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High-Context Culture

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High-Context Culture
A culture in which a great deal of emphasis is placed upon the context, tone or circumstance of words used in addition to the meaning of the words themselves. For example, suppose one says, "I am fine," in response to the question, "How are you?" In a high-context culture, it should not necessarily be assumed that one is doing fine and that no further query needs to be made. Confusing cultural signals between a high-context and a low-context culture can create significant misunderstandings in both business and politics.


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In addition, researchers (Adair/Brett 2005) introduce Hall's (1976) concepts of low- and high-context cultures into management studies.
In high-context cultures participants are likely to establish social trust first, value personal relations and goodwill, make agreements on the basis of general trust, and like to conduct slower and more ritualistic business negotiations (Rodrigues, 2001).
 
 
 
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