How Cultural Differences Impact Communication in Business

Communication Style: High-Context vs. Low-Context Cultures

If you work in global business and aren’t familiar with high-context vs. low-context cultures, this is a must-read. In this blog, we’ll use a real-world meeting between Taiwanese and American professionals to explore how cultural differences impact communication.

A Cross-Cultural Business Meeting Scenario

Mei Lee, a senior manager from Taiwan, attends a meeting with her American colleagues in New York. The meeting is led by Mark Brown, who begins immediately with a direct business discussion:

"Let's be clear about our goals. We need to cut costs by 15%, streamline operations, and improve our market position within the next quarter. I want everyone’s input on where we are failing and what needs to change."

Mei is surprised by Mark’s direct approach. In Taiwan, meetings typically begin with small talk and relationship-building before getting down to business. She feels slightly uncomfortable but listens attentively as her American colleagues openly discuss the company's shortcomings.

When it's her turn to speak, Mei carefully crafts her response:

"I believe our team is doing well overall, but there are some areas where we could improve."

She hints at issues rather than stating them clearly, offering suggestions in an indirect manner. Mark, however, seems dissatisfied and pushes for more details:

"Mei, we appreciate your input, but we need specific ideas. What exactly is the problem, and what do you recommend we do about it?"

Now, Mei feels even more uncomfortable. In her culture, this kind of direct questioning can feel confrontational. She struggles to express her ideas in the way her American colleagues expect.

The Taiwanese team are meeting with an American colleague to discuss an important issue at work.

Understanding Different Cultural Communication Styles

After the meeting, Mark speaks to Mei privately:

"I noticed you seemed uncomfortable. In our meetings, we value direct and clear communication. It’s okay to point out problems directly."

This exchange highlights a fundamental difference between high-context and low-context cultures, a concept introduced by Edward Hall.

The Differences between High-Context vs. Low-Context Cultures

Mei comes from Taiwan, a high-context culture, while Mark is from the USA, a low-context culture. Understanding these differences can improve cross-cultural communication and collaboration.

High-Context Cultures (e.g., Taiwan, Japan, China) In high-context cultures, communication is often indirect, relying on context, nonverbal cues, and shared cultural knowledge. People value harmony, relationship-building, and implicit understanding. Direct confrontation is generally avoided to maintain group cohesion.

Instead of explicitly stating opinions, individuals may use hints, suggestions, or even silence to communicate their thoughts.

Low-Context Cultures (e.g., USA, Germany, Netherlands) In low-context cultures, communication is direct. People come from diverse backgrounds, so messages must be clear to ensure understanding. These cultures prioritize efficiency, clarity, and results over relationship-building.

Individuals are expected to express their ideas openly, share viewpoints, and even disagree directly without fear of damaging relationships.

Key Takeaways from Mei and Mark’s Interaction

1.      Mei Lee’s Perspective (High-Context Culture)

o   Prefers indirect communication to avoid potential conflict.

o   Expresses opinions in a subtle way, leaving room for interpretation.

o   Feels uncomfortable with Mark’s direct style and pressure for specific answers.

2.     Mark Brown’s Perspective (Low-Context Culture)

o   Expects direct, clear communication.

o   Values explicit statements that contribute to the discussion.

o   Feels frustrated when responses are too general or vague.

How to Communicate Effectively in Different Cultures

To work effectively across cultures, both high-context and low-context communicators can adapt:

For high-context communicators (like Mei):

o   Be prepared for direct discussions in low-context cultures.

o   Practice stating key points clearly and concisely.

o   Understand that directness is not necessarily confrontational.

For low-context communicators (like Mark):

o   Recognize that indirect communication is often a sign of respect.

o   Listen for implied meanings rather than expecting clear statements.

o   Build trust and relationships before pushing for direct answers.

 

Key Takeaways about Communicating in High-Context and Low-Context Cultures

Cultural differences in communication styles can impact workplace interactions, but awareness and adaptability can help bridge the gap. Whether you come from a high-context or low-context culture, understanding these differences will enable more effective collaboration in international business settings. By adjusting our communication approaches, we can foster mutual understanding and create more productive working relationships across cultures.

Brian Mc Closkey is the CEO at NextGen Business Communication Training, a business communication training company for non-native English-speaking professionals in Taiwan.