Key Concepts High-context culture is where the social context in which what is said strongly affects the meaning of the message EXamples: Japan and Saudi arabia n LOW-context culture is where the meaning of the message is explicitly expressed by the words and is less affected by the social context EXample: North America Change agent An entity that introduces new products or ideas or practices Copyright 2001 by Harcourt, Inc. All rights reservedCopyright © 2001 by Harcourt, Inc. All rights reserved. 3-4 Key Concepts High-context culture • is where the social context in which what is said strongly affects the meaning of the message. • Examples: Japan and Saudi Arabia Low-context culture • is where the meaning of the message is explicitly expressed by the words and is less affected by the social context. • Example: North America Change agent • “An entity that introduces new products or ideas or practices