Technology and language: a dual challenge in crisis communication

Abstract This study investigates crisis communication challenges faced by non-Mandarin-speaking foreigners, a linguistic minority in China, during the 2022 outbreak of the Omicron variant of COVID-19. Employing a mixed-methods approach, it analyses 1,521 instant messages translated by WeChat’s built-in machine translation system, questionnaire data from 430 expatriates representing diverse nationalities living in 27 Chinese cities, and interviews with 12 participants. Grounded in crisis communication theory, the study examines machine translation errors, device-related factors enhancing or hindering message reception, and cultural factors regarding messaging content and timing. The findings reveal that machine translation fluency and adequacy errors, coupled with device barriers such as unreliable internet, impeded effective communication, while cultural mismatches exacerbated confusion. The study proposes culturally sensitive machine translation systems and robust digital infrastructure to enhance linguistic equity, aligning with the United Nations Sustainable Development Goals 3, 10, and 16. It also offers crisis managers practical strategies for inclusive technology-driven communication.