hapter 4跨商务文化交际.pptVIP

High-context vs. Low-context Culture The concept of high- and low-context language has been researched by Edward T. Hall (1990). He believes that any cultural transaction can basically be divided into two communication system: high-context and low-context. Based on these two kinds of communication system, the cultures in the world can be classified into two major categories: High-context cultures and Low-context Cultures. * A high-context language transmits very little in the explicit message; instead, the nonverbal and cultural aspects of what is not said are very important. In high-context cultures reading between the lines in order to understand the intended meaning of the message is needed. The Chinese, Japanese, and Korean language and culture are examples of high-context communication. * In a low-context language and culture, the message is explicit; it may be given in more than one way to ensure understanding by the receiver. In low-context languages, a person would state what is expected or wanted. The United States, Germany and Switzerland are examples of a language and culture of low-context communication. * High-context languages tend to be indirect and nonverbal whereas low-context languages tend to be direct and verbal. Since people of low-context cultures favor directness, they are likely to consider high-context communications as a waste of time. Group-oriented, collectivistic cultures tend to use high-context languages; individualistic cultures tend to use low-context languages. * In high-context cultures, people tend to be more aware of their surroundings and their environment and do not rely on verbal communication as their main information source. The context of the message is well understood by both sender and receiver * An example of high-context communication is the way the Japanese indicate no. The Japanese would say yes for no but would indicate whether yes is yes or really no by the context, tone, time taken to answer, and facial and bo