Cultural fluency

문화적 맥락 적합성

Express one promise with respect for a community’s language and norms.

···
html
<div class="culture"><div class="contexts"><button class="on" data-i="0">GENERAL</button><button data-i="1">LOCAL EVENT</button><button data-i="2">MAKER GROUP</button></div><div class="message" id="message">A BETTER WEEKEND FOR EVERYONE</div><div class="signal"><span>CONTEXT FIT · ILLUSTRATIVE</span><i id="fit"></i></div></div>
css
.culture{width:min(91%,520px);font-family:sans-serif}.contexts{display:flex;gap:4px}.contexts button{flex:1;min-width:0;padding:clamp(5px,1.3vmin,11px) 2px;border:1px solid var(--line);background:var(--surface);color:var(--muted);font:800 clamp(10px,max(1.4vmin,1vw),12px)/1 sans-serif;cursor:pointer}.contexts button.on{background:var(--fg);color:var(--bg)}.message{min-height:clamp(80px,23vmin,160px);display:grid;place-items:center;margin:clamp(6px,2vmin,15px) 0;padding:clamp(8px,2vmin,18px);border:2px solid var(--accent);text-align:center;font:900 clamp(16px,4vmin,35px)/1 sans-serif;letter-spacing:-.04em}.signal{display:flex;align-items:center;gap:7px;font:800 clamp(10px,max(1.4vmin,1vw),12px)/1 sans-serif;color:var(--muted)}.signal span{max-width:36%;line-height:1.2}.signal i{display:block;height:clamp(7px,1.8vmin,14px);width:25%;background:var(--accent);transition:width .4s}@media(min-width:700px){body>div{transform:scale(1.8)}}
js
const texts=['A BETTER WEEKEND FOR EVERYONE','MEET NEIGHBORS AT THE MARKET','SHARE WHAT YOU MAKE'];const widths=['25%','62%','76%'];const buttons=[...document.querySelectorAll('button')];let i=0,touched=false;function show(n){i=n;buttons.forEach((b,k)=>b.classList.toggle('on',k===i));document.querySelector('#message').textContent=texts[i];document.querySelector('#fit').style.width=widths[i]}buttons.forEach(b=>b.onclick=()=>{touched=true;show(Number(b.dataset.i))});setInterval(()=>{if(!touched)show((i+1)%3)},1600);

Cultural fluency means understanding a community's language, customs and interests without simply borrowing its surface style. The AMA's 2026 outlook points to human cultural judgment and authentic storytelling as differentiators as automation grows.

Changing context in the demo changes both the campaign expression and an illustrative response signal. In practice, review with people from the community and check for exclusion or misunderstanding.

The response is illustrative. Do not reduce a group to one taste or merely borrow its slang.

When to use

Use when adapting a campaign for a new community or region with input from its members.

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