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Edward T. Halls theory of high- and low-context culture helps us better understand the powerful effect culture has on communication in business. A key factor in his theory is context. Context is the background, gestures, facial expressions and surrounding circumstances in which communication or an event takes place.
High-context cultures include the Middle East, Japan, Asia, Africa, and South America. They are relational and collectivist. This means that people in these cultures emphasize interpersonal relationships. Developing trust is an important first step to any business transaction. These cultures are collectivist, preferring group harmony and consensus to individual achievement. Words are not so important as context, which might include the speakers tone of voice, facial expression, gestures. A Japanese manager explained his cultures communication style to an American: We dont have to speak as much as you do here. When we say one word, we understand ten, but here you have to say ten to understand one. High-context communication tends to be more indirect and more formal.
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Low-context cultures include North America, Western Europe, Germany. They are logical, linear, individualistic, and action-oriented. People from low-context cultures value logic, facts, and directness. Solving a problem means analysing the facts. Decisions are based on fact rather than intuition. And communicators are expected to be straightforward and efficient in telling what action is expected. To be absolutely clear, they try to use precise words.
Take a look how members of high- and low-context cultures see themselves and their opposites.
| High Context Communication Polite. Respectful. Not direct. | Low Context Communication Open. True. Direct. |
| Low Context claims High Context Hiding information. Not trustworthy. Arrogant. Too formal. Too slow. | High Context claims Low Context Impolite. Cannot read between the lines. Naïve. No self discipline. Too fast. |
Is it True or False?
- Culture doesnt have any effect on business communication.
- Context is the history of the country in which communication or an event takes place.
- High-context cultures are represented by the Middle East, Japan, Asia, Africa, and South America.
- Businessmen from high-context cultures prefer group harmony to individual achievement.
- High-context cultures are less formal.
- Russia is the country with a low-context culture.
- People from low-context cultures value intuition.
- Low-context cultures are action-oriented.
- Representatives of high-context cultures believe that people from low-context cultures are hiding information.
- Members of both high- and low-context cultures are respectful.
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- What examples can you give that demonstrate high- and low-context cultures?
- What do people from high- and low-context cultures think of each other?
- How would context help explain instances of miscommunication between North Americans and Japanese?
- Why does Russia belong to low-context cultures?
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1. Individualist culture. a. Egalitarian culture.
2. Deferential culture. b. High-context culture.
3. High job-mobility. c. Group-oriented culture.
4. Low-context culture. d. Low-job mobility.
5. Loyalty to the company. e. Indirect.
6. Straightforward. f. Loyalty to oneself.
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- In contrast to American individualism, Japanese belong to ___________. Japanese do not like to be alone or to do things differently from others. They stick together: eating, working, or traveling in a group. Following others and being part of a group gives them a kind of carefreeness and joy. Community interests are much more important for them than personal ambition.
- A culture where managers pay a great deal of respect to their seniors or their elders, and where subordinates show respect and humility towards managers, is a___________.
- ___________ is oriented around the self instead of identifying with a group mentality. People see each other as only loosely linked, and value personal goals above that of the group. Little attention is paid to relationship-building.
- If employees represent and defend their company, and respect and identify with its values, there is strong___________.
- A culture where typically people stay in the same job for many years, probably living near their family home, has ___________.
- Typically ____________ will be relational, collectivist, intuitive. This means that people in these cultures emphasize interpersonal relationships. Developing trust is the first step to any business cooperation. Words are not so important as context, which includes gestures, facial expressions, the tone of voice.
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