Designing Social Epidemiology in Indonesia Post-2024
Tauhid Nur Azhar
This morning, after performing the Fajr prayer amidst the cold mountain atmosphere of Parongpong, located at an altitude of about 1350 meters above sea level, I noticed a WhatsApp message. It was from my teacher, Mr. Teddy Halim.
He forwarded a link to an old article by Malcolm Gladwell about the tipping point, with a brief comment expressing hope that the situation in Indonesia post the 2024 democratic celebration could be a turning point for social change, steering the nation toward a better direction.
So, what is Gladwell’s tipping point? Initially introduced through the book titled “The Tipping Point” by Malcolm Gladwell, it explores how ideas, products, and behaviors spread like viruses, reaching a critical threshold before taking off. The book delves into the science of social epidemics and what factors make some things go viral while others do not.
Gladwell introduces “The Law of the Few,” stating that the success of a social epidemic heavily depends on the involvement of people with a particular and rare set of social gifts. According to him, there are three types of people who can trigger social epidemics: connectors, mavens, and salesmen. In essence, these three roles align with the concept of influencers or opinion leaders in the field of communication. They have the capacity to build networks, are trusted by people, have the enthusiasm to introduce novelty, and are skilled in persuasive strategies.
The type of maven, characterized by expertise and academic credibility, plays a significant role in influencing public decisions and personal attitudes. These figures, often born from information technology and social media platforms, act as influential references in the online world of Indonesia, including figures like Pak Guru Gembul, Helmy Yahya, Gita Wirjawan, Deddy Corbuzier, Habib Jafar, Prof Rhenald Kasali, and others.
I strongly agree with Mr. Teddy, who is rich in the experience of the professional landscape of our country. His wealth of knowledge, spanning various academic disciplines, always makes me eager to seek wisdom from him. According to him, Indonesia needs a fundamental change related to morality and behavior, which are capacities inherent in the people of Indonesia who are free.
Drawing on Amartya Sen’s concept of capabilities, as mentioned in an article by M Chatib Bisri in Kompas, which describes limited capabilities among certain segments of workers in a country that prevent them from choosing the life model they desire, Mr. Teddy suggests that for Indonesia, with the concept of complete freedom, everyone should be able to contribute in a participatory manner according to their will and awareness.
Therefore, I have a slight concern in my heart after following the campaign activities of the presidential and vice-presidential candidates, which have started to heat up and fill the public space and information these past few days. I wish to share suggestions and input, all aimed at the common good, of course.
One proposal for presidential and vice-presidential candidates that I would like to suggest is related to intra-family education, especially about values that are crucial in shaping the nation’s character and identity.
The development of ideal infrastructure and superstructure can be directed towards building character in an integrated manner. There is a concept of discipline, empathy, participation, contribution, and collaboration to achieve independence and self-reliance. Culture, values, and value governance will be the main programs that will animate every development initiative, including economic concepts and regional development.
Another proposal is related to the strategy for harnessing natural resources. If possible, it could be done holistically by emphasizing the implementation of the latest technology with a distributed resources approach, where all stakeholders in the natural resource utilization sector can contribute according to their roles regulated by justice principles and a merit system. The ESSVG (environmental, spiritual, social, value, government) approach should also be applied.
Since I am a descendant from Madiun, East Java, one of my favorite foods is “sego pecel” or SGPC. It’s interesting if we propose that SGPC be conceptualized as “Solidarity Gotongroyong Partisipasi Cerdas” or SGPC in the context of food security implemented in the form of a comprehensive upstream-downstream program by building macro strategies for agriculture, plantations, and livestock, emphasizing projections of needs, regional potentials, and capacities of each production center.
Being resilient to sacrifice, not just pursuing short-term profits, with a focus on synergy based on participation and the spirit of intelligent mutual cooperation to substitute and complement commodities.
Technology can be utilized as an integrating platform strengthened by its effectiveness with appropriate and consistently implemented regulations.
In the field of health technology and medical services, it would be good if we could prioritize a promotive and preventive approach based on local wisdom and optimize digital technology.
The existing “One Sehat” program, which is already very good, can be further developed, and health technology hubs can be established in collaboration with research centers in each strategic region.
The national health insurance system can improve the quality of its services by using instruments such as sovereign wealth funds from the mining and energy sectors (natural gas, etc.), as well as the automotive and manufacturing industries, and marketplace or digital businesses.
Funds from the sovereign wealth fund, together with the state budget or Sukuk through the Ministry of Health, can be allocated to improve health facilities and infrastructure, as well as enhance the capacity of healthcare professionals to provide comprehensive medical services.
The concept of a social hedge fund instrument could be considered, where funds from the sovereign wealth fund in the renewable energy, manufacturing, automotive, property, and digital business sectors can be invested as health funds. These funds can be divided into two categories: perpetual funds managed similarly to the LPDP for the education sector and social investment funds used to build infrastructure, healthcare-supporting industries, capacity-building for healthcare professionals, etc., which may have mechanisms for profit-sharing or unique benefits such as distribution rights.
Returning to Galdwell’s tipping point concept, the design of a national social epidemic must be holistically and precisely planned. A neuroengineering approach targeting the subliminal consciousness center played by the default mode network needs to be systematically implemented.
Anatomically and functionally, the DMN consists of two main compartments: introspective thinking about oneself and the concept of self, which is played by;
Posterior cingulate cortex (PCC) & precuneus: Combines bottom-up (not controlled) attention with information from memory and perception. The ventral (lower) part of PCC activates in all tasks that involve the Default Mode Network (DMN), including those related to the self, related to others, remembering the past, thinking about the future, and processing concepts plus spatial navigation. The dorsal (upper) part of PCC involves involuntary awareness and arousal. The precuneus is involved in visual, sensorimotor, and attentional information.
Medial prefrontal cortex (mPFC): Decisions about self-processing, such as personal information, autobiographical memories, future goals and events, and decision-making regarding those personally very close, such as family. The ventral (lower) part is involved in positive emotional information and internally valued reward.
Angular gyrus: Connects perception, attention, spatial cognition, and action and helps with parts of the recall of episodic memories. (Wikipedia)
Then there is the dorsomedial compartment that plays a role in the process of thinking about others. Analyzing the way of thinking, thoughts, attitudes, actions, and behaviors of others, performed by;
Dorsal medial prefrontal cortex (dmPFC): Involved in socially directed thought, such as determining or inferring the purpose of others’ actions.
Temporoparietal junction (TPJ): Reflects on beliefs about others, also known as theory of mind.
Lateral temporal cortex: Retrieval of social semantic and conceptual knowledge.
Anterior temporal pole: Abstract conceptual information, particularly social in nature.
Medial temporal subsystem: Autobiographical memory and future simulations.
Hippocampus (HF+): Formation of new memories as well as remembering the past and imagining the future.
Parahippocampus (PHC): Spatial and scene recognition and simulation.
Retrosplenial cortex (RSC): Spatial navigation.
Posterior inferior parietal lobe (pIPL): Junction of auditory, visual, and somatosensory information and attention (Wikipedia)
Each element in the Default Mode Network (DMN) has unique characteristics regarding stimuli and the resulting response configurations, both in elementary and cumulative responses from the entire functions of one’s DMN.
The communal consciousness introduced by the three key persons in Malcolm Gladwell’s Law of the Few seems to have to hit and impact a series of points in the DMN with message configurations and message intensities that are adequate and appropriate.
Messages about circular economy, green living, ESG, environmental accountability, etc., must be packaged in the form of information packages with symbols and semiotic signs that can be conveyed to the community through the mavens. Examples of concern for the importance of the environment can be felt as part of the structure of our communal consciousness, after being repeatedly pushed by Gary Benchegib, Doni Monardo, Pandawara Group, and also General Maruli.
The design of mass transportation infrastructure with TOD (Transit-Oriented Development) approach and the concept of integration between modes such as the Telag successfully “forces” behavioral changes that can certainly be a reference in other social engineering contexts.
Queues at hospitals and other public facilities such as airports and ports become more orderly and organized, among other things, due to the consistency of law enforcement and benefits that have been felt through a series of experiential social learning processes.
So, if we refer to Stephen Covey’s triple circle approach, then essentially knowledge and attitudes about the circle of influence can be used as derived factor demand to increase the capacity of the circle of control.
In the circle of control, which is personal, we have almost absolute authority to determine attitudes and behaviors, to align with the demands of needs and social ethical norms for the common good and well-being.
I remember a few days ago, I was entrusted by the CCR West Java Manager of Telkomsel, Mr. Alvin, to participate in an internal Telkomsel forum with the central theme of elaborating on self-values to construct the future. Particularly regarding the demands of the profession as the frontlines of customer service, being the spearhead of the largest mobile telecommunications provider in the country.
In that rare and beautiful opportunity, I quoted a study on human behavior related to profit. Even on a small scale, I often conduct this research with my students at the Faculty of Psychology at Unisba Bandung.
In essence, we randomly choose someone to receive $100. There are no strange or binding conditions, but there is one rule that applies. The person must find someone else also randomly, and make an offer with an explanation that if the second party accepts the offer of the prize money, then both of them will receive the money according to the agreement. However, if the second party refuses, then neither of them will get anything.
What then happens? What is the most common proportion chosen as the offering value? From my personal research, the most frequently offered amount is 30% of the total nominal amount.
Then what percentage will the second party accept the offer in that composition? 10%. Yes, 10%. Strange? Not really. Even though both can be categorized as effortlessly getting that money, or in Betawi language, getting unexpected fortune, there is a scent of injustice that arises when the offer is made at a time when the final fate is determined by the acceptance of the second party.
There is control and a range of desires intertwined in split-second decisions. Not only humans, chimpanzees also immediately throw away their bananas when their companion in the next cage gets their favorite vanilla ice cream. Rejecting good fortune, that’s what we might think.
Although after the decision is made and the adrenaline subsides, what doesn’t get carried away is lingering regret. Cortisol takes over the sensation of anger and transforms it into a bundle of disappointment.
The Germans have known this phenomenon since the 1740s and called it Schadenfreude. In the language of the Madurese people, it’s the syndrome of SMS, where people are happy to see others in trouble and sad to see others happy.
This mental attitude is certainly counterproductive and will lead competition in a direction where it is no longer part of the process of honing competence but towards aggression and manipulation mechanisms. As a hypothetical result, complementary and substitutive values within the community will become thinner. Gratitude will be marginalized, and patience will be alienated.
What we will find is individuals and communities that are not only critical but also in a crisis of gratitude and patience, manifested in complaints and demands that sometimes have the potential to be anarchic. This is a systematic deconstruction of the social system. Instant and hedonistic culture can unconsciously construct this Schadenfreude syndrome.
Therefore, it is our collective task to create a structured social epidemic so that the comparative and competitive advantages of the Indonesian nation can be optimized together.
