Context can be defined as, “the situation, events, or information that are related to something and that help you to understand it.” https://www.ldoceonline.com/dictionary/context. In simpler terms, context is the who, what, why, where, when, and how of a situation – it is everything.
Context is a critical consideration when looking at culture because it relates to the physical, social, political, and historical structures in which cultural interactions occur.
The physical context
The physical context influences the way people interact. For example, as a student, your behaviour and communication within a classroom will differ from that of a social setting – bar, restaurant, or café. Other physical characteristics may also influence interactions. Are you dining in a fast-food, or a more upscale restaurant? The differing demographics in each location (which are informed by that location), will also influence interactions. A similar context may also present different communication and behavior in different cultures.
Example
After traveling in Japan for more than a month, James (from the US) wanted to eat something that would be a bit more familiar, so he went to a McDonald’s in Kyoto. Everything looked the same, but when it came time to order, there were ‘familiar’ choices missing from the menu board, and additions that were unrecognizable and very localized. When his food arrived, there was only one ketchup packet with the fries. When he asked for another, the server told him that only one packet was allowed per order. When he offered to pay for another packet, the server repeated that only one packet was allowed per order.
Reflection & Discussion:
What do you think accounts for the differences between the same restaurant in these two locations?
The social context
The social context is of critical importance because not only does it look at the content of a message or how it is sent, but the way the message is received by an individual or within a given society.
Current attitudes play a big role in the meaning of messages. For examples, there is a wide range on how societies view public nudity. In Germany, nude sunbathing is socially acceptable in many public spaces. In Canada, while there are laws against public nudity, there are exceptions to this in a few regulated areas. In other countries, public nudity or even immodest dress can come with fines and imprisonment. The laws and regulations reflect societal attitudes.
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