부산대학교 도서관

Western knowledge, like other cultural knowledge, is built on assumptions which most frequently remain hidden, even from its most conscientious proponents. This chapter employs Airhihenbuwa and colleagues’ PEN-3 model as a framework to examine ways in which cultural bases of international public health knowledge must be challenged and adapted in east African contexts. Specifically, we examine international risk prevention messaging about three crisis and risk events: the Ebola outbreak in 2019, HIV, and COVID-19. We conclude that the implicit claim of Western public health knowledge to be universal not only decreases the effectiveness of its messaging, but also communicates disrespect to cultures whose values and practices differ from its own. A truly culture-centered approach to risk and crisis communication takes a hard, deep look at cultural identity, relationships and expectations, and cultural empowerment factors before crafting messages for a particular cultural audience.