Anthropology of Edward T. Hall
An extensive attention to the identification of the basic dimensions for cultural comparison is found in the works of anthropologist Edward T. Hall, who during the 1960s conducted detailed, structured interviews with the representatives of different professional groups among various cultures. In his works, Hall has always stressed the close relationship between culture and communication. On this ground he defined culture as a “system to provide, send, store and edit information”. Hall argued that “communication is culture, and culture is communication” (Gudykunst 1996:4). The communication process is determined by context, which is considered “the information that surrounds an event” (Hall 1979:6). He has defined the four dimensions of context:
• Low-context versus High-context
• Time ( Monochronic versus Polychronic)
• Space
• Information flow
By high-context communication, according to Hall, we emphasize how intention or meaning can best be conveyed through the context (e.g., social roles or positions) and non-verbal channels (e.g., pauses, silence, tone of voice) of verbal message. A high-context communication or message is one in which “most of the information is either in the physical context or internalised in the person, while very little is in the coded, explicit, transmitted part of the message” (Hall 1979:79).
Low-context communication determines that intention or meaning is best expressed through explicit verbal messages. A low-context communication or message is one in which “the mass of information is vested in the explicit code” (Hall 1979:70). In low context communication, typically a clear, precise and direct language style and a lot of explicit information can be found. High-context cultures (including much of the Middle East, Asia, Africa, and South America) emphasize interpersonal relationships. According to Hall, these cultures are collectivist, preferring group harmony and consensus to individual achievement. People in these cultures are less governed by reason than by intuition or feelings. Words are not as important as context, which might include the speaker’s tone of voice, facial expression, gestures, and posture. Russians are identified as high context people. High-context communication tends to be more indirect and more formal. In high-context communication, the listener of a message is expected “to read between the lines”. Low-context cultures (including the U.S., Switzerland and the Scandinavian countries) value logic, facts, and directness. Solving a problem means lining up the facts and evaluating one after another. Decisions are based on fact rather than intuition. Discussions end with actions. Communicators are expected to be straightforward, concise and efficient in telling what action is expected. To be absolutely clear, they strive to use precise words and intend them to be taken literally. When we use low-context communication we stress the importance of explicit verbal messages to convey personal thoughts, opinions, and feelings.
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