Participatory Development and Rational Choice: Digital Mobilization of PKK Cadres for Toddler Health Resilience in Pamekasan
Ekna Satriyati(a), Citra Nurhayati(b), Merlia Indah Prastiwi(c), Setyaningsih(d).

a.Prodi Sosiologi FISIB Univ.Trunojoyo Madura, Telang Kamal, Bangkalan, Indonesia,
b.Prodi Akuntansi FE Univ.Trunojoyo Madura, Telang Kamal, Bangkalan, Indonesia,
c.Prodi Sosiologi, FISIB Univ.Trunojoyo Madura, Telang Kamal, Bangkalan, Indonesia,
d.Prodi Psikologi, FISIB Univ.Trunojoyo Madura, Telang Kamal, Bangkalan, Indonesia.

Abstract

Limited access to digital information often constrains women^s roles in maintaining family health resilience in rural areas. This study aims to examine the effectiveness of the Participatory Action Research (PAR) method utilizing multilingual digital media to enhance maternal health awareness and reduce toddler mortality, analyzed through the lenses of participatory development and rational choice theories. Method research used employing a descriptive qualitative-PAR approach, this study involved 50 Family Welfare Movement (PKK) cadres in Pamekasan District, Madura. The concrete action involved producing and distributing animated videos in both Indonesian and Madura languages, which integrated medical prevention (measles, leprosy, and tuberculosis vaccinations) with local wisdom (the utilization of traditional herbal medicine, jamu, as an initial symptom reliever). Results : From the participatory development perspective, the active involvement of PKK cadres proved effective in mobilizing local social capital inclusively. Through this animated video intervention, a shift in rational choice occurred among mothers of toddlers- they consciously combined modern vaccinations and traditional jamu as a logical decision to minimize the risk of child mortality caused by infectious diseases. The success of this movement was driven by cross-sector collaboration involving the Pamekasan District Government, the Regency Health Office, and local jamu practitioners. Conclusion at this research, This study demonstrates that development based on active community participation and technological utilization can reshape the rational calculus of rural communities in achieving inclusive public health resilience.

Keywords: Animated Videos Vaccination- Rational Choice- PKK Cadres- Participatory Development- Traditional Jamu

Topic: Digital Power, Social Capital, and Inclusive Resilience: Interrogating Gender and Inequality in Technologically Mediated Societies (Digital Power- Social Capital- Inclusive Resilience)