Question

In international business, discuss how Hall’s concept of high and low context comparison of cultures impacts businesses in different country settings. Compare any four dimensions, thus identifying how each would manifest (i.e., visually or verbally, as in negotiations) itself in a business situation.

Answer 1

International Business relates to any situation where the production or distribution of goods and services crosses country boarders. According to Michael R. Czinkota, "International Business consists of transactions that are devised and carried out across national boarders to satisfy the objectives of the individuals, companies and organisations. These transactions take on various forms which are often interrelated.While we handling with international business studying about different culture is very important. Culture is the characterstics and knowledge of a particular group of people encompassing language, religion, cuisine, social habits, music arts etc.It varies from place to place.There are many studies conducted to know more about the culture.Among them the high and low context of culture propagated by Hall is more important. Edward Twitchell Hall Jr. was an American anthrapologist and cross cutural researcher.His major contributions to the world are the concept of proximics(study of space between one individual with others) and exploring cultural and social cohesion, and studies in the field of intercultural communication and international relations. Hall discussed the concept of high context culture in his book titled as "Beyond Culture".

Hall divied the concept of culture into two sections:

- high context culture

- low context culture

According to him high context cultures are those in which the rules of communication are primarily transmitted through the use of contextual elements which are not explicitly stated. In low context culture, the information is communicated primarily through language and rules are explicitly spelledout. All societies represents the combination of both cultural contexts.

features of high context culture

-people in this group tend to be more aware and observant of facial expressions, body language,change in tone, and other aspect of communication that are not directly spoken.

-confusing for persons who does not understand the 'unwritten rules' of culture.

-more importance to nonverbal communication.

-people are more attached and relationships are more important than task.

-time is more flexible to this group and they give priority to process than product.

-group activities are important here.

features of low context culture

- the communication is simple and clear.

- more focus on verbal communication than body language.

- willngness to accept change.

- low rate of commitment and loyalty.

- organized time schedules and production is more important than process.

- satisfying individual need is more important.

When communication between people from both sections took place, it can be confusing. In business interactions, people from low context tend to listen only to the words spoken and they ignore bodylanguage. As a result people often miss important clues that could tell them more about the specific issue.

Impact of high and low context comparison of culture on businesses in different coutries

Countries like Japan, China, France, Spain, Brazil etc are coming under high context comparison and they give more priority to nonverbal communication than verbal, direct communication.U.K, Australia, The U.S etc are coming under low context culture where they give priority to verbal communication and stright ward answers. If a person who need to collaborate with any of this,it will be difficult for them to understand what actually they meant.Especially for people from low context who are more job and individual oriented and no idea about 'unwritten rules' have difficult to work with people from hight context who are more linked with non verbal communication.Latins, Philipinos etc are stand rather close even in business encounters.They never care about spacing.

four business dimensions of the Hall's concept

Body language

Body language play a crucial role in communication. It is a must for professional to better understand the body language of their collegues and employer. In many high context culture it is essential to understand body language inorder to accurately interpret a situation of gesture. For example In India, roll your head from side to side signify the understanding or acknowledgement of a statement and if your working with the people who are belongs to low context they will think this geture as "no" just opposite to what exactly mean.

verbal language

understanding the context of how language is used is essential to accurately interpret the meaning.Some verbal words which are supposed to mean is not the same meaning for the people from other part of the world.This will make an adverse affect while communicating verbal language especially for e-mailing, preparing reports etc.

website communication

factors related with culture and sensitive colors,meanings layout preferences,animation and sounds also fall under here.website from high context always keep more detailed and advanced designs for their businesses and low context always keep less animation and stagnat images for their businesses

Advertisements

in high context cultures the advertisements less informative and implied in nature and in low context areas the ads are more direct informational.