Brazil
High Context Culture and General
Business Etiquette
by Maverick Rudd
High
Context Culture
When it comes down to defining
High-context culture, it can be a broad topic, so I am going to cover some of
the main points. High-context cultures are those in which the rules of
communication are primarily transmitted through the use of contextual elements
(i.e., body language, a person's status, and tone of voice) and are not
explicitly stated. It is important to note that no culture is completely
high-context or low-context, since all societies contain at least some parts
that are both high and low. For example, while the United States is a
low-context culture, family gatherings (which are common in the American
culture) tend to be high-context. They primarily
use non-verbal methods to relay meaningful information in conversations, such
as facial expressions, eye movement, and tone of voice. The situation, people,
and non-verbal elements are more important than the actual words that are
communicated. People in Brazil are comfortable standing close to each other. The
preferred way of solving problems and learning is in groups. Members of the
culture place emphasis on interpersonal relationships, leading to trust that
must be developed before business transactions can begin.
General Business Etiquette
General
business etiquette can cover a vast amount of topics, so again I will be trying
to hit the main points. You should avoid giving anyone a gift that is black or
purple, as these are perceived as mourning colors. Always arrive early for
events and dinners. In business, Brazilians tend to ‘deal’ with individuals,
not companies. Therefore, you will need to establish a trusting relationship
with them if you wish to gain their business. It is important that you do not
try to rush them into making decisions or forming relationships. When invited
to dinner or an event, do not under-dress. It is considered more appropriate to
over-dress than to appear too casual in appearance. Brazilians are fashion
conscious, so dress conservatively for business functions. Women should wear
feminine dresses and suits, while men should wear dark suits. Three-piece suits
indicate an executive-level status. Brazilians might stand closer to you during
conversations than you are used to, or they may touch your arm or back. Drawing
away from this intimacy can be interpreted as insincerity. Take a few minutes
for small talk before discussing business. Your Brazilian hosts will want to
get to know you a bit before discussing anything work-related. Expect a lengthy
process developing relationships, don’t rush. Despite the dress, business
meetings are relatively casual. It is acceptable to interrupt the speaker with
something to say that will add to their opinion. This informality does not
extend to people in positions of authority.
Sources
http://www.transitionsabroad.com/listings/living/articles/business-etiquette-abroad.shtml
http://www.transitionsabroad.com/listings/living/articles/business-etiquette-abroad.shtml
http://www.ldldproject.net/cultures/brazil/differences/interpersonal.html
http://education-portal.com/academy/lesson/high-context-culture-definition-examples-quiz.html#lesson
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