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Cross-Cultural Communication: Understanding High and Low Context Cultures, Schemi e mappe concettuali di Cross Cultural Management

Accademia di Belle Arti di RomaCross Cultural Management

Cross Cultural Communication schemi e appunti

Tipologia: Schemi e mappe concettuali

2019/2020

Caricato il 27/05/2023

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CROSS CULTURAL COMMUNICATION
Cultural diversity if not handled well can be a source of inefficiency, confusion, frustration, anxiety
and stress at work. When we don’t appreciate the cultural differences in how others convey and
interpret information, we are more likely to misunderstand them.
What happens when people from other countries and cultures don’t behave according to our cultural
norms? We fall for thefundamental attribution errorand attribute their behaviour to their
personality, it’s who they are. We also find it convenient to go with cultural stereotypes without
making an attempt to understand how culture plays a role in their style of communication.
“Subtle differences in communication patterns and the complex variations in what is considered
good business or common sense from one country to another have a tremendous impact on how we
understand one another, and ultimately on how we get the job done”, says Erin Meyer, professor in
organisational behavior (atteggiamento) and specialist on cross cultural management inThe Culture
Map which is the main text of this aspect. Erin Meyer says also that: In a low context culture, If I
give a presentation, I should tell you what I am going to tell you, then I tell you and then I tell you
what I have told you. Why do I tell you the same thing three times? Because everything is about the
simplicity and the clarity of the message. In a high context culture, we assume that we have a much
larger body of shared reference points. In these cultures we believe that good effective professional
communication is much more sophisticated, more nuanced, implicit and layered (stratificato)”.
On the other hand American anthropologistEdward T. Halldeveloped a metric scale to measure
communication differences across cultures using high context and low context in the 1930s. He
examined factors that impede or enhance communication between people from different
backgrounds.
Once we understand how communication in high context and low context culture varies, we will be
able to appreciate these differences and take steps to reduce the communication gap instead of being
trapped by the cultural differences and causing misunderstanding and unnecessary conflict.
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CROSS CULTURAL COMMUNICATION

Cultural diversity if not handled well can be a source of inefficiency, confusion, frustration, anxiety

and stress at work. When we don’t appreciate the cultural differences in how others convey and

interpret information, we are more likely to misunderstand them.

What happens when people from other countries and cultures don’t behave according to our cultural

norms? We fall for the fundamental attribution error and attribute their behaviour to their

personality, it’s who they are. We also find it convenient to go with cultural stereotypes without

making an attempt to understand how culture plays a role in their style of communication.

“Subtle differences in communication patterns and the complex variations in what is considered

good business or common sense from one country to another have a tremendous impact on how we

understand one another, and ultimately on how we get the job done”, says Erin Meyer, professor in

organisational behavior (atteggiamento) and specialist on cross cultural management in The Culture

Map which is the main text of this aspect. Erin Meyer says also that: In a low context culture, If I

give a presentation, I should tell you what I am going to tell you, then I tell you and then I tell you

what I have told you. Why do I tell you the same thing three times? Because everything is about the

simplicity and the clarity of the message. In a high context culture, we assume that we have a much

larger body of shared reference points. In these cultures we believe that good effective professional

communication is much more sophisticated, more nuanced, implicit and layered (stratificato)”.

On the other hand American anthropologist Edward T. Hall developed a metric scale to measure

communication differences across cultures using high context and low context in the 1930s. He

examined factors that impede or enhance communication between people from different

backgrounds.

Once we understand how communication in high context and low context culture varies, we will be

able to appreciate these differences and take steps to reduce the communication gap instead of being

trapped by the cultural differences and causing misunderstanding and unnecessary conflict.

The difference in expectations when people from high context and low context cultures in

communication are:

In a high context culture

  1. Non verbal cues (gestualità non verbale) like tone of voice, eye movements, gestures and facial expressions carry a great deal of meaning
  2. True intent of the message is not communicated verbally and is often left to the interpretation of the individual, which requires contextual understanding and reading between the lines. In other words, verbal message is indirect often talking around the point and requires shared cultural context to carry meaning (acquisire significato).
  3. Focus on long term relationships to derive meaning which makes explicitness unnecessary
  4. During meetings, do not summarise the key concepts/takeaways (concetti chiave) or follow it up with written communication with the implicit assumption that everyone got their part right.
  5. Communication is indirect, implicit, subtle, layered and nuanced.
  6. Individuals who value high context communication find low context style of communication as extremely detailed, distrustful and a waste of time due to repetition of message. “If you are from a high context culture, you might perceive a low-context communicator as inappropriately stating the obvious
    • You didn’t have to say it! We all understood! or even as condescending and patronizing – You talk to us like we are children”, says Erin Meyer in The Culture Map.
  7. High-context cultures often exhibit less-direct verbal and nonverbal communication, using small communication gestures and reading more meaning into these less-direct messages. High context defines cultures that are usually relational and collectivist, and which most highlight interpersonal

Erin Meyer developed an eight scale model that shows how cultures vary along a spectrum from

one extreme to the other. She says “Culture is too complex to be measured meaningfully along just

one or two dimensions. When examining how people from different cultures relate to one another,

what matters is not the absolute position of either culture on the scale but rather the relative position

of the two cultures. It is this relative positioning that determines how people view one another”.

ADVERTISEMENT EXAMPLES

I think that is obvious that different advertising language will have different

effects in high-context culture and low-context one. The two advertisements

are from high-context culture and low-context culture.

The first one is a milk advertisement in the United States, it is a very famous

milk brand created by California Milk Processor Board. From the country

mentioned and the explicit way the picture is presented, we can see that this

advertisement belongs to low-context communication which uses direct and

informative message to convey its meaning. From the picture, we can clearly

see the famous singer Taylor Swift with a milk mustache, and the slogan Got

milk? will attract the audience’s attention immediately and remind the

audience that this is a poster of the advertisement for milk. On the picture

there is a section of written words by Taylor Swift. She said to the audience: “In

this business, you’ve got to be decisive. So I choose milk. Some teens who

choose milk instead of sugary drinks, and the protein helps build muscle. So

eat right, exercise and drink 3 glasses of low fat or fat free milk a day. Music to

my ears”. She used the first personal noun “I” instead of “we”, which manifests

the individualism in low-context culture. Low-context culture tends to be

individualistic, where emphasis is put on the goals and accomplishments of the

individual rather than the group. Individuals are expected to become

independent of others and look after themselves. Personal values are more

important than collective values.

However, if this picture is demonstrated in a high-context culture, the effect

will be different. For instance, if it is advertised in China in this way, most of

Chinese parents will not choose it, because of the collectivism culture they

share.

The second one is a Japanese advertisement for a salad which contains a half

less fat than usual. The characteristics in this culture can be evidently shown to

the audience. This advertisement, contains two sentences, from the top to the

below and they are: “Whether or not I am fine by myself” and “Convenience”.

Just from these words, it is difficult to interpret the meaning of this

advertisement. Most of the message is included in the picture instead of words.

We can see that this advertisement is consisted with two small pictures. In the

top picture, we can see a big wire pole with two pillars, and then we find a

small pole in the faraway place just with one pillar, but they can all serve the

same function―holding the wire. Therefore, the small pole in the faraway place

said in a personalized way: “Whether or not, I am fine by myself.” The picture

below is just the faraway small picture in a magnified effect, which said:

“Convenience.” Because the wire pole with one pillar can serve the same

function with the wire pole with two pillars, the reduction of one pillar makes it

more convenient. Then the appearance of the second picture will make the

theme of this advertisement become explicit and definite. Compared to other

kind of salad, this one’s fat and calorie is reduced by 50%, which will be

healthier and meanwhile the taste remains the same as before. The

characteristic of this advertisement is that it conveys ambiguous message with

very little information about the product. The audience should try their best to

associate these two pictures together and perceive the implied meaning of this

advertisement. If this advertisement is presented in a low-context culture, the

ambiguous meaning will make the audience perplexed.