Friday, August 3, 2007

Listen to the Many Messages within a Community Before You Assume That You Have the Answers

By Linda S. Wallace

Dear Cultural Coach: Is an African-American’s popularity among whites an inverse relationship with that person’s popularity among other African-Americans? A specific example: If Barack Obama succeeds in generating acceptance among whites, will blacks reject him for the very reason that he is accepted by whites? Why is it that black GOP politicians are not widely supported by blacks in general?

Dear Friend: The correct answer to this question is both yes, and no. That is the diversity challenge. Behavior within cultural groups varies widely, so we must avoid making blanket statements and relying upon information at hand to draw conclusions.

Your question demonstrates a high level of cultural curiosity and competence. I hope you will continue to collect information, review it and use it to examine your beliefs.

I personally know African Americans who shun blacks who enjoy widespread support among whites. I also know others who admire black leaders who skillfully put together broad cultural coalitions. Which group is larger, I can’t say without objective data or research.

What’s interesting, really, is why and how these groups differ. Drawing upon my own circle of family and friends, I find that African Americans who distrust these coalition-building black politicians tend to feel disconnected and even angry with the political system. Many of them tell me that they fear black elected officials who are embraced by the white community (and their dollars) will be loyal to those benefactors, not to them. Most folks I know are not racist; rather they see their position as promoting their self-interest.

African Americans who tend to admire black coalition-builders such as Barack Obama tend to be beneficiaries of the system and have developed a stronger trust. Many of these professional blacks may face similar challenges in their own workplaces. It is not uncommon for black workers who are backed by management to be viewed skeptically by black peers. African Americans in such positions are more likely to believe that the Barack Obamas of the world can balance the interests of many ethnic groups, and do it well. They, too, are promoting their self-interest.

If we examine the white community, we may find similar diversity of thought. Some whites would distrust a white candidate who is widely admired by African Americans while others would find the cross-cultural appeal to be an asset.

In both cases, the individual’s cultural filter matters more than skin color. Our cultural filters are shaped by our past experiences, family values, education and economic standing. When talking to others, it is important that we examine their cultural filters rather than make assumptions based upon skin color.

How do we close the gap? Well, we have to make the system work for all. Then, these differences will not matter as much.

Question: Why is it black GOP politicians aren’t widely supported by African Americans?

Many of us vote for candidates who pledge to address the problems that shape the future for our families. Blue collar voters might support candidates that care about health insurance and fair wages. Baby boomers nearing retirement might have social security and healthcare as a political priority. And African Americans that I know tend to support candidates that embrace social justice, quality education, and equal opportunity.

This helps to explain why blacks in the GOP don’t always enjoy widespread support. The political priorities they articulate are not aligned with those shared by many black voters.

There are exceptions to this rule, of course.

Today’s companies find they must build a high level of trust in the African American community to penetrate this market. They now know that they can not reach black customers by using the same marketing and outreach strategies they use for other groups. They need what’s commonly called “street cred.”

Healthcare companies, banks> and restaurants all take time to build trust in the African American community before they seek business relationships. They engage in campaigns to support community centers and often hire outreach workers to carry their message forward. When Outback Steakhouse became the first major restaurant chain to operate a restaurant in Prince George’s County, MD, its local African American investor held a luncheon for all beauticians and barbers to market the restaurant. (He understood that beauty and barbershops serve as information centers in the black community.) He also met with the local pastors and churches. In addition to its regular advertising campaign, the investor manually opened up the communication channels, and kept the lines open. The restaurant’s opening was a great success.

Culturally savvy organizations, like companies, often find they must build goodwill before they can forge lasting relationships with ethnic groups. The Republican Party might get difficult results if it employed different strategies.

In majority black areas, Democratic Party leaders are visible and many of them serve as powerful advocates for families in low-wealth communities. They cut through the red tape; they complain to mortgage lenders when foreclosure hotlines are constantly busy; they work to catch con artists who prey on the most vulnerable.

As human beings, we all operate in much the same way. We tend to trust those who demonstrate that they have our best interests at heart and remain aloof from those we don’t know well.