Globalization Replies

Key Term – Communication – High-context vs. Low-context cultures

            Communication is one of the most important aspects of any relationship and it is also one of the most challenging. Communication encompasses so much more than words and often it can be misinterpreted.  Cultural differences can impact how one communicates and without proper research and understanding, misunderstandings, embarrassment, and even hostility can be a result of failure to communicate effectively.  Even non-verbal communication can have negative results and tone can also come into play when one believes they said everything correctly, but it is perceived negatively.  The context in which one communicates, especially across cultural lines can have devastating effects on a business relationship.

High context vs. Low Context.  Communication in high context cultures focus primarily on cues that are nonverbal or more subtle.  Communication in low context cultures rely more on words to express meanings.  Those groups that have close relationships or who have worked with one another for extended periods of time are more often to communicate with high context communication while those groups that are not familiar with others tend to communicate more in low context. It is possible for those that communicate in a low context to develop a high context communication style.  And one context style of communication is not necessarily more effective than the other context style.

            In the article, Communicating in a proper way: How people from high-/low-context culture choose their media for communication, the relationship between one’s cultural influence and their choices in media are studied.  Participants from both China and the United States were surveyed about culture content, media richness and their daily media choices and the findings from these surveys resulted in the belief that the Chinese participants have a high context culture while those from the United States have a low context culture. These varying context styles can cause challenges in communication as well as how the participants feel connected to one another. The study was geared to international students in the United States and found that the Chinese international students may experience barriers in communication with their professors or classmates due to the low context communication styles that are more often utilized in the United States. The article also investigated the though patterns that vary by culture and determined that in low context cultures more emphasis is placed on logic and rationality while appropriateness and formality are valued in high context cultures.

            The article explains that differences in communication are a global challenge and how you put context into the vernacular can have consequences that may not have been recognized before. That is why research on different cultures that one may be doing business with is paramount to success.

 

Yang, X., Hou, J., & Arth, Z. W. (2021). Communicating in a proper way: How people from high-/low-context culture choose their media for communication. International Communication Gazette, 83(3), 238–259. https://doi.org/10.1177/1748048520902617