Future studies should, however, incorporate study background as a personal characteristic. These countries are quite explicit and elaborate without having prior knowledge to each member's history or background. High-Context and Low-Context Cultures - OUP Academic The context theory framework has been adopted in cultural studies to a large extent; Cardon (Citation2008), for instance, reviewed 244 articles. Criticism is viewed as a sign of forthrightness and honesty. They are not simply complementary but are often used as the primary means of conveying a message and require the members to have greater cultural understanding. 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. b'K/{:6 ,eQ_`RYHS9pkRg91o)?OM8u}Vo0~8m According to this hypothesis, the highest level of persuasion is obtained if there is a balance between the required cognitive resources for understanding the message and the cognitive resources that are available from the receiver. High-context cultures are more likely to be intuitive, contemplative, and concerned with the collective. It is more important to state a message efficiently than with great detail. Social media have become important environments for people to express and explore their political views. Renewable, clean energy has become a key talking point for every nation, and Germanys push puts itself at the forefront of a new economic boom. Germany is masculine. Sourabh Yadav (MA) and Peer Reviewed by Chris Drew (PhD), Transhumanism: 10 Examples and Definition, Terminal Values: 10 Examples and Definition, Instrumental Values: 10 Examples and Definition, Latent Inhibition: 10 Examples and Definition. Copyright 2023 United Language Group. Low-context and high-context culture are anthropological concepts that describe the level of explicit information and the importance of context in a culture's communication. The frequent use of complex ads can be best understood when these ads are conceptualized as messages with rhetorical figures, such as visual metaphors (Forceville, Citation1996; Phillips, Citation1997). hbspt.cta._relativeUrls=true;hbspt.cta.load(3356907, 'f3c79a54-94fa-4875-95d8-58d85fe04dc8', {"useNewLoader":"true","region":"na1"}); St. Patricks Day, cable-knit wool sweaters, and lush, green rolling landscapes are what people Read More, How people communicate with one another varies wildly from culture to culture. Honesty is also valued highly because German communication as a whole is incredibly low-context. Deductive reasoning that relies on details are what matter in German society, and having a carefully thought out plan for the future is essential. For instance, See, Petty, and Evans (Citation2009) showed, in two studies, that people with a high need for cognition (who have a tendency to appreciate undertaking cognitive activities) were more motivated to process a complex rather than a simple message, and that people with a low need for cognition were more motivated to process a simple instead of a complex message. In high-context cultures (such as those in Japan, China, and Arab countries), the listener is already contexted and does not need to be given much background information[3]. In high-context cultures, communication cues are transmitted by posture, voice inflection, gestures, and facial expression. Beyond these kinds of replications, we suggest five directions for future investigations to further examine how context theory affects comprehension and persuasion in advertising and communication.
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