The paper "High Context Culture and Low Context Culture" is a good example of marketing coursework. Different cultural backgrounds tend to make people communicate in different ways. It is from this point of departure that analysis of the different cultural context; low and high contexts are worth studying. To conceptualise this, this paper analyses the cultural features of various countries in different aspects and their influence on other cultures. To underscore the thesis statement, Hofstede (2003)defines culture as “ the complex whole which includes knowledge, belief, morals, art and any other habit and capabilities acquired by man as a member of society” (p.
35). On a similar note, Bearden et al. (2006) look at context as a case where the surrounding is having a relationship with event or situation. High context (HC) culture and Low context (LC) culture Blodgett (2008) proposed the classification of cultures into low and high context cultures in a view to comprehend the differences in cultural aspects and communication. In reference to his research low context is a culture in which situations are spelt out fully and in the clearest manner possible.
The considerable dependence on the said and written aspects of the cultures and the explicitness within which all the things are placed separate it out as a low context. On the other hand, Blodgett (2008) sees high context culture as a case where the communicators assume greatly the views and the knowledge possessed by players thus leading to a more implicit communication among the players. He adds that indirect communication can cause a breakdown in communication among the players depending on the degree of assumption. Hofstede’ s five dimensions of culture Uncertainty avoidance (UAI) It refers to the extent to which people feel scared or threatened by uncertainty and ambiguity and try to avoid these situations (Sojka et.
al. , 2005). This dimension allows people to minimise the occurrence of an unusual situation and to proceed by planning and implementing laws, rules and regulations. Individualism– collectivism In individualistic societies, people only look at their personal achievements and their families while in the collectivist scenario, individuals act as members of a group with people having extended families which offer protection with an expectation of loyalty (Kapoor eta l., 2003). Power distance (PDI) PDI means the extent to which the less powerful members of institutions expect an unequal distribution of power (Kapoor et al. , 2003).
This dimension focuses on the effects of power inequality and authority relations in a given society. At organizations levels, PDI has a bearing on hierarchy Long term orientation (LTO) and Short term orientation Long term oriented societies attach more value to the future in terms of the society’ s time horizon including the capacity for adaptation and persistence saving (Bearden et al. , 2006). In short term oriented societies; the importance is attached to the past and present including respect for tradition, steadiness and reciprocation. Masculinity– femininity This refers to the distribution of emotional roles between the genders; male and female.
Masculine culture values have been experienced in competitiveness, ambition, power and assertiveness while feminine cultures put more emphasis on quality of life and relationships.
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