High- and low-context communication
The concept of high- and low-context societies was developed by the American anthropologist Edward T. Hall in his 1976 book Beyond Culture. He explained that in high-context societies—such as Asian, Middle Eastern, African, Latin American, and Indigenous communities—communication relies heavily on shared understanding, non-verbal cues, and implicit meaning. In contrast, in low-context societies like the United States, Germany, Switzerland, Scandinavia, and New Zealand, communication is more explicit, direct, and relies on words themselves rather than the surrounding context.
Learn the context
This contrast also appears in something as practical as how addresses are written (example 1). In New Zealand, the format begins with the smallest detail and builds outwards—house number, street, suburb, city, country. In China, when written in Chinese, the address begins broadly with the country, then province, city, street, and finally the number (example 2). The order reflects a cultural preference for beginning with the broader context before narrowing down to the individual detail.
Respect their differences
A helpful image is to imagine two triangles.
Know your history
To understand why these differences exist, it helps to look at history. In early America, society was shaped by waves of migrants who often did not share a common language. Communication therefore had to be simple, clear, and direct—particularly in business, where efficiency required straightforward exchanges and avoidance of ambiguity. By contrast, many Asian societies have long, continuous histories where traditions, rituals, and codes of behaviour were passed down over generations to preserve cultural practice and social order. In these contexts, communication became less about words and more about demonstrating awareness, respect, and the ability to “read the room.” Picking up subtle nuances and responding appropriately to group dynamics created harmony and showed refinement.
Conversation in high-context cultures often functions as a presentational exchange rather than a straightforward transfer of information. The art lies in understanding the subtleties of these messages, which signal a person’s sophistication, upbringing, and family reputation. This is further reinforced by hierarchy, patriarchy, and collective values, where to speak only when invited, to reserve strong opinions, and to act with deference are considered marks of good character. Missteps could bring not only personal embarrassment but also dishonour to one’s family.
Move your bin
These cultural differences can be seen in everyday encounters. Imagine a neighbour whose rubbish bin blocks your driveway. In a high-context approach, you might begin by chatting warmly about their children, school, or work, and only after twenty minutes gently raise the bin issue in a way that preserves their dignity and avoids offence. In a low-context society like New Zealand, your neighbour might simply knock on the door and say directly, “Can you please move your bin?” To an Asian neighbour, this could feel blunt or disrespectful; to a Westerner, the indirect approach might seem unnecessary or even evasive. Both are applying their own cultural rules of politeness, yet each interprets the other through the wrong framework.
Listen carefully, tune into context
So, what should you do when you notice a Tangata Whaiora going “off topic”? Rather than pulling them back too quickly, give them time. Listen carefully, because the broader context they share—their relationships, environment, and background details—often contains real clues to how they understand their wellbeing. Research has shown that Asians, when viewing a painting, tend to scan the entire scene, taking in the background as well as the object. By contrast, people from more individualistic societies often focus only on the central object. This highlights a deeper point: in supporting someone from a high-context background, you need to widen the lens. Wellbeing is not only about the individual, it is deeply connected to family, community, and environment. Walking alongside them means seeing the whole picture, not just the isolated part.
