Oxford University Press. 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 . People have many acquaintances they have fewer close friends. [10] In low-context cultures, relationships are not viewed as important figures to identity. 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. [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. Neuliup, J. W. (2011). 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. Get unlimited access to over 88,000 lessons. 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]. In Mexico's high context culture, communication is . people generally use. ), Hall, E. T.; Hall, M. R. (1990). The answer is simple. A low-context culture is a culture in which people communicate explicitly. Learn more about how Pressbooks supports open publishing practices. In a low-context culture, the onus for communication lies with the speaker. Low context can describe situations, environments and cultures. What are the effects on the communication process? 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. They also are AT-CTI certified. 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. Interaction. For the processing of complex messages, the perspective of context theory is very relevant. The composite score also indicates a significant difference among the three samples at the .01 level. 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. 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. To unlock this lesson you must be a Study.com Member. succeed. I feel like its a lifeline. Verbal message is explicit. 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 . Conclusion The dynamics of relationships within High and Low context cultures are very different. 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. [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. Your email address will not be published. These are some important high-context culture characteristics to look out for. 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. This allows individuals of different generations to communicate through a shared set of values, which, in turn, provides stability to the culture. Seekprofessional input on your specific circumstances. High-context communications, as well as low-context interactions, are important to understand from many perspectives. Message is carried more by words than by nonverbal means. 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. High-context defines cultures that are usually relational and collectivist, and which most highlight interpersonal relationships. [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. When individuals from high-context and low-context cultures collaborate, there are often difficulties that occur during the exchange of information. I would definitely recommend Study.com to my colleagues. Low use of nonverbal elements. Low-context and high-context cultures are the ends of a continuum portraying how cultures communicate. Their communication is less-task oriented, and their decision-making is driven by relationships, shared experiences, and emotions. Generally, the situation, people, and non-verbal elements are more important than the actual words that are communicated in a high-context culture. Communicating with high-context cultures can require you to focus on politeness strategies that demonstrate your respect for readers and listeners. Kim Dunghoon conducted a study to test the major aspects of high-context versus low-context culture concepts. The following chart will compare the main differences between high-context vs. low-context cultures and a discussion of example cultures will follow: While nations such as the United States have many low-context situations, it is important to recall that all societies experience high-context events as well. [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. 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. Intercultural Communication in the Workplace, 18. Whereas low-context cultures prefer more words (to a certain extent), high-context cultures prefer more images. The low-context websites had multiple images of individuals, while the high-context websites contained images and animations of groups and communities.[42]. [5], These concepts were first introduced by the anthropologist Edward T. Hall in his 1959 book The Silent Language. In high-context cultures, communication cues are transmitted by posture, voice inflection, gestures, and facial expression. Overall, this study provides further evidence to support the high versus low-context culture concepts with Chinese, Korean, and American participants. Moreover, their communication is often task-oriented and driven by rational decision-making, which can further add to their formality.. For instance, a study has argued that both Japan and Finland (high-context cultures) are becoming lower-context with the increased influence of Western European and United States culture.[22]. The designation "high and low context culture" broadly refers to the way people communicate in cultures. 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. Both the speaker and listener act under the assumption that all relevant information has been explicitly stated. Guffey, M. E., Lowey, D., Rhodes, K., & Rogin, P. (2013). This article was peer-reviewed and edited by Chris Drew (PhD). Low-context cultures (including North America and much of Western Europe) are logical, linear, individualistic, and action-oriented. Croucher, S., Bruno, A, McGrath, P, Adams, C, McGahan, C, Suits, A & Huckins, A. [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. 231 lessons. By contrast, a low-context culture is characterized by information being communicated primarily through spoken language, as well as rules being explicitly and directly stated. [5]. 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. Individualism and collectivism are related to low-context and high-context cultures, respectively. [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. The USA and Australia are typically low-context, highly individualistic cultures, where transparency and competition in business are prized. Meanwhile, in low-context cultures, more explicit speech is needed in order to allow the listener to fully understand the message. 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. An error occurred trying to load this video. Masculine vs. Feminine Cultures: Distinctions & Communication Styles. 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). 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). High-context cultures promote the development of ingroups. [12] Typically a low-context culture will be less close-knit, and so individuals communicating will have fewer relational cues when interpreting messages. High Context Culture And Its Importance In high-context cultures (such as those in Japan, China, Korea, and Arab countries), communication relies heavily on non-verbal, contextual, and shared cultural meanings. However, the concept may also apply to corporations, professions and other cultural groups, as well as to settings such as online and offline communication. Monochronic vs. Polychronic Communication Styles | What Are Chronemics? In high-context cultures, people are said to prefer symbolic, artful language that is implicit. 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.