Culture and Communication

Culture is a complex set of values, ideas, attitudes, and symbols that shape behavior. It consists of the language, beliefs, behaviors, objects, and traditions that are characteristic of members who belong to a particular group of people. This may be a religion, an institution, a society, or a nation. Public health communicators need to be aware of the cultural diversity in the populations they serve.  

Culture is among the most complex communication issues to manage during a crisis. Different cultural factors affect communication during a crisis:

• Languages spoken
• Risk perception
• Trusted sources of information
• Traditional family roles and relationships
• Rituals for grieving and death
• Acceptable forms of communication

The more you know about a particular cultural group, the greater the chance your communication will be effective.

There’s little time to acquire detailed cultural knowledge during a crisis. You may need to turn to a cultural agent—a person from that culture—perhaps a leader or respected elder, who can help you understand how a particular culture will view an issue. Be aware that cultures are not always unified. It may be challenging to find a cultural agent who is accepted by all. It is important to build ties to various ethnic and cultural communities before a crisis occurs.