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Edward T. Hall : Cultural Dimension
Introduction

„A fish only realizes it needs water to live when it is no longer swimming in the water. Our culture is to us like water to the fish. We live and breathe through our culture."

As Trompenaar's quote outlines, culture is a crucial part of someone's life or even indispensable for the life of humans. This is because culture determines a human's basic assumptions, values, norms and belief systems as well as a human's behaviour, language, food, drinking habits and other determinants of one's daily routine.
Understanding his or her own culture is a key factor in order to live in his or her society, but understanding other cultures gives the opportunity to look out of the box. It provides someone, for example, with the ability to interact between two cultures. A vital aspect when it comes to make business upon international terms.
This paper will focus on the discoveries of Edward T. Hall and will also provide especially european countries as examples.

2. Hall’s dimensions of culture

Edward T. Hall, Anthropologist, developed a culture model with three dimensions. Context, the most popular dimension, Time and Space. The following paragraphs will outline and explain the three dimension.

Overview of the most popular culture models HALL | HOFSTEDE | TROMPENAARS |

HIGH-CONTEXT vsLOW-CONTEXT | POWER DISTANCE | UNIVERSALISM vsPARTICULARISM | | | INDIVIDUALISM vsCOLLECTIVISM | HIGH-TERRITORIALITY vs LOW-TERRITORIALITY | INDIVIDUALISM | NEUTRAL vsEMOTIONAL | | MASCULINITY/FEMININITY | SPECIFIC VSDIFFUSE | MONOCHRONIC TIME vsPOLYCHRONIC TIME | | ACHIEVEMENT vsASCRIPTION | | UNCERTAINTY AVOIDANCE | SEQUENTIAL vsSYNCHRONIC | | LONG TERM ORIENTATION | INTERNAL vsEXTERNAL CONTROL |

2.1 Context

Hall divided the context aspect in high-context orientation and low-context orientation to distinguish the communication habits cultures could have.

2.1.1 High-context culture

Cultures with a high-context orientation express themselves less verbally explicit, less written as well as less formally. Concerning associations, people in such a culture build up relationships slowly and these relationships depend highly on trust.
Interaction between people is based upon nonverbal elements, voice tones, facial expressions, gestures and even specific eye movements.
When it comes to learning people, it occurs by first observing others and then practicing.
High-context culture are common especially in eastern nations. Examples are Japan, arab countries as well as Latin America.

2.1.2 Low-Context culture

Low-Context communication is much more rule oriented than in High-Contest communication. Furthermore the length of a conversation is shorter and task-centered. Business relationships sart and end quickly and the attention belongs to the goal they want to achieve.
Interaction is verbally and directly as communication is seen as an information exchange and not more.
When it comes to learning speed is valued. People think inductive and focus on details. Swiss-Germans, Germans as well as Scandinavian countries ( except for Finland) belong to highly Low-Context cultures.

2.2 Time

Edward T. Hall defined the dimension time orientation to outline how culutres structure their time. Cultures can be allocated either to be more ploychronic or monochronic oriented according to Hall.

2.2.1 Monochronic culture

People in monochronic cultures are very aware of time. For instance, they take time commitments like deadlines and schedules very seriously. Furthermore they follow rules of privacy and are concerned about not bothering others. Usually these people are as well in low-context cultures like Germany or North America.

2.2.2 Polychronic culture

In contrast, people in polychronic cultures do many things at once. They are distractible and therefore prone to be interrupted. Time commitments should be achieved if possible, but they also can change plans more easily than people in monochronic countries. Instead of thinking linear as monochronic cultures do, they use a cyclic way of thinking. Latin America and the arab countries are examples for polychronic countries.

2.3 Space

One of Hall's books called "the hidden dimensions" is about the third cultural dimension "space", which he studied. Space refers to the invisible boundary around an individual that is considered "personal." This sense of personal space can include an area, or objects, that have come to be considered that individual's "territory." This sense of personal space can be perceived not only visually, but "by the ears, thermal space by the skin, kinesthetic space by the muscles, and olfactory space by the nose" as well
This study is called "Proxemics", which means the study of the use of space and communication.
Cultures as well as genders have different (hidden) rules and norms, when it comes to spatial zones during conversations.

Hall defined four distances people are keeping depending on their relationship with their conversational partner:
Intimate: 0 - 18''
Personal: 18'' - 4'
Social: 4' - 10'
Public: 10' and more

By transferring this dimension to different cultures, e.g. Germans or Americans keep a larger personal space around them whereas Japanese need less space. Therefore are high-context cultures normally use to have less space than low-context cultures.

3. Comparison of European countries

As already mentioned, Germany, Switzerland (especially Swiss-Germans) and some of the Scandinavian countries are low-context cultures. However, French, Spanish and Italians have a tendency for high-context cultures, which is highly observable, when they communicate.
Italians express themselves more with gestures and different voice tones than by using words.
French people gather lots of information before meeting another person so that explicit and detailed discussions are unnecessary and can be even seen as an insult, because everything is already clear for them.

4. Conclusion

European countries exhibit Low-Context as well as High-Context cultures acoording to Edward T. Hall. Therefore it is recognisable that companies, which doing business international not only have the language barrier, but also have to consider diverse (hidden) communication styles, norms and rules dissimilar to their own country.

--------------------------------------------
[ 1 ]. Hall, 1990,p.11
[ 2 ]. Cf. http://www.cyborlink.com/besite/germany.htm
[ 3 ]. Cf. http://www.via-web.de/high-context-vs-low-context/

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