This document provides an overview of intercultural communication and Edward Hall's theory of high and low context cultures. It defines intercultural communication and discusses key aspects of Hall's framework, including the differences between high and low context communication styles. Examples of how understanding these concepts can benefit marketing activities through more effective messaging are also presented.
This document discusses intercultural communication and Edward Hall's theory of high and low context cultures. It examines the differences between high and low context societies and how they communicate directly versus indirectly. Hall's theory is applied to marketing strategy, explaining how messages and advertisements need to be tailored depending on whether the target culture is high or low context. Examples of both types of advertisements are provided. The conclusion emphasizes that marketers must consider cultural differences in order to effectively communicate with different audiences around the world.
This document provides an agenda and overview for a two-day workshop on intercultural communication in the workplace. Day one will focus on introducing key concepts like culture, communication, and intercultural competence. Participants will learn models and definitions. Day two will cover topics like stereotypes, developing intercultural skills, and tools for improving intercultural awareness and empathy. The workshop aims to provide participants with knowledge and strategies for effectively communicating across cultural differences in professional settings.
This document provides an agenda and overview for a two-day workshop on intercultural communication and competence.
Day one will focus on key concepts like communication, culture, and intercultural communication. Presentations will cover definitions and introduce frameworks for understanding intercultural competence. Breakout sessions are planned to discuss concepts.
Day two will explore models for cultural integration, addressing stereotypes and discrimination. Tools for developing intercultural skills will be presented, including analyzing cultural barriers to communication and developing cultural self-awareness. Mindfulness exercises are included to practice intercultural empathy and perspective-taking. The workshop aims to provide knowledge and skills for effective intercultural interactions.
Intercultural communication involves understanding how people from different cultural backgrounds communicate. Culture provides ways of thinking and interpreting the world that are shared by social groups. Culture is passed on through communication, which reflects one's culture. There are various constraints like cognitive frames of reference, behavioral rules, and display of emotions that affect intercultural understanding. Low- and high-context communication styles differ in their use of explicit messages versus implied meanings. Individuals may use a mix of both styles depending on relationships, situations, and goals.
This presentation discusses cultural diversity and its impact on communication. It defines culture and diversity, then explains how cultural diversity affects communication through challenges like different procedures, cultures, languages, genders, and education. The presentation also discusses trends in cultural diversity in organizations, ways to support cultural diversity, and effective communication strategies in culturally diverse workplaces like using clear language, understanding differences in body language, practicing reflective listening, and being inclusive. The conclusion emphasizes that cultural diversity creates competitive advantages for businesses but also requires management strategies to ensure effective diversity.
The document discusses various topics related to communication, including types of communication, verbal and non-verbal communication, barriers to communication, and soft skills. It provides details on verbal communication, characteristics of effective verbal communication, merits and demerits of verbal communication. It also discusses non-verbal communication forms like facial expressions, body language, gestures and eye contact. Finally, it covers topics like listening skills, interpersonal communication, and culture and communication.
Here are two advertising examples from the Cresta International Awards site analyzed through cultural concepts:
Part 1: Cultural Differences
Advertiser: Coca-Cola
Country: United States
Cultural Universals: The desire for refreshment/thirst-quenching beverages is a basic human need. Coca-Cola communicates refreshment through imagery of people enjoying the drink together outdoors on a hot day.
This ad could likely work in Canada because refreshing beverages are universally desired, and Coca-Cola has successfully marketed this message across cultures for over a century. Canadians also enjoy socializing and spending time outdoors in the summer.
Part 2: Nonverbal Communications
Advertiser: Nissan
Cross Cultural Communication with reference to India, Netherlands and New Zealand.
What is culture ?
I
ceberg Theory Of Culture
Cross Culture Communication
Organizational Culture
Brief Introduction of Countries
India, Netherlands and New Zealand
Fundamental Dimensions of Culture
Trompenaars’ and Hampden-Turner’s 7 dimensions of culture
Etiquette and Customs
India
Netherlands
New Zealand
Business Etiquette and Protocol
India
Netherlands
New Zealand
This document discusses intercultural communication and Edward Hall's theory of high and low context cultures. It examines the differences between high and low context societies and how they communicate directly versus indirectly. Hall's theory is applied to marketing strategy, explaining how messages and advertisements need to be tailored depending on whether the target culture is high or low context. Examples of both types of advertisements are provided. The conclusion emphasizes that marketers must consider cultural differences in order to effectively communicate with different audiences around the world.
This document provides an agenda and overview for a two-day workshop on intercultural communication in the workplace. Day one will focus on introducing key concepts like culture, communication, and intercultural competence. Participants will learn models and definitions. Day two will cover topics like stereotypes, developing intercultural skills, and tools for improving intercultural awareness and empathy. The workshop aims to provide participants with knowledge and strategies for effectively communicating across cultural differences in professional settings.
This document provides an agenda and overview for a two-day workshop on intercultural communication and competence.
Day one will focus on key concepts like communication, culture, and intercultural communication. Presentations will cover definitions and introduce frameworks for understanding intercultural competence. Breakout sessions are planned to discuss concepts.
Day two will explore models for cultural integration, addressing stereotypes and discrimination. Tools for developing intercultural skills will be presented, including analyzing cultural barriers to communication and developing cultural self-awareness. Mindfulness exercises are included to practice intercultural empathy and perspective-taking. The workshop aims to provide knowledge and skills for effective intercultural interactions.
Intercultural communication involves understanding how people from different cultural backgrounds communicate. Culture provides ways of thinking and interpreting the world that are shared by social groups. Culture is passed on through communication, which reflects one's culture. There are various constraints like cognitive frames of reference, behavioral rules, and display of emotions that affect intercultural understanding. Low- and high-context communication styles differ in their use of explicit messages versus implied meanings. Individuals may use a mix of both styles depending on relationships, situations, and goals.
This presentation discusses cultural diversity and its impact on communication. It defines culture and diversity, then explains how cultural diversity affects communication through challenges like different procedures, cultures, languages, genders, and education. The presentation also discusses trends in cultural diversity in organizations, ways to support cultural diversity, and effective communication strategies in culturally diverse workplaces like using clear language, understanding differences in body language, practicing reflective listening, and being inclusive. The conclusion emphasizes that cultural diversity creates competitive advantages for businesses but also requires management strategies to ensure effective diversity.
The document discusses various topics related to communication, including types of communication, verbal and non-verbal communication, barriers to communication, and soft skills. It provides details on verbal communication, characteristics of effective verbal communication, merits and demerits of verbal communication. It also discusses non-verbal communication forms like facial expressions, body language, gestures and eye contact. Finally, it covers topics like listening skills, interpersonal communication, and culture and communication.
Here are two advertising examples from the Cresta International Awards site analyzed through cultural concepts:
Part 1: Cultural Differences
Advertiser: Coca-Cola
Country: United States
Cultural Universals: The desire for refreshment/thirst-quenching beverages is a basic human need. Coca-Cola communicates refreshment through imagery of people enjoying the drink together outdoors on a hot day.
This ad could likely work in Canada because refreshing beverages are universally desired, and Coca-Cola has successfully marketed this message across cultures for over a century. Canadians also enjoy socializing and spending time outdoors in the summer.
Part 2: Nonverbal Communications
Advertiser: Nissan
Cross Cultural Communication with reference to India, Netherlands and New Zealand.
What is culture ?
I
ceberg Theory Of Culture
Cross Culture Communication
Organizational Culture
Brief Introduction of Countries
India, Netherlands and New Zealand
Fundamental Dimensions of Culture
Trompenaars’ and Hampden-Turner’s 7 dimensions of culture
Etiquette and Customs
India
Netherlands
New Zealand
Business Etiquette and Protocol
India
Netherlands
New Zealand
This document discusses culture and intercultural communication. It begins by listing factors that can cause cultural differences, such as history, education, social backgrounds, ethnicity, religion, ecology and technology. It then defines intercultural communication as effective communication between people from different cultural backgrounds, and discusses the importance of intercultural communication skills for international business and a multicultural workforce. Examples of cultural differences in communication styles, such as different greeting behaviors, are provided. The document concludes that diversity can present both challenges and opportunities, and that acknowledging, understanding and valuing cultural differences is important.
Culture is a shared system of attitudes, values, ideas, customs, beliefs and behaviors that is influenced by factors like education, geography and history. However, individual personality also plays a role in behavior. Intercultural communication is complex, as there is an interplay between culture, the individual, and the situation. To understand business partners, one needs to consider their personalities, cultural backgrounds, and the current business situation. Developing intercultural competence involves observing cultural differences, enjoying intercultural encounters, learning cultural histories, avoiding stereotypes, and respecting differences while adapting one's own behavior.
Cross administrative culture and valuesANWARUL WADUD
Global Culture and Values, revealing how values and beliefs typically impact administrative interactions and influence administrative behaviour. It poses three major arenas for cross culture administrative skills:the domestic work environment, the integration of organisational cultures and values and the international or cross border market place cultural values.
This document discusses managing cultural diversity in the workplace. It addresses the challenges of cultural diversity, including communication challenges, discrimination issues, and training challenges faced by a multicultural workforce. It also covers employee relationship management systems and diversity management training programs that can help organizations overcome stereotypes and increase fairness. Specific communication barriers, types of discrimination, and cultural value dimensions are defined. Strategies are provided for overcoming challenges like misunderstandings, differing norms, beliefs, and stereotypes.
This document discusses how culture impacts communication styles, specifically looking at the dimension of collectivism vs individualism. It explains that more collectivist societies tend to use more indirect communication styles that protect relationships and rely more on context than direct words. Individualistic societies tend toward more direct communication that is less contextual and relies more on explicit words. It provides examples of how this dimension influences whether a culture has high-context or low-context communication styles.
There are several guidelines for effective multicultural communication:
1. Learn from but don't overgeneralize cultural differences.
2. Practice cross-cultural communication skills.
3. Don't assume one communication style is best; be flexible.
4. Listen actively and put yourself in others' perspectives.
5. Respect others' engagement levels and opinions in discussions.
Select a Public Sector Organization and analyze how Ethics in Communication c...waQas ilYas
This document provides an analysis of how ethics in communication can overcome religious intolerance by examining the Eidhi Foundation, a Pakistani non-profit organization. It begins with an introduction discussing intercultural communication principles and their importance. It then discusses the Eidhi Foundation's vision, mission, and services. A SWOT analysis is conducted to identify strengths, weaknesses, opportunities, and threats. The document concludes that effectively applying intercultural communication ethics, such as understanding different cultures and values, can help bridge cultural differences and produce more harmonious relations.
The document discusses cross-cultural communication and its importance. It notes that culture shapes how people view and interpret the world. Effective cross-cultural communication is important for multinational businesses, global job opportunities, and sharing of ideas. However, differences in communication styles, decision-making, and underlying beliefs between cultures can lead to misunderstandings and conflicts if not properly understood and navigated. The document provides examples of cultural differences and tips for developing strong cross-cultural communication skills.
Cultural intelligence refers to an individual's ability to function effectively in various cultural contexts. It includes having motivation, knowledge, and skills to adapt one's behavior appropriately when interacting with those from different cultural backgrounds. Developing cultural intelligence involves gaining understanding of cultural differences, learning strategies for navigating intercultural interactions, and building skills like flexibility, empathy, and open-mindedness. Individuals and organizations can benefit from improving cultural intelligence in areas like business, education, healthcare, and beyond.
Cultural intelligence refers to an individual's ability to function effectively in various cultural contexts. It includes having motivation, knowledge, and skills to adapt one's behavior appropriately when interacting with those from different cultural backgrounds. Developing cultural intelligence can provide benefits such as improved job performance, well-being, and profitability for organizations operating in culturally diverse environments.
This document discusses the relationship between culture, communication, and conflict. It defines culture as shared interpretations that affect group behavior and is expressed through communication patterns. Communication can be high or low context depending on the relationship, situation, and purpose. Cultural fluency and self-knowledge are important for resolving conflict, which is often cultural in nature. Cultures also differ in their emphasis on community versus individual autonomy and how this impacts responses to conflict.
This document discusses the relationship between culture, communication, and conflict. It defines culture as shared interpretations that affect group behavior and is expressed through communication patterns. Communication can be high or low context depending on the relationship, situation, and purpose. Cultural fluency and self-knowledge are important for resolving conflict, which is often cultural in nature. Cultures also differ in their emphasis on community versus individual autonomy and how this impacts responses to conflict.
This document discusses the relationship between culture, communication, and conflict. It defines culture as shared interpretations that affect group behavior and is expressed through communication patterns. Communication can be high or low context depending on the relationship, situation, and purpose. Cultural fluency and self-knowledge are important for resolving conflict, which is often cultural in nature. Cultures also differ in their emphasis on community versus individual autonomy and how this impacts responses to conflict.
This document discusses the relationship between culture, communication, and conflict. It defines culture as shared interpretations that affect group behavior and is expressed through communication patterns. Communication can be high or low context depending on the relationship, situation, and purpose. Cultural fluency and self-knowledge are important for resolving conflict, which is often cultural in nature. Cultures also differ in their emphasis on community versus individual autonomy and how this impacts responses to conflict.
This document discusses intercultural relations and communication. It begins by outlining how culture influences people's customs, beliefs, values, and ways of communicating. Several models for analyzing differences across cultures are presented, including Hofstede's dimensions of cultural variation. The document also covers challenges in intercultural business relations, like dealing with different political, economic, and cultural frames of reference. It emphasizes the importance of cultural sensitivity and awareness for effective intercultural communication.
This document discusses key concepts around values and culture. It defines values as enduring beliefs about what is preferable or desirable. Culture is defined as shared ways of living and problem-solving in a group. The document examines how values and culture influence perception, communication, and business practices globally. It also explores expressions of culture through symbols, heroes, rituals, and other factors.
Communication approach and culture in the global working1saidms1980
1. Intercultural communication involves interaction between people with distinct cultural perceptions and symbol systems that can alter communication. Culture is shared learned behaviors transmitted between generations to promote survival.
2. There are three approaches to studying culture - the social science, interpretive, and critical approaches. Culture has characteristics such as being learned, transmitted, based on symbols, dynamic, and integrated.
3. Cultural differences exist regarding dimensions like individualism/collectivism, power distance, masculinity/femininity, uncertainty avoidance, and long/short term orientation. Problems can arise from seeking similarities over differences, anxiety, and uncertainty.
Cultural context plays an important role in cross-cultural communication. There are two main contexts - high context and low context cultures. High context cultures rely heavily on nonverbal cues and implicit communication while low context cultures prefer explicit communication. To communicate effectively across contexts, one must be competent in both verbal and nonverbal communication styles and understand how the cultural context may influence the encoding and decoding of messages. Failing to understand differences in context can constrain effective intercultural communication.
This document discusses principles of effective communication and ethics in communication. It defines different forms of communication including verbal, non-verbal, written, and visual. Key aspects of effective communication are clarity, conciseness, completeness, organization, empathy, and flexibility. The document also discusses communication barriers, globalization, and the importance of understanding different cultures. Finally, it outlines 10 principles of ethical communication: be truthful, listen actively, speak non-judgmentally, speak from experience, consider the audience, strive to understand, avoid a negative tone, do not interrupt, respect privacy and confidentiality, and accept responsibility.
This document discusses various barriers to effective communication. There are physical barriers like noise, distractions, and disabilities that can interfere with conveying messages. Cultural differences between sender and receiver regarding language, traditions, and values can also impede communication. Emotional states, organizational structures, and differing perceptions between individuals introduce additional obstacles to ensuring the intended message is understood. Overcoming these barriers requires awareness of potential issues, patience, choosing appropriate channels, and ensuring the message is clarified or rephrased as needed.
This document discusses culture and intercultural communication. It begins by listing factors that can cause cultural differences, such as history, education, social backgrounds, ethnicity, religion, ecology and technology. It then defines intercultural communication as effective communication between people from different cultural backgrounds, and discusses the importance of intercultural communication skills for international business and a multicultural workforce. Examples of cultural differences in communication styles, such as different greeting behaviors, are provided. The document concludes that diversity can present both challenges and opportunities, and that acknowledging, understanding and valuing cultural differences is important.
Culture is a shared system of attitudes, values, ideas, customs, beliefs and behaviors that is influenced by factors like education, geography and history. However, individual personality also plays a role in behavior. Intercultural communication is complex, as there is an interplay between culture, the individual, and the situation. To understand business partners, one needs to consider their personalities, cultural backgrounds, and the current business situation. Developing intercultural competence involves observing cultural differences, enjoying intercultural encounters, learning cultural histories, avoiding stereotypes, and respecting differences while adapting one's own behavior.
Cross administrative culture and valuesANWARUL WADUD
Global Culture and Values, revealing how values and beliefs typically impact administrative interactions and influence administrative behaviour. It poses three major arenas for cross culture administrative skills:the domestic work environment, the integration of organisational cultures and values and the international or cross border market place cultural values.
This document discusses managing cultural diversity in the workplace. It addresses the challenges of cultural diversity, including communication challenges, discrimination issues, and training challenges faced by a multicultural workforce. It also covers employee relationship management systems and diversity management training programs that can help organizations overcome stereotypes and increase fairness. Specific communication barriers, types of discrimination, and cultural value dimensions are defined. Strategies are provided for overcoming challenges like misunderstandings, differing norms, beliefs, and stereotypes.
This document discusses how culture impacts communication styles, specifically looking at the dimension of collectivism vs individualism. It explains that more collectivist societies tend to use more indirect communication styles that protect relationships and rely more on context than direct words. Individualistic societies tend toward more direct communication that is less contextual and relies more on explicit words. It provides examples of how this dimension influences whether a culture has high-context or low-context communication styles.
There are several guidelines for effective multicultural communication:
1. Learn from but don't overgeneralize cultural differences.
2. Practice cross-cultural communication skills.
3. Don't assume one communication style is best; be flexible.
4. Listen actively and put yourself in others' perspectives.
5. Respect others' engagement levels and opinions in discussions.
Select a Public Sector Organization and analyze how Ethics in Communication c...waQas ilYas
This document provides an analysis of how ethics in communication can overcome religious intolerance by examining the Eidhi Foundation, a Pakistani non-profit organization. It begins with an introduction discussing intercultural communication principles and their importance. It then discusses the Eidhi Foundation's vision, mission, and services. A SWOT analysis is conducted to identify strengths, weaknesses, opportunities, and threats. The document concludes that effectively applying intercultural communication ethics, such as understanding different cultures and values, can help bridge cultural differences and produce more harmonious relations.
The document discusses cross-cultural communication and its importance. It notes that culture shapes how people view and interpret the world. Effective cross-cultural communication is important for multinational businesses, global job opportunities, and sharing of ideas. However, differences in communication styles, decision-making, and underlying beliefs between cultures can lead to misunderstandings and conflicts if not properly understood and navigated. The document provides examples of cultural differences and tips for developing strong cross-cultural communication skills.
Cultural intelligence refers to an individual's ability to function effectively in various cultural contexts. It includes having motivation, knowledge, and skills to adapt one's behavior appropriately when interacting with those from different cultural backgrounds. Developing cultural intelligence involves gaining understanding of cultural differences, learning strategies for navigating intercultural interactions, and building skills like flexibility, empathy, and open-mindedness. Individuals and organizations can benefit from improving cultural intelligence in areas like business, education, healthcare, and beyond.
Cultural intelligence refers to an individual's ability to function effectively in various cultural contexts. It includes having motivation, knowledge, and skills to adapt one's behavior appropriately when interacting with those from different cultural backgrounds. Developing cultural intelligence can provide benefits such as improved job performance, well-being, and profitability for organizations operating in culturally diverse environments.
This document discusses the relationship between culture, communication, and conflict. It defines culture as shared interpretations that affect group behavior and is expressed through communication patterns. Communication can be high or low context depending on the relationship, situation, and purpose. Cultural fluency and self-knowledge are important for resolving conflict, which is often cultural in nature. Cultures also differ in their emphasis on community versus individual autonomy and how this impacts responses to conflict.
This document discusses the relationship between culture, communication, and conflict. It defines culture as shared interpretations that affect group behavior and is expressed through communication patterns. Communication can be high or low context depending on the relationship, situation, and purpose. Cultural fluency and self-knowledge are important for resolving conflict, which is often cultural in nature. Cultures also differ in their emphasis on community versus individual autonomy and how this impacts responses to conflict.
This document discusses the relationship between culture, communication, and conflict. It defines culture as shared interpretations that affect group behavior and is expressed through communication patterns. Communication can be high or low context depending on the relationship, situation, and purpose. Cultural fluency and self-knowledge are important for resolving conflict, which is often cultural in nature. Cultures also differ in their emphasis on community versus individual autonomy and how this impacts responses to conflict.
This document discusses the relationship between culture, communication, and conflict. It defines culture as shared interpretations that affect group behavior and is expressed through communication patterns. Communication can be high or low context depending on the relationship, situation, and purpose. Cultural fluency and self-knowledge are important for resolving conflict, which is often cultural in nature. Cultures also differ in their emphasis on community versus individual autonomy and how this impacts responses to conflict.
This document discusses intercultural relations and communication. It begins by outlining how culture influences people's customs, beliefs, values, and ways of communicating. Several models for analyzing differences across cultures are presented, including Hofstede's dimensions of cultural variation. The document also covers challenges in intercultural business relations, like dealing with different political, economic, and cultural frames of reference. It emphasizes the importance of cultural sensitivity and awareness for effective intercultural communication.
This document discusses key concepts around values and culture. It defines values as enduring beliefs about what is preferable or desirable. Culture is defined as shared ways of living and problem-solving in a group. The document examines how values and culture influence perception, communication, and business practices globally. It also explores expressions of culture through symbols, heroes, rituals, and other factors.
Communication approach and culture in the global working1saidms1980
1. Intercultural communication involves interaction between people with distinct cultural perceptions and symbol systems that can alter communication. Culture is shared learned behaviors transmitted between generations to promote survival.
2. There are three approaches to studying culture - the social science, interpretive, and critical approaches. Culture has characteristics such as being learned, transmitted, based on symbols, dynamic, and integrated.
3. Cultural differences exist regarding dimensions like individualism/collectivism, power distance, masculinity/femininity, uncertainty avoidance, and long/short term orientation. Problems can arise from seeking similarities over differences, anxiety, and uncertainty.
Cultural context plays an important role in cross-cultural communication. There are two main contexts - high context and low context cultures. High context cultures rely heavily on nonverbal cues and implicit communication while low context cultures prefer explicit communication. To communicate effectively across contexts, one must be competent in both verbal and nonverbal communication styles and understand how the cultural context may influence the encoding and decoding of messages. Failing to understand differences in context can constrain effective intercultural communication.
This document discusses principles of effective communication and ethics in communication. It defines different forms of communication including verbal, non-verbal, written, and visual. Key aspects of effective communication are clarity, conciseness, completeness, organization, empathy, and flexibility. The document also discusses communication barriers, globalization, and the importance of understanding different cultures. Finally, it outlines 10 principles of ethical communication: be truthful, listen actively, speak non-judgmentally, speak from experience, consider the audience, strive to understand, avoid a negative tone, do not interrupt, respect privacy and confidentiality, and accept responsibility.
This document discusses various barriers to effective communication. There are physical barriers like noise, distractions, and disabilities that can interfere with conveying messages. Cultural differences between sender and receiver regarding language, traditions, and values can also impede communication. Emotional states, organizational structures, and differing perceptions between individuals introduce additional obstacles to ensuring the intended message is understood. Overcoming these barriers requires awareness of potential issues, patience, choosing appropriate channels, and ensuring the message is clarified or rephrased as needed.
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2. AIM & OBJECTIVE
To understand the concept of Intercultural Communication
To examine the different between high-context society and
low-context society
To assess the role of culture influencing marketing activities
To apply the Intercultural Communication concept to
marketing strategy
Objectives
Aim
3. TABLE OF CONTENTS
Culture and Communication
The definition of Intercultural Communication
Hall’s Theory - High-context vs Low-context
Direct vs Indirect communication
Intercultural communication (Hall’s theory) & Marketing
Conclusion
Recommendations
References
4. WHY IS IT IMPORTANT TO HAVE
UNDERSTANDING BETWEEN
DIFFERENT CULTURES?
5. CULTURE
UNDERSTANDING
To understand people behaviour
To prevent the misunderstanding
To respect the differences between
cultures
To communicate the right message to
the right people
6. “Communication is the
vehicle by which
meanings are conveyed,
identity is composed and
reinforced, and feelings
are expressed.
As we communicate using
different cultural habits
and meaning systems,
both conflict and harmony
are possible outcomes of
any interaction.”
LeBaron, 2003
8. “Interpersonal interaction between members of different
groups, which differ from each other in respect of knowledge
shared by their members and in respect of their linguistic
forms of symbolic behaviour”
Miric, 2008
10. HIGH-CONTEXT &
LOW-CONTEXT
“High-context and Low-context Communication refers
to the degree to which speakers rely on factors other
than explicit speech to convey their message”
“Communication varies according to its degree of field
dependence, and that it can be classified into two general
categories = High-context and Low-context”
LeBaron, 2003
Hall, 1971
11. EDWARD T. HALL
Cultural anthropologist
Ph.D., Columbia university
Best known for his work in
intercultural relation and
communication
One of the founders of
intercultural communication
study
12. HALL’S FRAMEWORK
Explicit manner
Focused on requirements
Avoid merging of issues
Precise
Punctuality
Implicit manner
High commitment to long
term relationship
Merge
Not kept separate
Relaxed about time
Low-context culture High-context culture
(High Individualism) (Collectivism)
13. HALL’S THEORY
High-Context Low-Context
Covert messages Overt Messages
Internalized Messages Plainly Coded Messages
Extensive non-verbal codes Details verbalized
Reaction Reserved Reaction on surface
Distinct In and Out Groups Flexible In and Out Groups
Strong interpersonal bonds Weak interpersonal bonds
High commitment Low commitment
Open time Closed time
14. HIGH & LOW CONTEXT
High-context cultures, verbal messages have little meaning
without the surrounding context, which includes the overall
relationship between all the people engaged in
communication.
Low-context cultures exclude many of those stimuli and
focus more intensely on the object communication event.
The message itself means everything.
McDowell, 2003
15. PAUSE FOR THOUGHTS
Do I recognize implied messages from others, and am I
aware of the verbal and non-verbal cues that let me
understand the speaker’s meaning?
Do I let my words speak for themselves? Do I prefer to be
more direct, relying on what is explicitly stated in my
speech?
18. CROSS-CULTURAL &
MARKETING
Cross-cultural marketing can be seen as the strategic process of
marketing among customers whose culture differs from that the
marketers’ own culture
Consumption research is an essential precondition for appropriate
product design
All market behaviours are culture-bound, so the marketers need to
understand the culture and match marketing mix with consumer
preferences, purchasing behaviour and product-used patterns in a
potential market.
20. DIRECT-INDIRECT
COMMUNICATION
* Direct communication is when the meaning of the message
is communicated mainly via words
* Indirect communication is when meaning is not only in the
words, but mainly in the surrounding context of a
conversation. In other words, somebody who is indirect will
leave it up to the listener to fill in the blanks and make out
the meaning by correctly reading the contextual clues (non-
verbal communication, status and/or age of people involved
in the conversation etc.)
21. BODY LANGUAGE &
SILENT LANGUAGE
Body language is a form of non-verbal communication,
which consist of body posture, gestures, facial expressions
and eyes movement
Body language may provide clues to the attitude or state of
mind of a person
Silent or indirect communication doesn’t always show
disinterest, but could be a sign for respect
22. CULTURAL DIFFERENCES
& MARKETING APPROACHES
High-context culture: Indirect and transformational
advertising messages creating emotions through pictures
and entertainment
Low-context culture: Direct and rational advertising
messages providing product information
23. HIGH-CONTEXT
ADVERTISEMENT EXAMPLE
High-context communication
* Ambiguous message with very
little information about the
product
Advertisement for Kewpie half
50% less cholesterol Mayonnaise
(From top to bottom): Whether or not I’m by myself is fine
(the direct translation is actually ‘by myself is fine, not by
myself is fine too’), Convenience, Kewpie half
24. LOW-CONTEXT
ADVERTISEMENT EXAMPLE
Low-context communication
* Informative, data-oriented with
direct message
Advertisement for California Milk
Processor Board
You should see what underneath. The calcium in milk keeps
bones strong and and helps prevent osteoporosis
25. CULTURE RELATED
DESIGN CRITERIA
Layout: written text -> information/ rational (low-context
communication)
Layout: visual picture -> entertainment/ emotional (high-
context communication)
30. CLASS ACTIVITIES
How can you sell this product according to the cultural concept
of High-context and Low-context?
31. CONCLUSION
Companies have to consider cultural differences and
establish a global mindset
Culture influences consumer behaviour and their perception
To send the right message, to the right person at the right
time is the key of intercultural communication of marketing
32. RECOMMENDATION
Low-context communicators interacting with high-context
communicators should be mindful that
* nonverbal messages and gestures may be as important as what is said
* status and identity may be communicated nonverbally and require appropriate
acknowledgement
* face-saving and tact may be important, and need to be balance with the desire to
communicate fully and frankly
* building a good relationship can contribute to effectiveness overtime
* indirect routes and creative thinking are important alternatives to problem-solving
when blocks are encountered
33. RECOMMENDATION
High-context communicators interacting with Low-context
communicators should be mindful that
* things can be taken at face value rather than as representative of layer of meanings
* roles and functions maybe decoupled from status and identity
* efficiency and effectiveness may be served by a sustained focus on tasks
* direct questions and observations are not necessarily meant to offend, but to clarify
and advance shared goals
* indirect cues may not be enough to get the other’s attention
35. REFERENCES
Annonymous, (2002-2011). Hall’s cultural factors, Changing mind. Available at http://changingminds.org/explanations/culture/
hall_culture.htm [Accessed on September 17, 2011].
Beyond Intractability, (2003). Cultural Diversity. Available at http://www.beyondintractability.org/essay/communication_tools/
[Accessed on October 8, 2011].
Hall, E., (2011). Nonverbal communication; Intercultural relations; Anthropology, Edward T. Hall. Available at http://
www.edwardthall.com/ [Accessed on September 17, 2011].
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