This was again the encounter of a high context culture (Malaysia) with a low context culture (Holland). A Yes or a No don’t mean the same thing. Oral and written communication will be interpreted differently. While in Holland and a few more Anglo-Saxon/ Germanic cultures Yes means Yes and No is just No, it is very different in high context cultures like most of Asia, the Arabic world, South-America, etc. where the context will play an important role.

Take this case: the Dutch tourists look tired, so the Malaysian fellow will tell them what they want to hear: “Oh no sir, it’s not far”. An answer with no reference to reality. It’s only related to the situation at that moment between the 2 locutors, it is all about face saving and wishful thinking. Incidentally, the concept of distance is also quite cultural: while Americans tend to drive to go a few blocks away, other people would walk long distances and not find this far. So always double check that concept anyway!

In my previous column I started to tackle the issue of the relationship between text & context in oral or written communication across cultures. The critical incident (what does the question Don’t you think it’s hot here in the room? mean to you?) I described was interesting, but it had no hard consequences for further communication. In the case above it does have serious consequences: here trust is at stake. By not recognizing the importance of the context in Malaysia, the Dutch tourists got into some serious misunderstanding that can possibly lead to losing trust in the local population. So how can you clarify this situation? By simply keeping asking and primarily using open questions (not close ones like in the example), and by not taking too much for granted, as if Yes = Yes and No = No everywhere. I beg those Dutch tourists now: know what to expect out there.

Finally, take written communication. I recently got an email from an Indian student starting with: Respected Sir, have a nice day, I hope you will be good. I am Master degree student and I (…)
And finishing with: I will be highly obliged. Thanking you, etc.

Recognizable? A first (ethnocentric) spontaneous reaction would be to view this kind of prose as “too polite to be honest” and wondering what this student really wants from you. Understandable, but once you’ve recognized the importance of the context, things become clear. Text & context will match, just like yin & yang, but this is another story.