Finally, we must discuss the fact that all communication takes place within the powerful context of the surrounding culture (represented by the outermost sphere of the competent communication model). Culture is the backdrop for the situational context, the relational context, and the communicators themselves. As discussed earlier, culture helps determine which messages are considered appropriate and effective, and it strongly affects our cognitions. For example, Hannah comes from a culture that shows respect for elders by not questioning their authority and by cherishing possessions that have been passed down in the family for generations. Cole, by contrast, was raised in a culture that encourages him to talk back to and question elders and that values new possessions over old ones. Both Hannah and Cole view their own behaviors as natural—their cognitions about elders and possessions have been influenced by their culture. But when each looks at the other’s behavior, it might seem odd or unnatural. If Hannah and Cole are to

Cultural identity—how individuals view themselves as members of a specific culture—influences the communication choices people make and how they interpret the messages they receive from others (Lindsley, 1999). Cultural identity is reinforced by the messages people receive from those in similar cultures. In our example, both Hannah’s and Cole’s cognitions have been reinforced by their respective friends and family, who share their cultural identity.