What is CQ?

CQ stands for cultural quotient or cultural intelligence. CQ is the ability to relate and be understood by people from various cultures.

How does CQ or cultural intelligence apply to evangelism?

People in various parts of the world react to the Gospel message differently based on their culture. You can think of different cultures as different types of personalities that define how people view the world.

There are three types of cultures as they relate to Gospel understanding:

1.) Guilt-Innocence Culture

2.) Shame-Honor Culture

3.) Fear-Power Culture

Jesus took all of the world’s sins upon Himself.

He also was deeply shamed on the cross. The Romans had other ways to execute people, but crucified people to humiliate them and engender fear. Sin, shame, and fear were overcome by His sacrifice and obedience to His Father. He was raised to the place of honor at the right hand of His heavenly Father. Due to human limitations, societies develop an imbalance in addressing the guilt, shame, and fear resulting from the Fall by focusing more on one issue than the others.

Guilt-based cultures are typically in the West. Shame-based cultures are typically in the Middle and Far East. Fear-based cultures are most often seen in Sub-Saharan Africa, Central and South American, and tribal cultures.

However, all people and cultures have some mixture of these three base cultures. As Roland Muller suggested, this mixture is analogous to the primary colors of red, blue, and yellow making up the many hues on a color wheel.

While we know culture is not uniform even within a single country, region, or people group, CQ can help us be more culturally sensitive when communicating the Gospel and helping disciple new believers in different cultures.

Who is this website for?

This website is for any person or organization that wants to share the Gospel more effectively with people from around the world.

How can this website be used?

You can use this website to understand the worldview of someone you may want to share the Gospel with. It may help you anticipate the questions and reactions a person or group may have to the Gospel message.

  1. To find out information on a specific country, click on Countries at the top of this page and scroll down for a list of countries or look for a specific country in the Search bar.
  2. To look at characteristics of Cultural Clusters of countries, go the Map and click on a specific Cluster. Each cluster will have a description of the characteristics of those countries as well as a chart showing where the Cluster ranks in the 10 Cultural Characteristics.
  3. Each country will have statistics on the number of people reached through Global Media Outreach, number of indicated decisions, number of Christians and population. You will also see notes on things like internet use, economy, religion, history and how you can pray for that country. The charts will show where the country sits on the characteristics scale.

Where did the Cultural Evangelism database come from?

GMO has been in operation for a little over 12 years and in that time, more than 1.5 billion Gospel presentations have occurred and more than 160 million people have indicated a decision to follow the Lord Jesus Christ. Global Media Outreach is continually looking for ways of modifying the current model by adding websites, moving to mobile phones, using videos, adding more non-Western online missionaries, and many other initiatives.

One of these initiatives is expanding the approach of sharing the Gospel in a more culturally relevant way in the different languages. Dr. Glenn Wood has spent years researching cultural intelligence and put together a guide for Global Media Outreach to help the ministry design the websites, written materials, and videos that will attract non-believers. A brief theological and historical perspective provides the background and shows that this approach is Biblically valid and missionally correct. From that guide, we have built this database as a tool to help our volunteers and others in their ministry of sharing Jesus online.