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Text 1. Gestures or Subtle Cues? 

Many cultural anthropologists divide countries into low-context (i.e. the 

United Kingdom, Germany and the United States) and high-context societies 

(i.e. Japan, France and Qatar). In low-context cultures, information is predominant-

ly communicated verbally or in writing, in an overt, frank manner. But in high-

context societies, much information is transmitted non-verbally, with subtle, indi-

rect cues. Therefore, “Saying What You Mean and Meaning What You Say, “ is 

not always the best policy in places like Japan or Indonesia. Key points often go 

unsaid, but are clearly understood. 

To complicate matters, many non-verbal communications have entirely dif-

ferent meanings from one country to another. To illustrate, here are some standard, 

initial interactions examined from several countries’ perspectives. 

Eye contact. From the introduction to the farewell, appropriate eye contact 

varies greatly depending upon the country. In the United States, direct eye contact 

is considered a sign of honesty and reliability. Shifting one’s gaze away, or to the 

floor indicates a lack of attention, or worse, deceit. 

However, in Latin America, intense eye contact between men can be consi-

dered challenging and aggressive. Depending upon the situation, subordinates may 

not always look superiors in the eye for a protracted period of time. If a Hispanic 

looks away when being questioned, he or she is probably being respectful, rather 

than hiding something. 

Extended eye contact between the sexes – In a purely business setting – is 

common in the United States, but can be interpreted as an overture for more inti-

mate communications in many Latin and Mediterranean countries. 

Smiles. “You’re never fully dressed without a smile.” While a smile is gen-

erally part of an introduction, smiles aren’t always the universal signal for friend-

ship. Although smiles invite communication in much of the Western Hemisphere, 

in the Far East, a smile can be used to cover up embarrassment, dismay or fury. If 

you’re negotiating with Japanese, Chinese or Indonesian prospects, an inscrutable 

smile is used to communicate far more than pleasure. It’s a form of polite behavior, 

which masks anything from sincere enjoyment to menace. When accompanied by a 

protracted period of silence, a mysterious smile can unnerve Western salespeople. 

Relax, if you have already made your statement, it’s acceptable to sit respectfully

in silence, and smile back. 

In the French frame of reference, a person who grins too much can be re-

garded as simple. And in Germany, smiles are often reserved for family, friends 

and social situations, but not displayed freely in business settings. 

Shaking Hands. In the United States, a firm grip has long been an indicator 

of strength of character, but styles of handclasps can definitely vary around the 

world. In Asia, a weak, extended grip is normal and doesn’t belie the negotiating 

strengths of the participants. 

If you’re in a Muslim or Orthodox Jewish environment, you must be highly 

sensitive to touching the opposite gender. Devout orthodox Muslims and Jews 

must not touch women, so follow your hosts’ lead. 

Bowing. The tradition of bowing is so complex that Asians attend classes in 

the proper protocol of the bow. It’s unlikely that any international visitor would be 

able to appropriately execute a formal bow (to the right depth, with the correct du-

ration, etc). However, a polite attempt to bow in greeting will be appreciated by 

your Asian hosts. If you’re the subordinate in the relationship, bow lower. Be sure 

to learn an appropriate verbal greeting to express with the bow. 

Kissing. Most initial business meetings around the world don’t involve a 

kiss. But after establishing a relationship with clients in the Middle East, Latin 

America, many parts of the Mediterranean and parts of Africa, there may be times 

when your clients/friends initiate a brief kiss on either cheek, accompanied by a 

handshake, hug or pat on the back. 

If you’re in Brazil, this custom may occur between the sexes after only one 

or two meetings. In the Middle East, the same custom is likely to happen between 

males, followed by an extended period in close proximity. Whatever you do, never 

back away from a kiss. You don’t want to undermine your new business relation-

ship by being coy about your personal space. As the saying goes, “When in Rome 

(or Rio or Riyadh), act as the Romans do.” 

In the 1990s, a U.S. governmental study evaluated the characteristics of suc-

cessful ambassadors and diplomats. 

Of all the variables that were measured, the most telling indicator of long-

term success was their capability to pick up on non-verbal communications within 

the target country. Overall, those individuals who comprehended a situation with-

out auditory reinforcement were most capable of maneuvering successfully 

through the maze of international politics that occur in any global transaction. 

There are thousands of cultures around the world, and an immense variety of 

non-verbal communications. Becoming sensitive to the subtle gestures of your sur-

roundings can help you avoid insulting your companions by what might be an in-

nocuous movement in your home country, but is taboo in theirs (like the “OK” sign 

in Brazil; it’s obscene). But when in doubt about a gesture, keep your hands to 

yourself. 

Comprehension 

1. Explain, what is meant by the following expressions in the text: 

- overt, frank manner or communication;

- to transmit information; 

- subtle, indirect cues; 

- a smile can be used to cover up embarrassment; 

- a mysterious smile can unnerve Western sales people; 

- devour or orthodox Muslims and Jews; 

- close proximity; 

- you don’t want to undermine your business relationships by being coy 

about your personal space; 

- their capability to pick up on non-verbal communication.

2. Answer the questions: (not very long answers please!)

1 Give examples of high-context and low-context cultures. Where would 

you put Russia? 

2 In which countries do certain non-verbal communications have opposite 

meaning? 

3 Explain, why the capability to pick up on non-verbal communications 

may be 

4 an indication? 

5 From this article, which nationalities can cooperate with each other? 

Which may have difficulties in communication? 

6Which nationality seems thee easiest for Russians to deal with? Why

3. Imagine that you are experienced international businessman. Choose 

the country you know well from the list below and comment on customs, tra-

ditions and patterns of behaviour of this country: 

. Japan; 

. USA; 

. Brazil; 

. Saudi Arabia; 

. France. 

4. You are a cross-cultural consultant hired by a foreign executive going 

to do business for the first time in your country. Prepare some advice that you 

would give your client about business practices. Use the following topics to 

help you: 

. use of language; 

. non – verbal communication. 

please help me!!!