I was to learn the importance of right words on my very first visit to São Paulo as a JEMS director in 1992. Addressing a meeting of thirty pastors and leaders, I shared JEMS' vision for work in Brazil.
I spoke through an interpreter, thus giving me the opportunity to read the audience reaction during the side-by-side interpretation format. My comments were no more than three or four minutes, but I noticed that after one of my comments that there was a wave of reaction. Neither smiles nor approving nods.
After the meeting I was approached by three of the leaders and very graciously, but firmly instructed on my use of language. In my presentation I had stated our agency's intention to "help the Nikkei churches of Brazil." Can anyone spot the problem?
No? The problem was in the use of the word "help." As one of many emerginging nations, Brazil had a particular sensitivity to the idea of being the "little brother" in the economic and global political environment.
The idea of "helping" the Nikkei churches, though completely unintentional, had the sound of big brother helping the more unfortunate little brother. The leadership of that group heard it as the intention of some mighty USA-based enterprise "swooping to the rescue of the Brazilian Nikkei churches."
In Portuguese the word "ajudar" is defined as helping those who are helpless or without strength or resources. I learned from the leadership that a better word, a word that would best express my intention, would be the verb, "partner."
Far from being one-sided, the relationship would be collaborative and equal. That difference would lay the foundation for a good relationship between JEMS, as an international agency and the Nikkei Brazilian leadership.
In this partnership, we north Americans have received so much from our Brazilian Nikkei counterparts. Their emotion and expression of worship, their openness and warmth in relationships, their fervor for prayer and praise. In most cases, it is clear that who helped whom was not the way you might think.
This also indicates how very careful one must be in cross-cultural communication efforts. A wrong word can close the door. I must say that even with the unfortunate wording of my first official contact, people responded graciously to our initial overtures to establish collaborations.
Today as JEMS workers come to Brazil, they are instructed as to the use of language and wording in describing the purpose of their ministry to the church in Brazil. And yes, there are still moments when I cringe when a young JEMS worker will say with enthusiasm, "we're here to help you!"
We have a lot to learn yet.