Indeed, each spoken or written word is placed in a context and hence the meaning will depend on this very context. Aspects like (mutual) knowledge, experience, bias, feelings and the relationship between interlocutors will impact on the meaning and the way the receiver will understand it in a given situation. This is certainly very true in a monocultural context when both locutors speak the same language, so it is even more impactful in an intercultural context when language, stereotypes, gestures, style, topics and the like are potential barriers to a smooth communication.

The influence the context plays on the text is ranked in high and low context, a theory founded by the American anthropologist E.T. Hall. In high context cultures information is implicitly contained in the message (Don’t you think it’s hot here? can only mean there: please open the windows), while in low context cultures information is explicitly conveyed in the message: Would you please open the windows? is clear to them.

So how to deal with this? Knowing about it and subsequently adapting to the situation will help. In a nutshell: In interpersonal communication, people in high context cultures tend to solve problems by collaborating with others and/or consulting with their boss and are expected to fulfil the task even if it is unclear. They adapt their communicative style depending on the social rank of their interlocutors and focus on face saving, preserving traditions and maintaining politeness. In low context cultures people prefer to solve problems on their own and may ask for clarifications if the task is not clear. They also tend to keep a similar communicative style regardless of the social rank of their interlocutors and are goal-oriented and rule-driven. Oh yes, the Dutch!

This theory also applies to professions, some of them are typically low context i.e. engineering, accountancy when dealing with protocols and figures and others more high context like in sales or education when dealing with people. Last but not least… man and woman: which is more high and which is more low context? When she says Yes, does it really mean Yes, or is it Maybe?