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New Cultures

The Covid-19 pandemic has significantly affected normal human behavior. New changes

in behavior, culture, and social life have emerged globally since the onset of the pandemic. The

most common behaviors exhibited by people were fear, panic, and skepticism (Cecilia 8).

However, as the pandemic progressed, many deaths were reported worldwide, and people

changed their behavior to survival mode. Consumer behavior such as panic buying was prevalent

at the beginning of the pandemic. More Covid-19 prevention and control measures were adopted

internationally to help curb its spread (Cecilia 10). The interpersonal need and exchange theories

have adequately supported explaining the changes in culture and human behavior before the

Covid-19 pandemic.

The most vital conduct pushed by the government and health officials was social

distancing. According to Cecilia (2020), social/physical distancing means avoiding participating

in other people's activities. It is an effective measure that helped prevent and control the spread

of the virus because it limits physical interaction between people. Social distancing was practiced

by staying at least six feet from other people and restricting the interactions. The measure proved

effective because the number of deaths significantly dropped, and the virus spread slowed down

in most countries (Cecilia 10). Furthermore, individuals were advised to adopt hand sanitization

and wearing masks in public.

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However, social distancing fails to display the theory of interpersonal needs. According

to Schutz (1966), interpersonal needs are based on the belief that people come together with

perceived expressions and desires, including inclusion, control, and affection. Social distancing

fails to achieve these desires because it discourages social interactions both indoors and

outdoors. He explains that the need for love is essential for all individuals (Schutz 11).

Furthermore, the demand for affection is different in every individual. For example,

underpersonals seek limited interaction, overpersonals constantly seek attention, and personal

individuals strike a healthy balance between the two.

Limiting social interaction hinders the ability of overpersonals to express their need to be

liked and get attention from others. Social distancing also discourages public gatherings such as

crowds, events, churches, political rallies, and social groups. It also hinders the need for control

or influences a group of people and events (Schutz 12). Maintaining a safe distance of six feet

apart makes communication difficult, especially in social events. Politicians are the most affected

by the pandemic on the need to control or address people in political gatherings. On the other

hand, undersocials were not significantly affected because they do not prefer social interactions.

Hence, social distancing fails to fulfil the theory of interpersonal needs.

However, social distancing significantly fulfils the social exchange theory of

relationships. Cherry (2020) points out that the theory suggests that social behavior results from

the exchange process whose purpose is to maximize benefits and minimize costs. According to

the theory, people interact by weighing the potential benefits and risks of social interactions. The

Covid-19 pandemic is a risk to social interactions because of the likelihood of spreading the

virus due to human contact. If the dangers of the interaction outweigh the rewards, people
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abandon that interaction (Cherry 1). Hence, social distancing has fulfilled the social exchange

theory by outlining the risks of social interactions during the Covid-19 pandemic.

Additionally, the Covid-19 crisis has discouraged face-to-face interactions by promoting

online activities such as virtual learning, online shopping, e-health, and working from home.

Schools globally have adopted distance learning to reduce face-to-face learning in all learning

institutions (Moorhouse 610). Many businesses have also adopted online marketing to reach their

customers during the pandemic that saw many countries decreeing lockdowns and curfews. Also,

consumers adopted online shopping to avoid physical contact at marketplaces. Hospitals also

adopted digital e-health services to treat and monitor patients from home (Madigan et al. 444).

Online training fails to meet the interpersonal needs of attention, control, and belonging.

From its definition, interpersonal needs are significantly achieved by face-to-face interactions

(Schutz 11). Online activities fail to fulfil the theory since all online training is done through

electronic devices. Online classrooms have been most challenged by students missing classes or

some joining and failing to contribute. In this case, the teacher has no control over what the

students do because everything is done virtually (Moorhouse 609).

Schutz (1966) asserts that belonging is an essential interpersonal need that varies from

one individual to another. For instance, undersocials prefer fewer social interactions, oversocials

like being the center of attention and seek belonging. A social person strikes a healthy balance

between being socially excluded and being the center of attention (Schutz 12). Online activity

limits the possibility of achieving a sense of belonging in a particular social group. It also hinders

the ability of people to show affection and intimacy to their loved ones.

Online activity has undoubtedly failed to fulfil the theory of interpersonal needs since it

suppresses the ability of an individual to satisfy the need for affection (Schutz 10.
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Underpersonals are less affected by the adoption of online activities because they prefer less

social interaction. On the other hand, overpersonals are significantly affected by online activities

because they need to be liked and get attention. However, personal individuals manage to strike a

balance between the two. Even though online training has significantly reduced the spread of the

Covid-19 virus, it has also failed to fulfil the theory of interpersonal needs.

On the contrary, online activity has significantly promoted the theory of social exchange.

Cherry (2020) defines costs as the negatives, such as money and time put into relationships. The

benefits are the rewards of the relationship. Online activity has made people weigh the cost and

benefits of social interactions during the pandemic (Cherry 4). Determining the value of social

interactions and relationships has enabled people to take precautionary measures against the

spread of the Covid-19 virus. Therefore, the social exchange theory has significantly helped

more people adopt online activities to safeguard themselves and their loved ones from

contracting or spreading the Covid-19 virus.

Observations made regarding what people are doing that differ from the culture before

the Covid-19 pandemic show a significant change in overall human behavior. These behaviors

are all inclined to help prevent and control the spread of the Covid-19 virus. However, these

trends have failed to fulfil the theory of interpersonal needs. On the other hand, they have

significantly motivated the application of the social exchange theory. Even though various social

groups have been adversely affected by the pandemic, the vital goal of preventing and

controlling Covid-19 is still paramount across all social groups. Furthermore, the theory of social

exchange is more effective than the theory of interpersonal needs.

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Works Cited

Cecilia, Ernie. "Behaviors during the Covid-19 Pandemic." The Manila Times. 24 June 2020.

Web. 16 May 2021.

Cherry, Kendra. "Understanding Social Exchange Theory in Psychology." Verywell Mind. 22

Feb. 2020. Web. 16 May 2021.

Madigan, Sheri, et al. "COVID-19 and telemental health: Benefits, challenges, and future

directions." Canadian Psychology/Psychologie canadienne (2020).

Moorhouse, Benjamin Luke. "Adaptations to a face-to-face initial teacher education course

‘forced’ online due to the COVID-19 pandemic." Journal of Education for Teaching 46.4

(2020): 609-611. DOI: https://doi.org/10.1080/02607476.2020.1755205

Schutz, Will. The interpersonal underworld. Palo Alto, Calif.: Science & Behavior Books, 1966.