Besides cultural context, personal experiences and preferences also shape communication. Learn more about our academic and editorial standards. It seems straightforward that, when communicating with their target audience in different cultures, companies want to clearly mention the benefits of their products in order to maximize their impact (see Wyer & Shrum, Citation2015). Beyond Culture. They were Belgian (n = 174) or Dutch (n = 115) students. Intercultural Communication in the Workplace, 18. An example of a fusion metaphor is the ad for Ariel liquid detergent that was discussed in the introduction. Meaning depends on what is said- the literal content of the message- rather than how it is said. People rather live in order to work and draw a lot of self-esteem from their tasks. Dr. Drew has published over 20 academic articles in scholarly journals. In addition, personal preference for high/low context was measured on a 5-point scale with nine items taken from Richardson and Smith (Citation2007), which were selected on the basis of a principle component analysis run on data collected in a pretest (N = 30, age: M = 23.90, SD = 2.16). Importantly, the current study examines this classification empirically by assessing individual context scores in both cultures. High-context cultures are more likely to be intuitive, contemplative, and concerned with the collective. EJ]?SGfekI NTj\*5~RGzN%#QeOJkLPvYwA9xCk9?FM~0xtCxjg-G3'Uw?g`#IcN!Yr%{U4`8sDUTEP^ Since they value collectivism and interdependence, it makes sense that their communication requires an understanding of the communitys shared values. The difference between High and Low Context Culture is that Low Context Cultures (Individualistic Cultures) do not need a lot of additional (Contextual) information to engage in " communication ". The complexity of a message can be the result of different message components (Lowrey, Citation2008), such as the difficulty of the words that are used (e.g., jargon or words from a foreign language), the syntax of the sentences (see Lowrey, Citation1998), or the length of the message. jCA(/pq/2?$O-@$h8KYGd N. i~^/NGu8Oc$j*$hd$BC+ji.9mkK"B?0m`d()-r//JQ ?7M!7|Q]pTX6w9 As Lowrey (Citation2008, p. 173, italics in original) argued: The important issue is the recognition that complexity effects occur in the individual. When we refer to the complexity of a message in this article, we therefore also refer to the comprehension of the message by the receiver. This methodological limitation makes it impossible to assess whether it is indeed context culture that is the explanatory factor of the results obtained. All details are transmitted explicitly. In Collectivist societies people belong to in groups that take care of them in exchange for loyalty. Getting the message across. In high-context cultures (such as those in Japan, China, and Arab countries), the listener is already contexted and does not need to be given much background information[3]. He is the former editor of the Journal of Learning Development in Higher Education and holds a PhD in Education from ACU. In the main study, the scale proved to be just adequate ( =.68). A 2005 study by Elizabeth Wurtz demonstrates how cultural differences shape marketing and advertising. German directness is a particularly noticeable cultural standard. High and low context cultures were a concept that emerged from anthropology in the 1950s and became more prevalent starting in the 1990s. In other words, the Federal Republic is well-known for an extremely direct way of speaking about things. It does so by examining the role of context culture for one example of complex messages: advertisements with visual metaphors. Jobs are changed infrequently (long-term thinking); labor laws support job stability and make it difficult to dismiss people. Let us help you make your transition easy! It will examine whether it is indeed people's individual context score that affects the degree of comprehension and liking of complex messages. Phillips (Citation2000), for example, constructed ads in three versions. Small families with a focus on the parent-children relationship rather than aunts and uncles are most common. Messages are understood at face value. In. Required fields are marked *, This Article was Last Expert Reviewed on March 15, 2023 by Chris Drew, PhD. Future studies may examine other dependent variables, such as product attitude or behavioral intention. Hofstede, G. (1984). A polite nod accompanied by a firm handshake is a common greeting, both in a business as well as social context; eye contact is made and held during a face-to-face conversation. Unlike the linear communication style preferred in low-context cultures, high-context communicators may use spiral logic, circling around a topic indirectly and looking at it from many tangential or divergent viewpoints. South Korea. They show an ability to adapt traditions easily to changed conditions, a strong propensity to save and invest, thriftiness, and perseverance in achieving results. About The Helpful Professor This means that messages beyond a certain tipping point (Van Mulken etal., Citation2014) are too complex, and therefore become less effective. endstream endobj 314 0 obj <>stream That is, recipients can be persuaded by a message even if they have not processed (and thus comprehended) that message. An expert on metaphors in advertising checked the ads on the metaphors that were included, and another expert ensured the cross-cultural equivalence of the material in the Netherlands and Belgium. 312 0 obj <>stream From the perspective of ELM, studies have also underlined that the recipients' background influences perceived complexity. With Nina Feldman. This means that Germans tend to pay more attention to the literal meaning of words than to the context surrounding them. For the processing of complex messages, the perspective of context theory is very relevant. We also use third-party cookies that help us analyze and understand how you use this website. Fourth, in future empirical studies on the role of context theory in comprehension and persuasion, it may be worthwhile to vary the ways in which message comprehension is measured. Effectively communicating within this culture, therefore, requires messaging that is perceived as objective, professional, and efficient. To learn about our use of cookies and how you can manage your cookie settings, please see our Cookie Policy. H2: Participants' personal context scores mediate the effect of nationality on perceived complexity. Low Context [6] How does her experience in Japan demonstrate what youve learned so far about the different dimensions of culture? They are not simply complementary but are often used as the primary means of conveying a message and require the members to have greater cultural understanding. The context refers to the information, with regards to communication and cultural issues conveyed via action, behavior, or speech. Formal/Reserved Imagine an ad for a sports car that does not feature the car, but instead shows a leopard running on a coastal road. Cited by lists all citing articles based on Crossref citations.Articles with the Crossref icon will open in a new tab. gut (good) rather than fantastic.. The indirect effect of nationality on perceived complexity through participants' individual context score proved to be significant (b = .05; CI [0.117, 0.007], bootstrapping technique, N = 50,000). A message does not have one given complexity; what is complex to one person is not necessarily complex to another. Focus on accomplishing tasks one at a time and sequentially. For future research on context culture and visual metaphors, it would be interesting to examine if this nonlinear relationship holds as strongly for high-context culture participants as for low-context culture participants. Hofstede Insights enables you to solve Intercultural and Organisational Culture challenges by utilising our effective and proven frameworks. Hornikx & Van Meurs, Citation2015). He studied English literature at the University of Delhi and Jawaharlal Nehru University. Intentions not explicitly stated can often be inferred from the context. Germany's high score of 83 indicates that it is a pragmatic country. Performance and target-based; subject expertise important; in public/government institutions, length of service is one aspect of performance appraisal. For instance, if an ad contains a slogan in a foreign language that the recipient does not recognize (let alone understand), more effort will not result in better comprehension and better liking. In general, not a high touch culture. All Rights Reserved. Learn more about our academic and editorial standards. People with this orientation have the perception that their actions are Restrained by social norms and feel that indulging themselves is somewhat wrong. High-context cultures are those in which the rules of communication are primarily transmitted through the use of contextual elements (i.e., body language, a person's status, and tone of voice). This website uses cookies to improve your experience while you navigate through the website. While a lot of resources are in the realm of international relations and business, there are some valuable high and low context culture lessons to glean for community engagement. But opting out of some of these cookies may have an effect on your browsing experience. Low-context communicators dont need to be provided with much background information, but they do expect messages to be professional, efficient, and linear in their logic. Blunt, pragmatic communication styles will be effective in Germany. Hall's approach, however, was theoretical: nations have been grouped and accorded a position on the continuum from low- to high-context rather loosely. April 28, 2023. This article was peer-reviewed and edited by Chris Drew (PhD). Low-context and high-context cultures are the ends of a continuum portraying how cultures communicate. For each advertisement, perceived ad complexity was measured with two items with 7-point scales: The message of the advertisement is easy/hard to understand and The message of the advertisement is simple/complex (mean reliability: =.93, range.83.96). Put it in writing. Guffey, M.E., Lowey, D., Rhodes, K., & Rogin, P. (2013). Belgium and the Netherlands are highly comparable in their political system, their economic status, and their geographical location, and they both have Dutch as a national language. For the replacement metaphor, an example is the ad for Contrex water, which features a Contrex water bottle looking at itself in the mirror (replacing a human person looking at his or her body shape). ^o_JcqT The context theory framework has been adopted in cultural studies to a large extent; Cardon (Citation2008), for instance, reviewed 244 articles. The current study is the first empirical examination of context theory's role on message comprehension and appreciation. Consensus-finding; thorough decision-making phase is followed by swift implementation phase. ULG covered the basics of the six cultural dimensions in full here. It will be based on the book entitled The Culture Map by an INSEAD professor and cross-cultural specialist Erin Meyer. Context High context. The German society is a truly Individualist one (67). Beyond these kinds of replications, we suggest five directions for future investigations to further examine how context theory affects comprehension and persuasion in advertising and communication. This can be very confusing for person who does not understand the 'unwritten rules' of the culture. Two studies have empirically tested this expectation. Achievement, competition, success, and skilled performance at work are what drives many Germansbeing the best is the goal. High-context cultures are built on a sense of shared experiences and history. Finally, it is expected that the effect predicted in H3 is mediated by participants' context-culture scores (H4): H3: Participants from a higher-context culture like ads with visual metaphors better than participants from a lower-context culture. The assignment will also discussed the impact of adapting good cross cultural practices by local managers across borders. In other words, messages should not be too complex. Recommended articles lists articles that we recommend and is powered by our AI driven recommendation engine. One framework for approaching intercultural communication is with high-context and low-context cultures, which . All Anglo-Saxon cultures fall on the left-hand side of the scale, with the United Kingdom as the highest context culture of the Anglo-Saxon cluster. It relies on the straightforward use of language, without depending much on nonverbal cues. Germany is masculine. A number of experimental studies have presented results that are in line with predictions from Relevance Theory. This dimension deals with the fact that all individuals in societies are not equal it expresses the attitude of the culture towards these inequalities amongst us. Although there are problems associated with the use of self-reported measurements, it is the best tool there currently is (see Matsumoto & Yoo, Citation2006; Taras, Rowney, & Steel, Citation2009). Without socialization we do not become human. Deductive reasoning that relies on details are what matter in German society, and having a carefully thought out plan for the future is essential. Germany has a relatively low score when it comes to indulgence, meaning the country is restrained in nature. In societies with a pragmatic orientation, people believe that truth depends very much on situation, context and time. 4>`~O{][-Pq [b'E2=XQb9^F4dD$",gM)0:s^>{ I-T9.,8#PT" h_%4H~ Based on their insights into Hall's context theory and the Dutch and Belgian (communication) culture, cross-cultural communication scholars Gerritsen and Claes (Gerritsen, Citation2002; Claes & Gerritsen, Citation2011) indicate that Belgium is a medium-context culture, and the Netherlands a low-context culture. The Lavin Agency Speakers Bureau. The American legal system, for example, relies on low context communication. )&ucLHD