Middle class still clinging on to lifestyle: Sociologist
Middle class still clinging on to lifestyle: Sociologist
JAKARTA (JP): The crisis, it seems, has not yet had a telling
effect on middle class lifestyles. Social habits develop
gradually and do not change abruptly. The severity of the crisis
will only truly be felt by the middle classes when they can no
longer maintain themselves in the manner to which they have
become accustomed.
These were some thoughts shared by sociologist Paulus Wirutomo
from the University of Indonesia. More excerpts from the
interview:
Question: Have you seen any changes in urban lifestyles since the
crisis began?
Answer: Yes, there's mainly been a change in the intensity of
consumption, but I think that overall, lifestyles have not shown
any significant changes. In certain cases, changes have yet to
take place.
Q: How has the crisis affected consumption among the middle
classes?
A: That's something unusual. Apparently the middle classes could
not adjust to the new situation, so their lifestyles have
remained largely unchanged.
Look at cafe-goers for example. There are still many people
who frequent cafes, even though the number of visits they make
has dropped. Before the crisis such people might have spent
almost every night in cafes, but now they only go occasionally.
Regarding the consumption of food and drink, I see no change
at all. Most people can still afford what they want.
Purchases of luxury goods, however, have dropped drastically.
People have to think twice before buying a new car or consumer
durable goods.
Young executives habitually spend their time at certain
entertainment centers. They still flock to the cinema, even
though it would be cheaper to watch films in their own homes
together with their families.
That's a lifestyle issue. They seek to interact with others
and enjoy being surrounded by, and meeting with other people.
It's impossible to change this habit overnight.
Q: So their lifestyle has developed around a desire to socialize?
A: Yes. People need to interact with other people, and many from
among the ranks of the middle classes do not seem to have grasped
the gravity of the crisis, despite almost a year of these
abnormal conditions. I think that must mean the middle classes
still have sufficient savings to support their old lifestyles.
If the crisis deepens over the next few months, they too will
succumb to its unavoidable presence and their sense of crisis
will be heightened.
Q: How does such a sense of crisis develop?
A: It depends on an individuals economic resilience. Low income
brackets are always the hardest hit. They totally changed their
lifestyles immediately after losing their jobs. Some received a
small amount of severance pay, while others did not. The only
option for many is to return to their home towns and grow their
own food.
Q: What is likely to happen if the middle classes begin to sense
the magnitude of the crisis?
A: A sense of crisis is different from objective resilience.
People can lose their resilience without developing a sense of
crisis. The sense of crisis is a matter of conscience.
If people can still have fun in pubs, they have no sense of
crisis. But if the crisis worsens and their financial means
suffer accordingly, people will begin to feel that the situation
is deteriorating. They will notice the rising number of
unemployed and become aware that people are no longer making
money.
For the time being, people are still visiting cafes, with the
only concession being that they spend less on drinks. Their
continued presence shows other people that their situation is
still all right.
Q: What happens when people develop a sense of crisis?
A: If middle class people were to lose their jobs they would
certainly alter consumption patterns.
However, traders respond to this by changing their marketing
techniques. They do not want to lose customers and so reduce the
cost of the services they provide.
After months of adjusting to rising prices, traders are
seeking ways to reduce the cost of their wares. Some do so by
reducing unnecessary packaging and waste without altering the
quality of the product on sale.
Many businesses advertise products in ways designed to retain
their old customers, and even attract new ones, despite the
ongoing crisis. They do so by encouraging customers to defend the
lifestyles they have become used to.
If their customers' lifestyles change, the traders would be
finished.
Q: How long can they tolerate this state of affairs?
A: That depends on our economic situation. It's too difficult to
say for the time being because conditions are still volatile and
the price of basic food commodities remains unstable.
Q: Can pressure on lifestyles encourage the middle classes to
push for political change?
A: Yes. Many believe the crisis was caused by incompetent
government economic policies. The middle classes have been moved
to protest, following the lead taken by the student community.
Students, who are largely middle class, are among those
hardest hit by the crisis. Although like everybody else they have
been hit by price increases, they are most angered by their now
bleak future prospects.
They believe the government has destroyed their chances of a
bright and enjoyable future.