- Subject index
This volume is based upon a review of available literature and intervention experiences selected from modern and traditional societies. It is augmented by the lessons learned through the editors' experience in teaching courses on health communication and foundation of health behavior in graduate public health programs at several leading universities in the United States and abroad over two decades. Examples and implications are also drawn from extensive involvement in diverse health and health communication projects, such as the on-going community-based public health project in South Central Los Angeles sponsored by UCLA and the Kellogg Foundation. This particular project is designed to develop health promotion communication interventions.
Chapter 5: Communicating with Multicultural Populations: A Theoretical Framework
Communicating with Multicultural Populations: A Theoretical Framework
A Communication Challenge
Communication is a critical aspect during the transition between cultures. When two or more cultures coexist in the same society, there is a greater risk that the receiver belongs in a culture and space that is different from the sender's; this increases the likelihood that the receiver will misinterpret the intended meaning in the message being delivered, even when the translated words are correct. The result is miscommunication. To be effective, communication campaigns must be in synchronicity with the target audience's culture at all message levels: the textual and the visual, the denotative and the connotative, the explicit and the symbolic.
[Page 110]When communicating with members of other ...