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Low-Context, High-Context, and Losing Face?
By Mari D. González
According to anthropologist and intercultural communication pioneer, Edward T. Hall, North European and North American macro-cultures would be defined as “Low-context.” Their communication preference is characterized by explicit verbal messages. Hall explains that in Low-context, “Effective verbal communication is expected to be direct and unambiguous.” Low-context communication is related to an individualistic identity in which people are “I” conscious and express private opinions publicly.
Societies from the rest of the world including Latin America, Asia, and Arab countries utilize High-context communication in which, “most of the information is part of the context or internalized in the person; very little is made explicit” (Hall, as cited by de Mooij, 2014). In these countries, people are programmed to read context and meaning between words.
In High-context or collectivist societies expressing personal opinions and disregarding the group of reference’s perceptions is not the norm. The personal identity is related to the group of reference and a shared “we” identity. There is a risk of making them feel uncomfortable. An offense to a person of that cultural group is an offense to all the in-group members to which Asians call “losing face.”
* Image by Icons8 Team on Unsplash
European, Indigenous, and African in Mexico
By Mari D. González
I love personal stories and to see how they are part of the bigger picture. I have always been fascinated by the history of the borderlands. I majored in Business Management and Communications, but was allowed to do my senior research project on Chicano and Mexican-American Literature.
As a lighter-skin Mexican who had grown up believing the myth of having mostly European ancestry, this project was a real eye opening. The more I learned about who I considered the “other,” the more I felt connected with my indigenous side.
Culturally, Mexicans are more indigenous than we are ready to admit yet, “hay una directriz que nos separa,” there is fine line that separates us by color as a result of century-old-colonialist socialization.
To reconcile our true history, we must embrace our Indigenous, and our African ancestry along with our European. These three make up the Mexican culture and who we are. By seeing them as part of our broader culture, Mexicans will have acquired a broader ethnic identity.
* Image by Rajiv Perera
Super Bowl and the American Ethos
By Mari D. González
If one wonders what the U.S. American ethos is, one can see it fully represented in the Super Bowl ads–the dreams, the myths, the wishes, the material values, the perceived beauty, the wishful thinking, and what should or could be.
It is in marketing that those ideal values get updated to be more inclusive and reflect what we observe in daily life–an obvious ethnic diversity–made up of continuous waves of immigrants that keep moving this country forward.
Discover the Complexities of Low- and High-Context Communication in Healthcare
By Mari D. González
As a cross-cultural communication consultant and former professional medical interpreter, I found cultural contexts the most challenging and fascinating aspect of translating between Spanish-dominant–who are from a high-context culture–patients and English-dominant doctors–who are from a low-context culture–during medical interpreting assignments.
Cross-cultural communication refers to the comparing and contrasting of different communication styles based on culture. One of the basic tenets in cross-cultural communication is the influence of our personal and social identities on the way we communicate.
If we are dominant in one language—in the case of monolingual speakers—or more dominant in one language than another—in the case of Spanish-dominant or English-dominant speakers—a particular cultural programming or set of values, world view, or behavior always dominates when we converse. Harry C. Triandis observes in his article, “The Self and Social Behavior in Differing Cultural Contexts” that “People who speak different languages or live in nonadjacent locations…have different subjective cultures” (1989, p. 506). Our dominant or primary language provides an essential clue into our social upbringing and communication styles.
Spanish-dominant Latinos/Hispanics are predominantly “collectivist” and “high context” due to their group-based identity and their ability to get implied meanings in oral communication. Triandis further states, “Individualists give priority to personal goals over the goals of collectives; collectivists either make no distinctions between personal and collective goals, or if they do make such distinctions, they subordinate their personal goals to the collective goals” (p. 509).
Generally, Spanish-dominant patients lack the necessary knowledge of U.S. culture to completely understand the narrowness, linear-ness, and precision of “individualist” or “low context” communication. On the other hand, a medical provider or physician whose primary language is English may often get frustrated by the expansiveness, circular-ness and all-over-the-place “high-context” communication style of Spanish-dominant patients.
The medical interpreter, in her role as cultural broker, performs a delicate balancing act: She has to explain to doctors that the patient is giving the context for his or her answer while explaining to the patient that the doctor is looking for a precise, specific, and short answer. Impatience is the doctor’s natural reaction to a perceived overload of information. This need for exactness is crucial in the financial, accounting, and technology fields, but it is not always recommended at the doctor’s office because impatience does not help in building trust. It results in patients not asking the right questions or reporting inaccurate information due to a fear that the doctor may get upset.
People from collectivist cultures, such as Spanish-dominants, value harmony over confrontation. Harmony is an essential value if you come from a large and extended family. Maintaining harmony and balance is a requirement to keep large groups functioning. Furthermore, people from high-context societies sharply scan emotions and grasp what was not explicitly said. It does not matter if a doctor smiles at the patient while being impatient. The emotion and what he or she implied was perceived first.
To mediate this exchange of low context and high context communications, medical interpreters find themselves repeating the doctor’s linear and precise questions to patients who typically give the whole context by using stories and not answering with a yes or no or with a specific number. Most patients eventually understand that their doctors are looking for clear-cut information, but they do not always understand why the rest of the information is not as important.
Let’s not confuse a basic-to-intermediate-level of fluency in a foreign language with understanding the culture of those who speak it as their primary language. Applicants for jobs as health care providers may include fluency in Spanish, or any other second language for that matter, among their qualifications, but that may indicate nothing about their “cultural fluency.” Cultural fluency is gained through socialization or a constant association with those who speak a different language, which promotes a sense of shared comfortableness. If language fluency was acquired indirectly through digital media such as online courses or applications, or even through academic courses that are devoid of people from that culture, the cultural fluency that allows one to perceive differences in communications styles will be lacking.
Aculturado, Retro Aculturado, y Asimilado
By Mari D. González
El aculturado vive en dos mundos, el del país donde creció—su cultura de origen y donde vive–su cultura de residencia—por ejemplo, Shakira.
El retro aculturado está más empapado de la cultura de residencia pero tiene interés en aprender la cultura de sus padres o abuelos, por ejemplo, Eva Longoria.
El asimilado es quien de tantas generaciones ha perdido conexión con la cultura de origen de sus padres o abuelos. Socio-culturalmente funciona mejor en un solo mundo—el de residencia, por ejemplo, Jessica de Alba.
La nueva generación de Latinos en EEUU tiene el privilegio de poder operar simultáneamente en la cultura de residencia y la de origen. Puede estar en constante contacto con familiares y amigos del país de sus padres.
* Image by Frank Mckenna on Unsplash




