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2012 2nd International Conference on Business and Economics Research (ICBER 2012)

作者： Elena Pruvli Ruth Alas Estonian Business School

That social categorization affects culturally diverse environments is well investigated,but most of examinations were done from a low-context communication *** aim of this study is to explore the impact of Estonian and Italian actors’ communication patterns（low and high context respectively） on status-related categorization towards a third culture *** find out the relationship between the context level of communication and social categorization peculiarities a correlation investigation was chosen as a *** was conducted in three stages in a contrived experimental setting with the focus on non-taskrelated *** results revealed that the Italian actors were mainly concentrated on the lifestylerelated details of the video-example environment,referring them to high *** the contrary the Estonian group paid more attention to the verbal message of the English video-personalities,and referred them to lower social *** results suggest that when status-relevant "underlying attributes" are not willingly revealed,the members of high-context culture are basing their social categorization on environmental context even if this context is culturally different from their own,so less considering willingly shared personal *** important finding is that in the same situation for social categorization low-context culture representatives are following mainly the issues that are verbally deliberately disclosed.

关键词： Intercultural Communication High context low context Social Categorization

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A Cross-cultural Analysis of Starbucks in America and Chinese Hong Kong

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校园英语 2017年第13期 223-224页

作者：李丽枚广州商学院

Starbucks coffee is widely spread *** the perspective of Hall’s High context and low context culture and the perspective of Globalization and Glocalization,American Starbucks and Chinese Hong Kong Starbucks will be compared and the reasons of how Starbucks can also be successful in Hong Kong will be *** analysis,it can be concluded that there is no clear-cut in English-speaking culture.

关键词： High context low context globalization glocalization

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