Influence of culture on communication : An empirical test and theoretical refinement of the high- and low-context dimension

Abstract

This thesis examined the influence of culture on the communication styles and behaviours of people from different cultures. Its aim was to refine and broaden the scope and provide empirical support for Hall's (1976) high- and low-context theory. Theories and concepts from the field of anthropology, psychology, and sociology were used to conceptualise culture and represent the organisation of its parts. An underlying premise from Triandis' (1989) work was used to theorise that individuals' distinct self-representation influences their social behaviours. The literature suggests that members of high-context cultures (MHCC) have the propensity to exhibit sociocentric communication behaviours during social interactions while members of low-context cultures (MLCC) are more likely to exhibit idiocentric communication behaviours.Three studies were conducted to examine differences in communication patterns between MHCC and MLCC. Ethnographic observations of Indonesian managers were conducted with the aim of uncovering techniques that would delineate communication patterns in different cultures. Semi-structured interviews were conducted to elicit business practitioners' experiences during their initial cross-cultural encounters. Results from these studies were used to design a cross-cultural communication experiment. Results contribute to existing literature by empirically demonstrating that communication behaviours displayed by MHCC and MLCC differed in frequency and intensity during cross-cultural interactions. There was evidence to suggest that people change their communication patterns between intracultural and cross-cultural interactions. In intracultural interactions where participants came from similar cultures, no significant pattern emerged. However, during cross-cultural interactions significant differences in communication behaviours occurred. MLCC displayed greater frequency and intensity of idiocentric communication behaviours while MHCC demonstrated greater frequancy and intensity of sociocentric communication behaviours. Empirical evidence indicated that MHCC and MLCC utilise distinct communication styles that are consistent with the high- and low-context dimension, and can be directly attributed to their cultural perspectives. Findings, therefore, validate the high- and low-context theory, and idiocentric-sociocentric construct. They also extended theories and existing knowledge by providing evidence for the degree and impact culture have on cross-cultural communication behaviours during an evaluated task situation. Theoretical implications for future research and practical implications for international business and management practices are discussed.