Cultural context refers to the values, beliefs, attitudes and behaviors that are characteristic of a particular group. Communication styles vary widely between cultures, and the high-low context framework provides insight into these differences. High context cultures rely heavily on implicit communication and long-term relationships, while low context cultures emphasize explicit, direct communication and value individualism over group affiliation. Understanding these contrasting approaches is important for effective cross-cultural interaction.

1. HIGH AND LOW
CULTURAL CONTEXTS

2. Define cultural
context
01

3. —Edward T. Hall
“Cultural context is a concept developed
by cultural anthropologist Edward T. Hall
in his 1975 book Beyond culture”

4. Culture context
Culture context refers to the values, beliefs,
attitudes, accepted actions, and general
characteristics of a group of people in
environment

5. Culture context
How people communicate with one another
varies wildly from culture to culture. In our fully
globalized times, it is more important than ever
to understand these differences and where they
come from. One way to reach such an
understanding is through the high and low
context culture framework

6. 02
Communication Differences in Low-
Context vs. High-Context Cultures

7. 02
High-Context Cultures

8. High-Context Cultures
High context refers to societies or groups where people have
close connections over a long period of time
And they share the same background and knowledge

9. Main points of High
context

10. High-Context Cultures
communication relies heavily on non-verbal, contextual
Information is transmitted not through words alone but also
through non-verbal cues such as gestures, voice inflection,
and facial expression, which can have different meanings in
different cultures. Eye contact, for example,

11. High-Context Cultures
Long term relationship
Members of high-context cultures typically maintain close
relationships with other individuals that last for a long period of time
Feelings are taken into account
Avoid saying no and Talk around point so as not to cause
embarrassment to anyone

12. High-Context Cultures
Asia
Africa

13. 02
Low-Context Cultures

14. Low-Context Cultures
Cultures communicate information in direct manner using only
words.
It doesn’t rely on contextual element(tone of voice or body
language)

15. Low-Context Cultures
Communications in this culture is straightforward and precise and
use of words are most effective.
Low context culture people tend to have many connections but of
shorter duration or for some specific reason

16. Low-Context Cultures
It is individualistic
This mean that individual achievement are valued than group
achievement
Members of this culture value privacy and have their own space

17. Low-Context Cultures
Europe
canda