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Communication and Cultural Competence 149

on one ’ s social and cultural environment and occur within a continuous, powerful, ever -
evolving belief system, faith, and set of values, customs, and traditions.
Cultural education with effective communication assists us to see that knowing
the world better is knowing the individual self better. Each individual person carries the
cultural burden irrespective of his or her personal background. Therefore, we have to
come to an understanding of the cultural weight carried by each of us and to empathize
with the different loads borne by those of other cultures. This common knowledge and

understanding will finally enrich us and free each one of us from our culturally
repressive ideas through intercultural communication (communication between or
among people of different cultures).
Whether a health educator is serving a client at the micro level (for example, a
family or small - group unit) or working at a macro level (for example, cooperating or
collaborating with another service agency or health care facility), he or she is partici-
pating in intercultural communication. Whether the desired result is knowledge gain,
behavioral change, attitude change, or skill acquisition, intercultural communication
skills will be needed. In fact, in health education practice, whether our client is seeking
information for primary, secondary, or tertiary prevention, the ability to access infor-
mation, persuade others, and participate in the selection of one ’ s own health care pro-

tocols is essential. Intercultural communication proficiency empowers the individual
or group in the decision - making processes of both personal (individual) and commu-
nity (group) health.

COMMUNICATION AND CULTURAL COMPETENCE
Effective communication is the foundational building block for the health education
profession. It cuts across all seven areas of responsibility for a health educator (National
Commission for Health Education Credentialing [NCHEC], 2007), and it is the essen-
tial ingredient needed in conducting needs assessments and program planning,
implementation, and evaluation. Effective communication is central to interacting with
clients and community members and to serving as a resource person.
Cultural competence is that which allows us to develop programs in ways that are
consistent with the individual ’ s and the community ’ s cultural framework. The 2002
report of the Joint Committee on Health Education and Promotion Terminology, for

example, defined cultural competence as “ the ability of an individual to understand and
respect values, attitudes, beliefs, and mores that differ across cultures, and to consider
and respond appropriately to these differences in planning, implementing, and evaluat-
ing health education and promotion programs and interventions ” (p. 5). The concept of
cultural competence goes beyond individuals ’ capacity to respect and tolerate values
and practices different from their own. Cultural competence must also be refl ected in
organizational practices and policies governing the development, implementation, and
evaluation of health education and promotion programs. These recommendations are
similar to those contained in the standards for cultural competence for health profes-

sionals advocated by the Office of Minority Health (Luquis & Pérez, 2005).

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