Communicating in a proper way: How people from high-/low-context culture choose their media for communication

Abstract

This study investigated the relationship between cultural influence and people’s daily media choices. From the perspective of high-context and low-context culture, an online survey was conducted with 351 participants from China and America filling out questions about culture content, media richness, and daily media choices. Findings not only supported the general notion that China has a relatively high-context culture while the US is comparatively low on the scale, but also indicated that people in different cultures perceive the same communication medium differently. The current study also found out that the perceived media richness of a medium may have a negative impact on the likelihood that it would be chosen for communication. Possible reasons for these findings were explained from the perspective of media richness and social presence. This study suggested further research on variables of convenience, privacy and power distance regarding the utilization of various communication media in different contexts.