Journal of Business and Technical Communication Oct 2008

A Critique of Hall's Contexting Model: A Meta-Analysis of Literature on Intercultural Business and Technical Communication

Peter W. Cardon University of South Carolina

Abstract

Edward Hall's model of low-context and high-context cultures is one of the dominant theoretical frameworks for interpreting intercultural communication. This article reports a meta-analysis of 224 articles in business and technical communication journals between 1990 and 2006 and addresses two primary issues: (a) the degree to which contexting is embedded in intercultural communication theory and (b) the degree to which the contexting model has been empirically validated. Contexting is the most cited theoretical framework in articles about intercultural communication in business and technical communication journals and in intercultural communication textbooks. An extensive set of contexting propositions has emerged in the literature; however, few of these propositions have been examined empirically. Furthermore, those propositions tested most frequently have failed to support many contexting propositions, particularly those related to directness. This article provides several recommendations for those researchers who seek to address this popular and appealing yet unsubstantiated and underdeveloped communication theory.

Journal
Journal of Business and Technical Communication
Published
2008-10-01
DOI
10.1177/1050651908320361
CompPile
Search in CompPile ↗
Open Access
Closed
Topics
technical communication
Export
BibTeX RIS

Citation Context

Cited by in this index (11)

  1. Labrador et al. (2024)
    Positive Evaluation in the Translation of Online Promotional Discourse in the C…
    IEEE Transactions on Professional Communication
  2. Shi et al. (2022)
    A Cross-Cultural Genre Analysis of Firm-Generated Advertisements on Twitter and…
    Journal of Business and Technical Communication
  3. Fahnestock (2020)
    Verbal Signatures of Dissociation: Epitomizing and Limiting Cases
    Philosophy & Rhetoric
  4. Hopton et al. (2019)
    One Word of Heart is Worth Three of Talent: Professional Communication Strategi…
    Technical Communication Quarterly
  5. Batova (2018)
    Global Technical Communication in 7.5 Weeks Online: Combining Industry and Acad…
    IEEE Transactions on Professional Communication
Show all 11 →
  1. Jones et al. (2016)
    Disrupting the Past to Disrupt the Future: An Antenarrative of Technical Commun…
    Technical Communication Quarterly
  2. Fraiberg et al. (2016)
    Weaving Relationship Webs: Tracing how IMing Practices Mediate the Trajectories…
    Computers and Composition
  3. Amant et al. (2015)
    Online Writing in Global Contexts: Rethinking the Nature of Connections and Com…
    Computers and Composition
  4. Cardon et al. (2015)
    The Role of Motivational Values in the Construction of Change Messages
    Business and Professional Communication Quarterly
  5. Palmer (2013)
    Cosmopolitanism: Extending Our Theoretical Framework for Transcultural Technica…
    Journal of Technical Writing and Communication
  6. Kankaanranta et al. (2013)
    The Evolution of English as the Business Lingua Franca: Signs of Convergence in…
    Journal of Business and Technical Communication

References (87) · 21 in this index

  1. ALRED (1997)
    Teaching in Germany and the Rhetoric of Culture
    Journal of Business and Technical Communication
  2. 10.1177/002194369202900306
     ↗
  3. Beamer (2003)
    Directness in Chinese Business Correspondence of the Nineteenth Century
    Journal of Business and Technical Communication
  4. Beamer, L. (2008)
    Intercultural communication in the global workplace
  5. BELL et al. (1995)
    German Memo and Letter Style
    Journal of Business and Technical Communication
Show all 87 →
  1. 10.1017/CBO9780511813085
     ↗
  2. 10.1075/z.87.04cam
     ↗
  3. 10.1037/0033-2909.112.1.155
     ↗
  4. 10.1177/1080569904270986
     ↗
  5. 10.1177/108056999706000404
     ↗
  6. Cook, T.D. (1992)
    Meta-analysis for explanation: A casebook
  7. Devoss et al. (2002)
    Teaching Intracultural and Intercultural Communication: A Critique and Suggeste…
    Journal of Business and Technical Communication
  8. Ding (2004)
    Context-Driven: How is Traditional Chinese Medicine Labeling Developed?
    Journal of Technical Writing and Communication
  9. Driskill (1997)
    Guest Editor's Introduction to the Special Issue: How can we Address Internatio…
    Journal of Business and Technical Communication
  10. Du-Babcock, B. (1999)
    Management Communication Quarterly
  11. 10.1016/S0147-1767(96)00041-7
     ↗
  12. 10.1177/108056990306600212
     ↗
  13. 10.3102/0013189X005010003
     ↗
  14. GOBY (1999)
    All Business Students Need to know the Same Things!: The Non-Culture-Specific N…
    Journal of Business and Technical Communication
  15. Goby (1999)
    Teaching Business Communication in Singapore: An Issue of Language
    Journal of Business and Technical Communication
  16. 10.1177/1080569904270987
     ↗
  17. 10.1111/j.1468-2958.1996.tb00377.x
     ↗
  18. 10.1111/j.1468-2958.1986.tb00090.x
     ↗
  19. HAGEN (1998)
    Teaching American Business Writing in Russia: Cross-Cultures/Cross-Purposes
    Journal of Business and Technical Communication
  20. Hall, E.T. (1959)
    The silent language
  21. Hall, E.T. (1960)
    Harvard Business Review
  22. Hall, E.T. (1966)
    The hidden dimension
  23. Hall, E.T. (1976)
    Beyond culture
  24. Hall, E.T. (1983)
    Dance of life
  25. Hall, E.T. (1987)
    Hidden differences: Doing business with the Japanese
  26. Hall, E.T. (1990)
    Understanding cultural differences: Germans, French, and Americans
  27. 10.1111/j.1083-6101.2006.tb00310.x
     ↗
  28. Hofstede, G. (1980)
    Culture's consequences: International differences in work-related values
  29. 10.1080/00208825.1983.11656358
     ↗
  30. Hofstede, G. (1991)
    Cultures and organizations: Software of the mind
  31. Hofstede, G. (2001)
    Culture's consequences: Comparing values, behaviors, institutions, and organizations acro…
  32. 10.1177/0022002184015004003
     ↗
  33. 10.1016/0090-2616(88)90009-5
     ↗
  34. Hoft, N.L. (1995)
    International technical communication: How to export information about high technology
  35. Horton, W. (1993)
    Technical Communication
  36. House, R. J., (2004)
    Culture, leadership, and organizations: The GLOBE study of 62 societies
  37. 10.1177/108056990206500104
     ↗
  38. Hunsinger (2006)
    Culture and Cultural Identity in Intercultural Technical Communication
    Technical Communication Quarterly
  39. 10.1002/(SICI)1520-6793(199809)15:6<507::AID-MAR2>3.0.CO;2-A
     ↗
  40. 10.1163/1571806041262070
     ↗
  41. Kohl, J.R. (1993)
    Technical Communication
  42. 10.1177/002194369703400305
     ↗
  43. 10.17763/haer.52.1.0114v8756m170618
     ↗
  44. 10.1177/002194369102800306
     ↗
  45. Lipus (2006)
    International Consumer Protection: Writing Adequate Instructions for Global Audiences
    Journal of Technical Writing and Communication
  46. 10.1177/002194369202900305
     ↗
  47. Ohashi, R. (2000)
    Dissertation Abstracts International
  48. Patton, M.Q. (2002)
    Qualitative research & evaluation methods
  49. Pettit, D.B. (1994)
    Meta-analysis, decision analysis, and cost-effectiveness analysis
  50. 10.1016/j.ijintrel.2007.01.002
     ↗
  51. Rosch, M. (1987)
    Management International Review
  52. 10.1037/1082-989X.1.4.331
     ↗
  53. 10.1111/1467-9280.00287
     ↗
  54. Samovar, L.A. (2004)
    Communication between cultures
  55. Samovar, L.A. (1981)
    Understanding intercultural communication
  56. 10.1111/j.1464-0597.1999.tb00047.x
     ↗
  57. Scollon, R. (1995)
    Intercultural communication
  58. 10.1177/108056999806100414
     ↗
  59. 10.1080/10641734.2004.10505165
     ↗
  60. Amant (2002)
    Integrating Intercultural Online Learning Experiences into the Computer Classroom
    Technical Communication Quarterly
  61. Starke-Meyerring (2005)
    Meeting the Challenges of Globalization: A Framework for Global Literacies in P…
    Journal of Business and Technical Communication
  62. Stevens (2000)
    Russian Teaching Contracts: An Examination of Cultural Influence and Genre
    Journal of Business and Technical Communication
  63. Sun (2006)
    The Triumph of Users: Achieving Cultural Usability Goals With User Localization
    Technical Communication Quarterly
  64. Tebeaux (1999)
    Designing Written Business Communication along the Shifting Cultural Continuum:…
    Journal of Business and Technical Communication
  65. Thatcher, B. (1999)
    American audiences. Technical Communication
  66. Thatcher (2001)
    Issues of Validity in Intercultural Professional Communication Research
    Journal of Business and Technical Communication
  67. Thatcher, B. (2006)
    S.-Mexico border maquilas. Technical Communication Quarterly
  68. 10.1177/108056999806100403
     ↗
  69. Thrush (2000)
    A Comment on Laurie Grobman's “Beyond Internationalization: Multicultural Educa…
    Journal of Business and Technical Communication
  70. 10.1016/S0147-1767(98)00004-2
     ↗
  71. Trompenaars, F. (1994)
    Riding the waves of culture: Understanding diversity in global business
  72. 10.1177/002194360003700102
     ↗
  73. 10.1177/108056990106400109
     ↗
  74. Varner, I.I. (1995)
    Intercultural communication in the global workplace
  75. Victor, D.A. (1992)
    International business communication
  76. Victor, D.A. (1994)
    Business Communication Quarterly
  77. Wang, Q. (2000)
    Technical Communication
  78. Web of Science. (2007)
    Social sciences cited reference index [Electronic version]
  79. WEISS (1998)
    Technical Communication across Cultures: Five Philosophical Questions
    Journal of Business and Technical Communication
  80. Weiss (1992)
    “Ourselves among others”: A new metaphor for business and technical writing
    Technical Communication Quarterly
  81. WEISS (1993)
    “The Gods must be Crazy”: The Challenge of the Intercultural
    Journal of Business and Technical Communication
  82. 10.1177/0893318901143002
     ↗
CrossRef global citation count: 98 View in citation network → Build reading path →

Related Articles

  1. Written Communication May 2026
    Leveraging Human-Centered Design and Artificial Intelligence to Improve Rural Healthcare: Wicked Problems, Design Thinking, and Mutable Methodologies ↗
    Richard Johnson-Sheehan; Thomas Rickert; Paul Thompson Hunter; Adrianna Deptula
    technical communication artificial intelligence
  2. Journal of Technical Writing and Communication May 2026
    The User Experience of Virtual Reality for Longitudinal Writing: A Diary Study of Immersive Graduate Dissertation Composing Experience ↗
    Jason Tham; Rich Shivener; Niveditha Pookkottuvariam; Sarah Riddick
    rhetorical criticism graduate education technical communication archival research empirical research qualitative research
  3. Journal of Technical Writing and Communication Apr 2026
    Visualizing Heat Risk: Infographics, Memorability, and Design ↗
    Preksha Mysore; Kathryn Lambrecht
    technical communication
  4. Journal of Technical Writing and Communication Apr 2026
    Developing Intercultural Socioemotional Communication Skills: A Hybrid Student Exchange Project Between Kenya, Ireland, and Germany ↗
    Belinda Oechsler; Yvonne Cleary; Sissi Closs
    technical communication professional writing
  5. Journal of Technical Writing and Communication Apr 2026
    What Video Games Can Tell Us About Interactive Technical Communication ↗
    Emily Kuzneski Johnson
    technical communication multimodality