In the movie The Gods Must be Crazy, a Coca Cola bottle (container of the fizzy liquid) gets thrown from an airplane into the Kalahari Desert, an area where Bushmen lived happily. The story is about how this bottle, from being a blank meaningless object, evolves into something useful and eventually something evil.
Meaning is not out there in objects, symbols, and signs. It is what we assign. When Xi, the Bushman speaks to others it is nothing but empty sounds producing movement of lips and remains un-comprehended. Hearing someone hum a tune becomes more enjoyable when we know the lyrics.
What will be your response when see your opponent with a cane, pistol, rifle and machine gun? It will produce increasing level of fear as we understand one is more deadly than the other.
What will happen when an enemy is deadly but invisible like Covid 19? Something that is below the sensory level or minimum threshold level, it is not passed on to the higher intellectual faculty for processing. The virus is an invisible enemy. Consequently we are unlikely to see, touch, feel and smell it. Accordingly our behavior will be aloof to its presence for there is no corresponding thought or knowledge pulling us towards risk avoidance behavior. This probably is the reason why people tend to be indifferent to wearing masks, maintaining hand hygiene and practicing social distancing.
How do we create knowledge or thought or beliefs about Covid in people’s minds?
The challenge is similar to what marketers of intangibles face. There are two routes to communication: visual and verbal. Hotels communicate promised experience through images because ‘a picture is worth a thousand words’. Similarly the graphic images on a cigarette pack are more likely to drive the point home than a plain and simple ‘Cigarette smoking is injurious to health’. An image conveys meaning more effectively than words. But how do you convey meaning of Covid to general public? The newspapers and television discussion take the verbal route but are subject to rules of elaboration. Which means only those who are capable and motivated are likely to attend and to comprehend message. This is likely to exclude a large section of population. So you have to rely on imagery because it involves most used sense and is easier to process.
Look around the images of Covid 19 that circulate in media. Covid 19’s shape which is how this virus looks under the microscope is an accurate representation from which it derives it name. But for lay person it is a unique kind of spiky ball. It activates related images of games and all the enjoyable moments. It fails to create perception of risk and harm. This may partly explain why people take the situation of extreme risk and danger with an ease. So what is the way out?
The communication must use dramatization and employ images that show virus is something evil and monstrous (use mythology or stories) which destroys and kills people, family, community and country.