Understand Cultural Diversity

Soon a Samaritan woman came to draw water, and Jesus said to her, “Please give me a drink.” John 4:7

When advertisers first began to promote their products on Hispanic television stations, it was not uncommon to see an Anglo actor selling products with Spanish dubbed in over the original English. The graphics and music were directed at an Anglo audience, with the Spanish voice-over added afterward.

The ads spoke in Spanish, but they didn’t address the cultural nuances of the audience they sought to attract. Most of them were ineffective.

Speaking the right language is the first step in communicating to a different audience. You need to understand the culture and the special sensitivities.

Jesus spoke to the woman in a language she understood, and she responded easily. He knew what was important to her, and she was comfortable with his approach.

How many diverse cultures do you work with? Age, language, geography, economics, education, religion, gender—each niche has a unique cultural language that will relate to your message in different ways.

Do you speak their language, or force them to understand yours?