THE ROLE OF LEADERSHIP AND PARTICIPATORY APPROACHES TO CULTURAL PROBLEM-SOLVING IN THE CONTEXT OF THE COVID-19 PANDEMIC

Abstract

The objectives of this study are: 1) To examine the role of leaders and their participation in addressing problems through culturally grounded approaches during the COVID-19 pandemic, and 2) To investigate the proactive communication strategies employed by leaders in managing, resolving, and preventing the spread of COVID-19 through culturally informed practices. This study employed a qualitative research design utilizing in-depth interview techniques. Data were collected through individual interviews and focus group discussions. The study area covers Pattani, Yala, Narathiwat, Songkhla, and Satun provinces. The sample comprised 50 participants, including religious leaders, community leaders, and other key figures involved in problem-solving during the COVID-19 pandemic. Participants were selected purposively, and the data were analyzed using content analysis. The research results revealed that leaders played a significant role in problem-solving through culturally grounded practices during the COVID-19 pandemic. Their roles can be categorized into four key areas: 1) Driving and guiding community compliance with public health measures, including advising on behavioral adjustments and modifying certain religious activities in accordance with directives from governmental and religious authorities; 2) Engaging in social welfare initiatives and volunteer work; 3) Fostering morale and disseminating knowledge within the community; and 4) Collaborating with other agencies to strengthen collective responses. With respect to proactive communication by leaders in managing, resolving, and preventing the spread of COVID-19, the findings indicate that a variety of channels were employed, including direct communication, sermons, public address systems, and social media platforms. These channels were favored for their speed and timeliness in disseminating information. The results further underscore that both leadership and communication function as critical mechanisms for effectively managing and navigating the crisis.