Learn what high context culture is. Asia, Africa, Latin America, and central Europe are predominantly countries with a high context culture. With this regard, America culture is a low-context . If you want to appear polite, you need to be willing to greet strangers and thank . 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]. [39][40] In high-context cultures, facial expressions and gestures take on greater importance in conveying and understanding a message, and the receiver may require more cultural context to understand "basic" displays of emotions. 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. Body language, tone of voice, and personal status are a few notable characteristics that are valued in a high-context culture. High-context cultures are those in which the rules of communication are primarily transmitted through the use of contextual elements (i.e., body language, a person's status, and tone of voice) and are not explicitly stated. High- context cultures are often collectivist in nature and largely defined by group communications, as well as the development or promotion of ingroups, or groups that individuals may become loyal to. Strategies to work effectively with people from high context and low context cultures Follow these 4 key strategies to communicate effectively across cultures: 1. Lower-context culture: United States, Germany, Norway, Denmark, Switzerland, Sweden, Canada and other European nations. In low-context countries, things need to be spelled out a bit more. [22], The concept of elaborated and restricted codes was introduced by sociologist Basil Bernstein in his book Class, Codes and Control. [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. One approach to gaining such an insight is through the use of the high and low context culture framework, which was established by anthropologist Edward T. Examples of low context cultures are countries such as China, Brazil or Saudi Arabia. They rely less on context & non-verbal cues and instead convey meaning more directly. Websites catering to high-context audiences had a lot of animation & images. Get unlimited access to over 88,000 lessons. High-context cu. For example, the Native Americans in the United States rely heavily on their tradition. Words: 825. Intercultural Communication on Websites: A Cross-Cultural Analysis of Websites from High-Context Cultures and Low-Context Cultures. Hofstede, G. (1984). For example, people in traditional high context cultures have been described as developing "shared identities." In direct contrast to low context behavior, in a negotiation, high context cultures communicate in Low-context cultures can seem slightly more formal due to the explicit & precise nature of their messages. In. Due to this shared understanding, high-context cultures are slightly more informal. Low context cultures rely on the spoken word to communicate. All other trademarks and copyrights are the property of their respective owners. [6] Japan and China are some of the best examples of high-context cultures, in addition to Brazil, Argentina, Spain, and many nations throughout Africa and the Middle East. Context is less important than words. A few relevant examples of differences in communication between low- and high-context cultures are found in Table 1. They often use written contracts and agreements to clarify expectations (Gudykunst & Ting-Toomey, 1988). The theory of High and Low Context Cultures puts how people communicate in a dimension. [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. People have many acquaintances they have fewer close friends. 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. For example, for someone who is older and more experienced within a society, the need for social cues may be higher or lower depending on the communication style. Low context is a communication environment that doesn't heavily rely on common understanding such as shared culture, experiences and norms.This can be contrasted with high context communication that relies on common background or understanding. Cultural contexts are not absolutely "high" or "low". Traditionally, Western cultures are known for being more individualistic or communicating with a low context style. [5]:4223, Characteristics of high-context and low-context cultures, Examples of higher- and lower-context cultures, Overlap and contrast between context cultures, How higher context relates to other cultural metrics. In Low Context Culture it is normal to be self reliant and yet have many relationships. succeed. Ironically, contexting is most frequently discussed in terms of directness, yet empirical studies nearly all fail to support this relationship. [30], Hall links language to culture through the work of Sapir-Whorf on linguistic relativity. 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. Low-context and high-context culture are anthropological concepts that describe the level of explicit information and the importance of context in a cultures communication. It describes the level of explicit information and the importance of context in a given culture, indicating the range of communicative abilities (verbal messages, gestures, etc.) For example, while the United States is a low-context culture, family gatherings (which are common in American culture) tend to be high-context. This concept was introduced by Edward T. Hall, an anthropologist back in 1976. [32] Since all sets of cultures differ, especially from a global standpoint where language also creates a barrier for communication, social interactions specific to a culture normally require a range of appropriate communication abilities that an opposing culture may not understand or know about. [19] This has been expanded to further countries by Sheposh & Shaista. Neuliup, J. W. (2011). High context refers to societies or groups where people have close connections over a long period of time. Generally, high-context cultures prefer oral communications, while low-context cultures favor written communications. Low context communication is more common in the English speaking world, whereas high context communication is more common in Eastern cultures such as Japan and China. In high context cultures like Native American tribes, Japan, China, and Arabic countries, communication is curvilinear, and often what is left unsaid is just as important than what is, and there is more flexibility with time and looser schedules. Individualism may lead to communicating to all people in a group in the same way, rather than offering hierarchical respect to certain members. Cultures and communication in which context is of great importance to structuring actions is referred to as high context. For example, resemblance is a significant trait in cultures with a high level of context. Type of paper: Research Paper. [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. Guffey, M.E., Lowey, D., Rhodes, K., & Rogin, P. (2013). Both the speaker and listener act under the assumption that all relevant information has been explicitly stated. According to Watson, "the influence of cultural variables interplays with other key factors for example, social identities, those of age, gender, social class and ethnicity; this may include a stronger or weaker influence. They rely less on the shared values/assumptions of the group and the context of the situation. However, the concept may also apply to corporations, professions and other cultural groups, as well as to settings such as online and offline communication. 3. [42] Low-context websites had less animation and more stagnant images, with more details on information. In contrast, take a look at the ads on the front page of Weibo, which is considered China's version of Facebook. Low and High Context Culture. Low context cultures emphasize individuality and tasks. We'll also look at how they're different and what that means for your work in global business. 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. Oxford University Press. Studentsshould always cross-check any information on this site with their course teacher. According to Hall's theory, Chinese and Korean samples represented higher-context cultures while the American sample represents lower context. Both often take many aspects of the other's cultural communication abilities and strengths into account. An experiment performed by the University of Glasgow shows that different cultures have different understanding of the facial expression signals of the six basic emotions, which are the so-called "universal language of emotion"happiness, surprise, fear, disgust, anger and sadness. Within high-context cultures, people rely on their networks of friends and family, viewing their relationships as part of one large community. They have a Bachelor's in Air Traffic Management from Embry-Riddle Aeronautical University and minored in Aviation Safety and Homeland Security. We will write a custom Report on Communication Culture: Hall's High and Low-Context Model of Culture specifically for you. (The pedestrians example) Settings and cultures where people come together from a wider diversity of backgrounds such as international airports, large cities, or multi-national firms, tend to use lower-context communication forms. High-context cultures are built on a sense of shared experiences and history. References Gudykunst, W. B., & Ting-Toomey, S. (1988). The American sample scored the lowest compared to the two "Oriental samples," which aligns with Hall's concept. In low-context cultures, gestures and facial expressions are never the primary means of communication; they only serve to clarify or complement a point. Intercultural communication. Sage Publications. The law is important! Topic: Culture, Context, Communication, Middle East, Business, Conflict, People, Relationships. 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. Pages: 3. Message is carried more by words than by nonverbal means. 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]. Because of this, communication can change drastically from one generation to the next, creating communication gaps between parents and children. Disagreement is depersonalized. Verbal message is direct; one spells things out exactly. Also remember that although cultures are different from one another, no culture or cultural characteristic is better or worse than any other. [2], Website design among cross-cultural barriers include factoring in decisions about culture-sensitive color meanings, layout preferences, animation and sounds. In anthropology, high-context culture and low-context culture are ends of a continuum of how explicit the messages exchanged in a culture are and how important the context is in communication. High Context vs. Low Context (Internet) Example of McDonalds Internet site: High: Families shown, lots of people on the website ads Low: You, your choices, easy to navigate High Context vs. Low Context (Law) High: Traditions are the laws Low: Rules and order are spelled out. Your email address will not be published. Trust must be developed before business transactions can begin. Watch this video from international business expert Erin Meyer [1]. Anthropologist Edward T. Hall first discussed high-context culture in his 1976 book titled Beyond Culture. Croucher's study examines the assertion that culture influences communication style (high/low-context) preference. Their communication is often indirect and requires a nuanced understanding, so outsiders might find it more difficult to enter their culture. Low use of nonverbal elements. It is important to note that no culture is completely high-context or low-context, since all societies contain at least some parts that are both high and low. For the processing of complex messages, the perspective of context theory is very relevant. 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). 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. Croucher, S., Bruno, A, McGrath, P, Adams, C, McGahan, C, Suits, A & Huckins, A. ", "Communication: intercultural communication. Data was gathered in India, Ireland, Thailand, and the United States where the results confirm that "high-context nations (India and Thailand) prefer the avoiding and obliging conflict styles more than low-context nations (Ireland and the United States), whereas low-context nations prefer the uncompromising and dominating communication style more than high-context nations."[16]. Many aspects of cultural behavior are not made explicit because most members know what . Low-context cultures tend to be logical, analytical, action-oriented, and concerned with the individual. [30][32], Families, subcultures and in-groups typically favour higher-context communication. 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 . Germany, Sweden, and the United States are generally classified as low-context cultures. Amount of Detail Expected - High-context cultures such as Japan, China, and France provide little details in their writing. Low context implies that a lot of information is exchanged explicitly through the message itself and rarely is anything implicit or hidden.People in low context cultures such as the UK tend to have short-term relationships, follow rules and standards closely and are generally very task-oriented. Journal of Computer-Mediated Communication. [18] A trade language will typically need to explicitly explain more of the context than a dialect which can assume a high level of shared context. people generally use. The composite score also indicates a significant difference among the three samples at the .01 level. It can imply understanding or agreement, but it can also mean their conversea lack of certainty. Conclusions are explicitly stated. Communication Differences in Low-Context vs. High-Context Cultures, Comparing Communication Styles in Low- and High-Context Cultures, Additional Resources for Determining Cultural Contexts, Ethnocentrism and Cross-Cultural Competence, Additional Resources for Understanding Trompenaars Dimensions, Three Prototypes: Dignity, Face, and Honor Cultures, Ethnocentrism, Culture Shock, and Cultural Relativism. Anchor Press/Doubleday. This study, done by Kim Dunghoon, was to test the major aspects the high versus low-context culture concepts. In a low-context culture, you would not expect to give or receive gifts . In high-context cultures, communication cues are transmitted by posture, voice inflection, gestures, and facial expression. Low-context cultures also want these communications to revolve around basic questions, like: What's happening? The following are illustrative examples. This means that the members' identity is heavily rooted in groups, i.e., families and work units. The low-context websites had multiple images of individuals, while the high-context websites contained images and animations of groups and communities.[42]. 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 the tone of voice employed during speech. The cultural context. [42] In a case study conducted by the IT University of Copenhagen, it was found that websites catering to high-context cultures tended to have more detailed and advanced designs, including various images and animations. Try refreshing the page, or contact customer support. Its like a teacher waved a magic wand and did the work for me. She found out that in high-context countries, the advertising campaigns used more colors, movements, and sounds to provide context. Intercultural Communication in the Workplace, 18. Devon has tutored for almost two years. The situation, people, and non-verbal elements are more important than the actual words that are communicated. What is a high-context culture and how does this communication culture differ from a low-context culture? Ramos suggests that "in low context culture, communication members' communication must be more explicit. This article was peer-reviewed and edited by Chris Drew (PhD). The continuum pictures how people communicate with others through their range of communication abilities: utilizing gestures, relations, body language . [14] However, understanding the broad tendencies of predominant cultures can help inform and educate individuals on how to better facilitate communication between individuals of differing cultural backgrounds. In addition, Hall identified countries such as Japan, Arabic countries and some Latin American Countries to practice high-context culture; "High context communication carries most of its information within physical acts and features such as avoiding eye contact or even the shrug of a shoulder. 9. However, no country is low-context or high-context in absolute terms; instead, there is a mix of explicit & implicit communication everywhere. In comparison, the United States is perhaps the best example of a diverse and low-context culture. We cite peer reviewed academic articles wherever possible and reference our sources at the end of our articles. Getting the message across. - 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. In other words, high-context communicators attach great importance to everything that surrounds the explicit message, including interpersonal relationships, non-verbal cues, and physical and social settings. - Dosage & Side Effects, Anxiolytic: Definition, Medications & Dependence, What is Citalopram? copyright 2003-2023 Study.com. 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. Therefore, it is necessary for more explicit information to be included in the message so it is not misinterpreted. Gudykunst, W. B., & Ting-Toomey, S. (1988). High-context cultures are related to connotation. People from low-context cultures value logic, facts, and directness. Hall identifies high-context cultures as those in which harmony and the well-being of the group is preferred over individual achievement. Note: Comparison of low- and high-context cultures reprinted from Business communication: Process & product (p. 64) by M.E. Reviewers ensure all content reflects expert academic consensus and is backed up with reference to academic studies. Japan is generally considered a high-context culture, meaning people communicate based on inherent understanding. Many low context cultures are individualist so people openly express their views, and tend to make important information obvious to others. "[29] A similarity that the two communication styles share is its influence on social characteristics such as age, gender, social class and ethnicity. But we can also use them to talk about smaller groups, such as corporate cultures or a specific setting like the airport. Researchers today are using it greatly to study different cultures all over the world. The ways by which humans communicate are based heavily on the context of what is being spoken, the individuals involved, and the setting in which the communication takes place. [33] Conversely, in cultural groups with low context, where people share less common knowledge or 'value individuality above group identification', elaborated codes are necessary to avoid misunderstanding. Examples of low-context cultures include Germany, Norway, Denmark, Sweden, Finland, Canada, and the United States. [5]. [37] Because individualistic cultures may value cultural diversity, a more explicit way of communicating is often required to avoid misunderstanding. Low-context countries, on the other hand, relied more on linear processes and verbal communication. [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. Dr. Drew has published over 20 academic articles in scholarly journals. 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Japan is a country with a high-context culture. Edward Hall is a famous theorist and anthropologist who has contributed a renowned theory of high- and low-context cultures to facilitate students, researchers . High Context vs. Low Context. 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. Plus, get practice tests, quizzes, and personalized coaching to help you - Uses & Side Effects, What is Amitriptyline? What is culture? Most notably, members of either culture must recognize and make an effort to understand the values and characteristics of other cultures so that miscommunications may be avoided. Moreover, their communication is often task-oriented and driven by rational decision-making, which can further add to their formality.. For example, the head wobble (tilting the head from side to side) in India is a gesture that can convey a variety of meanings depending on the situation. In his model, context refers to the stimuli, environment, or ambiance surrounding an event. A 2005 study by Elizabeth Wurtz demonstrates how cultural differences shape marketing and advertising. A first step in achieving this goal is to identify one's own culture before delving into the rigors of another. Low-context cultures (such as those in North America and Western Europe) depend less on the environment of a situation to convey meaning than do high-context cultures (such as those in Japan, China, and Arab countries). Some recognized examples include: Higher-context culture: China, India, Korea, Japan, other Asian countries, Saudi Arabia, Pakistan, Afghanistan, Iran, Mauritania, Oman, and Yemen, African countries such as Tanzania, Kenya, Zimbabwe and Nigeria, Latin America, the Pacific islands, France, Greece, Finland, Ireland, Italy, and Russia. According to Hall's theory, the Chinese and Korean samples represented higher-context cultures while the American sample represents a lower context culture. They also displayed pictures of individuals, while high-context websites foregrounded group pictures. [32] Awareness of miscommunication between high- and low-context cultures within the workplace or intercultural communication settings advocates for collected unification within a group through the flexibility and ability to understand one another. Because directness may be thought of as disrespectful, discussions in high-context cultures can be circuitous, circling key issues rather than addressing them head-on. Generally, the situation, people, and non-verbal elements are more important than the actual words that are communicated in a high-context culture. High-context communications typically take place in a collectivist setting, or within a large group of people who share similar goals, values, or norms (ingroups). Focusing on tradition creates opportunities for higher-context messages between individuals of each new generation, and the high-context culture feeds back to the stability hence allows the tradition to be maintained. To unlock this lesson you must be a Study.com Member. 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. 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