In high context cultures, the meaning lies in the context. In other words, it depends on the social status of who is talking to whom, the tone, the setting, silences and phrasing. In certain contexts, the word “yes” may actually mean “no.”

A subordinate will find it difficult, if not impossible, to say “No, I didn’t understand” to his boss because saying “no” would imply that his boss did not explain something properly and would cause his boss to lose face.

Cultures in the Indian subcontinent, the Middle East, the Far East and South America, tend to have a high context communication style. Those in North America and Europe tend to have a low context communication style.