Contextuality and computer-mediated communication: a cross cultural comparison

The purpose of this study is to assess the applicability of Hall’s cultural dimension of contextuality to computer-mediated communication (CMC) in internet forums. A content analysis of 376 postings from German (a low-context culture) and Indian (a high-context culture) internet forums was conducted. The results partially validate the explanatory power of contextuality. Congruent with Hall’s cultural perspective, it was found that Indians disclose less private information in online discussions than Germans. Furthermore, Indians used more emoticons than their German counterparts, reflecting the higher importance of nonverbal communication in high-context cultures.