Context Culture in CDC's Health Alert: For All Travelers

Abstract

The high number of covid-19 cases and the US's mortality rate encourage The Centers for Disease Control and Prevention (CDC) to socialize and promote prevention guidance to stop the spreading. One of the preventive measures is by issuing travel warnings. Scholars have noted that the linguistic and cultural concept conveys norms of behavior and values in society at a particular stage of its development. In brief, advertisements messages are influenced by communicators' cultural backgrounds and references. It means the signs in the CDC poster can show American values. To examine and explore those cultural values in CDC publication materials, the authors conducted a semiotic analysis on a poster entitled Health Alert: For All Travelers. The method used is Ferdinand de Saussure's semiotic model. The study shows that the signs presented on the CDC poster are simple, use direct communication structures, and are equipped with universal meaning to understand the message conveyed easily. It indicates a representation of the dominant culture in the United States, the low-context culture with a high level of individualism values. Multidisciplinary research is needed to help create a universal communication model so that messages conveyed in advertisements can reach a wider audience.