Communication & Cultural Considerations with “Social Distancing”
“Social distancing” is a term that many were unfamiliar with until recently. Throughout the ongoing pandemic, health officials globally have advised populations to engage in social distancing by staying at home, avoiding gatherings, and refraining from physical contact. The origin of this term lies in public health research, referring to non-pharmaceutical actions aimed at controlling infection spread.
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Communication Challenges
Effective communication is crucial, especially during crises. The World Health Organization (WHO) has suggested replacing “social distancing” with “physical distancing” to enhance clarity. This change is important because the technical term “social distancing” can confuse many, and its interpretation varies across countries. Additionally, terms like “flatten the curve” add to the complexity.
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When conveying information, using plain English is essential. Clear and simple language focuses on the audience, ensuring messages are straightforward and unambiguous. This doesn’t mean using simplistic vocabulary, but rather choosing words that the reader can easily understand. While “physical distancing” is clearer, thorough assessment of terms for clarity and cross-language translation could improve communication. For instance, the slogan “stay at home” is a model of clear communication.
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Cultural Dynamics
Danielle Ompad, a professor at New York University’s School of Global Public Health, highlights that while social distancing can be inconvenient or alarming for individuals, it’s crucial for “the greater good.” She emphasizes the need for collective thinking over individualism.
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Collective thinking isn’t prevalent in individualistic nations like the USA, UK, and Italy. It’s more intuitive in collectivist cultures such as those in the UAE, China, and the Philippines. In individualistic societies like the United States, personal achievements and rights are prioritized. Conversely, in collectivist cultures, actions are primarily group-oriented. Hofstede describes this contrast as defining self-image in terms of “I” versus “we.”
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Promoting social or physical distancing in collectivist societies tends to be more effective, whereas individualistic settings require more effort to achieve compliance.
References
Hofstede, G. (1980). Culture’s Consequences: International Differences in Work-Related Values. Beverly Hills CA: Sage Publications.
CNN News (2020. https://edition.cnn.com/2020/03/21/health/social-distancing-coronavirus-faq-wellness-trnd/index.html Accessed 24/3/20
WHO (2020) https://futurism.com/the-byte/who-ditch-phrase-social-distancing Accessed 24/3/20
