Contextual Differences

Marina Andreou

ENG 270

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Contextual differences in business..• Contextual differences are obvious in the way cultures approach situations

such us decision making, problem solving and negotiating.

• In High-context cultures businesspeople focus on the means or the method by which the decision will be made and building or protecting relationships is equally important as the the facts and information used in decision making.

• In Low context cultures businesspeople have the tendency to focus on the results of the decisions they face and emphasize on logic and progress

• Communication tactics that work well in a high-context culture may backfire in a low-context culture, and vice versa. The key to success is understanding what the other party is saying and adapt your approach accordingly

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Cultural context• Every effort at communication occurs within a cultural context-the pattern of

physical cues,enviromental stimuli, and implicit understanding that conveys meaning between two members of the same culture. However cultures around the world vary widely in the role that context plays in communication.

• In High-context cultures (e.g. South Korea- Taiwan) people rely less on verbal communication and more on nonverbal actions and

environmental setting to convey meaning. Primary role of communication: building relationships rather than exchanging

information.

• In Low context cultures(e.g United States,Germany),people rely more on verbal communication and less on circumstances and cues to convey meaning.

Primary role of communication: exchanging information

Marina Andreou

ENG 270

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