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<b><small>REPORTER OF GROUP 4...2</small></b>

<b><small>MAIN CONTENTS... 5</small></b>

<b><small>1. The definition of low-context cultures and high-context cultures...5</small></b>

<b><small>1.1. High- context culture...5</small></b>

<b><small>1.2. Low-context culture...5</small></b>

<b><small>2. Characteristics of low-context culture...6</small></b>

<i><b><small>2.1.</small></b></i> <b><small>Characteristics of low-context culture...6</small></b>

<b><small>2.2. Example of low-context culture...6</small></b>

<b><small>3. Characteristics of High-context cultures...7</small></b>

<b><small>3.1.Characteristics of High-context cultures...7</small></b>

<b><small>3.2.Example of High-context culture...9</small></b>

<b><small>4. What attitude would compatible with each context culture?...9</small></b>

<b><small>4.1. An example situation for 2 cultures...9</small></b>

<i><small>4.1.1. Sony advertisement in China...10</small></i>

<i><small>4.1.2.Sony advertisement in the United States...10</small></i>

<b><small>4.2. Conclusion...11</small></b>

<b><small>REFERENCES... 12</small></b>

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First of all, we would like to express our sincere thanks to Thuong mai University for bringing the English Bussiness 1.4 subject into our curriculum. In particular, we expressed our deep gratitude to the subject lecturer - Ms. Nguyen Thi Hang for teaching and imparting valuable knowledge to us during the past learning process. With her lessons, we have gained additional knowledge for ourselves. This will certainly be valuable knowledge for us to use in future jobs.

This subject - English Bussiness 1.4 is interesting and extremely useful. Ensure the provision of knowledge, practice skills, associated with the actual needs of students who are studying in the English Faculty. Although we have tried our best, it will certainly be difficult to avoid errors and many inaccuracies because of our limited knowledge and the lack of our experience in conducting this discussion topic. Please consider and provide suggestions to improve our discussion.

We sincerely thank you!

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<b>1. The definition of low-context cultures and high-context cultures1.1. High- context culture</b>

- Most of the information is either in the physical context or initialized in the person. - Cultures in which communication is implicit, indirect and ambiguous.

- High context cultures rely on background information, experience, and shared values to communicate effectively. These are often cultures that have existed in a specific area for a long period of time.

- Examples: Eastern cultures such as China, Japan, India, and South Korea.

<b>1.2. Low-context culture</b>

- The mass of information is vested in the explicit code [message]. - Cultures in which communication is clear, direct and explicit.

- Low context cultures rely on the spoken word to communicate. In these types of cultures, people will say exactly what they mean rather than relying on symbols or nonverbal cues to get their point across.

- Examples: Western cultures such as the United States, Canada, Germany, and the United Kingdom.

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<i><b>2.1.</b></i> <b>Characteristics of low-context culture</b>

- <b>Explicit communications</b>: Explicit communication is characterized by the use of clear and precise language to convey information and ideas. It involves being direct and straightforward, without relying on implied meanings or nonverbal cues.

→ This type of communication is often seen in cultures where clarity and directness are highly valued, and where there is a need for precise and unambiguous communication.

<b>- Individualism</b>: Low-context cultures are said to value individualism, responsibility and personal achievement. They do not expect members to share a common background and therefore require explicit communication. These cultures also tend to have individualistic socio-economic systems that value competition and self-reliance.

<b>- Straightforward tone: </b>The explicit use of language combines with a direct and straightforward tone in low-context cultures. Unlike high-context cultures, low-context cultures rely on direct and precise messages. There are no subtle cues as the members are not expected to have deep knowledge of each other’s backgrounds.

<b>- Less emphasis on gestures</b>: Instead of being the primary means, gestures are used to supplement verbal information in low-context cultures. They do practice some gestures like nodding or handshake, but these are mostly straightforward. They simply clarify a point rather than convey any nuanced meaning.

<b>2.2. Example of low-context culture</b>

An example of a company with a characteristic of low-context culture is

<b>McDonald's. </b>In a low-context culture, communication tends to be explicit, direct, and straightforward. This means that messages are conveyed explicitly and with little reliance on context or nonverbal cues.

<b>McDonald's</b> is a multinational fast-food chain known for its standardized procedures and clear instructions. Employees are expected to follow specific guidelines and protocols when preparing food, serving customers, and managing operations. The company places a strong emphasis on efficiency, consistency, and uniformity across all its locations.

In a low-context culture like McDonald's, information is typically communicated in a direct and explicit manner. This allows for clear expectations and minimizes the chance of misunderstandings. Standardized training materials, detailed manuals, and

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procedural handbooks are used to ensure that employees understand their roles and responsibilities. Clear performance metrics are also established for evaluating employee performance.

Furthermore, decision-making in a low-context culture is often based on rationality, data, and logic. Leaders at McDonald's rely on key performance indicators (KPIs) and financial analysis to make informed decisions. The focus is on objective criteria rather than subjective opinions or personal relationships.

=> Overall, McDonald's exemplifies the characteristics of a low-context culture by employing explicit communication, standardized procedures, and rational decision-making processes.

<b>3. Characteristics of High-context cultures3.1.Characteristics of High-context cultures</b>

<b>- Collectivistic:</b> High-context cultures are generally collectivist cultures—they place a higher value on the good of an entire group of people than on any one individual. This sort of collective (and contextual) understanding undergirds the ability to communicate so much about a thought, opinion, or feeling you might have without ever directly stating it.

Collectivistic cultures are those that prioritize the needs and goals of the group over those of the individual. In these cultures, people tend to place a high value on social harmony, cooperation, and interdependence. High context cultures, on the other hand, are those in which communication is heavily influenced by nonverbal cues, shared experiences, and implicit understandings.

When these two cultural orientations intersect, they can create a unique set of social norms and communication patterns. In this article, we will explore some of the key characteristics of collectivistic cultures with a high context communication style.

One of the defining features of collectivistic cultures is the emphasis on group harmony and social cohesion. In these cultures, people are expected to prioritize the needs of the group over their own individual desires. This can manifest in a variety of ways, such as a willingness to compromise, a focus on consensus-building, and a strong sense of loyalty to one's family, community, or nation.

In collectivistic cultures with a high context communication style, people may use subtle gestures, facial expressions, and tone of voice to convey meaning and build rapport.

Another important aspect of collectivistic cultures is the importance of relationships. In these cultures, people tend to place a high value on social connections

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and may prioritize maintaining these relationships over achieving individual goals. This can be seen in the emphasis on networking, building trust, and cultivating long-term partnerships.

In high context cultures, relationships are often built on shared experiences and a sense of mutual understanding. This can be challenging for people from low context cultures, who may be more focused on achieving specific goals or outcomes. In collectivistic cultures with a high context communication style, people may spend more time building relationships and establishing trust before engaging in business or other transactions.

Finally, collectivistic cultures with a high context communication style may place a strong emphasis on social hierarchy and respect for authority. In these cultures, people may defer to those in positions of power or authority and may be less likely to challenge or question their decisions. This can be seen in the emphasis on formal titles, deferential language, and a strict adherence to social norms and customs. In collectivistic cultures with a high context communication style, people may rely on subtle cues and gestures to signal respect and deference to those in positions of authority.

=> In conclusion, collectivistic cultures with a high context communication style are characterized by a strong emphasis on group harmony, relationships, and social hierarchy. These cultures may rely heavily on nonverbal cues and shared experiences to communicate meaning and build rapport. For people from low context cultures, it can be challenging to navigate these cultural norms and communication patterns, but with patience, respect, and a willingness to learn, it is possible to build successful relationships and achieve mutual understanding.

<b>- Implicit:</b> High-context cultures rely on shared cultural dimensions and more intimate personal relationships to communicate far more subtly than their low-context counterparts. For example, there’s less of a need to be direct when you can assume people will invariably get the gist of what you’re saying even if you sugarcoat or dance around it for the sake of politeness.

Implicit communication refers to the things we do, individually or collectively, usually without regard to the messages others receive. It could be corporate culture or perhaps body language. It might even be a decision not to communicate at all. Often, we 'give off' these messages rather than send them, but that doesn't reduce their potency. Implicit communication can be just as powerful and effective as explicit communication.

Since such communication is often given off, much depends on the recipient or observer of the message. Each person who gets the message probably has her or his own interpretation, based on the context brought to the message. If you're suspicious of the sender, for example, you may well have a sinister interpretation.

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It is also important to understand the cultural norms and values that underlie communication in high context cultures. For example, in many Middle Eastern cultures, hospitality and generosity are highly valued, and refusing an offer of food or drink can be seen as rude. In Japan, there is a strong emphasis on group harmony, and individuals may avoid expressing their own opinions or desires in order to maintain social harmony.

To communicate effectively in high context cultures, it is important to be patient, observant, and respectful of cultural differences. It may also be helpful to seek out cultural training or guidance from someone familiar with the culture.

=> In conclusion, high context cultures rely heavily on nonverbal cues, shared experiences, and implicit understanding to convey meaning. To communicate effectively in these cultures, it is important to be patient, observant, and respectful of cultural differences. By paying attention to nonverbal cues, avoiding direct confrontation, and showing respect, you can build strong relationships and communicate effectively in high context cultures.

<b>3.2.Example of High-context culture</b>

<b>Toyota</b> is a Japanese company that follows the high-context communication style of Japan. Toyota values teamwork, harmony, and loyalty among its employees and partners. Toyota also has a long-term vision and a strong sense of tradition and innovation. Toyota communicates its messages through symbols, metaphors, and stories, rather than explicit statements. Toyota also respects the authority and seniority of its leaders and managers, and expects its employees to follow the rules and procedures.

LG communicates its messages through gestures, facial expressions, and tone of voice, rather than direct words. LG also respects the hierarchy and status of its leaders and managers

<b>4. What attitude would compatible with each context culture?4.1. An example situation for 2 cultures </b>

Sony Industrial Company is one of the world's leading companies in electronics, producing televisions, cameras, computers portable and other household items. In an effort to communicate with customers, Sony is always looking for opportunities to enhance the strength and coverage of the Sony brand around the world, in every culture and commitment to continue to change the way that people experience with their products and services. Consequently, Sony is recognized for its "Localization, Regionalization" marketing and advertising methods, in contrast to several major firms such as Heineken and Coca-Cola. With this strategy, Sony gives regulators in the international market more authority to determine producing Sony product commercials that are culturally appropriate. This section will study Sony's fox advertising in China and the US to highlight the similarities and differences in business communication styles.

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<i>4.1.1. Sony advertisement in China</i>

China is a country of the economy High Context culture. The nation is regarded as a representation of "Orientalization" culture, which rewards community, solidarity, harmony, and the development of lasting relationships. Hence, in his advertising in China, Sony emphasizes "dramatization" which is a short story centered around a product or service that is narrated by the protagonist. The protagonist of the advertisement is a woman who, from a young age, received flowers on a regular basis from her boyfriend. One day in high school, she discovered these flowers were planted by himself. However, she had to leave her family behind to pursue studying overseas. She then made the decision one day to visit her old acquaintance, realizing that it was the best choice she had ever made. They reunite, fall in love, get married, and lead happy lives.

The indirect circularity of high-context culture is also easily found in this advertisement because the audience has to wait until the end of the advertisement to see the Sony Bravia product image appear. The image of Sony Bravia appears at the end of the advertisement with the image of a happy couple implying that Sony Bravia can bring customers lasting happiness. In particular, the final message in the advertisement "vivid colors keep you young forever" is very suitable for Chinese culture because the ideas of youth, immortality and longevity are extremely important and Chinese people often wish to exchange these things on special occasions such as birthdays or Tet holidays.

Other aspects of Chinese culture, such as color theory, are also present in advertising. The white flower that the boy offers the girl at the start of the tape represents innocence, while the red blossom that shows on the Sony screen at the end of the commercial represents good fortune and happiness. This advertisement also demonstrates the verbal communication of Chinese culture in a clear manner. They enjoy communicating verbally and often use long words, flowery language, metaphors, and adjectives while discussing love stories.

<i>4.1.2. Sony advertisement in the United States</i>

As is typical of directness in low-context cultures, Sony Bravia's US commercial begins with a brief and direct presentation of the brand image. There is no story created like in China to introduce products, no traditional customs, no traditional food or music fashion, everything is current with modern people and themes. Moreover, the screen is filled with the Sony logo, and the product messages are brief, straightforward, crisp, and clear.

Although employing the same linguistic communication as in China, Sony's US advertising strategy does not use dramatization but rather "competition"—a table tennis battle between two men and the MC's remark that "you can't beat the quality of the Sony Bravia TV, it makes the quality of sports better." This is because commercials that are

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associated with Western and masculine culture frequently display a sense of competition while articulating genuine needs and goals.

Furthermore, Sony uses a direct delivery approach in its US advertisements, using more words than graphics. Peyton Manning and Justin Timberlake are featured in advertisements as two famous people playing ping-pong. This illustrates a startling aspect of the masculine American work culture, which is that a well-known individual typically introduces the product.

Additionally, the clear directness in Sony's American advertising can also be seen through the use of verbal communication with a clear and straightforward message: wants, needs, and aspirations are always clearly expressed. The words the actors use are strong, decisive words. American customers can immediately see the benefits that Sony Bravia TVs bring to them because Sony directly introduces the product quality and the conveniences it brings “better quality for watching sports”.

<b>4.2. Conclusion</b>

In a nutshell, Sony really understands and respects each country's unique culture and values the impact of cultural diversity in the international business communication environment on the success of the business. Sony has actually adapted very well to multi-variation form culture and positioned themselves as a successful company with strategy “Localization” advertising.

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