recommended by government health authorities.

Trust and credibility of the message and its sender (or the source) is central to this objective. The clarity of message especially with regard to ‘what’ and ‘how to’ behave in the context of the current challenge and the benefits of adoption is also important. The ‘conveying of a sense of unity of messages’ is also vital. The other critical factor is the reduction of what is known as “noise” in communication jargon. This ‘principle’ prevents the main message getting lost among related but discordant messages. In this regard Rupavavhini has done well during the last two to three weeks through its morning discussion programmes.

The media (through all their programmes and features) should help to build trust among the citizenry on the ‘package of key health messages’ disseminated by the health authorities and the government. Trust is key to acceptance of behaviour change messages. So is the credibility of the source of information (the state health authority and the government in this case). They should simultaneously be promoted. These two go hand in hand as one reinforces the other. The primacy of promoting trust and credibility of the messages and the source should be a universal standard cutting across all else. Even if two or three programmes broadcast by a channel create a negative perception in their audiences then the attempts of the rest of the programmes to promote trust and credibility will be devalued.

Therefore in emergency situations such as in combating pandemics, the media through all of its major editorially driven components should support instilling of deep trust in the primacy of the messages and the credibility of the source. This ‘conveying of a sense of unity’ across all of its programmes is a must for promoting high behaviour change rates.

For example a TV channel in a ‘Meet the Doctor’ programme shown during non- prime viewing time would advise its audience to desist from going on picnics or pleasure trips during this critical period. Few hours later a popular teledrama episode aired at peak times would show the hero and heroine going on a fun-filled picnic with three four other friends to a popular crowded picnic spot. Such a programming mix would be most harmful as what is important is to drive home the message “don’t go on picnics at this time.” If this is unavoidable as the episode has been filmed before the New Year cluster appeared, then an appropriate explanatory line below the particular picnic shot can support unity of the key message.

Another example is that different TV stations would subtly promote particular political parties or ideologies and I believe that in a democracy this is acceptable. But in a national emergency such as Covid-19, the presentation of key behaviour change messages close to news or features relating to criticism of government programme on Covid 19 management would not convey a sense of unity of the messages. (Of course this may be debatable.) Further, such a mix would also negatively affect the trust of the audience in the key Covid 19 protection message and may also to some extent affect the credibility of the source. This is no easy question to resolve and would be akin to ‘walking on a tight rope’. But these are possible practical examples and the communication programmers must reflect deeply on striking a balanced approach where the national responsibility of promoting behaviour change is sustained while presenting investigative journalism productions.

One way of overcoming these obstacles is for all or most mass media channels to run an identical behaviour change communication campaign so that the key messages in regard to Covid 19 would be promoted by all key channels, thus displaying the concept of unity of messages. An initiative such as this would convey to the general public that irrespective of individual policies, and political sympathies, all media channels are interested in a national campaign to promote behaviour change, thus exponentially enhancing behaviour change persuasion.

Such a media campaign could be developed by one or a group of advertising agencies as their contribution to the national cause in coordination with the Ministry of Health and the media channels can broadcast programmed TV spots free of charge as their own contribution to a national cause. A prime example of such a campaign was the ‘Api Wenuwen Api’ campaign run during Eelam War IV. Currently, if such a common campaign is envisaged rapidity of implementation is critical for controlling the epidemic.

(The writer is a retired Officer of the International Civil Service of the United Nations system attached to UNICEF and a Behaviour Change Communication Practitioner. He also worked as a UNFPA consultant at the Health Education Bureau.)

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Features

US’ drastic aid cut to UN poses moral challenge to world

Published

20 hours ago

2026/01/1

Thilina Walpola

An UN humanitarian mission in the Gaza. [File: Ashraf Amra/Anadolu Agency]

‘Adapt, shrink or die’ – thus runs the warning issued by the Trump administration to UN humanitarian agencies with brute insensitivity in the wake of its recent decision to drastically reduce to $2bn its humanitarian aid to the UN system. This is a substantial climb down from the $17bn the US usually provided to the UN for its humanitarian operations.

Considering that the US has hitherto been the UN’s biggest aid provider, it need hardly be said that the US decision would pose a daunting challenge to the UN’s humanitarian operations around the world. This would indeed mean that, among other things, people living in poverty and stifling material hardships, in particularly the Southern hemisphere, could dramatically increase. Coming on top of the US decision to bring to an end USAID operations, the poor of the world could be said to have been left to their devices as a consequence of these morally insensitive policy rethinks of the Trump administration.

Earlier, the UN had warned that it would be compelled to reduce its aid programs in the face of ‘the deepest funding cuts ever.’ In fact the UN is on record as requesting the world for $23bn for its 2026 aid operations.

If this UN appeal happens to go unheeded, the possibilities are that the UN would not be in a position to uphold the status it has hitherto held as the world’s foremost humanitarian aid provider. It would not be incorrect to state that a substantial part of the rationale for the UN’s existence could come in for questioning if its humanitarian identity is thus eroded.

Inherent in these developments is a challenge for those sections of the international community that wish to stand up and be counted as humanists and the ‘Conscience of the World.’ A responsibility is cast on them to not only keep the UN system going but to also ensure its increased efficiency as a humanitarian aid provider to particularly the poorest of the poor.

It is unfortunate that the US is increasingly opting for a position of international isolation. Such a policy position was adopted by it in the decades leading to World War Two and the consequences for the world as a result for this policy posture were most disquieting. For instance, it opened the door to the flourishing of dictatorial regimes in the West, such as that led by Adolph Hitler in Germany, which nearly paved the way for the subjugation of a good part of Europe by the Nazis.

If the US had not intervened militarily in the war on the side of the Allies, the West would have faced the distressing prospect of coming under the sway of the Nazis and as a result earned indefinite political and military repression. By entering World War Two the US helped to ward off these bleak outcomes and indeed helped the major democracies of Western Europe to hold their own and thrive against fascism and dictatorial rule.

Republican administrations in the US in particular have not proved the greatest defenders of democratic rule the world over, but by helping to keep the international power balance in favour of democracy and fundamental human rights they could keep under a tight leash fascism and linked anti-democratic forces even in contemporary times. Russia’s invasion and continued occupation of parts of Ukraine reminds us starkly that the democracy versus fascism battle is far from over.

Right now, the US needs to remain on the side of the rest of the West very firmly, lest fascism enjoys another unfettered lease of life through the absence of countervailing and substantial military and political power.

However, by reducing its financial support for the UN and backing away from sustaining its humanitarian programs the world over the US could be laying the ground work for an aggravation of poverty in the South in particular and its accompaniments, such as, political repression, runaway social discontent and anarchy.

What should not go unnoticed by the US is the fact that peace and social stability in the South and the flourishing of the same conditions in the global North are symbiotically linked, although not so apparent at first blush. For instance, if illegal migration from the South to the US is a major problem for the US today, it is because poor countries are not receiving development assistance from the UN system to the required degree. Such deprivation on the part of the South leads to aggravating social discontent in the latter and consequences such as illegal migratory movements from South to North.

Accordingly, it will be in the North’s best interests to ensure that the South is not deprived of sustained development assistance since the latter is an essential condition for social contentment and stable governance, which factors in turn would guard against the emergence of phenomena such as illegal migration.

Meanwhile, democratic sections of the rest of the world in particular need to consider it a matter of conscience to ensure the sustenance and flourishing of the UN system. To be sure, the UN system is considerably flawed but at present it could be called the most equitable and fair among international development organizations and the most far-flung one. Without it world poverty would have proved unmanageable along with the ills that come along with it.

Dehumanizing poverty is an indictment on humanity. It stands to reason that the world community should rally round the UN and ensure its survival lest the abomination which is poverty flourishes. In this undertaking the world needs to stand united. Ambiguities on this score could be self-defeating for the world community.

For example, all groupings of countries that could demonstrate economic muscle need to figure prominently in this initiative. One such grouping is BRICS. Inasmuch as the US and the West should shrug aside Realpolitik considerations in this enterprise, the same goes for organizations such as BRICS.

The arrival at the above international consensus would be greatly facilitated by stepped up dialogue among states on the continued importance of the UN system. Fresh efforts to speed-up UN reform would prove major catalysts in bringing about these positive changes as well. Also requiring to be shunned is the blind pursuit of narrow national interests.

Features

Egg white scene …

Published

21 hours ago

2026/01/1

Thilina Walpola

Hi! Great to be back after my Christmas break.

Thought of starting this week with egg white.

Yes, eggs are brimming with nutrients beneficial for your overall health and wellness, but did you know that eggs, especially the whites, are excellent for your complexion?

OK, if you have no idea about how to use egg whites for your face, read on.

Egg White, Lemon, Honey:

Separate the yolk from the egg white and add about a teaspoon of freshly squeezed lemon juice and about one and a half teaspoons of organic honey. Whisk all the ingredients together until they are mixed well.

Apply this mixture to your face and allow it to rest for about 15 minutes before cleansing your face with a gentle face wash.

Don’t forget to apply your favourite moisturiser, after using this face mask, to help seal in all the goodness.

Egg White, Avocado:

In a clean mixing bowl, start by mashing the avocado, until it turns into a soft, lump-free paste, and then add the whites of one egg, a teaspoon of yoghurt and mix everything together until it looks like a creamy paste.

Apply this mixture all over your face and neck area, and leave it on for about 20 to 30 minutes before washing it off with cold water and a gentle face wash.

Egg White, Cucumber, Yoghurt:

In a bowl, add one egg white, one teaspoon each of yoghurt, fresh cucumber juice and organic honey. Mix all the ingredients together until it forms a thick paste.

Apply this paste all over your face and neck area and leave it on for at least 20 minutes and then gently rinse off this face mask with lukewarm water and immediately follow it up with a gentle and nourishing moisturiser.

Egg White, Aloe Vera, Castor Oil:

To the egg white, add about a teaspoon each of aloe vera gel and castor oil and then mix all the ingredients together and apply it all over your face and neck area in a thin, even layer.

Leave it on for about 20 minutes and wash it off with a gentle face wash and some cold water. Follow it up with your favourite moisturiser.

Features

Confusion cropping up with Ne-Yo in the spotlight

Published

21 hours ago

2026/01/1

Thilina Walpola

Ne-Yo: His management should clarify the last-minute cancellation

Superlatives galore were used, especially on social media, to highlight R&B singer Ne-Yo’s trip to Sri Lanka: Global superstar Ne-Yo to perform live in Colombo this December; Ne-Yo concert puts Sri Lanka back on the global entertainment map; A global music sensation is coming to Sri Lanka … and there were lots more!

At an official press conference, held at a five-star venue, in Colombo, it was indicated that the gathering marked a defining moment for Sri Lanka’s entertainment industry as international R&B powerhouse and three-time Grammy Award winner Ne-Yo prepares to take the stage in Colombo this December.

What’s more, the occasion was graced by the presence of Sunil Kumara Gamage, Minister of Sports & Youth Affairs of Sri Lanka, and Professor Ruwan Ranasinghe, Deputy Minister of Tourism, alongside distinguished dignitaries, sponsors, and members of the media.

Shah Rukh Khan: Disappointed his fans in Sri Lanka

According to reports, the concert had received the official endorsement of the Sri Lanka Tourism Promotion Bureau, recognising it as a flagship initiative in developing the country’s concert economy by attracting fans, and media, from all over South Asia.

Nick Carter: His concert, too, was cancelled due to “Unforeseen circumstances

However, I had that strange feeling that this concert would not become a reality, keeping in mind what happened to Nick Carter’s Colombo concert – cancelled at the very last moment.

Carter issued a video message announcing he had to return to the USA due to “unforeseen circumstances” and a “family emergency”.

Though “unforeseen circumstances” was the official reason provided by Carter and the local organisers, there was speculation that low ticket sales may also have been a factor in the cancellation.

Well, “Unforeseen Circumstances” has cropped up again!

In a brief statement, via social media, the organisers of the Ne-Yo concert said the decision was taken due to “unforeseen circumstances and factors beyond their control.”

Ne-Yo, too, subsequently made an announcement, citing “Unforeseen circumstances.”

The public has a right to know what these “unforeseen circumstances” are, and who is to be blamed – the organisers or Ne-Yo!

Ne-Yo’s management certainly need to come out with the truth.

However, those who are aware of some of the happenings in the setup here put it down to poor ticket sales, mentioning that the tickets for the concert, and a meet-and-greet event, were exorbitantly high, considering that Ne-Yo is not a current mega star.

We also had a cancellation coming our way from Shah Rukh Khan, who was scheduled to visit Sri Lanka for the City of Dreams resort launch, and then this was received: “Unfortunately due to unforeseen personal reasons beyond his control, Mr. Khan is no longer able to attend.”

Referring to this kind of mess up, a leading showbiz personality said that it will only make people reluctant to buy their tickets, online.

“Tickets will go mostly at the gate and it will be very bad for the industry,” he added.