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Understanding Japan's High Context Culture - Japanjunky 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. [39][40] In high-context cultures, facial expressions and gestures take on greater importance in conveying and understanding a message, and the receiver may require more cultural context to understand "basic" displays of emotions. Most of the cultural behavior aspects are not open for the reason that many of the members are aware of what to do and what thoughts to engage in. A high-context culture is one in which communication may be more unspoken rather than explicit - for example, much attention is paid to body language, facial expressions, and other non-verbal cues in order to discern a speaker's meaning. After you have finished with this lesson, you should be able to: To unlock this lesson you must be a Study.com Member. Rules are not directly or explicitly written or stated. Learn more about our academic and editorial standards. High Context Marketing & Low Context Marketing on the Internet About The Helpful Professor People within high-context cultures tend to be more aware and observant of facial expressions, body language, changes in tone, and other aspects of communication that are not directly spoken. In his model, context refers to the stimuli, environment, or ambiance surrounding an event. From each culture, 96 business managers were surveyed for the American and Chinese sample and 50 managers were surveyed from Korea. High-context cultures are collectivist cultures. [10] In low-context cultures, relationships are not viewed as important figures to identity. Low context is a communication environment that doesn't heavily rely on common understanding such as shared culture, experiences and norms.This can be contrasted with high context communication that relies on common background or understanding. This is in contrast to lower-context cultures in which the shared experiences upon which communication is built can change drastically from one generation to the next, creating communication gaps between parents and children, as in the United States.[18].