提出低和高背景文化理论的人类学家Edward T. Hall在马林大学网站（n.d.）中指出。这一理论有助于更好地理解文化演习对交流的潜在影响。这个理论的一个关键组成部分是背景。上下文涉及事件或通信发生的背景，周围环境和框架。
McDonald’s have been pretty successful in satisfying the diverse tastes associated with cultures of various nations or geographies as evinced by the above image. This move was necessitated as all American cuisine selections may not be liked by people from these countries. Such new options provide these international markets and others facing such cultural dissimilarities in their cuisine the ability to relish McDonald’s products at the same time staying true to their cultural customs.
Edward T. Hall, an anthropologist who put forward the theory of low and high context culture has pointed out in the college of Marin university website (n.d.). This theory helps in better understanding the potent effect culture exercises on communication. A key component of this theory is context. Context relates to the background, surrounding circumstances and framework in which an event or communication takes place.
High context cultures are present in most of Asia, South America, Africa and the Middle East and these are collectivist, relational, contemplative and intuitive. People in these cultures place a lot of importance on interpersonal relationships. In these geographies, developing trust is a precursor to any business transaction. In the words of Hall, such cultures are collectivist and they prefer consensus and group harmony to individual achievement. In these cultures, people are less ruled by reason than by feelings or intuition. Context is more important than words that might include facial expression, posture, gesture and the speaker’s tone of voice and sometimes even the individual’s family status and history. Communication in high context tends to be more formal and indirect. Humility, elaborate apologies and flowery language are commonplace.