INTERCULTURAL

COMMUNICATION

Dino & Som

 AIM & OBJECTIVE
Aim
To understand the concept of Intercultural Communication

Objectives

To examine the different between high-context society and

low-context society

To assess the role of culture influencing marketing activities

To apply the Intercultural Communication concept to

marketing strategy
TABLE OF CONTENTS
Culture and Communication

The definition of Intercultural Communication

Hall’s Theory - High-context vs Low-context

Direct vs Indirect communication

Intercultural communication (Hall’s theory) & Marketing

Conclusion

Recommendations

References
WHY IS IT IMPORTANT TO HAVE
UNDERSTANDING BETWEEN
DIFFERENT CULTURES?
 CULTURE
UNDERSTANDING
To understand people behaviour

To prevent the misunderstanding

To respect the differences between

cultures

To communicate the right message to

the right people
 “Communication is the
vehicle by which
meanings are conveyed,
identity is composed and
reinforced, and feelings
are expressed.

As we communicate using
different cultural habits
and meaning systems,
both conflict and harmony
are possible outcomes of
any interaction.”

LeBaron, 2003
 WHAT IS

INTERCULTURAL
COMMUNICATION?
 “Interpersonal interaction between members of different
groups, which differ from each other in respect of knowledge
shared by their members and in respect of their linguistic
forms of symbolic behaviour”

Miric, 2008
INTERCULTURAL COMMUNICATION

HTTP://WWW.YOUTUBE.COM/WATCH?V=GR-YSA_UAWU
 HIGH-CONTEXT &
LOW-CONTEXT
“Communication varies according to its degree of field
dependence, and that it can be classified into two general
categories = High-context and Low-context”
LeBaron, 2003

“High-context and Low-context Communication refers

to the degree to which speakers rely on factors other
than explicit speech to convey their message”

Hall, 1971
 EDWARD T. HALL

Cultural anthropologist

Ph.D., Columbia university

Best known for his work in

intercultural relation and
communication

One of the founders of

intercultural communication
study
 HALL’S FRAMEWORK
Low-context culture High-context culture
(High Individualism) (Collectivism)
Explicit manner Implicit manner

Focused on requirements High commitment to long

term relationship
Avoid merging of issues
Merge
Precise
Not kept separate
Punctuality
Relaxed about time
 HALL’S THEORY
High-Context Low-Context

Covert messages Overt Messages

Internalized Messages Plainly Coded Messages

Extensive non-verbal codes Details verbalized

Reaction Reserved Reaction on surface

Distinct In and Out Groups Flexible In and Out Groups

Strong interpersonal bonds Weak interpersonal bonds

High commitment Low commitment

Open time Closed time

HIGH & LOW CONTEXT

High-context cultures, verbal messages have little meaning

without the surrounding context, which includes the overall
relationship between all the people engaged in
communication.

Low-context cultures exclude many of those stimuli and

focus more intensely on the object communication event.
The message itself means everything.

McDowell, 2003
PAUSE FOR THOUGHTS

Do I recognize implied messages from others, and am I

aware of the verbal and non-verbal cues that let me
understand the speaker’s meaning?

Do I let my words speak for themselves? Do I prefer to be

more direct, relying on what is explicitly stated in my
speech?
HIGH/ LOW CONTEXT
 WHY UNDERSTANDING
THE INTERCULTURAL
COMMUNICATION BENEFIT
MARKETING ACTIVITIES?
 CROSS-CULTURAL &
MARKETING
Cross-cultural marketing can be seen as the strategic process of
marketing among customers whose culture differs from that the
marketers’ own culture

Consumption research is an essential precondition for appropriate

product design

All market behaviours are culture-bound, so the marketers need to

understand the culture and match marketing mix with consumer
preferences, purchasing behaviour and product-used patterns in a
potential market.
DIRECT VS. INDIRECT
COMMUNICATION
 DIRECT-INDIRECT
COMMUNICATION
* Direct communication is when the meaning of the message
is communicated mainly via words

* Indirect communication is when meaning is not only in the

words, but mainly in the surrounding context of a
conversation. In other words, somebody who is indirect will
leave it up to the listener to fill in the blanks and make out
the meaning by correctly reading the contextual clues (non-
verbal communication, status and/or age of people involved
in the conversation etc.)
 BODY LANGUAGE &
SILENT LANGUAGE

Body language is a form of non-verbal communication,

which consist of body posture, gestures, facial expressions
and eyes movement

Body language may provide clues to the attitude or state of

mind of a person

Silent or indirect communication doesn’t always show

disinterest, but could be a sign for respect
CULTURAL DIFFERENCES
& MARKETING APPROACHES
High-context culture: Indirect and transformational
advertising messages creating emotions through pictures
and entertainment

Low-context culture: Direct and rational advertising

messages providing product information
 HIGH-CONTEXT
ADVERTISEMENT EXAMPLE

High-context communication

* Ambiguous message with very

little information about the
product
Advertisement for Kewpie half

50% less cholesterol Mayonnaise

(From top to bottom): Whether or not I’m by myself is fine

(the direct translation is actually ‘by myself is fine, not by
myself is fine too’), Convenience, Kewpie half
 LOW-CONTEXT
ADVERTISEMENT EXAMPLE

Low-context communication

* Informative, data-oriented with

direct message

Advertisement for California Milk

Processor Board

You should see what underneath. The calcium in milk keeps

bones strong and and helps prevent osteoporosis
CULTURE RELATED
DESIGN CRITERIA

Layout: written text -> information/ rational (low-context

communication)

Layout: visual picture -> entertainment/ emotional (high-

context communication)
HIGH-CONTEXT STYLE
LOW-CONTEXT STYLE
NISSAN FOUR WHEEL
HTTP://WWW.YOUTUBE.COM/WATCH?V=7QSKAWMXAJS&FEATURE=RELATED
HONDA JAZZ
HTTP://WWW.YOUTUBE.COM/WATCH?V=GR-YSA_UAWU
 CLASS ACTIVITIES
How can you sell this product according to the cultural concept
of High-context and Low-context?
 CONCLUSION

Companies have to consider cultural differences and

establish a global mindset

Culture influences consumer behaviour and their perception

To send the right message, to the right person at the right

time is the key of intercultural communication of marketing
 RECOMMENDATION
Low-context communicators interacting with high-context
communicators should be mindful that

* nonverbal messages and gestures may be as important as what is said

* status and identity may be communicated nonverbally and require appropriate

acknowledgement

* face-saving and tact may be important, and need to be balance with the desire to
communicate fully and frankly

* building a good relationship can contribute to effectiveness overtime

* indirect routes and creative thinking are important alternatives to problem-solving

when blocks are encountered
 RECOMMENDATION
High-context communicators interacting with Low-context
communicators should be mindful that

* things can be taken at face value rather than as representative of layer of meanings

* roles and functions maybe decoupled from status and identity

* efficiency and effectiveness may be served by a sustained focus on tasks

* direct questions and observations are not necessarily meant to offend, but to clarify
and advance shared goals

* indirect cues may not be enough to get the other’s attention

Any Question?
 REFERENCES
Annonymous, (2002-2011). Hall’s cultural factors, Changing mind. Available at http://changingminds.org/explanations/culture/
hall_culture.htm [Accessed on September 17, 2011].

Beyond Intractability, (2003). Cultural Diversity. Available at http://www.beyondintractability.org/essay/communication_tools/

[Accessed on October 8, 2011].

Hall, E., (2011). Nonverbal communication; Intercultural relations; Anthropology, Edward T. Hall. Available at http://
www.edwardthall.com/ [Accessed on September 17, 2011].

Hubpage, (2011). High Context vs. Low Context Communication. Available at http://mqjeffrey.hubpages.com/hub/High-Context-vs-Low-
Context-Communication [Accessed on October 7, 2011]

McDowell, M. (2003). High Context & Low Context. Available at faculty.pcc.edu/~mmcdowel/eng240fall03/eng240highlowcontext.pdf.

[Accessed on October 8, 2011].

Melcrum Publishing, (2009). Understand cultural differences for clearer communication. Available at http://
www.internalcommshub.com/open/news/shrm08.us.shtml [Accessed on October 7, 2011].

Miric, N., (2008). Re-imaging Understanding of Intercultural Communication, Culture and Culturing, Journal of Intercultural
Communication. xx(17). pp. xx. Available at http://www.immi.se/intercultural/nr17/bakic.htm [Accessed on October 8,2011].
 REFERENCES
Missana, S., (xx). The silent language, The Grip of Culture: Edward T. Hall. Available at http://www.ishk.net/hall.pdf [Accessed on
October 7, 2011].

Rika’s blog, (2009). High and Low Context Communication. Available at http://rninomiya.wordpress.com/2009/05/24/high-and-low-
context-communication/ [Accessed on October 7, 2011].
THANK YOU
FOR YOUR ATTENTION