It refers to the extent to which the context matters in understanding and responding to a message.

Words only

In low context cultures communication is precise, simple and clear. People work with what is said, or put in writing. What is not said or written, does not exist, or is overlooked. The assumption being that if it matters, people will say so. In communicating with low-contact cultures you don’t need to speculate or guess what is meant. Messages are straightforward, and to-the-point. Sherida wants to make sure that the information she needs is clear, which is why she is very specific in her questions.

Read the room

In high-context cultures, on the other hand, the message is more implicitly packaged, and layered. What is said, or written down, is usually not (all) what is meant. You have to read and listen between the lines, and pay close attention to the situation or context in which it is conveyed. In the case of Dr. Boateng he put a lot of effort in arranging for a large meeting room, with several local representatives present, to indicate the importance of the program. He doesn’t literally say this but it is expressed by the venue, and guests. For him the reception and involvement of local parties weigh more in showing the program works than the requested information details.

Explore

In high context cultures people pay a lot of attention to non-verbal language, facial expressions, seating arrangements, venues, attendees, backgrounds and so on. They are mostly linked to relational and collectivist cultures, since interpersonal relations and harmony are key values. For low-context cultures where individuals do not have a broader understanding of one another’s backgrounds, nor a need to. Communication is much more focused on words only.