Cross Cultural Communication

Topics: Culture, Cross-cultural communication, High context culture Pages: 22 (3928 words) Published: April 17, 2014

Cross Cultural Management


Title: Cross Cultural Communication

Tutor Name: Michael Davies
Student name: ZHENG XUHUI
Student No.: p138025
Date: 20 February 2014


1. Executive Summary
This report will consist of the parts which are:
Critically analyse and evaluate the model of Hall’s High context culture and Low context culture and introduce the main features of them. Explain two countries falling into High context culture and Low context culture. Analyse the AUDI’s official website of business communication respectively in South Korea and China which belongs to High context culture, in Sweden and Canada which is part of Low context culture and demonstrates the performance of company. The information is provided in this report which came from academic journals, newspapers, textbooks and reliable websites. According to the analysis of Hall’s model, this report considers that this model is helpful for the cross-cultural communication of different countries. And based on the model, it provides some examples such as South Korea and China (high context culture) and Sweden and Canada (low context culture) to demonstrate the different expression way in different countries which can contribute to the cultural communication of each country and make the features of model more clearly. Then, this report proposes the AUDI as the case to introduce the communication styles of company in high and low context culture and analyse detailedly the performances of its official website in four countries which are South Korea, China, Sweden and Canada. The successful development of AUDI in these four countries also certifies the effectiveness and contribution of Hall’s model.

2. Introduction
2.1 Objectives
Critically evaluate and analyse the main characteristics of high context and low context culture model of Hall (1990). Propose four countries that two high-context culture countries (China and South Korea) and two low-context culture countries (Sweden and Canada) to analyse Hall's high and low context culture model (1990). Present the example of business communication about Hall's (1990) high context and low context culture model. And illustrate the different communication styles of AUDI’s official websites respectively in high context culture country of South Korea and China and in low context culture country of Sweden and Canada. Make the conclusion according to the above contents.

2.2 High and low context model of culture of Hall (1990)
The famous American anthropologist Hall, according to accuracy and clarity of people’s information transmission and receiving in the process of communication, puts forward the analysis framework of high and low context culture. Hall (1976) thinks that "Context" is surrounded by the information of an event, and the "events" is to express the contents of communication, the combination between them reflects the characteristics of a culture. According to the different combination of "Context" and "Content", the culture can be divided into high context culture and low context culture.

3. Main Findings
With the rapid development of economic globalization, the link between countries become more and more closely. Because different countries have different cultural context, the cross-cultural communication are emerging, which also have some issues in the communication (Koeszegi, 2004). Many scholars have do some research and analysis on the different culture in the world, this part will introduce the Hall’s model of high and low cultural context detailedly and give some cases of different context culture as below. 3.1 Analyse the model of high and low cultural context of Hall 3.1.1 The Definition and Features of the High and Low cultural context model (Hall, 1990) Hall (1976) thinks that the human communication, including language communication will be affected by the context. Hall (1976, pp.81-83)...
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