The scale of high- and low-context cultures helps explain much about how we experience communication across our cultural experiences. In contrast, low-context websites had lesser animation and images, focusing instead on the information. "[17] On the other hand, he identified countries such as Germany, the United States and Scandinavia as low-context cultures. Primarily use non-verbal methods to relay meaningful information in conversations, such as facial expressions, eye movement, and tone of voice. The American legal system, for example, relies on low context communication. Meaning depends on what is said- the literal content of the message- rather than how it is said. In the 1970's, anthropologist Edward T. Hall coined the phrases "high-context culture" and "low- context culture.". Required fields are marked *, This Article was Last Expert Reviewed on January 24, 2023 by Chris Drew, PhD. The continuum pictures how people communicate with others through their range of communication abilities: utilizing gestures, relations, body language . The answer is simple. She found out that in high-context countries, the advertising campaigns used more colors, movements, and sounds to provide context. An in-depth understanding of cultural norms is not required because the communication is explicit. It further attempts to draw parallels between face-to-face communication and communication on the web by looking at communication rules and patterns in high-context cultures and comparing and contrasting them to the . From each culture, 96 business managers were surveyed for the American and Chinese sample and 50 managers were surveyed from Korea. The preferred way of solving problems and learning is in groups. 9. [18], Therefore, higher-context cultures tend to correlate with cultures that also have a strong sense of tradition and history, and change little over time. Culture is a combination of our thoughts, roles, manners, values, etc. Some common characteristics of high-context cultures include: Though the United States has a low-context culture, we have all been placed in situations that are considered high-context. Also remember that although cultures are different from one another, no culture or cultural characteristic is better or worse than any other. People have many acquaintances they have fewer close friends. Topic: Culture, Context, Communication, Middle East, Business, Conflict, People, Relationships. Individualism and collectivism are related to low-context and high-context cultures, respectively. The hypotheses tested indicated the high-context culture in Mexico would provide different motives for communication when compared with the low-context culture of the U.S. Bernstein, B. A few relevant examples of differences in communication between low- and high-context cultures are found in Table 1. [23] For example, Native Americans in the United States have higher-context cultures with a strong sense of tradition and history, compared to general American culture. Resistance in Turkey and India Between World Wars, The Role of Culture & Gender in Listening, The Role of Perception & Bias in Intercultural Communication, Introduction to Educational Psychology: Certificate Program, Educational Psychology: Tutoring Solution, Research Methods in Psychology: Help and Review, Introduction to Psychology: Homework Help Resource, Abnormal Psychology: Homework Help Resource, Social Psychology: Homework Help Resource, Introduction to Psychology: Tutoring Solution, Educational Psychology: Homework Help Resource, UExcel Research Methods in Psychology: Study Guide & Test Prep, Research Methods in Psychology: Certificate Program, Research Methods in Psychology: Homework Help Resource, Create an account to start this course today. 1. Neuliup, J. W. (2011). Kim Dunghoon conducted a study to test the major aspects of high-context versus low-context culture concepts. Cultures and communication in which context is of great importance to structuring actions is referred to as high context. Most of the contexting categories simply have not been researched enough to make firm conclusions. [37] Because individualistic cultures may value cultural diversity, a more explicit way of communicating is often required to avoid misunderstanding. Low-context cultures rely on explicit communication. Examples of high-context cultures include China, India, and many non-Western societies. High Context vs. Low Context. This is in contrast to lower-context cultures in which the shared experiences upon which communication is built can change drastically from one generation to the next, creating communication gaps between parents and children, as in the United States.[18]. Mostly, western cultures are low context cultures like the UK, Australia, and the United States. Most of the cultural behavior aspects are not open for the reason that many of the members are aware of what to do and what thoughts to engage in. "[29] A similarity that the two communication styles share is its influence on social characteristics such as age, gender, social class and ethnicity. Wurtz studied McDonalds online advertising in various countries such as Japan, Germany, the United States, etc. High vs. Low Power Distance Cultural Communications | What are High and Low Power Distance Cultural Communications? Russians employ a communication style that relies on environmental, non-verbal, traditional, and symbolic cues when communicating. High-context cultures rely heavily on non-verbal cues, such as facial expressions, body language, tone of voice, etc. Germany, Sweden, and the United States are generally classified as low-context cultures. Sage Publications. However, there are some other characteristics also. Learn what high context culture is. A 2005 study by Elizabeth Wurtz demonstrates how cultural differences shape marketing and advertising. We'll also look at how they're different and what that means for your work in global business. Family gatherings, religious congregations, and other social outings with a close-knit group of people are forms of high-context communications that take place regularly in most cultures. Intercultural Business Communication by Confederation College is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License, except where otherwise noted. On the other hand, certain intercultural communication skills are unique for each culture and it is significant to note that these overlaps in communication techniques are represented subgroups within social interactions or family settings. While in high context cultures, communication is done primarily through nonverbal mediums and gestures, in low context cultures, information is vested explicitly so that there is no risk of confusion. The composite score also indicates a significant difference among the three samples at the .01 level. Hall and Hall proposed a "spectrum" of national cultures from "High-Context cultures" to "Low-Context Cultures. Getting the message across. Copyright 2023 Helpful Professor. High-context cultures are more likely to be intuitive, contemplative, and concerned with the collective. [5]. In high-context cultures (such as those in Japan, China, and Arab countries), the listener is already contexted and does not need to be given much background information[3]. The terms low-context and high-context usually refer to language groups or nationalities. High-context cultures: Japan, South Korea, Indonesia, China, India, and Saudi Arabia are some of the highest-context cultures in the world. You can find his work on The Print, Live Wire, and YouTube. Same as low context communication high context do have its own peculiarities like they talk in hidden meanings and often double meanings or coded information. Low-context cultures are less stable than high-context cultures as they are not founded upon any shared background. (2014, December 10). The High Context / Low Context cultural dimension is a broad and far reaching theory which touches on many aspects of cultural communication including verbal and non-verbal messaging, internal and external locus of control, inward and outward reaction, cohesion of groups, people's bonds and commitments, as well . We know that the way in which we say things at these gatherings is more important than what we say. [31], Between each type of culture context, there will be forms of miscommunication because of the difference in gestures, social cues, and intercultural adjustments; however, it is important to recognize these differences and learn how to avoid miscommunication to benefit certain situations. It is important to note that while a nation or society may be widely considered a high-context or low-context culture, certain events occur in the opposite context regularly (such as family gatherings in the United States). A high-context culture is a culture or society that communicates dominantly through the use of contextual elements, such as specific forms of body language, the status of an individual, and. Your email address will not be published. But the fact that contexting has not been empirically validated should not necessarily be construed as a failure of the theory. An individual from Texas (a higher-context culture) may communicate with a few words or use of a prolonged silence characteristic of Texan English, where a New Yorker would be very explicit (as typical of New York City English), although both speak the same language (American English) and are part of a nation (the United States of America) which is lower-context relative to other nations. A 2008 meta-analysis concluded that the model was "unsubstantiated and underdeveloped".[5]. They often use written contracts and agreements to clarify expectations (Gudykunst & Ting-Toomey, 1988). Relationships: The components of these cultures tend to value long-term relationships. In his model, context refers to the stimuli, environment, or ambiance surrounding an event. Because low-context communication concerns more direct messages, the meaning of these messages is more dependent on the words being spoken rather than on the interpretation of more subtle or unspoken cues. High-context cultures are collectivist cultures. - Effects & Types, Selective Serotonin Reuptake Inhibitors (SSRIs): Definition, effects & Types, Trepanning: Tools, Specialties & Definition, What is Pseudoephedrine? Because of this, communication can change drastically from one generation to the next, creating communication gaps between parents and children. Messages can be contextualized by assuming that the audience would think in the same manner and will follow the underlying meaning implied in someone's speech or writing as a result of these common experiences. Since North American business practices tend to follow low-context norms, most of us are more familiar with this system than we are with high-context cultures. In high-context cultures, language may be used to assist and maintain relationship-building and to focus on process. Because a low-context setting cannot rely on shared understanding of potentially ambiguous messages, low-context cultures tend to give more information, or to be precise in their language. [5], These concepts were first introduced by the anthropologist Edward T. Hall in his 1959 book The Silent Language. In high cultures, much of the communication is understood by the group either by non-verbal coding, which refers to common body language; distinct in-groups and out-group's, which refers to the cohesiveness of the group; and covert and implicit messages, which refers to what we refer . High context communication cultures . A high-context culture is one in which communication may be more unspoken rather than explicit - for example, much attention is paid to body language, facial expressions, and other non-verbal cues in order to discern a speaker's meaning. Low use of nonverbal elements. Information is transmitted not through words alone but also through non-verbal cues such as gestures, voice inflection, and facial expression, which can have different meanings in different cultures. Hall, E. T. (1976). Moving from high-context communication to low-context communication or vice versa is challenging for students. France. An understanding of external cultures also leads to a better acceptance of diversity, a reduction in confusion and anxiety from misinterpreted communications, and a more effective means of intercultural collaboration. India and Japan are typically high-context, highly collectivistic cultures, where business is done by building relationships and maintaining respectful communication. Furthermore, cultural aspects such as tradition, ceremony, and history are also highly valued. These countries are quite explicit and elaborate without having prior knowledge to each member's history or background. This allows individuals of different generations to communicate through a shared set of values, which, in turn, provides stability to the culture. For example, if you have ever been to a family gathering, then you have experience with a high-context culture. Watch this video from international business expert Erin Meyer [1]. High Context Culture And Its Importance In a low-context culture, the onus for communication lies with the speaker. In his work, "Beyond Culture", Hall described these two different types of cultural relationships as they applied to information. [4] The model of high-context and low-context cultures offers a popular framework in intercultural-communication studies, but has been criticized as lacking empirical validation. I feel like its a lifeline. [30] The diversity within a main culture shows how the high and low scale differs depending on social settings such as school, work, home, and in other countries; variation is what allows the scale to fluctuate even if a large culture is categorized as primarily one or the other. Cultural communications are highly important to understand for a number of reasons and the concept of high-context vs. low-context culture was first elaborated by anthropologist Edward T. Hall in 1976. Japan and other countries located in Asia, Brazil and other countries located in South America, African tribal groups and most countries located in Africa, A majority of the Middle East, including Iraq and Iran, Describe Edward T. Hall's characterization of high-context cultures, Distinguish between high-context and low-context cultures, Explain the characteristics of high-context cultures, Recall the importance of ingroups to high-context cultures. In other words, the relationship between directness and contexting based on traditional classifications of [high-context] and [low-context] cultures is particularly tenuous. [7][8] Denotation tends to be attributed to low-context culture[9] People in low-context cultures communicate in a more direct way, with explicitly speaking what they want to communicate. Low-context culture refers to a culture that communicates explicitly. The Nine Competencies that Characterize an IEP, Diversity in the Workplace: Benefits and Obstacles, Intercultural Communication in the Workplace, Additional Resources to Help you Format your Paper in APA Style. Due to this shared understanding, high-context cultures are slightly more informal. I would definitely recommend Study.com to my colleagues. 18 Examples of Low Culture. Japan is generally considered a high-context culture, meaning people communicate based on inherent understanding. As an Amazon Associate I earn from qualifying purchases. In. Low context cultures rely on the spoken word to communicate. All articles are edited by a PhD level academic. Get unlimited access to over 88,000 lessons. In contrast, the use of restricted codes indicates that speakers and listeners do share a great deal of common background and perspectives, and hence much more can be taken for granted, and thus expressed implicitly or through nuance: restricted codes tend to be more context-dependent. In a 2008 meta-analysis of 224 articles published between 1990 and 2006, Peter W. Cardon wrote: [T]he theory was never described by Hall with any empirical rigor, and no known research involving any instrument or measure of contexting validates it. Low-context cultures tend to be logical, analytical, action-oriented, and concerned with the individual. ", "Communication: intercultural communication. Remember that culture is dynamic, and that every individual within a culture is unique and may not conform exactly to the general characteristics of that culture. The study identifies whether and how variables that characterize high- and low-context cultures are reflected on Web sites. "Understanding cultural differences. Verbal message is direct; one spells things out exactly. According to Hall's theory, the Chinese and Korean samples represented higher-context cultures while the American sample represents a lower context culture. [41] One study on McDonald's online advertising compared Japan, China, Korea, Hong Kong, Pakistan, Germany, Denmark, Sweden, Norway, Finland, and the United States, and found that in high-context countries, the advertising used more colors, movements, and sounds to give context, while in low-context cultures the advertising focused more on verbal information and linear processes. The most prominent characteristics of high context culture is non-verbal communication, while for low context culture, it is obvious to have verbal and written communication. Since understanding every culture has its level of complexity, it is hard for other country people to determine what is the state of culture of the country they visit as a traveller. Emphasis on verbal vs. non-verbal communications, the existence of close personal space, emphasis on collectivism and ingroup learning and achievements, and the importance of interpersonal relationships are but a few of the most significant distinguishing factors. Characteristics of Low Context People behave according to rules Preference is given to knowledge sharing and transfer Relationships do not last longer On purpose relationships In other words, people communicate explicitly in low-context cultures. The general terms "high context" and "low context" (popularized by Edward Hall) are used to describe broad-brush cultural differences between societies. - Uses & Side Effects, Working Scholars Bringing Tuition-Free College to the Community, Japan, China, Korea, and many other countries in Asia, Brazil, Peru, Argentina, and some other countries in South America, Tribal groups and most nations in Africa, such as Kenya, Iraq, Iran, and other countries located in the Middle East. Low-Context Culture Communication & Examples | What Is Low-Context Culture? Sourabh Yadav is a freelance writer & filmmaker. High-context cultures are those that communicate in ways that are implicit and rely heavily on context. Russia is a high context country with a culture that revolves around collectivism and interdependence on group relationships. The tools are used to establish context by adding additional information as personal and social cues are not as presentable as they are in face-to-face negotiations. copyright 2003-2023 Study.com. Examples of high and low context cultures It can be helpful to consider a few examples of high and low context cultures. Wurtz found something similar while analyzing website design. [3] Low-context cultures do the opposite; direct verbal communication is needed to properly understand a message being communicated and relies heavily on explicit verbal skills. Create your account, 10 chapters | ; it is the way we communicate, do business and see the world. Asia, Africa, Latin America, and central Europe are predominantly countries with a high context culture. Wurtz, Elizabeth (2005). Table 2 shows a classification of countries in low and high context, their characteristics and the expected role . Cultures Consequences: International Differences in Work-Related Values. Since they value collectivism and interdependence, it makes sense that their communication requires an understanding of the communitys shared values. Guffey, D. Lowey, K. Rhodes, K., & P. Rogin. Meanwhile, in low-context cultures, more explicit speech is needed in order to allow the listener to fully understand the message.
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