High-Context versus Low-Context Cultures

Edward Hall (1976) originated the classification of high-context versus low-context cultures, based on the amount of information that is implied ver­sus stated directly in a communication message. A high-context culture is one in which the meanings of a communication message are found in the sit­uation and in the relationships of the communicators or are internalized in the communicators' beliefs, values, and norms. The communication context (particularly the relationships with the other individuals in the communica­tion situation) plays an important part in the interpretation of a communi­cation message.

Collectivistic cultures, such as Asian and Latino, are usually high-context cultures. These cultures emphasize nonverbal communication and subtle­ness in communication rather than being frank. High-context cultures are extremely polite, which fits with the indirect, subtle nature of interpersonal communication. Ambiguity (the degree to which a communication message has many possible meanings to its receivers) and obscurity characterize con­versations in a high-context culture. One purpose of communication is to avoid threatening the face of one's conversation partner, thus bringing shame upon oneself. What is not said (an unverbalized message) may be more important than what is said.

A low-context culture is one in which the meanings of a communication message are stated clearly and explicitly, without depending on the context of the communication situation. Examples of low-context cultures are Euro­pean American, English, and other northern European countries. Reactions are expressed frankly during a conversation. Meanings are explicitly coded in a communication message. Verbal communication in a low-context culture leaves little to the imagination. A concern for clarity is highly valued, while a concern for hurting someone else's feelings or a concern for avoiding being perceived negatively by a communication co-participant is not highly valued. Conversations in a low-context culture are clear and to the point.

People in a high-context culture keep well informed about all aspects of the other people in their lives, such as their work associates. Thus a particular message can be brief and vague, as the recipient-individual is already well informed about the context of the message. However, in a low-context culture individuals compartmentalize their personal, work, and other relationships. Hence a message must contain many more details than in a high-context culture. Term papers by college students in U.S. uni­versities are often written in a high-context style which assumes that the instructor is "inside the head" of the student. Western professors constantly push their students to be exceptionally clear in their writing, attempting to move them to the dominant low-context style.

An example of how to decline a potential spouse in an arranged marriage in South India, a high-context culture, helps illustrate the coding of a high-context message. Let's say the boy's family has visited the girl's home in order to look over the potential bride. They then send an emissary who conveys this message; "We really enjoyed meeting all of your family members, Usha is a fine cook and is a very nice young woman. But we wish that tea had been served with the mangos instead of coffee." What is the real meaning of this message? "We do not want our son to marry your daughter." Subtlety characterizes com­munication in a high-context culture. Hurting the other party's feelings is avoided at all costs; emphasis is placed on saving face. The issue is not con­fronted directly; the message must be carefully interpreted.

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