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07 April 2020 | Story Dr Jacques Jordaan | Photo Supplied
Dr Jacques Jordaan
Dr Jacques Jordaan.

All South African citizens are by now aware of the global pandemic caused by the COVID-19 virus. Our president, Cyril Ramaphosa, placed the entire country in a state of lockdown to limit the spread of the virus in South Africa. Schools, tertiary institutions, churches, and numerous businesses (which do not provide essential services) had to close. The lockdown aims to ensure that citizens stay at home, isolate themselves from others, and that those who can work from home should do so. The consequence and reality, however, is physical and social isolation, which of course also means that many people are currently alone and lonely.

Working from home
There are several benefits to working from home; for example, you can manage your own time, work in comfortable clothes, and you can work undisturbed and with less interruptions. Although the lockdown – and thus social isolation – will only last for (maybe) 21 days, there are psychological disadvantages associated with social isolation. Many people could soon become discouraged and demotivated because of the time away from others due to social isolation. Social isolation is the absence of social interaction, contact, and relationships with loved ones, colleagues, strangers, and even society as a whole. Humans, by nature, are social beings who strive towards social interaction with others, and social interaction is essential for people's well-being and survival. Although it is also natural to occasionally seek alone time, the effect of social isolation can have negative consequences for the emotional well-being of individuals.

Consequences of social isolation
Studies have shown that long-term social isolation has dire consequences for people's physical and mental health, such as increased risk of premature death and higher tendencies towards depression. Still, social isolation – even for a few weeks – can also have a negative psychological impact on people's lives. Social isolation can lead to feelings of despair and loneliness, depression, anxiety, substance abuse, and sleep difficulties. Furthermore, in times of social isolation, individuals tend to exhibit more forms of unhealthy behavior than usual, such as smoking and drinking more alcohol. Feelings of loneliness tend to worsen when individuals are isolated with people with whom they do not have a close relationship and, therefore, loneliness becomes a more significant struggle during times of social isolation. This can turn into a vicious cycle, leading to more loneliness and depression if not dealt with. During these isolation periods, individuals may even become complacent, and consequently do not have goals and routines.

Social isolation will, however, affect people differently. More extroverted people will long for social engagement with others and might feel as if they want to climb the walls. They will just want to go shopping and spend time with others. More introverted individuals may enjoy this alone time and spend time taking long baths and reading books. However, everyone will start to experience social isolation negatively at some point. Families will, for example, not be used to these extended periods together, and this may lead to increased conflict between family members. Individuals with big homes can spend time in their gardens and exercise on their lawns, but what about those individuals living in overcrowded flats or informal accommodations. Such individuals may be more inclined to experience depression, anxiety, and loneliness. Individuals with drinking and smoking habits may become more dependent on these substances during the lockdown. Also keep in mind those individuals who have small children who are now home for several weeks and need to be kept busy and entertained by their parents. Parents are not used to being responsible for keeping their children busy productively.

Socializing through social media
People might still be fine and feel good now, but we have not yet reached the halfway point of the lockdown, and how will individuals cope if the lockdown is extended. There is, of course, hope. It is important to remember that although people are currently isolated, they can still attempt to be social by using various forms of social media. Recent studies have shown that individuals may experience less loneliness when interacting with others through various forms of social media. Accordingly, individuals need to make more contact with others and reach out to those that they have not heard from in a while. Social interaction is crucial, as many of us need social interaction to cope with daily challenges. However, also beware of negative content or fake news. Social interaction via the internet might not fulfil everyone’s needs as with interpersonal communication and interaction, but it still allows us to experience a sense of congregation and community.

Stay positive
The reality is, however, that many people also do not have access to the internet and social media, and therefore cannot communicate with others. It then becomes essential that people should continue with certain routines in their lives and to not just sit in front of the television. People still have to set goals (even smaller goals) for themselves and try to achieve them. Everyone should try to change their perspective by trying to stay positive. People need to attempt any form of exercise and keep their minds occupied with books or brain games. Fortunately, when it comes to children, most schools have provided parents with study material to keep their children busy educationally. Alternatively, parents should create some form of structure and routine for their children during the lockdown. Families can play board games and create their own fun activities. Children should also be allowed to engage with their friends via social media if they become lonely. And parents should allow their children to share their worries and concerns openly. Individuals need to be prepared, because when this mandatory period of isolation ends, everyone will have to resume their normal activities.

Get help
If not addressed, these experiences of overwhelming loneliness, sadness or lack of meaning may continue long after the lockdown has ended. Individuals who experience depression and loneliness after the lockdown should reach out to others, try to eat healthy foods, do fun things, and exercise more. Such individuals should also consider contacting mental healthcare professionals for assistance. They can also visit the South African Depression and Anxiety Group's website or Facebook page for help.

Social distancing is vital at this stage, but as South African citizens, we must remember that we are not going through this alone. We are isolated from others, but together we are all fighting the same battle against COVID-19.

Opinion article by Dr Jacques Jordaan, Lecturer and Undergraduate Coordinator: Psychology Programme Director: B.Soc.Sc. Faculty: The Humanities, University of the Free State

News Archive

UFS Communication and Brand Management receives two prestigious international awards
2015-07-07

Lelanie de Wet, Lacea Loader and Leonie Bolleurs

The Department of Communication and Brand Management at the University of the Free State (UFS) received two of the six Gold Quill Awards – that were awarded to South African companies and institutions - at the International Association of Business Communicator’s (IABC) Excellence Gala ceremony in San Francisco, US on 15 June 2015.

The awards ceremony formed part of the 2015 IABC World Conference, which took place from 14-17 June 2015. The department received a Gold Quill Excellence Award for its social media campaign, UFS #FaceOfFacebook and a Gold Quill Merit Award for the B Safe Take Action campaign.

From the 15 countries that entered, a total of 120 Gold Quill Excellence awards and 189 Gold Quill Merit awards were awarded. Other South African award winners included Barclays Africa Group Limited, Mediclinic and the Cape Peninsula University of Technology (CPUT).

This is the second year in a row that the UFS has been recognised by the IABC for its communication projects. In 2014, the department was awarded the Jake Wittmer Research Award for a Stakeholder Perception Audit conducted in February 2014. The audit was considered – by the IABC - as one of the best breakthrough strategies used by a university to measure the perceptions of its stakeholders.This made the UFS the first tertiary institution in Africa to receive the research award. The stakeholder perception audit also received an Africa Gold Quill in 2014.

"Being recognised by a global association such as the IABC for the second time, is a great honour and I am very proud of what my colleagues have achieved by entering the two campaigns. Winning the awards is a true indication of what can be done when a team of expert communicators is committed towards engaging their target audiences with campaigns that speak of quality and innovation. The fact that the UFS is one of only two tertiary education institutions in the country to receive these prestigious awards, makes it even more special," said Lacea Loader, Director: Communication and Brand Management at the UFS.

IABC World and Africa conferences 2015 

The IABC is a global membership association with a network of 12 000 members in more than 80 countries, representing many of the Global Fortune 500 companies. It serves professionals in the field of business communication, bringing together the profession’s collective disciplines.

With the theme: Changing landscape: Informing the future, the 2015 world conference was attended by over 1 200 delegates from across the world. Delegates were offered an opportunity for learning, discovering, and connecting. Loader also made a presentation entitled ‘Award-winning measurement endorses sound reputation management strategy’ at the world conference.

The department will also be receiving two Africa Gold Quill Awards from the Africa chapter of the IABC for the same campaigns on 30 July 2015 in Johannesburg.

UFS #FaceOfFacebook Campaign

The university received a Gold Quill Excellence Award for its social media campaign, UFS #FaceOfFacebook. This initiative originated in the university’s commitment to its Human Project, which sets the standard for good behaviour and care.

Lelanie de Wet, Manager: Social Media and Website Content and project leader of UFS #FaceOfFacebook, said the project was born from the need to communicate with students. Thus a virtual friend, #FaceOfFacebook, was created. “Yearly auditions are being held to choose the new face representing the UFS on Facebook. Short video clips of the #FaceOfFacebook – whether it is attending events or communicating important messages - are posted on the UFS Facebook page. The successful candidate holds the title #FaceOfFacebook for 12 months.

“When I look at a campaign such as #FaceOfFacebook, from the time it took its first tentative steps in 2013, and see how it inspired staff and students alike, my heart swells with pride. Often you can see the impact you have made only in retrospect. The ripples you send into the world will inevitably create waves,” she said.

B Safe Take Action Campaign

The B Safe Take Action campaign of the university received a Gold Quill Merit award from the IABC.

The campaign was activated in September 2013. “It targeted on- and off-campus students and staff, aiming to create social ownership of personal safety, and to raise awareness of the safety measures put in place by the university,” said Leonie Bolleurs, Manager: Internal Communication and project manager of the campaign.

The campaign looked at a number of safety aspects, focusing not only on crime but also on being safe from road accidents and stress/burnout.

It is the second time this year that the BSafe campaign has been recognised for its innovative strategy. Earlier this year it received a PRISM Award (Gold) from the Public Relations Institute of Southern Africa (PRISA). The annual PRISM Awards are about recognising and celebrating great public relations campaigns.

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