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Volkan.
Volkan.
11.15.2005
Be aware of cultural context when communicating
The means of communication also depends on cultural context. The culture's context may be divided into two (not so clear-cut) categories: high-context cultures and low-context cultures (being any of them is not a bad thing don't worry)
In low context cultures (like Sweden or the States) words -generally- do not have side meanings. non-verbal behavior (i.e. body language) and non-written context of the text is often ignored. There is a high reliance on rules and legal paperwork. When communicating with these kinds of cultures, one should give direct messages and be as clear as possible. Because words carry all information, no additional meanings are bound to them.
On the other hand, in high-context cultures (such as Saudi Arabia,Japan and Turkey) people depend heavily on the situation, the context of the message, non-verbal behavior in creating and interpreting communications. In high context cultures special emphasis is given on background, (undocumented, non-verified by an independend third party) personal reputation, and basic values. As you may guess, legal paperwork is given least emphasis.
Contrary to low-context cultures, the best approach to give messages to a high context culture is to give "indirect messages", taking senses and feelings into account. (For instance Japanese commercials show beautiful scenery on the background most of the time). There, words do not carry all info, and the whole "context" of the communication is important.
In low context cultures (like Sweden or the States) words -generally- do not have side meanings. non-verbal behavior (i.e. body language) and non-written context of the text is often ignored. There is a high reliance on rules and legal paperwork. When communicating with these kinds of cultures, one should give direct messages and be as clear as possible. Because words carry all information, no additional meanings are bound to them.
On the other hand, in high-context cultures (such as Saudi Arabia,Japan and Turkey) people depend heavily on the situation, the context of the message, non-verbal behavior in creating and interpreting communications. In high context cultures special emphasis is given on background, (undocumented, non-verified by an independend third party) personal reputation, and basic values. As you may guess, legal paperwork is given least emphasis.
Contrary to low-context cultures, the best approach to give messages to a high context culture is to give "indirect messages", taking senses and feelings into account. (For instance Japanese commercials show beautiful scenery on the background most of the time). There, words do not carry all info, and the whole "context" of the communication is important.
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Hi Volkan,
interesting stuff! Hadn't heard of this before. There are two points however that I'd like to add here.
High and Low context don't apply only to nation wide cultures, but range from global (e.g. occidental vs. oriental) to groups of just two persons. And a certain group may have characteristics of both.
Also worth bearing in mind, that this is not an absolute concept but relative. This I can illustrate best by borrowing a little from the oriental: we have a burning candle - is it yin or yang?
If you have an ice cube next to the candle, then clearly the candle is yang and ice cube yin. But if you watch the candle next to the sun, it suddenly is obviously yin.
So rather than thinking to yourself: "is this high or low context", you could think: "do I relate to this situation as high or low context".
Anyway, great post, cheers,
.k
interesting stuff! Hadn't heard of this before. There are two points however that I'd like to add here.
High and Low context don't apply only to nation wide cultures, but range from global (e.g. occidental vs. oriental) to groups of just two persons. And a certain group may have characteristics of both.
Also worth bearing in mind, that this is not an absolute concept but relative. This I can illustrate best by borrowing a little from the oriental: we have a burning candle - is it yin or yang?
If you have an ice cube next to the candle, then clearly the candle is yang and ice cube yin. But if you watch the candle next to the sun, it suddenly is obviously yin.
So rather than thinking to yourself: "is this high or low context", you could think: "do I relate to this situation as high or low context".
Anyway, great post, cheers,
.k
Kasimir,
Thank you for informing that high and low context not only applies to nations but also to smaller and larger sub groups.
Actually, one cannot limit culture with national boundaries. A nation may have several co-existing cultures. As well as cultures may transcend national boundaries.
Anyway, cross-cultural issues have always taken my interest.
And yes, the relative relation to the situation (yin-yang example) is more important. Thanks for pointing that out.
If you are interested, you may find more on warren j keagen and mark c. green's "Global Marketing".
(it is really an exciting book with lots of case-studies.
The best part of it, imho, is that it reflects current issues rather than the rusted theoretical stuff.
hth.
volkan.
Yorum Gönder
Thank you for informing that high and low context not only applies to nations but also to smaller and larger sub groups.
Actually, one cannot limit culture with national boundaries. A nation may have several co-existing cultures. As well as cultures may transcend national boundaries.
Anyway, cross-cultural issues have always taken my interest.
And yes, the relative relation to the situation (yin-yang example) is more important. Thanks for pointing that out.
If you are interested, you may find more on warren j keagen and mark c. green's "Global Marketing".
(it is really an exciting book with lots of case-studies.
The best part of it, imho, is that it reflects current issues rather than the rusted theoretical stuff.
hth.
volkan.
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