The culture in which you were raised plays an enormous role in molding your nonverbal communication behaviors (Matsumoto, 2006). Different cultures have very different display rules—guidelines for when, where, and how to appropriately express emotion (Ekman & Friesen, 1975). As Chapter 4 discusses, people from Asian cultures are often taught to control their display of intense emotions (grimacing, scowling, large smiles) much more so than are Americans (Matsumoto, Takeuchi, Andayani, Kouznetsova, & Krupp, 1998). Within traditional Mexican culture, however, people are encouraged to openly express emotions, both positive and negative (Matsumoto, 2006).

Cultures also vary in the degree to which they emphasize close physical space, shared gaze, and physical contact during interaction. People from high-contact cultures prefer frequent touching, shared gaze, close physical proximity, and direct body orientation (facing each other while talking). Examples of high-contact cultures include Brazil, Mexico, Italy, and Spain. Those from low-contact cultures prefer infrequent touching, little shared gaze, larger physical distance, and indirect body orientation (angled away from each other during interaction). Low-contact cultures include Britain, Canada, the United States, and Japan. (See Figure 6.1.)

Understanding cultural differences in nonverbal expression can help you improve your overall communication competence. For example, if you’re on a first date with someone from a low-contact culture, give him or her plenty of room during your date and avoid unnecessary touching. If you’re giving a presentation to a small group consisting of people from a high-contact culture, stand close to your audience and don’t be hesitant to touch nearby listeners to emphasize a point, if it’s relevant to do so.