Communication Accommodation Theory: An Explanatory Overview

What is Communication Accommodation Theory (CAT)?

Communication Accommodation Theory (CAT) explores the relationship between language, context, and identity. It focuses on how people adjust their communication behavior during interactions, both with individuals and larger groups. This theory highlights the influence of various factors—such as social identity, power dynamics, and the context of the interaction—on communication behavior.

In simple terms, CAT examines the ways people modify their language and behaviors to either fit in with others or to maintain a sense of identity. These adjustments can be conscious or unconscious, and they help to either reduce social differences or accentuate them.

Key Features of Communication Accommodation Theory

Communication Accommodation Theory is built on several key features that help explain how and why people adjust their communication. These include:

1. Matching Communication Styles: People often adjust the way they speak to match the way their conversation partners speak. This includes changing things like vocabulary, accent, tone, and even body language.

2. Conscious and Unconscious Adjustments: Accommodation can happen consciously, when someone deliberately adjusts their speech to fit in, or unconsciously, as an automatic response to the social situation.

3. Different Forms of Accommodation: Accommodation is not limited to language alone. It can also include changes in speed, gestures, cadence, and facial expressions.

4. Social and Group Dynamics: People accommodate their behavior to fit into a particular group or to align with a certain social status. This is often done to show agreement, belonging, and to build rapport.

5. Positive Presentation: When interacting, people tend to show their positive side, presenting themselves in a favorable light to others.

6. Potential Outcomes: The effects of accommodation can be both positive (creating a sense of connection) and negative (leading to misunderstandings or perceived insincerity).

7. Multiple Influences: Communication accommodation includes psychological, social, and linguistic factors, which are influenced by both interpersonal and group dynamics.

The Accommodation Process

At the core of Communication Accommodation Theory is the process of "convergence" and "divergence." These two terms describe how people adjust their communication behavior depending on their social goals.

• Convergence: This refers to the act of adopting communication behaviors that make one’s speech more similar to that of the conversation partner. This can involve changes in accent, speech rate, vocabulary, and even body language. People tend to converge when they want social approval, a closer connection, or mutual understanding. Convergence can also help reduce anxiety and improve communication efficiency.

  Example: In a professional setting, if two colleagues from different regions meet, they might adjust their accents or vocabulary to make each other feel more comfortable and to communicate more effectively.

• Divergence: Divergence, on the other hand, involves accentuating the differences in speech and behavior. This is often done to maintain social distance or to highlight group membership. Divergence can occur when a person wants to maintain a distinct identity or assert dominance in a conversation.

  Example: A person from a particular cultural background might intentionally use certain dialects or accents to distinguish themselves from others, emphasizing their identity and group membership.

Assumptions of Communication Accommodation Theory

CAT operates under several assumptions, many of which are influenced by social psychology and social identity theory. These include:

1. Speech and Behavioral Differences: There are always differences and similarities in the way people speak and behave in conversations.

2. Perception and Evaluation: The way we perceive the language and behavior of others greatly affects how we evaluate a conversation.

3. Language as a Social Tool: The language and behavior people use can communicate important information about social status and group membership.

4. Norms and Appropriateness: Norms guide the accommodation process, and how appropriate accommodation is varies depending on the situation and context.

Convergence in Detail

Convergence occurs when individuals modify their communication behaviors to resemble those of their conversation partner. This may involve changing aspects like pronunciation, pauses, speech rate, vocal intensity, and even non-verbal behaviors. Convergence can be used to signal social approval, foster closeness, or improve communication effectiveness.

Why Convergence Works: When people converge in their communication, it often leads to more positive evaluations of the conversation. Convergence can create a stronger connection, increase mutual understanding, and reduce anxiety, which enhances communication overall.

Example: In a friendly conversation, if one person speaks more slowly or uses simpler vocabulary to match the other person's speech, it can help create a sense of shared understanding and social approval.

Divergence in Detail

Divergence, by contrast, is used to emphasize differences between the speaker and the listener. This is often a strategy to maintain distinctiveness, assert group identity, or establish power and dominance in a conversation.

Why Divergence Happens: Divergence helps people maintain their social identity and assert themselves as members of a specific group. It can also be used to distance oneself from a particular group or person.

Example: A speaker from a different region may deliberately speak in a strong local dialect to highlight their belonging to a specific cultural group, reinforcing their distinct identity.

The Role of Environment and Social Context in Communication

According to CAT, the social context and the relationship between interactants play a crucial role in determining whether convergence or divergence will occur. Environmental factors, such as the social status of the people involved and the quality of their relationship, greatly influence how communication unfolds.

In the context of second language learning (L2), for instance, the theory suggests that a learner’s accommodation behavior is influenced by their relationship with the target language community. If a learner has a positive attitude toward the community, they are more likely to engage in convergence, which helps them integrate better and improve their communication skills in the new language.

Conclusion

Communication Accommodation Theory provides valuable insights into how and why people adjust their communication behaviors during interactions. By understanding the processes of convergence and divergence, individuals can enhance their communication effectiveness, build stronger social bonds, and navigate diverse social situations more efficiently. This theory also highlights the important role of social identity and context in shaping communication behaviors, offering a framework for improving communication across various social and linguistic settings.

References

Giles, H., & Smith, P. M. (1979). Accommodation theory and communication in groups. In H. Giles (Ed.), Language and social psychology (pp. 46-67). Oxford: Blackwell.

Molina Martos, I. (2022). La teoría de la acomodación en el aprendizaje de segundas lenguas. Revista de Estudios Lingüísticos, 38(1), 45-61.