ITM Master 3. Sem.
8103: International Management III

 Low context - high context communication

Introduction

A popular cultural framework was proposed by Edward Hall (1976, 2000), in which he stated that all cultures can be situated in relation to one another through the styles in which they communicate. In some cultures, such as those of Scandinavians, Germans, and the Swiss, communication occurs predominantly through explicit statements in text and speech, and they are thus categorized as Low-Context cultures. In other cultures, such as the Japanese and Chinese, messages include other communicative cues such as body language and the use of silence. Essentially, High-Context communication involves implying a message through that which is not uttered. This includes the situation, behavior, and para-verbal cues as integral parts of the communicated message.

High context cultures are more common in the eastern cultures than in western, and in countries with low racial diversity. Cultures where the group is valued over the individual promote the in-groups and group reliance that favor high context cultures. Co-cultures are also conducive to high context situations, where the small group relies on their common background to explain the situation, rather than words. A low context culture explains things further, because those in a low context culture have a wide variety of background.

High-Context and Low-Context Cultures

High and Low Context within western societies

The general terms "high context" and "low context" are used to describe broad-brush cultural differences between societies.

High context refers to societies or groups where people have close connections over a long period of time. Many aspects of cultural behavior are not made explicit because most members know what to do and what to think from years of interaction with each other. Your family is probably an example of a high context environment.

Low context refers to societies where people tend to have many connections but of shorter duration or for some specific reason. In these societies, cultural behavior and beliefs may need to be spelled out explicitly so that those coming into the cultural environment know how to behave.

High Context

• Less verbally explicit communication, less written/formal information
• More internalized understandings of what is communicated
• Multiple cross-cutting ties and intersections with others
• Long term relationships
• Strong boundaries- who is accepted as belonging vs who is considered an "outsider"
• Knowledge is situational, relational.
• Decisions and activities focus around personal face-to-face relationships, often around a central person who has authority.

Examples:

Low Context

• Rule oriented, people play by external rules
• More knowledge is codified, public, external, and accessible.
• Sequencing, separation--of time, of space, of activities, of relationships
• More interpersonal connections of shorter duration
• Knowledge is more often transferable
• Task-centered. Decisions and activities focus around what needs to be done, division of responsibilities.

Examples:

Ways that High and Low Context Differ

1. The Structure of Relationships
   •  

     High:

       Dense, intersecting networks and longterm relationships, strong boundaries, relationship more important than task
   •  

     Low:

       Loose, wide networks, shorter term, compartmentalized relationships, task more important than relationship
   
   
   
2. Main Type of Cultural Knowledge
   •  

     High:

       More knowledge is below the waterline--implicit, patterns that are not fully conscious, hard to explain even if you are a member of that culture
   •  

     Low:

       More knowledge is above the waterline--explicit, consciously organized

      

      

      

      

  Contact: Prof. Dr. Wolfgang Georg Arlt FRGS
Bachelor and Master Program International Tourism Management
arlt@fh-westkueste.de, Office 2.018, Tel. 0481 8555-513
Consultation hours (during lecture period): Friday 10.00 - 11.00 h