A Cross-cultural Comparison of the Use of Graphics in Scientific and Technical Communication

This study explores differences in the use of graphics in China, a high-context culture, and the U.S, a low- context culture by comparing and analyzing visuals from the two cultures.

Abstract

Communication styles differ among cultures. According to Hall (1997), cultures can be grouped along a continuum from low-context to highcontext. “A high-context . . . communication or message is one in which most of the information is either in the physical context or internalized in the person, while very little is in the coded, explicit, transmitted part of the message. A low-context . . . communication is just the opposite, . . . the mass of the information is vested in the explicit code” (p. 47). Considerable research has been done on the stylistic differences among cultures in terms of verbal and behavioral aspects (Stewart and Bennett 1991; Hall and Hall 1990; Yum 1997). Among other characteristics identified in highcontext cultures, indirect instead of direct style is preferred in daily communication (Yum 1997), while in a low-context culture, communication tends to be problem-oriented, direct, explicit, personal, and informal (Stewart and Bennett 1991). As computer technology ushers in a new communication model that promotes a convergence of verbal and visual language (Search 1993), it makes sense to ask whether these stylistic differences are also reflected in visual communication. This study explores differences in the use of graphics in China, a high-context culture, and the U.S., a low-context culture. Visuals from the two cultures will be compared and analyzed. Possible reasons for the differences will be discussed in terms of the larger cultural background.