Focus on accomplishing tasks one at a time and sequentially. The American legal system, for example, relies on low context communication. Being autistic seem to be a lot easier in low context cultures (USA, Germany) and a lot harder in high context cultures (France, Japan)." People may say, you are wrong. The assignment will also discussed the impact of adapting good cross cultural practices by local managers across borders. Social media have become important environments for people to express and explore their political views. Many aspects of cultural behavior are not made explicit because most members know what . By considering each of these dimensions, youll be able to create a localization strategy that focuses on key elements of German society. Phillips & McQuarrie, Citation2004). Belgian participants have a higher ad liking than Dutch participants, and this national difference is explained by the participants' personal context score. Building cultural competence (pp. A speaker can assume that listeners will know what they really mean. Brings out best in individual; challenges to produce best possible outcome, yet a strong sense of collaboration persists, Task Orientation It does so by examining the role of context culture for one example of complex messages: advertisements with visual metaphors. Two studies have empirically tested this expectation. New empirical studies should be conducted with other countries than Belgium and the Netherlands in order to empirically examine Hall's theoretical classification of high- and low-context cultures. Class, Codes and Control. Map of German language usage: German in Germany, Austria and Switzerland. The socio- . Examples of high-context cultures include Japan, Korea, and India. Studies mainly have accepted Hall's theoretical classification of high- and low-context cultures without attempts to substantiate it empirically (Kittler etal., Citation2011). For future research on context culture and visual metaphors, it would be interesting to examine if this nonlinear relationship holds as strongly for high-context culture participants as for low-context culture participants. Sage Publications. A high score (Masculine) on this dimension indicates that the society will be driven by competition, achievement and success, with success being defined by the winner / best in field a value system that starts in school and continues throughout organisational life. In a comparative survey-based study, Dutch and Belgian participants read and judged 12 full-color advertisements that were taken from two advertising databases. A conclusion may be implied but not argued directly. [emailprotected], Technical Support Metaphors, whether verbal or visual, are rhetorical figures that may have a high degree of complexity (e.g., McQuarrie & Mick, Citation1996; Phillips & McQuarrie, Citation2004). In the second half, we will explain how context theory is related to people's comprehension of messages, leading to the hypotheses of the current study. Self-motivation and personal identity are important values to Germans. After the two perceived complexity items, ad liking was assessed with two items for each ad with 7-point scales (taken from Le Pair & Van Mulken, Citation2008): The advertisement is badly/well chosen and The advertisement is unattractive/attractive (mean reliability: =.90, range.82.93). The terms low-context and high-context usually refer to language groups or nationalities. It can imply understanding or agreement, but it can also mean their conversea lack of certainty. endstream endobj 314 0 obj <>stream Permission is granted subject to the terms of the License under which the work was published. For the processing of complex messages, the perspective of context theory is very relevant. The Belgian students were sampled from the Dutch-speaking part of the country: Flanders. b'K/{:6 ,eQ_`RYHS9pkRg91o)?OM8u}Vo0~8m German directness is a particularly noticeable cultural standard. According to the information processing theory of McGuire (Citation1972), for instance, a persuasive communicative attempt is only expected to be successful if it passes a number of critical steps, including the comprehension of the message. A number of experimental studies have presented results that are in line with predictions from Relevance Theory. All Anglo-Saxon cultures fall on the left-hand side of the scale, with the United Kingdom as the highest context culture of the Anglo-Saxon cluster. On the other hand, he identified countries such as Germany, the United States and Scandinavia as low-context cultures. H1: Participants from a higher-context culture perceive ads with visual metaphors as less complex than participants from a lower-context culture. Highly decentralised and supported by a strong middle class, Germany is not surprisingly among the lower power distant countries (score 35). From the same gender distributions in the two samples, it might be considered unlikely that, for instance, one sample contained predominantly arts students (which are mostly female students) and the other predominantly engineering students (which are mostly male students). Speakers should not expect that listeners will figure out what they really mean unless the intended message is stated precisely. But opting out of some of these cookies may have an effect on your browsing experience. Let's analyse the first dimension today! All Rights Reserved. Germany, Sweden, and the United States are generally classified as low-context cultures. An example of such a complex ad is an ad for liquid detergent that was used in Western Europe. Germany has a "low context culture"; the information which is made explicit is extensive. In a business context, maintaining good relationships is second to getting the facts straight. In the 21 st century, Germany has been key in developing analytic philosophy in Europe together with nations such as France, Scandinavian states, Switzerland, and Austria. Low-context culture refers to a culture that communicates explicitly. Finally, place focus on personal achievement, success, and competition, values which drive the German business world. This study focuses on two Western European countries: Belgium and the Netherlands. After completing this chapter, you will be able to: Now that we know, broadly, what culture is, lets discuss some ways to categorize aspects of different cultures. In the example above between the two sisters, they are using high-context communication; however, America is considered a low-context culture. For example, the head wobble (tilting the head from side to side) in India is a gesture that can convey a variety of meanings depending on the situation. In combination with their low Power Distance, where the certainty for own decisions is not covered by the larger responsibility of the boss, Germans prefer to compensate for their higher uncertainty by strongly relying on expertise. In other words, messages should not be too complex. People also read lists articles that other readers of this article have read. Understanding German business protocol is the first step toward success in Germany. Therefore, empirical evidence was also found for H4, which means that participants' personal context scores indeed mediated the effect of nationality on ad liking. Therefore, communicators who wish to transmit information to a recipient are presumably motivated to construct their messages in a way that the recipient will understand and consider to be informative (Wyer & Shrum, Citation2015, p. 186). Because of this, communication can change drastically from one generation to the next, creating communication gaps between parents and children. hbspt.cta._relativeUrls=true;hbspt.cta.load(3356907, '2a8a93c6-0c6a-4fe5-9e63-52c235f8ec9d', {"useNewLoader":"true","region":"na1"}); With its sizable middle class and decentralized society, Germany has a low power distance. For example, the Native Americans in the United States rely heavily on their tradition. When it comes to complex messages in the advertising domain, though, there have been empirical studies that based their expectations on context theory. Few hallway conversations; once you have greeted a person in the morning, there is no need to say hello when passing in the hallway. A number of theoretical models have been developed to help understand how culture affects communication. gut (good) rather than fantastic.. These relationships are relevant to the hypotheses. Characteristics of HC and LC Communication. Those with a culture which scores high, on the other hand, take a more pragmatic approach: they encourage thrift and efforts in modern education as a way to prepare for the future. Similarly, ad liking was higher for Belgian than for Dutch participants, and again, this difference was explained by context score. Fourth, in future empirical studies on the role of context theory in comprehension and persuasion, it may be worthwhile to vary the ways in which message comprehension is measured. Development of long-term relationships; trust is created based on high-quality and reliability of services and products; quality may override price considerations. Low-context countries, on the other hand, relied more on linear processes and verbal communication. Communication is among the most direct in the world following the ideal to be honest, even if it hurts and by this giving the counterpart a fair chance to learn from mistakes. It is more important to state a message efficiently than with great detail. According to the influential context theory of Hall (Hall, Citation1976; Hall & Hall, Citation1990; see also Kittler, Rygl, & Mackinnon, Citation2011), a person's cultural background affects how well that person is able to comprehend complex messages and how well s/he appreciates such messages. Conclusions are explicitly stated. In high-context cultures, people are said to prefer symbolic, artful language that is implicit. Studentsshould always cross-check any information on this site with their course teacher. More important, we will test whether the effect formulated in H1 is indeed mediated by participants' context-culture scores (H2): Figure 1. German Communication Style Low Context Little attention is given to non-verbal cues & body language. Details are equally important to create certainty that a certain topic or project is well-thought-out. The current study is the first empirical examination of context theory's role on message comprehension and liking. A low-context (LC) communication is just the opposite; i.e., the mass of the information is vested in the explicit code.".
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