Storti’s continua for directness and the role of context in communication. These cultures are called Low Context or Direct. Rather, the dictionary definitions of words are given priority over any nonverbal or otherwise indirect message. To be indirect invites misunderstanding and confusion. In a society where relationships are more transient and less holistic, where people have fewer experiences in common, it is more important to be clear, precise and explicit. Globally, most of Asia and parts of Africa, Latin America and southern Europe operate this way. Situationally, families and close friendships tend to be high context. To be blunt might even cause offense, as it can imply a lack of respect or a desire for distance. Many things do not need to be spelled out explicitly. In these High Context or Indirect societies, communication is usually indirect and non-verbal. In a society where communities are close-knit and relationships are long-lasting, it’s natural to rely on shared experience and mutual understanding to communicate ideas. Do we prefer to spell things out explicitly or do we let others read between the lines? Do we give more weight to words or to the context of those words? Our choices depend a great deal on our cultural background. Even clothing, posture, and use of space and time convey a message.Įxperts estimate that anywhere from 70-93% of communication is nonverbal. With so many means of communication at our disposal, we have to choose which to prioritize when giving and receiving messages. Each of us uses a variety of means to do so – words, gestures, tone of voice, silence and touch. In this article, we will focus on the area of communication: how words and context are used to communicate truth.Įvery person from every culture communicates, both intentionally and unintentionally. Some of the more commonly discussed values continua include comparisons like these: The greater mass of culture lies beneath, and we must go out of our way to recognize and understand it.Ĭulture specialists often explore a particular aspect of culture in terms of a spectrum or continuum of values (Hall Hofestede Storti). Though individual preferences within a society do vary, these continua are useful tools for comparing the general values of one culture, relative to another. Below the water is The Why: the intangible, subconscious aspects of culture which include attitudes, beliefs, expectations, values and assumptions. Above the water lies The What: that which we can observe with our senses. In my last post, I introduced the concept of the cultural iceberg: the idea that culture exists both above the waterline and below. The Cultural Iceberg, adapted by Sheri L. Both say they like the new draft, but I’m not so sure. The wife sits back, arms folded, legs angled toward the door. As the project leader lays out the trace paper and begins his presentation, I watch the clients carefully. The clients are a married couple, Indians who have given up lucrative careers to work in a difficult and sometimes hostile region. Our EMI project team-a mix of North Americans and Asians-is gathered around a conference table as we eagerly share the latest iteration of our master plan for a new training center. It’s a balmy day in one of India’s oldest cities. Missed the first post, “RECOGNIZING CULTURAL “ICEBERGS”? Grab it here. It may even reveal unseen obstacles to our presentation of the Gospel. Hopefully it will help jumpstart real solutions for cross-cultural sensitivities, and help any culture manifest Jesus Christ according to its own cultural icebergs. Sheri applies these cross-cultural points poignantly to the elements of designing cross-culturally–but we believe you’ll find inescapable parallels to any cross-cultural work. Meanwhile, they raise up disciples and trained professionals in-country. We’re talking water projects, hospitals, schools, orphanages, you name it. EMI mobilizes architects, engineers, construction managers, and other design professionals–including those through an incredible internship program–to provide design services for those helping the poor. We’re excited to welcome back Sheri of Engineering Ministries International.
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