On Affective Communication——From Perspective of Cultural Context

Nowadays, cross-cultural study is turning to pragmatic fields concerning communication, such as business negotiation,overseas life and language teaching, etc. This paper reviews previous studies of culture and communication, attempting to reveal how to have affective communication from perspective of cultural context by case studies. As a result, theoretical foundation and case studies prove that although we have cooperative principles as general guidelines for communication, cultural awareness, especially awareness of High Context(HC) and Low Context(LC), still plays a key role in cross-cultural communication by making up for the lost of meaning while transmission.