Targeting Messages (Cont'd)

Racial and Ethnic Terms

Words are very important in the development of culturally sensitive messages and materials. Terms that refer to race and ethnicity often have both overt and hidden meanings. For example, many people of color resent use of the words "minority" and "nonwhite." Whenever possible, use the descriptive term preferred by the majority of that specific group. This may be based on nationality - such as "Japanese" or "Lakota" - or a may be a broader term, like "persons of color." In some instances, it is preferable to use a combination of accepted terms. The key point is to listen and learn what terms are appropriate for your target audience.