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Low-context culture is a term used by anthropologist Edward T. Hall in

1976 to describe a communication style that relies heavily on explicit and

direct language. Learn more about low-context cultures from examples and

test your knowledge with a quiz.

Definition of Low-Context CultureAnthropologist Edward T. Hall was the first to discuss and define a low-

context culture. In his 1976 book titledBeyond Culture, Hall described a

low-context culture as a culture that communicates information in a direct

manner that relies mainly on words. Low-context cultures do not rely on

contextual elements (i.e., the speaker's tone of voice or body language) to

communicate information. They take a more direct and explicit approach.

This is in contrast to a high-context culture, which relies heavily on implicit

messages and contextual cues (i.e., the situation and the speaker's tone of

voice) to relay information being communicated.Members of low-context cultures have many relationships that last for a

short amount of time or exist for a specific reason. Following procedures and

keeping sight of the goal are important in accomplishing any transaction.

The cultural rules and norms need to be spelled out so that people who are

not familiar with the culture know what the expectations are.

Communication is expected to be straightforward and precise, and the use of

words must effectively convey the entire message.

Individualism in Low-Context CulturesLow-context cultures are individualistic. This means that individualachievements are valued higher than group accomplishments. Members of

low-context cultures are independent of one another and are expected to look

out for themselves, with the exception of family. Privacy and having

personal space is also valued.

Characteristics of Low-Context CulturesSome common characteristics of low-context cultures include:

Emphasis on logic and facts

Facts are more important than intuition in the decision-making process Words are more important than body language

Verbal messages are explicit, direct, and concise

Tasks or goals are more important than relationships

Most knowledge is above the waterline. This means knowledge is explicit,

visible, and can be easily conveyed to others

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Primary method of learning is by following other people's explicit directions

and explanations

Decisions and actions focus on the goal and dividing responsibilities

Examples of low-context cultures include:

The United States of America Canada

Germany

Switzerland

High-context culture is a phrase that was created by anthropologist Edward

T. Hall in the 1970s to describe a culture's style of communication. Learn

more about high-context cultures from examples and test your knowledge

with a quiz.

Defining High-Context CultureAnthropologist Edward T. Hall first discussed high-context culture in his

1976 book titledBeyond Culture. 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)

and are not explicitly stated. This is in direct contrast to low-context

cultures, in which information is communicated primarily through language

and rules are explicitly spelled out.

It is important to note that no culture is completely high-context or low-

context, since all societies contain at least some parts that are both high andlow. For example, while the United States is a low-context culture, family

gatherings (which are common in American culture) tend to be high-context.

Members of high-context cultures usually have close relationships that last

for an extended period of time. As a result of these years of interacting with

one another, the members know what the rules are, how to think, and how to

behave, so the rules do not have to be explicitly stated. This makes high-

context cultures difficult to navigate for those who do not understand the

culture's unwritten rules.

Characteristics of High-Context CulturesSome common characteristics of high-context cultures include:

Primarily use non-verbal methods to relay meaningful information in

conversations, such as facial expressions, eye movement, and tone of voice.

The situation, people, and non-verbal elements are more important than the

actual words that are communicated.

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People are comfortable standing close to each other.

The preferred way of solving problems and learning is in groups.

Members of the culture place emphasis on interpersonal relationships.

Trust must be developed before business transactions can begin.

High-context cultures include: Japan and other countries located in Asia

Brazil and other countries located in South America

African tribal groups and most countries located in Africa

A majority of the Middle East, including Iraq and Iran

Though the United States has a low-context culture, we have all been placed

in situations that are considered high-context. For example, if you have ever

been to a family gathering, then you have experience with a high-context

culture. We have close, personal relationships with our relatives. We know

that the way in which we say things at these gatherings is more importantthan what we say. We also make strong distinctions between those who are a

part of our family and those who are not.

------------------Have you ever encountered situations where clear signage is everywhere,

directions are detailed, expectations are spelled out explicitly, and you have a

sense of confidence that you will be able to find your way around without much

difficulty? You are undoubtedly in a place with a low context. Little is left to your

assumption, everything is spelled out. In contrast, you are a visitor in a different

situation where it seems that there are no signs, you are left to your own instincts,

and much time is spent asking others for directions. Everyone else but you knowswhat's going on. You have found yourself in a place with high context. Everyone

else is familiar with the surroundings because of their long history together.

When working cross-culturally, it is your inherent duty to determine whether the

group is high or low context. Church is a perfect example of high context. People

routinely stand, bow, and recite creeds that appear foreign and confusing to

visitors. You would think that this should not be the case. One of the reasons why

the retention rate in churches is so low, as well as the percentage of return visitors

so dismal, could be attributed to this tension. A visitor is coming into a high

context environment where everyone knows the rules, and no consideration is

given to the person who is not acquainted with the norms and practices.

The nuclear family is another example of high context. After years of being

together we know what the unspoken rules are, of what to eat, how to celebrate

holidays and how to communicate with each other. A stranger to the home will

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have difficulty maneuvering around in such an environment unless sensitivity is

practiced and communication strategies are intentional.

In high context societies there is less verbally explicit communication and less

formal information. Multiple network ties and intersections with others create

more internalize understandings of what is communicated. These relationships are

long term and there are strong boundaries concerning who is accepted, as

belonging vs who is considered an outsider.

Low context societies are rule oriented and more knowledge is public, external

and accessible. There is a separation of time, of space, of activities and of

relationships. More interpersonal connections exist but of shorter duration.

Knowledge is more transferable in low context societies. Decisions and activities

focus around on what needs to be done and there is a division of responsibilities.Discerning whether a people group is high or low context is critical because our

communication strategy will be based on such knowledge.

Persons from Latin America, Korea, the Middle East tend to operate in high

context modality. Common information about the rules of engagement is much

more likely to be assumed and embedded when they are together.

Here are some suggestions for cross cultural engagement in high and low society

For individuals from low context cultures beware of ridiculing a place or a people

who dont bother to label their roads or provide explicit instructions.

For individuals from high context be sensitive when hosting low context

individuals by providing more explicit instructions than what would be ordinarilyneeded with a colleague from your culture.

Then find a way to get the understanding and communication needed. Develop a

strategy for finding

Low Context: This is a culture where issues are fully detailed and spelled

out in communication. Messages are much more specific, and there is a great

deal of focus and importance put on what is said. Examples of low-context

cultures are Australia, Germany, England, the U.S. and Switzerland.

High Context: This is a culture that makes a lot of assumptions about the

commonality of communications, views and knowledge. In this culture,there is more of a quiet understanding of what is going on and less is said

about it, as in the end we should be just 'understood'. Examples of high-

context cultures are Brazil, China, France, Greece and Japan.