Context: context emphasizes on what is going on outside and inside individuals That influences the way they interact with others and understand the words and behavior of others. Information flow. The importance of context in a culture, high or low, influences How individuals approach exchanges of information and determines how messages flow between people and levels in organizations. It also controls who initiates communication and with whom, what kinds of messages are sent, what channels are preferred and how formal or informal the exchange of information will be.