Religion and Culture

Religion is an area steeped in tradition and conventions, and is, therefore, fraught with potential for error for the unfamiliar.

Nike’s Misstep^[1] 

In 2019, Nike’s design of its Air Max shoe was criticized for being insulting to the Islamic faith. Critics thought that the logo on the bottom sole of some Air Max sneakers resembled the word “Allah,” the word for God in Arabic, written in Arabic script.

Nike was similarly criticized in 1997 for using a flame-shaped logo that also resembled the word “Allah.” In that instance, Nike apologized and stopped selling shoes with that design. In the more recent case, Nike stated that it respects all religions and takes concerns like this seriously, but maintained that the logo was just a stylized representation of the Air Max brand.

Fear or apprehension of the unknown is a large contributor to inadvertently creating communication barriers. This is especially common when faced with new or different spiritual beliefs and practices. Sometimes, a person may feel uncomfortable communicating with people from other religions because of assumptions about the other’s beliefs and opinions. One main communication barrier stemming from religion is individuals’ lack of knowledge or information about other religions and belief systems.

Due to the extensive variations in religious and spiritual beliefs, people who identify as religious or spiritual may have vastly different ideas and opinions about what constitutes appropriate life practices and behaviors. These beliefs include the following:

• which topics are appropriate to talk about
• what amount of physical touch by non-family members is appropriate
• what is considered appropriate clothing (this can include head coverings, wearing form-fitting uniforms, etc.)
• what is an appropriate amount of time off from work to attend religious gatherings
• breaks for rituals, such as prayer at certain times of the day or needing a specific day off each week to go to a spiritual gathering place like a temple, mosque, church, or spiritual place
• appropriate food allowances including, but not limited to, consumption of alcohol, caffeine, cigarettes, meat or specific types of meat, and going without food or fasting for specific periods of time
• the role of family in personal, social, or work life

Depending on religious background, people with different spiritual beliefs and practices may approach public communication in a work setting differently as well. Here are a few language-specific areas to be aware of:

• which topics may be referred to in a humorous or flippant way
• specific words or phrases that may be prohibited, such as saying the name of a deity in an irreverent manner
• different connotations of religious terminology or jargon
• unfamiliar or new religious terminology and vocabulary
• use of religiously approved communication methods (e.g. some religious groups may dissuade the use of social media as a means to encourage religious observance, to prevent access to material that would lead to inappropriate thoughts, or to avoid potentially inappropriate conversations between nonfamilial individuals)

If you are worried about contributing to a communication barrier or if you notice a breakdown in communication in the workplace, the way you approach it can make all of the difference. Above all, approach the situation or individual(s) with empathy, curiosity, and respect. Ask questions, define terms that are unfamiliar or understood differently, use clear language with neutral terminology, avoid jargon, and avoid judgment. Taking the time and effort to listen and learn about other’s spiritual beliefs can help facilitate more open and effective communication channels. Also, conduct your own research and refrain from making assumptions.

Intercultural Communication

Culture and communication are inextricably linked, and messages can be misconstrued without an awareness of a particular cultural or subcultural context. As Richard Bucher notes in Diversity Consciousness: Opening Our Minds to People, Cultures, and Opportunities, “Communication takes place whenever meaning is attached to a message.” However, because of differences in how a message is interpreted, the intended meaning or message may not be what is received. When people attach different meanings to gestures, symbols, or words, miscommunication can result, with significant financial repercussions.

Two of the keys to effective communication—and business—are cultural awareness and respect. When businesses are accused of being culturally insensitive, it’s critical for them to respond proactively and thoughtfully to address the concerns raised. This involves acknowledging the issue, understanding the impact of their actions or messages from the perspective of those offended, and taking concrete steps to rectify the situation.

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