Introduction to the Localization of Public Health Messages

How Public Health Messages are Localized

Definition of Localization

Localization is the accommodation of rhetorical expectations of a certain culture. The process of developing a localized artifact involves an analysis of which rhetorical tools the local culture believes to be valuable in communicating a message and establishing credibility. This requires research in order to establish an understanding of how a specific culture influences behaviors and expectations. American culture and Americanized rhetorical preferences are not a standardized set of rules that all technical communicators should live by. Many factors can be changed to accommodate local preferences, such as the design of the artifact or the format in which the artifact is presented. Special topics can be identified and highlighted in the presentation of the artifact to show consideration for cultural practices. The establishment of credibility begins with consideration for the audience.

Another topic that is related to localization is internationalization. As globalization continues to gain greater influence, it's important to consider how a message can be adapted to appeal to audiences worldwide. This is the opposite of localization; instead of customizing an artifact to local preferences, technical communicators must consider the rhetorical tools that can be used to generalize the message in an effort to appeal to people worldwide.

Example of a Localized Public Health Message

Below is an example of a localized public health message. This photo was taken during the Ebola crisis in Liberia. Public health officials employed a local artist to paint information about Ebola symptoms and transmission on a wall. Many people in the area didn't understand disease information given in the English language. In response, murals were painted and songs were created to inform citizens about symptoms and best practices to curb the spread of Ebola while translators were working on developing materials in local dialects. Officials in Liberia hired the artist to use sketching (visual aids) as a method of informing the public about the symptoms of Ebola. The artist painted a mural parallel to a busy thoroughfare in Monrovia to depict symptoms in a way that speakers of all languages could understand. There were many cultural practices that were encouraging the spread of Ebola, so it was incredibly important for these behaviors to be discouraged in a respectful manner that highlighted their association with the virus. Music, a form of oral storytelling, was also critical to the success in getting people educated about how to behave during a deadly epidemic. Local artists wrote up to a dozen songs that became popular on the radio and help spread the word about Ebola.

Summary of Research on Localization of Public Health Messages.

References for Localization of Public Health Messages