Cross- cultural Communication This page intentionally left blank

 High- context and low- context communication
A  high- context communicator is one who gives instructions and comments 
through suggestions rather than directly and in whose communication 
information is implicitly contained. High- context people tend to rely heav-
ily on an elaborate system of symbols, body language, intonations of speech 
and hidden, culturally based meanings. More depends on the context in 
which communication takes place as most of the information is already 
in the person, while only little is in the coded, explicit, transmitted part 
of the message. In such cultures, people assume that everyone has most of 
the essential information they need. Because of this, there is little need for 
explicit rules and clarifying statements, and therefore communication can be 
economical, fast and efficient. There is a high degree of allusion and indirect-
ness as well as politeness. This means that the person receiving the message 
or instructions has to read between the lines to work out the real meaning 
of the message. People in high- context cultures tend to be more accustomed 
to interpreting meaning in accordance with such factors as personality, rank 
and body language. Of course, this happens at a personal level, but the Halls 
contend that it is also a cultural feature. If you are a member of a particular 

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22 Cross-Cultural Communication
cultural group, you understand the rules of communication and you are able 
to read between the lines. However, if you are an outsider or a foreigner, it 
can be very confusing. Examples of high- context communicators include the 
Japanese, Koreans, Arabs and, to some extent, Chinese, but also Italians and 
other Mediterranean people. These people usually have wide information 
systems, extensive family and social networks, and are accustomed to being 
involved in close personal relationships.
Relationships between individuals in a high- context culture are very often 
long- lasting. As a result, they are generally less in need in their day- to- day 
life of much indepth background. Their style of communication is ‘indirect’ 
or ‘implicit’, and more importance is given to the spoken than the writ-
ten word.
Non- verbal communication, particularly gestures and the use 
of silence, are important. Agreement tends to be oral rather than written 
and clear distinctions are evident between family or organization members 
(‘insiders’) and foreigners (‘outsiders’). Westerners often complain that they 
find people from Eastern cultures ‘inscrutable’. They are not, in fact, inscru-
table to each other, merely to outsiders.
A  low- context communicator does exactly the opposite of the high- context 
communicator. Here people do not assume that everyone has most of the 
information they require and communication therefore needs to be more 
explicit. The message itself carries meaning, so information and details 
must be spelt out as the context is less important. The message is clear, 
direct and detailed so that there can be no mistaking what is intended, 
as ambiguity is disliked. The Germans, Americans, Dutch, Scandinavians, 
British, Australians and Canadians set great store by low- context commu-
nication. They may not need the more elaborate socializing or personal 
rapport required in high- context cultures. Although marked by clarity, the 
low- context communicator is often seen as too direct, abrupt and at times 
even arrogant by high- context communicators. What you hear is what they 
mean. ‘Insiders’ and ‘outsiders’ are less clearly distinguished.
Written communication is considered important for
low- context com-
municators. In business, great store is placed, for example, on contracts and 
minutes of meetings. Low- context people tend to view high- context people as 
rather evasive, even at times as somewhat secretive or distrustful. In addition, 
they have a tendency to compartmentalize their personal relationships, 
their time at work and many aspects of their social life. As a result, each time 
they meet, they tend to require more detailed background or ‘context’. They 
have a general lack of extensive and well- developed information networks. 
As a result, they are more in need of detailed, background information, that 
is, context, for reassurance before making decisions. Communication is 
therefore more explicit, more formalized in the shape of memos, legal docu-
ments and written statements. Agreement is generally made in writing and 
contracts are treated as final once signed by all parties, and are as a result 
legally binding unless they are challenged or unless alterations are desired.

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Key Thinkers in Cross- Cultural Communication (1) 23
The challenge for management is to find the appropriate level of context 
required to deal with each situation. Too much information may make peo-
ple feel you are patronizing them, whereas providing too little information 
or detail may make them feel unsure, anxious or confused.
The main points of comparison between high- context and low- context 
communication are summarized in Figure 2.1 below.