Non-verbal interaction: The behavioural norms of physical contact

In the blog last week, we explored the extent to which expectations relating to spatial distancing during social interactions vary significantly across cultures. This week, we will investigate the closely related subject of how behavioural norms of acceptable physical encounters between members also differ dependent on the cultural context.

Introduction to the cultural context of haptics

In relation to the acceptability of interpersonal physical contact between members in a public context, societies are differentiated between what are called either low or high contact cultures. By way of illustration, Northern Europe and East Asian nations are generally classified as being low contact. The well-known greeting of the Japanese bow rather than a handshaking is a classic example.

Then, while the English-speaking nations generally tolerate greater physical contact in a public space, they are still included in the low contact cluster. An exception here is the USA in which members do typically engage in more open displays of physical familiarity across all subcultural groups such as hugging. This behaviour is quite common among friends and even between employees on some occasions.

In contrast, Latin American nations are classified as a high contact cultures in which members generally feel comfortable in close physical encounters such as in the exchange of kissing on the cheek as a greeting and holding hands as a gesture of closeness. However, such displays of physical contact do become somewhat more complex in practice. This is because they can differ quite significantly across regions and vary in terms of closeness of relationships between members, together with other mediating factors including gender or even age differences.

Further examples of cultural variations in public tactile behaviour

To continue these examples in the Latin context, in northern France a common greeting usually involves two kisses with one on each cheek, whereas further south this greeting ritual can be extended to three or even four kisses. Moreover, this behaviour tends to be more common between women, though it is still perfectly acceptable for men and women to exchange these greetings.

Then, another interesting example of tactile behaviour is illustrated in both Arab and some sub-Saharan African nations where it is not uncommon for men to walk together in public holding hands that can be somewhat surprising for some people unfamiliar with the cultural context. This can also be rather confusing as Arab nations are typically classified as being low contact societies, especially in relation to gender norms.

Other examples of interesting cultural variations in tactile behavioural norms include patting somebody on the head that is considered extremely rude in Thailand almost to the extent of being regarded as a taboo, whereas it is considered a sign of affection in Korea. Next, in low contact cultures such as China and Vietnam, affectionate interpersonal behaviour exemplified by hugging is virtually non-existent and would be regarded as somewhat alarming.

At this point, it is worth noting that, variations in physical behavioural norms and expectations across cultures are seemingly endless. This is especially the case in relation to subjects such as public gender variations and parent-child bonding practices. However, learning these tactile norms is essential for those planning to live or newly arrived in an unfamiliar host culture to avoid both embarrassment and potential interpersonal conflict.

Finally, for those wishing to gain a greater understanding of this complex and fascinating non-verbal behavioural topic, please refer to the book, Bridging Differences, by Gudykunst.

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Question 1

How could an initial encounter with a high contact culture trigger a sense of awkwardness?

Question 2

Might members of high contact cultures experience low contact norms as being cold or unfriendly?

Question 3

Why is learning body language signalling in an unfamiliar cultural context so challenging?

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We shall explore Question 3 in the next blog.

Reference

Gudykunst, B. W. (1998). Bridging differences: effective interactive communication (3rd ed). Thousand Oaks.