Language
Source: Andrews, p. 52

• The dominant language among African Americans is English.
• Speech may be accompanied by animated non-verbal gestures (i.e.: hand movements, touching, etc.).  The voice may become louder with excitement/other emotions, and gestures more animated, which is sometimes mistaken for aggressiveness or anger.
• Confirm meaning of words without using a condescending approach.  There is a frequent use of words that may be classified as slang -- especially among teenagers and young adults.  Language may include the use of Black dialects and pidgins, which reflect the various native African languages and languages of other cultures.

Time Orientation
Source: Galanti, 1997, pp. 11-12, 16
African Americans tend to have what is called a "present time orientation." This does not mean that they do not recognize the past or the future, but living in the present is more important to them. Their concept of the future may also be different from the Anglo concept, and conflict is likely to occur in interactions with white middle-class people, for whom time is very specific. In a hospital setting, for instance, patients and staff members may operate on different "time clocks," causing confusion and resentment for all involved.

Cultural Relevance
Source: National Journal Group, 1999
According to a 1999 survey sponsored by the New America Wellness Group, minority groups are not getting much of the public health messages and advertising directed at them because the messages are not culturally relevant. Shelia Thorne of New America Wellness says, "messages should be targeted to media outlets patronized by minorities and delivered in a way that can overcome distrust. Partnering with a community-based organization, for example, is important because it gives the program legs. It goes into the church, the community health center, the projects, the barbershop."

Kinship, Marriage, and Family
Sources: Andrews, 1999, p. 54; Asante, 1991, p. 12
African American marriage and kinship patterns are varied, although most now conform to those of the majority of Americans. Within the African American population, one can find various arrangements that constitute family. Thus, people may speak of family, aunts, uncles, fathers, mothers, and children without necessarily meaning that there is a genetic kinship. In general, African Americans love children and believe that those who have many children are fortunate. It is not uncommon to find families with more than four children. Head of household is frequently female. Maternal parents may play a strong role in decision making.