So basically, the internal information that we use to interpret and make sense of things is called B, while the actual communication message is A. High context cultures rely on traditions, very deep personal relationships, and established hierarchies, and therefore have a lot more B. Low context cultures do not have the same depth of tradition and have shallower, short-term relationships, thereby requiring a lot more A. In other words, the main information in high context cultures is either in “the physical context or it is internalised by the person. A low-context communication is just the opposite; i.e., the mass of the information is vested in the explicit code.”