High vs low context

Edward T. Hall's theory of high and low context culture has to do with the way people communicate with each other.

People in high-context cultures tend to have an implicit or indirect style of communication. They:

• Are tuned into, and therefore draw information from, their surroundings (environment, non-verbal communication, situation etc.)
• Value non-verbal communication cues (i.e. the message is communicated without a great deal of background communication)
• Are relational, collectivist, intuitive and contemplative
• Highly value interpersonal relationships (i.e. high value is placed on relationship harmony)
• Are part of a society or group where close connections have been formed over a long period of time
• Rely on the context for cues on how to behave appropriately (i.e. behavioural rules are implicit).

Asians, Africans, Latin Americans and Middle Easterners are examples of high-context cultures.

People in low-context cultures tend to use a direct style of communication. They:

• Place less importance on non-verbal communication and their surroundings (i.e. they use words to convey the message)
• Value explicit information such as logic, fact and directness (i.e. they value rules and expectations being spelt out explicitly)
• Are logical, linear, individualistic and action oriented
• Prefer communication that is open, forthright and direct.

North Americans, Northern Europeans and Western Europeans are examples of low-context cultures.