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New Normals And Silver Lining Of Covid -19 Pandemic
Dr.R.Santhi
Associate Professor & Head, Department of Commerce,
Meenakshi College For Women (Autonomous), Chennai, Tamilnadu
Article History: Received: 11 January 2021; Revised: 12 February 2021; Accepted: 27 March 2021; Published online: 10 May 2021
Abstract
The novel Coronavirus COVID-19, an invisible organisms spread all over the globe. As the world is battlingthe pandemic, the normal life has been disrupted.The routine life has come to a halt and many new rules, restrictions and rituals without any precedents are being imposed. Tough rules as well as trial and errors are followed at the same time. Massive scientific researches and traditional methods are used simultaneously to find the cure and prevention for the Covid-19. This article aims to study the changes that are substituted in place of normal activities, which cannot be carried out due to abnormal situation caused by covid-19 pandemic. An attempt is made to understand the term ‘New Normals’, which are in force. Apart from human casualties, economies of many countries are also victims of Covid-19. The magnitude of the pandemic impact and loss measured is just a tip of the iceberg. The study further throws light on the unintended benefits of pandemic. Despite all alarming sirens the pandemic also witnesses certain silver lining, such as bloom in e-commerce, e-learning, research in pharmaceutical industry, work from home culture, reduction in pollution, health consciousness etc.
KEYWORDS: Pandemic- New-normals –change –adaption- silver lining
1. INTRODUCTION
A tiny virus emerged in the city of Wuhan, China has conquered more than 180 countries of the world. An epidemic outbreak in mainland of China has grown into a pandemic within few months. Many nations have sealed their borders and locked themselves inside.A pandemic is an epidemic occurring over a wide area, crossing international boundaries, and affect a large number of people.(Porta 2014)
Pandemics are the large-scale outbreaks of infectious disease that can greatly increase morbidity and mortality over a wide geographic area and cause significant economic, social, and political disruption. Epidemics turn into pandemics because of increased global travel and integration, urbanization, changes in land use, greater exploitation of natural environment (Jones and others 2008)
World Health Organisation has declared the COVID-19 as a pandemic as coronavirus positive cases were increasing outside, from mainland of China. (WHO 12th March 2020)
WHO has issued the advice for the public and released the hygiene protocols such as washing hands with water and soap or using hand sanitizing gel, maintaining social distancing of one meter (3 feet), avoiding touching eyes, nose and mouth, seeking medical help in case of fever, cough and difficulty in breathing, staying informed and following the advice given by health-care providers, national and local public health authority.(WHO, 1st
April,2020)
What Pandemics do to the world?
Pandemics act like a universal test to all the countries of the world. Each country can test how far they are able to handle and control the crisis caused by pandemic. How well they understand the genome of the virus, and how quickly respond to the challenges and roll out containment strategies to control the disaster will be evident from the test.
Maintenance of global relationships, collection and dissemination information, seeking guidance and assistance from fellow nations, international bodies and communities are all the top agenda of world nations.
The implementation of ruthless lockdown, providing food security and handling health emergencies are the chief concerns of the Governments across the globe. Pandemic has brought the whole world into one community to fight against the coronavirus. The coronavirus is in the top of agenda of all nations. As Covid19 is the novel virus, there exist no precedent and successful model in containment of
the disease, trial and error has become the order of the day. Governments are brooding over between saving lives of the people and protecting the livelihood of the people. Fiscal stimulus and monetary stimulus are announced by Governments to rescue people from pandemic and poverty.
2. RESEARCH OBJECTIVES
1. To understand the term pandemic in the current context
2. To identify the‘New-normals’-the pandemic induced changes in normal life of the individuals 3. To observe the silver lining of the Covid-19 pandemic in India
3. REVIEW OF LITERATURE
(The Hindu,9th April,2020) Kristalina Georgieva, the IMF Managing Director
warned that the COVID-19 Pandemic will have severe effects on the world economy, projected global growth of 3.3% in 2020 and 3.4% in 2021. She futher said the pandemic affects the advanced countries and developing countries alike and $100 billion in investments had already fled from the emerging markets. She was of the opinion that the Covid-19 pandemic is the worst economic fallout since the Great Depression.
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The Guardian,2020, Kristalina Georgieva, the IMF Managing Director, told that, IMF’s Aprilprojection for the 3% contraction in 2020 might fall from the pessimistic forecast of 3%, as there is no immediate medical solution and more adverse scenario might unfortunately materialize in many economies.
Amitabh Kant, 2020quotes, “It is not the strongest of the species that survives, nor the most intelligent, it is the one that is most adaptable to change”.
Ananya Koppikar Murthy2020has quote the words of Prof.Sahana Murthy, Professor,Interdisciplinary Programme in Education Technology, IIT Bombay whoexplained the context behind the surge of online education in India as the idea of “Emergency Remote Teaching”. She explained that for online teaching along with requirements of tools such as online platforms, accessibility and trained teachers.
Meenakshi Thanji and S.Vasantha 2018 have found that, there exists a positive relationship between benefits and e-learning effectiveness and there is a mixture of factors that influence the effectiveness of online programs which includes the intrinsic goal orientation, benefits and limitations as perceived by the learners. Each of these variables has a positive effect on the effectiveness of online learning.
Meenakshi Thanji and S.Vasantha 2018, examined the impact of cost effectiveness and time savings of online learning methods /tools on the perceived satisfaction of learners. They further emphasized on the factor that the economic prerequisites and funding difficulties can result in withdrawal from e-learning.
Nandhini Marwah June2020, observedthat the pandemic has encouraged the panic buying and increased the reliance on kirana stores. People have indulged in panic buying and spent more on groceries with their cash in hand. When giant retail stores faced the problems of supply chain management and logistics, the age-old kirana stores are catering to the needs of 130 billion population of India, while the E-commerce served to 120 million people.
Reuters May2020, states that the race to find a cure for COVID-19 has sparked renewed interest in the traditional medicines. The plants such as Artemisia annual
(sweet worm wood) promoted as a likely cure for COVID-19. The WHO has warned that many plants and substances are promoted without the evidence of, safety quality and efficacy.
4. RESEARCH METHOD
The research is based on the qualitative method. The study is mainly based on the deep understanding and observation of current pandemic scenario without administering the research questionnaire and employing statistical analysis.
Pandemic and New Normals
Commercial establishments and business organizations are closed and explored the option of working from home. Information Technology and consultation services considering, the working from home as a most viable option and immediately switched over.The pandemic has brought the sudden halt to the busy life of people and pronounced changes in the life style of everyone. The term called ‘normal’ has vanished and an alternative, the ‘new normal’ was propounded. The new normals are tried and adopted as normal life is not possible during the lockdown. The bases for the new normals are
MANDATORY NEW NORMALS
The mandatory new normals are, the changes in the behavior and life style of the people as a result of the rules and regulations enacted during the pandemic. All are expected to adhere to the changes imposed, and disobedience of the same is viewed as violation and even attract penal actions. Mandatory new normals are seems to be temporary and restrictions may be eased step by step subject to the control and containment of the covid-19 pandemic, whereas some new normals will stay forever, for example, Ban on spitting and coughing without cover etc.
• The Government restrictions and the changes introduced for the movement of people and goods. • New rules and regulations imposed by the Central Government, State Governments, local civic bodies
etc. for the prevention and containment of the covid-19
• Safety measures propagated and guidelines issued by the World Health Organisation (WHO) and Indian Council of Medical Research(ICMR) (for eg.) Home quarantine, isolation, wearing masks, social distancing, hand washing, coughing and sneezing etiquettes, disinfecting protocols etc.
OPTIONAL NEW NORMALS
Many people have learnt to adapt to the new grim situation of Covid-19 and accustomed to the new rules, regulations to suit the order of the day. The ‘Optional New Normals’ are the self imposed and vary from one individual and other. Human beings have changed their consumption pattern, style of living, ways of spending, ways of socialising, level of dependence on digital technology etc. The causes behind the adoption of optional new normals are
▪ Fear of contracting the disease, fear of infecting the family members, fear of social stigma associated with the covid-19 tested positive cases, fear of quarantine and isolation etc.
▪ Strong urge to prevent the contraction of novel coronavirus disease
▪ Lessonslearnt from other countries who were able to contain the disease spread
▪ Strong belief that our own age old traditions and practices under the guidance of qualified experts and medical professionals can help in boosting the immunity (JitendraKumar 2020)
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It is natural that the Consumers try new things and introduce change in their consumption pattern but covid-19 pandemic has brought in noticeable changes in the consumption pattern of the people. These changes may be temporary or some may stay even after the pandemic. There is a considerable shift in the pattern in which goods are procured and consumed. These changes can be as a result of adherence to the changed rules and regulations or increased awareness, convenience and self-care.
Market Research Company Nielsen has identified six key consumer behavior pattern linked to pandemic, namely 1. Proactive health-minded buying (purchasing preventive health and wellness products)
2. Reactive health management (purchasing protective gear like masks and hand sanitizers) 3. Pantry preparation (stock piling groceries and household essentials)
4. Quarantine preparation (experiencing shortages in stores and, making fewer store visits 5. Restricted living (making much fewer shopping trips, limited online fulfilment)
6. A new normal (return to daily routines, permanently altered supply chain) (Susan Mayer,2020)
Bulk buying and hoarding by consumers and retailers:As soon as the Pandemic lockdown was announced by the Government of India, the entire country urgency among the people to stock the essential items. The nation witnessed the panic buying and hoarding of essential items such as rice, wheat, packaged food, homecare products etc. (Vishal Krishna 2020)
The demand for LPG cylinders increased during the lockdown: The panic stocking was witnessed not only for the essentials and food item, but also for LPG cylinder refills. The Indian Oil Corporation appealed to people not to resort to panic buying and assured the uninterrupted continuous supply as the supply of LPG covered under the Essential Commodities Act,1955.(Energyworld.com, 2020)
Pandemic lockdown wide opened the doors of E-Commerce: As the population of the many countries are home bound during the pandemic, shopping through online has increased exponentially. Preventing the contraction of the disease, travel restrictions, movement restrictions, limited time for the shopping establishments are all the causes for on-line ordering.The use of the mobile devices facilitates the online shopping. The information explosion era provides complete information to the seekers and enable the people to do the planned online purchase. As the pandemic lockdown hooks people to the internet, shopping online has become an hassle-free task.
Resurface of preference for home-made food
Preference for home-made food resurfaced during the pandemic. The reasons could be people were homebound, lockdown restrictions, closure of restaurants & Public eating places, economical, cost-cutting and a wide belief that the home made food are safe. The possibilities of Indian households consumption of home food, even after the pandemic looks brighter as people will be reluctant to dine outside.
According to Ranveer Brar, Celebrity Chef, “Covid-19 saw the resurgence of home food across the world. The people will not look at the food the same way they did before covid-19. The third leg of Indian food-home-cooked food- which was ignored for a long time will see a plethora of opportunities after the pandemic” (Sakshi Singh, April 2020)
News viewership has increased
In general Television viewership has increased during the pandemic lockdown as people were home bound. In particular, the general news genre witnessed a massive leap during the pandemic. 298% increase in the news consumption. The share of news as a part of total TV viewership has risen from 7% to 21%.(ETBrandEquity,April 2020)
Virus paves way for Virtual meeting and e-conferences
Covid-19 pandemic opens virtual rooms for e-meeting and e-conferences. Virtual meeting helped the business to go on in spite of lockdown. Lynn Cominsky, an astrophysicist at Sonoma State University, California, said that though the online meetings lack the face to face networking, the trend of online meetings likely to continue even after the pandemic subsides. Researchers are increasingly trying to accept the new virtual reality of scientific gatherings. (Chris Woolston 2020).
The virtual meetings will be considered as a viable option as it ensures the reduction in travel and accommodation costs, time and energy.
Normal Courts are replaced by e-courts during Pandemic
The Covid-19 has pronounced change in the legal world also. During the pandemic lockdown conventional courts are closed and e-courts are brought in place. The apex legal body, Supreme Court of India and other courts throughout the nation are upholding justice and extending their legal service via online. Kerala High Court was the forerunner in switching over to digital mode from 30th March,2020. The Covid19 crisis offers an opportunity to digitalise the courts from bottom to top (Kaleeswaran Raj May 2020)
Political meetings are digitalized during pandemic
As restrictions for physical meetings and social distancing are in force, the political parties take digital routes to connect with its party workers and voters. Virtual political meetings are taking place, without the usual pomp and splendor. The Telugu Desam Party (TDP) was the trend-setter in conducting the online political conclaves. Nearly 14000 party cadres have participated in the meeting through video conferencing.(Naveen S Garewal, 2020)
OTT- Platform usage increase: Amazon prime, Netflix, hotstar add significant number of subscribers during pandemic
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Pandemic has pinned down people to their homes and restricted all outdoor activities of entertainment. The screen time of individuals touch the all-time high during the pandemic. All range of activities working, shopping, education, entertainment are solely dependent on electronic gadgets.
As close as 50% of the world population is under lockdown, there is a huge spike in the subscribers of the OTT platforms. Netflix added nearly 16million subscribers at the end of the first quarter, Disney + added 22million more in two months of lockdown. (Harish Prabhu, 2020)
NEW SURGE IN E-LEARNING DURING PANDEMIC
The COVID 19 pandemic has witnessed a tremendous change in the field of teaching and learning. The unprecedented growth in the e-learning emerged during the pandemic induced lockdown.
The mode of teaching – learning was restricted to only one available option namely Virtual mode replacing the physical classrooms, as all the educational institutions were closed. Though there were initial hiccups, teachers and students are adapting to the transforming technology to get along with the current. Virtual classrooms are not seen as replacement but an available alternative. There is an exponential demand for online platforms which serve as a via media path in accessing education.
The OTT (Over-The-Top) channel, where the content is delivered through internet connection has gained momentum the students, teachers, administrators and business people etc. Anybody with a smart phone or android mobile can get connected and access to their online requirements. These digital and low touch activities were initially considered as an only possible viable option during the lockdown, is likely to stay as a profitable option. People may continue with digital and e-platforms, even after the pandemic as they offer many benefits. Pandemic is bringing more demand for MOOC, Massive Open Online Courses. The ongoing pandemic has increased in the online education. The online course providers witnessed the huge surge in online course enrollments. The number of searches and the number of learners enrolled in various courses have increased manifold. On line courses platform noticed a big rise in traffic since 15th March,2020 Class Central claims that
over 9 million learners visited the site in search of new courses. MOOC alone recorded 5.5 million searches. Coursera had over 10million course enrollments over 30 days, an impressive 644% increase compared to the previous year 2019. The edX became one of the world’s top 1000 websites (Dhawal Shah, 3rd May 2020)
Pandemic-The era of explosion of Webinars
The lockdown period is witnessing an exponential increase in the webinars, at the educational and business sectors. Anand Mahindra, Companies, commented humorously that it could be a new medical condition called a ‘Webinarcoma’ and any further webinar invitation would cause him serious meltdown. (Twitter 5th June, 2020)
Change in the Usage pattern of network
Nitin Bansal, Managing Director at Ericsson India, observed the
Indian consumers increasing preference to work from home and change in their network usage pattern. He further observed that there has been considerable growth in the data traffic in India and globally.
• Indian consumers rely more on mobile broadband as opposed to global trend of fixed line networks • The shift in the data traffic from the business areas to residential areas
• The average time spent on 4G has increased by2.2 hours per day as against the global average of one hour. (Yuthika Bhargava, New Delhi June 2020)
Cash is no more the king
The society is moving towards the paradigm shift from cash to cashless economy. Though it is a welcome change ‘Cash’ continues to dominate in transactions among the lower and middle income groups. In the pandemic struck economy. when the country faced the lockdown ATM cash withdrawals almost halved in April 2020.
ATM Cash Withdrawals (in Crores)
February 2020 March 2020 April 2020
2,86,463 2,51,075 1,27,660
Source: RBI\
The causes for the reduction in the ATM withdrawals could be attributed to the, lockdown, increase in online transaction and reduced economic activities leaving less disposable income among the people.(Manojit Saha, Mumbai June2020)
Silver lining of the pandemic:
The COVID-19 Pandemic has cast dark spells in health and economy, the real damages are yet to be assessed globally. The lockdown has brought in some unintended gains in many walks of life. The unexpected auto corrections are taking place in different walks of life.
Stephen M. Walt.2020 believes that the five silver lining of the pandemic are, Climate changes slowdown in a bit, Women are better at politics, Effective public institutions, free and fair election and U.S. grand strategy might actually get fixed during this pandemic.
Though the world is obsessed with the pandemic, some positive notes are observed, few glimpse of hope, are on the way.
Rivers regain their potability
The lockdown would have caused a lot of negative impacts to people across the globe, at the time it has helped the nature to heal itself. The environmentalists are of the opinion that the nature is in rejuvenating process to regain its purity during the lockdown due to the cessation of polluting the activities. Prof. B.D.Tripathi,
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Chairman of Mahamana Malaviya Research Centre for Ganga, River Development and Water Resources Management, Banaras Hindu University (BHU), acknowledged that the quality of the water in river Ganga has improved and noticed reduction in the pollution level by 25-30%. (Sudhir Kumar, 2020)
An improvement in air quality According to the Centre-run System of Air Quality and Weather Forecasting And Research (SAFAR), there is drop in the fine particulate pollutant by 30% in Delhi, 15% in Ahmedabad and Pune.(The Hindu, 2nd April,2020)
Reduction in the garbage in Chennai Cityhe quantity of municipal solid waste generated by the Chennai Corporation has reduced by 28% during the lockdown. Closure of Commercial establishments, eateries, malls and migrations of floating population to their respective native places are cited as reasons for the reduction of garbage.(Aloysius Xavier Lopez 2020)
Slump in the overall deaths
As the country is in lockdown since March 25th, a significant slump in the number of overall deaths is witnessed.
The deaths due to road accidents, murders, violence and suicides have reduced considerably. Kerala recorded a 40% reduction in the murder cases from 25th March 2020 and 14th April 2020 as against the same in the last
year.(Vishnu Varma and et al,2020) Increased family time and bonding
Lockdown has made people homebound, children are deprived of their play and school time, teenagers the company of their pals, but lockdown has ensured more family time, bonding and togetherness within the family. Pandemic has thrown lot of challenges on the parents to engage their wards in productive avenues.
To encourage families to bond with kids and make fun memories while they are homebound, user-generated content platform Mompresso has launched an initiative titled #India crafting memories with Pidilite Industries Limited. The 21 days campaign with the aim of encouraging the families to engage in various fun activities and to create happy memories and engaging children in the process was launched. Prashant Sinha, COO, Momspresso, recalls the overwhelming response they received for the campaign. (The Indian Express ,April 2020)
Traditional medicines are tried for the novel coronavirus treatment
Traditional medicines are used for the cure for the coronavirus in par with the modern medicines. People are trying traditional medicines and home remedies for the prevention of coronavirus. Hubai Province, China was using the Traditional Chinese Medicines (TCM) along with the western drugs for the cure of the coronavirus disease. TCM was applied on 91.91percent of the covid-19 patients. (www.xinuanet.com, March, 2020)
DISCUSSIONS
The COVID-19 pandemic has affected the people as millions of human lives are lost and caused incalculable loss to economies. The lives and livelihood of the people are the chief tolls of the pandemic. The normal life of the people has become impossible and necessitated the alternatives in place of normal life. The Governments, institutions and individuals are exploring the ways and means to bring back the normalcy considering the safety to human lives and livelihoods. The covid-19 necessity has paved way for the invention of ‘new normals’. This study agrees with the observations of (Susan Mayor, 2020) that the pandemic has changed the consumer behavior in procurement and consumption of products. The Usage of the on line platforms hits the roof during the pandemic and people have become dependent on the electronic gadgets for connectivity to the world. For the time being the virtual classrooms replaced the physical classrooms. E-Meetings and E-conferences have become the new normal. The OTT platforms cater to the virtual needs of the people in all segments.
The study has not used any questionnaire to collect the data structured mainly on the secondary data. The further researches can be focused on the tenure of these new-normals, level of its continuation even after the pandemic, how to resuming the economic activities retaining the silver linings of pandemic etc.
CONCLUSION
The globe has faced lot of pandemics in the past, whereas this covidd-19 pandemic poses a lot of threat to human lives and livelihood of people. All individuals, institutions, corporates and Governments are facing the hardship. The word normal has taken a backseat and ‘New-Normal’ is in forefront. The new-normals are prescribed as a precaution and prevention for the covid-19. Till the vaccine for coronavirus is invented and marketed these new-normals will be in co-existence. Pandemic lockdown has unlocked certain good things the mankind and environmentalists have been dreaming. These are called the silver lining of the pandemic. The unintended gains can be retained if bitter lessons taught by the mother nature and pandemic are green in our memory and our actions support the clean & pollution free environment, safety and health hygiene and quick adaptability to the changes.
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