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Medical Tourism Digital Promotion: A Contrastive Study From an Intercultural Communication Perspective

Table 7: Cultural analysis of Malaysian and Singaporean websites based on Hall’s Context Dependency

Cultural Pattern of Hall’s Context Dependency Cultural Features of Hall’s Cultural Variability Model Language Realisations
MALAYSIA
Low-context culture Direct andexplicitmessage IdeationalShort webpage and text – easy access informationTextualNo interpersonal themes -impersonalLow new theme and clear thematic progression
Low-context culture Elaborated code system IdeationalIntensive material process – language informsIntensive circumstances to offer as the background information
Low-contextculture Focalisation of information IdeationalLow mental process.TextualIntensive unmarked themes.Intensive reiteration thematic pattern
High-context culture Emphasis on feelings IdeationalParticipants are adresses mostly by the use of ‘you’ pronouns, ‘patients’ and ‘travellers’.
High-context culture Non-linear organisation TextualIntensive high new themes-indicate the interruption of flow of ideas.
Low-contact culture Direct and explicit message IdeationalShort webpage and text
Low-context culture Elaborated code system IdeationalIntensive relational process.
Low-context culture Focalisation of information IdeationalLow mental processTextualIntensive reiteration thematic pattern that promotes interconnectedness of ideas
Low-context culture Highly structured message IdeationalIntensive circumstances elements.TextualIntensive unmarked themes promote objectivity & rather high marked themes
High-context culture Restricted code system
SINGAPORE
High-contextculture Emphasis on feelings TextualIntensive interpersonal themes – promote subjectivity with the inclusion of writer’s personal opinion“They envisioned a hospital that would care for patients holistically,concerned with their physical health”IdeationalIntensive mental process – sensation is chosen over objectivity
Low-context culture Highly structured message IdeationalLong text built by both simplexes and complexesIntensive circumstances to offer as the background information
Low-context culture Elaborated code system TextualThe use of marked topical theme using adjacent details such as prepositional phrase all of our patients can effectively communicate with our doctors,”Using structural conjunctions to further a textual ideae.g.; ‘not only does the Complex provide the best working environment for surgeons, our eight new state-of-the-art surgical suites are fully equipped with the latest surgical technology’.
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