The "Apa Khodam Kamu?" or “What is your guardian spirit” trend on TikTok has captured the attention of many Indonesian users. This viral trend involves TikTok users participating in live sessions where a host, typically through a somewhat humorous and light-hearted approach, "reveals" the type of khodam or guardian spirit associated with their name. The term "khodam" originates from the Arabic word "khādim," meaning "servant," and in Indonesian culture, it refers to a supernatural being believed to offer protection and guidance.
The trend gained popularity due to its entertaining nature and the intrigue surrounding the concept of personal guardian spirits. Users simply comment their names during a live TikTok session, and the host then provides a description of their supposed khodam. This activity has become a nightly ritual for many, providing both amusement and a connection to traditional beliefs in a modern digital format. This trend underscores a fascinating aspect of Southeast Asian culture: the enduring influence of superstitions, even in the digital age.
The Science of Superstition
Bruce Hood’s book, "The Science of Superstition," provides a scientific perspective on this phenomenon. Hood explains that our brains are wired to find patterns and connections, which leads to the creation of superstitious beliefs. From a young age, humans tend to attribute agency and intentionality to inanimate objects and random events. This cognitive bias lays the groundwork for superstitions that persist into adulthood.
In Southeast Asia, superstitions are deeply embedded in the cultural fabric, across the diverse region. In Indonesia, beliefs in khodam and the use of dukun (traditional healers) reflect a society with strong spiritual roots. In Thailand, spirit houses and amulets for protection and good fortune are common. The Philippines has its own set of superstitions, such as the fear of the aswang, a mythical creature that blends elements of witch, vampire, and ghoul, influencing both social behaviours and local folklore. These beliefs influence behaviours and decision-making processes, both in everyday life and in consumer choices.
Hood's research suggests that children's developing brains are particularly prone to supernatural thinking. This tendency to see patterns and intentions where none exist often leads to beliefs in ghosts, gods, and other supernatural entities. As these children grow up, the superstitions they learned continue to influence their thinking and behaviour.
From an evolutionary perspective, Hood argues that beliefs in unseen agents might have provided social and survival benefits, such as promoting group cohesion and cooperation. In Southeast Asia, superstitions often play a role in community bonding and social practices, reinforcing their persistence.
Superstitions and Consumer Behaviour
Superstitions also have a significant impact on consumer behaviour. On one hand, superstitious beliefs can guide consumer choices, such as favouring brands that adhere to feng shui principles or avoiding those with inauspicious symbols. On the other hand, superstition is leveraged for consumerism, with products and entertainment celebrating these beliefs. Horror movies and themed merchandise, for example, not only preserve but also commercialize superstitions, turning them into profitable ventures.
The "Apa Khodam Kamu?" trend on TikTok exemplifies how traditional beliefs adapt to modern digital platforms. While the trend humorously mocks the belief in guardian spirits, it also shows how superstitions remain relevant and engaging in contemporary digital culture.
Indonesian and Thai horror films have been particularly effective at keeping supernatural beliefs alive. Movies like "Pengabdi Setan" (Satan's Slaves) in Indonesia and "Shutter" in Thailand have gained international recognition for their cultural authenticity and storytelling. These films draw on local folklore and superstitions, resonating with audiences who see their own beliefs and fears reflected on screen. Interestingly, the original 1984 "Pengabdi Setan" featured Western supernatural elements like zombies and Dracula, while the 2017 remake highlighted local ghosts such as pocong (a wrapped corpse) that is related to Islamic burial rituals. This shift illustrates how the portrayal of supernatural symbols evolves to stay relevant to contemporary audiences.
Implications for Marketing
Understanding the science behind superstition helps appreciate its role in shaping cultural identity and consumer behaviour. It also underscores the importance of cultural sensitivity in marketing and research. Businesses and researchers who acknowledge and respect these beliefs can create more meaningful connections with their audience.
In conclusion, superstitions in Southeast Asia are not merely relics of the past but are integral to contemporary culture. Insights from Bruce Hood's "The Science of Superstition" illuminate the cognitive and cultural foundations of these beliefs, explaining their enduring presence. For marketers and researchers, understanding these superstitions is crucial. The right symbols and narratives can forge powerful connections with consumers, respecting cultural traditions while engaging modern audiences. In digital age, these beliefs continue to evolve, reflecting the interplay between tradition and modernity and offering rich opportunities for culturally resonant marketing strategies.
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