An examination of the effect of culture on pro‐social messages directed at African‐American at‐risk youth

Abstract

This study was part of a larger project designed to develop effective, pro‐social messages for dissemination to African—American youth. The research methods used were designed to examine the world view and “sense making” schemata of the culture's participants. The study's findings indicate that messages intended for urban youth populations often fail to account for the culture of the audience. Two basic issues became evident: first, these messages overlook the social contexts that shape the receiver's reception and interpretation of messages in urban youth culture; second, the design of these messages incorrectly assumes that the linear communication style used by mainstream culture, with its accompanying syllogistic reasoning, will be persuasive with an audience that communicates in a highly interactive, oral style utilizing a more horizontal mode of influence.

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