Communicating Recycling to Villagers:Insights from Hamlet in Yogyakarta, Indonesia

Abstract

Research on environmental issues such as waste recycling has always been an interesting subject. The present study focused on communication perspective of recycling program in an anonymous Hamlet in Yogyakarta, Indonesia that has implemented waste recycling program based on local initiative. The purposes of this illustrative case study were to identify the process of communicating recycling and the modes of persuasion that led behavior change of Hamlet villagers from past behavior to recycling behavior. To collect data, direct observation and semi-structured interviews were conducted in Hamlet in Yogyakarta, Indonesia. This study identified the process of communicating recycling in Hamlet can be divided into six stages: introducing the idea of recycling to the family, relying on the local leaders, communicating to a small group of Hamlet villagers, getting acceptance of Hamlet villagers, seeking involvement of Hamlet villagers and establishing social recognition. In line with theory of planned behavior, behavior change can be seen from persuasive messages that have been aimed to change attitude, normative beliefs and perceived behavioral control. To change attitude, the persuaders provided information that raised awareness of “waste as a problem” and communicated recycling in accordance with Islamic faith and Javanese culture. With respect to normative beliefs, they used commitment technique and block leader approach to convince “other people are doing recycling.” While to ease villagers in performing recycling behavior (perceived behavioral control), they conveyed message that “recycling is easy”, emphasized income generation, encouraged involvement and recruited new generation of persuaders. Further, this study found the persuaders used ethos by presenting credibility, humility and trustworthy. They also used logos by communicating the dangers of handling waste carelessly and the benefits of recycling program. In presenting pathos, they used poem, song and signs to stimulate emotion of Hamlet villagers.