Building a Welfare Ecology: Social Engineering Must Go Beyond Individual Behavioural Change
Social change is a continuous process of societal transition caused by highly dynamic social structures. This change encompasses shifts in social structures, values, norms, material and non-material culture, as well as individual and group behaviour patterns over a certain period. Social change can occur rapidly, known as revolution, or slowly and gradually, referred to as evolution. Society will always change, and the development of science and technology also influences changes in people’s behaviour. In principle, social change can be carried out quickly and forcibly. A very rapid and large-scale social change requires a meticulously designed system. This change is commonly called social engineering.
In a sociological perspective, social engineering is understood as a series of systematic, directed, and measurable actions taken to bring about social change in people’s lives. The main focus of social engineering is social problems, while engineering refers to the actions or interventions that must be undertaken to accelerate social change within the social environment. The goal of social engineering is to improve society collectively, and it is built using a system and design. The object of study in social engineering is public issues, not personal troubles. For instance, in the case of suicide, sociology understands it as a social problem. According to Emile Durkheim’s theory of suicide, the way to reduce or prevent suicide is by increasing social solidarity within the social environment.
In the context of changing people’s behaviour, social engineering refers to deliberate efforts to influence, direct, or alter the behaviour, attitudes, or habits of the community through carefully planned interventions. Its objectives can vary widely, from improving social welfare and encouraging positive behaviour to achieving specific goals deemed beneficial for society as a whole. In principle, social engineering aims to steer changes in people’s behaviour towards a positive direction: from powerlessness to empowerment, from weakness to strength, from poverty to prosperity, and from dependence to independence. It also serves as an alternative solution to complex social problems within the community environment.
A highly heterogeneous society constructs its own values and norms within its living environment. This complexity inevitably brings new social problems that require swift and precise alternative solutions. If not addressed immediately, these problems can create further issues in the future and disrupt other social structures. Furthermore, social engineering serves as a means of achieving public policy, meaning it must represent the interests of many parties. The principle of social justice must be prioritised to prevent future turmoil.
Several methods and strategies can be employed in conducting social engineering. The chosen method and strategy will influence the success of programmes and activities built within a community. The level of community participation is also affected by the model and strategy used; therefore, the appropriate model and strategy must be established from the outset so that the social engineering programme can be accepted and implemented. The first method is social campaigns, which can be conducted across multiple platforms, both offline and online. Offline activities can include direct events to disseminate messages encouraging behavioural change. Online activities can utilise social media, which is more effective and easily accessible to the public, especially millennials, Gen Z, and Gen Alpha as digital natives. The second method involves incentives and disincentives, which can be implemented by providing rewards or punishments to influence people’s behaviour.
The third method is education and extension services, which must provide information and knowledge to the public about the importance of changing their behaviour for the better. The fourth is environmental modification, which involves making physical or structural changes that make it easier for people to adopt new behaviours. Behavioural change is certainly influenced by a positive and productive environment. For example, providing rubbish bins or waste recycling facilities will increase public awareness of environmental cleanliness.
Several factors influence the success of social engineering. First, an understanding of culture and social norms is essential; social engineering activities must pay attention to the values, beliefs, and habits of the local community so as not to conflict with existing norms. Second, community participation is crucial; social engineering activities must involve the community in the planning and implementation process. This is very useful for increasing the acceptance and success of the programme. Third, the credibility of the programme matters; messages delivered by trusted sources, such as community leaders or experts, are more likely to be accepted and believed by the public. Fourth, consistency and continuity are vital, as changing people’s behaviour takes time.