One important subcultural difference is how abstract or literal the group is. Sociologists make a basic distinction: In a high-context culture, group members tend to be tightly knit, and they infer meanings that go beyond the spoken word. Symbols and gestures, rather than words, carry much of the weight of the message. In contrast, people in a low-context culture are more literal. Compared to Anglos (who tend to be low-context), many minority cultures are high-context and have strong oral traditions, so consumers are more sensitive to nuances in advertisements that go beyond the message copy.