Cultural Differences: High Context vs. Low context
In 1976, Edward T. Hall first coined the terms "high-context" and "low-context" in his book, Beyond Culture. And in his book, Hall utilized the terms as a way to define a culture based on how their respective members communicate with one another. For although there are countless differences between cultures throughout the world, each culture can be identified as being either a high-context or low-context culture based upon his approach.
High-Context cultures
High-context cultures consist of societies or groups of people that have made connections over a long period of time, and therefore communicate through the use of contextual elements that are not explicitly stated (Williams, n.d.). That is to say, things such as body language, tone of voice, and even a person's social status all hold deeper and specific meanings within a high-context culture. Words alone do not suffice when communicating. For instance, in India, it is common to wobble one's head from side-to-side when replying to a question or a comment. In fact, the gesture itself can be used for almost any type of situation, whether acknowledging someone's presence, answering "yes" or "no" to a question, or even to simply say, "thank you." This instance of the head wobble is therefore a perfect example of how members of a high-context culture communicate with one another. For although there are numerous meanings behind the gesture itself, every member of the society understands the exact meaning when it is used. To a foreigner who is visiting India for the first time, however, the constant head wobbles would certainly cause confusion.
Common characteristics of High-context cultures
- Verbal communication is less explicit and to-the-point
- High use of non-verbal methods in order to communicate important information throughout a conversation (hand gesture, facial expressions, tone of voice, etc.)
- Context more important than actual words used in a conversation
- Comfortable standing in very close proximity to one another
- High emphasis on interpersonal relationships
- Strong sense of boundaries (accepted member vs. "outsider")
- High emphasis on authority and figures of authority (social hierarchy)
- Trust must be established prior to any business transactions
- Non-confrontational
- Risk-averse
Examples of high-context cultures
- India
- China
- Japan
- Korea
- Mexico
- Spanish
- African cultures
- Arabic cultures
Low-context cultures
Low-context cultures communicate information and converse in a more direct manner, mainly focusing on the importance of the words themselves as opposed to any unspoken understandings. As a result, low-context cultures typically do not rely on the use of contextual elements to convey a message. Instead, information is communicated much more explicitly and straightforward. Furthermore, any cultural rules and norms need to be spelled out "so that people who are not familiar with the culture know what the expectations are" (Williams, n.d.).
Unlike those within a high-context culture, members of low-context cultures can also be defined as being individualistic. Where collectivism is at the forefront of high-context cultures, individualism is a defining trait of low-context cultures. Individual achievements and accomplishments are therefore valued much more than group accomplishments, and members are generally expected to be independent from one another. As a result, things such as privacy and personal space are highly valued within a low-context culture as well. What is interesting about these aspects of low-context cultures is that they generally result in its members possessing high amounts of relationships that only last for a relatively short period of time.
Unlike those within a high-context culture, members of low-context cultures can also be defined as being individualistic. Where collectivism is at the forefront of high-context cultures, individualism is a defining trait of low-context cultures. Individual achievements and accomplishments are therefore valued much more than group accomplishments, and members are generally expected to be independent from one another. As a result, things such as privacy and personal space are highly valued within a low-context culture as well. What is interesting about these aspects of low-context cultures is that they generally result in its members possessing high amounts of relationships that only last for a relatively short period of time.
Common characteristics of low-context cultures
- Very rule oriented as a culture (external rules)
- High emphasis on logic and facts during decision-making process
- Words in verbal messages are direct, explicit, and meaningful
- Less use of intuition and body language to communicate a message
- Building longterm relationships are not as important as accomplishing tasks and goals
- Knowledge is generally explicit, codified, and easily accessible and transferable
- "Sequencing, separation of time, of space, of activities, of relationships" (Beer, 2003)
- Very task-centered and solution oriented
- Individualistic
- Productive conflicts encouraged
- Risk is welcomed
- Procedural
Examples of low-context cultures
- United States
- Germany
- Australia
- Dutch
- Israel
The Iceberg metaphor
An iceberg can be a perfect metaphor and symbol to represent what the context of culture means. For a culture may possess characteristics that are easily seen and noticed, much like the top of an iceberg. However, at the same time, a culture may also possess characteristics that are much more deeply hidden as well, like the bottom of an iceberg that is beneath the water.
Top of the Iceberg (above the water line):
As mentioned before, the top of the iceberg can be used to represent the characteristics of a culture that are easily identified and visible. For instance, traditional clothing, food, and the spoken language. Often times, the characteristics of a culture that are represented by the top of an iceberg can be seen in such things like travel booklets, and are generally easy to understand by readers.
At the Water Line:
This point of the iceberg represents the area in which aspects of a culture begin to become a bit more difficult to identify and explain in words. Perhaps you've read something in a travel book, but you've come to find out that the information was wrong once you actually visited the country. Did the writers of the travel book include incorrect information on the country you were visiting? Often times, the answer is no. Instead, the descriptive characteristic of a culture that you felt was not correct could in fact be situational as opposed to universal. You, as a visitor, would only notice and understand these types of characteristics once you've had a first hand experience of the culture over a period of time.
Bottom of the Iceberg (below the water line):
This part of the iceberg represents the characteristics of a culture that are generally hidden from plain sight. Things such as mannerisms, unspoken social norms, and values all fall into this category.
Top of the Iceberg (above the water line):
As mentioned before, the top of the iceberg can be used to represent the characteristics of a culture that are easily identified and visible. For instance, traditional clothing, food, and the spoken language. Often times, the characteristics of a culture that are represented by the top of an iceberg can be seen in such things like travel booklets, and are generally easy to understand by readers.
At the Water Line:
This point of the iceberg represents the area in which aspects of a culture begin to become a bit more difficult to identify and explain in words. Perhaps you've read something in a travel book, but you've come to find out that the information was wrong once you actually visited the country. Did the writers of the travel book include incorrect information on the country you were visiting? Often times, the answer is no. Instead, the descriptive characteristic of a culture that you felt was not correct could in fact be situational as opposed to universal. You, as a visitor, would only notice and understand these types of characteristics once you've had a first hand experience of the culture over a period of time.
Bottom of the Iceberg (below the water line):
This part of the iceberg represents the characteristics of a culture that are generally hidden from plain sight. Things such as mannerisms, unspoken social norms, and values all fall into this category.