Communication de crise - négocier l’identité culturelle
Crisis communication - negotiating cultural identity

Summary/Abstract: Crisis communication is a complex process, which becomes even more challenging in the context of cultural and ethnic diversity. It is a favorable context for confusing and risky communication. When a crisis affects communities with differing values, beliefs and perceptions, the effectiveness of communication can be compromised and negative consequences can be magnified. In this space of border communication, located on the fault line between local and global, the identities of the participants in the act of cultural consumption are negotiated through the exchange of meanings of an ethnic nature: linguistic, religious, racial, etc. We aim to illustrate the action of negotiating local identity through the prism of the Kaufland, Odorheiu Secuiesc case study, which will allow us to draw some conclusions about the exciting topic of intercultural communication in crisis situations. In a diverse community such as Odorheiu Secuiesc, crisis communication becomes a complex process of negotiating meanings. Cultural factors influence how messages are received and interpreted. Identity, both of the organisation and of the consumer, plays a crucial role in crisis situations. Consumers may perceive an organisation’s actions as a violation of their own values and identities, which can lead to strong reactions and an amplification of the crisis. In such situations, it is desirable that public relations do not seek to impose a single interpretation, but rather an adaptation that recognises and integrates the diversity of opinions. The Kaufland case demonstrates that applying a standard crisis management strategy without taking into account the specific cultural context and identity dynamics can have unexpected negative consequences. Transparent, empathetic communication tailored to the group is essential for effective crisis management in multi-ethnic communities.

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