2.2 High-low contexts of culture Originally, the concept "high- and low-context culture' was proposed by the anthropologist, Edward T. Hall (1914-2009. Hall (1976) proposed the term 'high-low context to imply to messages used in daily communication in each culture, "the high- context refers to the speaking style that highly depends on contexts in the collectivism culture, so it can be indirect and let the contexts explain, while "the low- context' refers to the speaking style that lowly depends on contexts in the individualism culture, so it must be more direct. To specify the issue of culture, there are a lot of cultural surveys conducted by many researchers to investigate values and ways of thinking of people around the world. Among them, Hofstede (1984; 1991; 2001; 2005; 2006)'s survey is one of the most well-known, accepted, and clearly described studies. Though Hofstede's research is focused on work-related values, the conclusion and discussion of his studies can imply the general views of people in each culture. The analyses of Hofstede (1984; 1991; 2001) and Hofstede and Hofstede (2005) can be concluded that there are five dimensions of cultures, as follows:
1) Power distance This dimension involves the degree ofequality among people in the society. According to this dimension, cultures can be divided into large or high power distance" and "small or low power distance' societies. Large power distance society puts the importance on hierarchy in the society. There are inequality, gap, caste system, social distance, privileges and social symbols in the society. Power is centralized in this group of culture. As for small power distance society, it focuses on independence and equality. Members of this kind of society always do as their will and they believe in upward mobility. Power in this type of culture is decentralized.
2) Individualism This dimension is related to the relationship between the individual and the group. This dimension divides cultures into "collectivism' and individualism Collectivism is close-knit type of relationship and puts the importance of "we" These can be seen in forms of extended families, and face-threatening acts, e.g direct communication or confrontation are always avoided. Individualism puts the importance of "l", so members in this kind of society believe in skill and performance. They live in nuclear family and dare to communicate directly and explicitly.