Курманбекова Ж. К., Ахметова А.Е.

Региональный социально – инновационный университет

High context, low context cultures

Nonverbal communication describes the way people send and receive information to each other beyond words. According to Dr. Charles Tidwell, the concept serves a number of functions:

To accent the meaning of verbal messages (such as pointing while stating directions)

To complement or contradict verbal messages (such as indicating sarcasm using verbal tone)

To regulate interactions with others (such as using nonverbal cues to indicate when people should and should not speak)

To substitute for verbal messages (such as nodding instead of saying “yes”)

Although nonverbal communication is a universal phenomenon, meanings of nonverbal cues are not, in fact, universal. They vary tremendously across cultures and are often ambiguous. Because of this fact, it is crucial for those who work in international business settings to have at least a rudimentary understanding of the ways nonverbal cues are communicated across and within foreign cultures.

To further understand the nuances of nonverbal communication across cultures, it is important to know the differences between “high-context” and “low-context” cultures. Context refers to the information that surrounds an event and is tied up with that event’s ultimate meaning, according to Shoji Nishimura, Anne Nevgi and Seppo Tella.

“High-context” cultures rely heavily on nonverbal communication, using elements such as the closeness of their relationships, strict social hierarchies and deep cultural knowledge to convey meaning. In contrast, “low-context” cultures depend largely on words themselves.   Communication tends to be more direct, relationships tend to begin and end quickly, and hierarchies are more relaxed. It is important to note that no culture is “better” than another; communication styles simply convey differences, rather than superiority.

Much has been written about the differences between high- and low-context cultures, particularly by noted anthropologist Edward T. Hall. For business professionals, other useful differences are outlined below:

Communication tends to be indirect, harmoniously structured and understated.

In conversation, people are expected to speak one after another in an orderly, linear fashion.

· Disagreements are personally threatening. It is important to solve conflict immediately or avoid it completely in order for work to continue.

· Physical space is considered more communal. Standing very close to others is a common practice.

· Verbal messages are indirect. Speakers often talk around a point (instead of directly to it) and use embellishments to convey meaning.

· Accuracy is valued. How well something is learned is important.

· Some countries considered “high context” include Japan, Greece and various Arab nations.

· Communication tends to be linear, dramatic, precise and open.

· Because words are so highly valued, they are used almost constantly.

· Disagreements are depersonalized. Conflicts do not have to be resolved immediately for work to continue. When solutions are found, they tend to be rationally based.

· Privacy and personal space are highly valued. Physical space is considered privately owned.

· Verbal messages are explicit and direct. Words are valued above their context.

· Speed is valued. How efficiently something is done is important.

· Some countries considered “low context” include the United States, Germany and various Scandinavian countries.

While “high” and “low” context are examples of opposing cultures, it is also true that many cultures fall in between these two extremes. Called “multi-active,” these cultures might include those of Spain, Italy or Latin America.

Literature:

1. http://online.pointpark.edu/business/cultural-differences-in-nonverbal-communication/