In a low-context culture, the onus for communication lies with the speaker. Body language, tone of voice, and personal status are a few notable characteristics that are valued in a high-context culture. As a member, you'll also get unlimited access to over 88,000 The study identifies whether and how variables that characterize high- and low-context cultures are reflected on Web sites. [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. Gudykunst, W. B., & Ting-Toomey, S. (1988). Kim Dunghoon conducted a study to test the major aspects of high-context versus low-context culture concepts. Culture and Interpersonal Communication. Hall identifies high-context cultures as those in which harmony and the well-being of the group is preferred over individual achievement. Cultures and communication in which context is of great importance to structuring actions is referred to as high context. This is in direct contrast to low-context cultures, in which information is communicated primarily through language and rules are explicitly spelled out. For example, a low-context communicator can say, "I am unhappy with this outcome and . The American sample scored the lowest compared to the two "Oriental samples," which aligns with Hall's concept. 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]. Meaning depends on what is said- the literal content of the message- rather than how it is said. Low use of nonverbal elements. Moving from high-context communication to low-context communication or vice versa is challenging for students. Sourabh Yadav (MA) and Peer Reviewed by Chris Drew (PhD), Bureaucratization (Sociology): Definition, Features, Origins, Stereotype Content Model: Examples and Definition. Low-context cultures tend to be logical, analytical, action-oriented, and concerned with the individual. Reviewers ensure all content reflects expert academic consensus and is backed up with reference to academic studies. 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. Primarily use non-verbal methods to relay meaningful information in conversations, such as facial expressions, eye movement, and tone of voice. In other words, people communicate explicitly in low-context cultures. When it comes to emails, texts, and online messaging, low-context cultures use it to fire off quick, frequent messages. "[27] This implies that communication is quite direct and detailed because members of the culture are not expected to have knowledge of each other's histories, past experience or background. [36], Individualistic cultures promote the development of individual values and independent social groups. After you have finished with this lesson, you should be able to: To unlock this lesson you must be a Study.com Member. [12] Typically a low-context culture will be less close-knit, and so individuals communicating will have fewer relational cues when interpreting messages. 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. The Lavin Agency Speakers Bureau. (2014, May 9). Eye contact, for example, which is encouraged in North America, may have ambiguous meaning or be considered disrespectful in certain high-context cultures. ; it is the way we communicate, do business and see the world. Meyer defines low-context cultures as cultures where people communicate and receive messages at face value. 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 For example, if you have ever been to a family gathering, then you have experience with a high-context culture. succeed. 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 review process on Helpful Professor involves having a PhD level expert fact check, edit, and contribute to articles. 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 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. 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. 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. Two Types of Reflective Writing Assignments, Additional Resources for Improving Writing, Consistency in comparatives and listed elements: Parallelism, Hofstede Insights country comparison tool, https://www.youtube.com/watch?v=9oYfhTC9lIQ, https://www.youtube.com/watch?v=zQvqDv4vbEg, https://www.sagepub.com/sites/default/files/upm-binaries/42958_2_The_Cultural_Context.pdf, Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License, Tend to prefer indirect verbal interaction, Tend to understand meaning at one level only, Tend to understand meanings embedded at many sociocultural levels, Are generally less proficient in reading nonverbal cues, Are generally more proficient in reading nonverbal cues, Communication in highly structured messages, provide details, stress literal meaning, Communication is simple, sometimes ambiguous, messages; understand visual messages readily, Define cultural context (Guffey et al., 2013, p. 64), Contrast communicate styles for low-context and high-context cultures (Meyer, 2017, p. 59), Explain how cultural differences can affect workplace communication (Lavin Agency Speakers Bureau, 2014). For example, in one country a cow is seen as leather, in another one - as a deity and in another one as dinner. India and Japan are typically high-context, highly collectivistic cultures, where business is done by building relationships and maintaining respectful communication. 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. People from low-context cultures value logic, facts, and directness. Disagreement is depersonalized. By comparison, low-context cultures refer to cultures whereby most communications take place through verbal language and rules are directly written out or stated for all to view. Russians employ a communication style that relies on environmental, non-verbal, traditional, and symbolic cues when communicating. [25] Pleasure, affection and inclusion were the highest motives for communication in both cultures, and control was the lowest for both cultures. Contexts in source publication. High Context vs. Low Context High-context is that "most of the information is either in the physical context or initialized in the person, while very little is in the coded, explicit, transmitted part of the message." (Hall). Low context can describe situations, environments and cultures. Whereas low-context cultures prefer more words (to a certain extent), high-context cultures prefer more images. The results show significant differences between the American, Chinese, and Korean samples on 15 out of 16 items, with 11 items significant at the .01 level, one at the .05 level, and three at the .10 level. Negotiators basically say what they mean. Meanwhile, in low-context cultures, more explicit speech is needed in order to allow the listener to fully understand the message. 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. Croucher, S., Bruno, A, McGrath, P, Adams, C, McGahan, C, Suits, A & Huckins, A. [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. By contrast, a low-context culture enjoys communications that take place most often through written or spoken (verbal) speech and rules are directly and explicitly stated. The GLOBE Project Overview & Behavior Styles | What is the GLOBE Project? Listen to business speaker Erin Meyer explain how cultural differences can affect communication. With this regard, America culture is a low-context . 2. [33] This significance follows into many situations such as the workplace, which can be prone to diversified cultures and opportunities for collaboration and working together. In Mexico's high context culture, communication is . [35], The concepts of collectivism and individualism have been applied to high- and low-context cultures by Dutch psychologist Geert Hofstede in his Cultural Dimensions Theory. High-context cultures rely heavily on non-verbal cues, such as facial expressions, body language, tone of voice, etc. Conclusion The dynamics of relationships within High and Low context cultures are very different. In S. Thompson (ed. High context refers to societies or groups where people have close connections over a long period of time. The composite score also indicates a significant difference among the three samples at the .01 level. High-context cu. [30], Hall links language to culture through the work of Sapir-Whorf on linguistic relativity. Neuliup, J. W. (2011). In a low-context culture, you would not expect to give or receive gifts . However, this type of segregation is not rigid, but takes the form of a gradient since the contextual base of a culture is not a quantifiable but relative concept. We'll also look at how they're different and what that means for your work in global business. In high-context cultures, there are often many opportunities for social and cultural context to explain speech, which reduces the need for words in all instances. Create your account, 10 chapters | Generally, the situation, people, and non-verbal elements are more important than the actual words that are communicated in a high-context culture. What is the role of such non-verbal communication in business relationships? Watch this video from international business expert Erin Meyer [1]. [25] There were 225 Mexican participants from three different undergraduate universities in Mexico City and 447 participants from Kent State University in the U.S.[25] The case study looked into culture shock experienced by Mexicans studying in the U.S. A low-context (LC) communication is just the opposite; i.e., the mass of the information is vested in the explicit code.". A conclusion may be implied but not argued directly. They have a Bachelor's in Air Traffic Management from Embry-Riddle Aeronautical University and minored in Aviation Safety and Homeland Security. Language may be used to achieve goals or exchange information. [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. 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. A person's identity in a high context society tends to be based on one's roles and experiences within the group. The author states that Japan is a high context culture because they have every decision based on their culture and France is both a high and low mixture finally low context example is America. Verbal message is direct; one spells things out exactly. For example, Hall describes how Japanese culture has both low- and high-context situations. Sage Publications. Low-context cultures rely on explicit communication. 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. Contents show Low Context Culture Definition Edward T. Hall describes low-context culture as one in which: Published: 2020/12/03. Although the concept of high- and low-context cultures is usually applied in the field of analyzing national cultures, it can also be used to describe scientific or corporate cultures, or specific settings such as airports or law courts. Sage Publications. All articles are edited by a PhD level academic. However, there are some other characteristics also. [20][21], Cultural context can also shift and evolve. [1] In low context, communication members' communication must be more explicit, direct, and elaborate because individuals are not expected to have knowledge of each other's histories or background, and communication is not necessarily shaped by long-standing relationships between speakers. In the 1970's, anthropologist Edward T. Hall coined the phrases "high-context culture" and "low- context culture.". Words: 825. classifications are discussed below. The following are illustrative examples. Leaders in high-context cultures, such as Ethiopia, tend to communicate more implicitly, using more nonverbal communication and expressing more vague verbal messages (at least from the viewpoint of a low-context culture). Intercultural communication. 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. - Dosage & Side Effects, Anxiolytic: Definition, Medications & Dependence, What is Citalopram? In contrast, high-context cultures use facial expressions, body language, and gestures in a nuanced manner. For example, the Native Americans in the United States rely heavily on their tradition. The reverse holds true for High (Collectivistic) Context Cultures. According to Hall's theory, Chinese and Korean samples represented higher-context cultures while the American sample represents lower context. The study tested 16 items, covering various aspects of the high-versus-low context concept, including social orientation, responsibility, confrontation, communication, commitment, and dealing with new situations. Instead, they depend on the explicit code of the words and written rules to convey meaning. When a part of these groups, a low-context individual may be more drawn to interpersonal relationships with others than focusing on their own accomplishments and do not require information to be elaborated because they maintain an understanding of group behaviors. For example, families typically engage in high context communication whereby they can communicate much with subtleties such as a glace. 1. Cultures Consequences: International Differences in Work-Related Values. Intercultural Communication in the Workplace, 18. In a high-context culture, emphasis is placed on interpersonal relationships rather than personal achievement. For example, the body language and methods of communication experienced by a group of close friends in a casual setting differs greatly from a group of peers presenting at a professional business meeting. High-context cultures promote the development of ingroups. Establishing relationships is an important part of communicating and interacting. We know that the way in which we say things at these gatherings is more important than what we say. Croucher's study examines the assertion that culture influences communication style (high/low-context) preference. [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. In this context, we will discuss those topics also. Many low context cultures are individualist so people openly express their views, and tend to make important information obvious to others. Your email address will not be published. Depending on the amount of information conveyed, cultures are classified as being high-context and low-context. They are not simply complementary but are often used as the primary means of conveying a message and require the members to have greater cultural understanding. For example, resemblance is a significant trait in cultures with a high level of context. Low-context cultures tend to focus more on the individual than the group, which is why they value individualism and autonomy. Hofstede, G. (1984). Not only is the page itself busier . In high-context cultures, language may be used to assist and maintain relationship-building and to focus on process. Class, Codes and Control. Ramos, D. C. (2014). For example, while the United States is a low-context culture, family gatherings (which are common in American culture) tend to be high-context. [22], The concept of elaborated and restricted codes was introduced by sociologist Basil Bernstein in his book Class, Codes and Control. High-context cultures, on the other hand, depend on both the spoken words and the context of the situationincluding the shared values/assumptions of the groupto convey meaning. If you want to appear polite, you need to be willing to greet strangers and thank . In these cultures, people may rely on body language, tone of voice, and facial expressions to convey meaning, and may not always say exactly what they mean directly. Both often take many aspects of the other's cultural communication abilities and strengths into account. The continuum pictures how people communicate with others through their range of communication abilities: utilizing gestures, relations, body language . Edward T. Hall describes low-context culture as one in which: most of the information is either in the explicit code or readily available elsewhere (Hall, 1976). 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. [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. (The pedestrians example) The American legal system, for example, relies on low context communication. France is a high-context culture. 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. [37] Because individualistic cultures may value cultural diversity, a more explicit way of communicating is often required to avoid misunderstanding. The Lavin Agency Speakers Bureau. Due to this shared understanding, high-context cultures are slightly more informal. This article was peer-reviewed and edited by Chris Drew (PhD). All rights reserved. - Definition & Assessment, Bipolar vs. Borderline Personality Disorder, Atypical Antipsychotics: Effects & Mechanism of Action, What Is a Mood Stabilizer? Low-context and high-context cultures are the ends of a continuum portraying how cultures communicate. Relationships are easy to build, can start very quickly but end just as soon. In. Figure \(\PageIndex{1}\): A graph which shows the level of context in various world cultures. Communication Research Reports. So the poor cow's life depends on the country, where it was born: whether it is going to be worshipped or to end up on someone's . Culture and Interpersonal Communication. High-context communication tends to be more indirect and more formal. Guffey et al. Therefore, it is necessary for more explicit information to be included in the message so it is not misinterpreted. What is high and low context culture examples? It is important to note that no culture is low-context or high-context in absolute terms but a mix of both. High Context vs. Low Context. In contrast, a high-context language like Japanese or Chinese can use a high number of homophones but still be understood by a listener who knows the context. Culture is a combination of our thoughts, roles, manners, values, etc. Enrolling in a course lets you earn progress by passing quizzes and exams. Verbal message is explicit. Hofstede, G. (1984). 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. Nonetheless, the contexting model simply cannot be described as an empirically validated model. Meanwhile, in a high-context culture, nonverbal cues and unspoken background . Communicators in low-context cultures (such as those in North America, Scandinavia, and Germany) depend little on the context of a situation to convey their meaning. The study suggests that in high-context cultures, such as China and Korea, people tend to be more socially oriented, less confrontational, and more complacent with existing ways of living compared to people from low-context cultures like the US.[23]. 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. - Uses & Side Effects, What is Amitriptyline? Instead, many cultures tend to have a mixture or at least some concepts that are shared between them, overlapping the two context cultures.[26]. In Low Context Culture it is normal to be self reliant and yet have many relationships. 231 lessons. 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. Overall, this study provides further evidence to support the high versus low-context culture concepts with Chinese, Korean, and American participants. Individualism may lead to communicating to all people in a group in the same way, rather than offering hierarchical respect to certain members. According to Hall, the high-context culture definition relates to a culture by which the rules of communication are primarily and dominantly transmitted through the use of contextual elements. 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]. (2013)[2]explain the concept of cultural context: Cultural context is a concept developed by cultural anthropologist Edward T. Hall. [2], Website design among cross-cultural barriers include factoring in decisions about culture-sensitive color meanings, layout preferences, animation and sounds. Sage Publications. People are comfortable standing close to each other. "Understanding cultural differences. Information has to be explicit and detailed for the message to be conveyed without distortion. Table 2 shows a classification of countries in low and high context, their characteristics and the expected role . [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. ", "Communication: intercultural communication. People within low-context cultures see their relationships much looser and the lines between networks of people are more flexibly drawn.[11]. The Encyclopedia of Diversity and Social Justice states that, "high context defines cultures that are relational and collectivist, and which most highlight interpersonal relationships. I feel like its a lifeline. Family gatherings and interactions with people from high-context cultures are two examples of scenarios in which Americans participate in high-context communications, largely because they are with close-knit groups of people who share similar values, rules, and norms. lessons in math, English, science, history, and more. Hall is also credited for developing the idea of chronemics, or the study of the use of time during nonverbal communications. Russia is a high context country with a culture that revolves around collectivism and interdependence on group relationships. Hall and Hall proposed a "spectrum" of national cultures from "High-Context cultures" to "Low-Context Cultures. 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). 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. Beyond Culture. 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. In other words, the relationship between directness and contexting based on traditional classifications of [high-context] and [low-context] cultures is particularly tenuous. 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. 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. A 2005 study by Elizabeth Wurtz demonstrates how cultural differences shape marketing and advertising. Identify your style Before implementing effective communication practices across cultures, identify your own style: As a result of these years of interacting with one another, the members know what the rules are, how to think, and how to behave, so the rules do not have to be explicitly stated. What is low context cultural communication? Communicators in high-context cultures pay attention to more than the words spoken they also pay attention to interpersonal relationships, nonverbal expressions, physical settings, and social settings. the study of body movement including gestures, hand, arm, and leg movements, facial expressions, eye contact, and stance or posture Low-context message a message where the message is encoded in the words used or in the verbal expression and not as much in the context Masculinity-Femininity In comparison, the United States is perhaps the best example of a diverse and low-context culture. Low-context communicators dont need to be provided with much background information, but they do expect messages to be professional, efficient, and linear in their logic. This means that the members' identity is heavily rooted in groups, i.e., families and work units. Studentsshould always cross-check any information on this site with their course teacher. Websites catering to high-context audiences had a lot of animation & images. Since a high-context culture is based on fewer, deeper relations with people, there are many unspoken social rules and understandings within the culture. High context cultures have a communication style based on body language, tone, and overall context; while low context cultures are more straightforward and explicit in communication. 3. Learn what high context culture is. Examples of high-context cultures include China, India, and many non-Western societies. Pages: 3. Edward Hall is a famous theorist and anthropologist who has contributed a renowned theory of high- and low-context cultures to facilitate students, researchers . Type of paper: Research Paper. Japan is generally considered a high-context culture, meaning people communicate based on inherent understanding. Cultural differences in advertising and marketing may also be explained through high- and low-context cultures. Required fields are marked *, This Article was Last Expert Reviewed on January 24, 2023 by Chris Drew, PhD. The terms low-context and high-context usually refer to language groups or nationalities. Members of high-context cultures are relatively comfortable interacting with others because a close-knit community has been formed, such as that of a family or religious congregation. Context is less important than words. What is an Interculturally Effective Person (IEP)? The high and low context cultures in this concept refers to how important contextual cues are in interpreting a message. Meaning is determined not by what is said but by how it is said and by how social implications such as the communicators status and position come into play. This study is a result of a cross-cultural examination between students from the United States, a low-context culture, and Mexico, a high-context culture, to study the reasons people communicate in each culture.