Communication Accommodation Theory

Communication Accommodation Theory Definition

Check out the definition of Communication accommodation theory below:

The communication accommodation theory is concerned with the relation between language, context, and social identity. It is important in helping us to understand how and why we adapt our speech and behavior in different social situations and with different people.

Communication accommodation can occur in two different ways:

1. Convergence
2. Divergence

Let's take a look at these in more detail, starting with convergence:

Communication Accommodation Theory Convergence

One type of communication accommodation is convergence. Let's take a look at a definition of convergence:

In terms of communication, convergence concerns when people adapt their speech and behavior to become more similar to the other people in the conversation. So why do we converge?

We tend to converge in order to:

• Maintain efficient communication and keep the conversation flowing well.
• Fit in with others.
• Gain societal approval and maintain a positive image.

Fig. 1 - We tend to converge with people we like or look up to.

Convergence often happens when we speak to people we like and relate to or people we look up to. After all, speaking with people you have a lot in common with is a good feeling!

Divergence in Communication Accommodation Theory

Aside from convergence, another type of communication accommodation is divergence. Check out a definition of divergence below:

In terms of communication, divergence happens when people move further away from and become less similar to others in a conversation. This can be done one of two ways:

1. Not changing your speech or behavior because it is already different from those around you.

2. Changing your speech or behavior to make it less similar to those around you.

So why would we feel the need to be dissimilar to those around us? Divergence can happen in order to:

• Maintain a positive image.
• Establish dominance/power.
• Stand out from others.

Fig. 2 - Teachers may diverge to assert their authority.

Communication Accommodation Theory Example

Now you know more about the types of communication accommodation, but what about some examples? Let's start with convergence. There are different ways to converge, for example:

• Matching the length of a pause - either elongating or shortening your pauses to match the pauses of others.

• Matching the pitch of your voice to the other person - for example, when someone is excited, the pitch of their voice will rise. This pitch change can be matched by the listener to portray a similar feeling of excitement and increase mutual understanding.

• Using similar words, such as picking up slang words or phrases that others use.

• Adjusting body language - such as leaning forward when the other person is or using similar gestures to the other person. This also shows that you are actively paying attention to the speaker in a conversation.

Now let's move on to divergence. Examples of divergence are as follows:

Communication Accommodation Theory and Social Psychology

The communication accommodation theory draws upon four main socio-psychological theories, which help us to understand why we either converge or diverge in a conversation. It is also influenced by the social identity theory, which explores the idea of social identity and how we tend to change our behavior when in a group of people.

The four main socio-psychological theories are as follows:

1. Similarity Attraction
2. Social Exchange Process
3. Causal Attribution Process
4. Intergroup Distinctiveness

Let's unpack these further:

Similarity Attraction

What is the similarity attraction theory?

Convergence helps us to achieve this, as it allows us to become more similar to the people we are speaking with. In turn, we are able to gain social approval from them, which can boost our self-esteem.

Social Exchange Process

What is the social exchange process theory?

When we converge, we often gain rewards, but this is not always the case, as there could be costs instead. For example, converging could lead to an increase in effort, a loss of integrity, and a loss of identity. This is why it is important to assess these factors before proceeding in a relationship.

Causal Attribution Process

What is the causal attribution theory?

Convergence is often seen as positive, whereas divergence is often seen as negative. However, in terms of the causal attribution process theory, convergence may be seen as something either positive or negative, as it is influenced by our assumptions of the causes of others' behavior and intentions.

Intergroup Distinctiveness

What is the intergroup distinctiveness theory?

Intergroup distinctiveness relates to divergence, as we often use divergence to maintain distinctiveness within our own social groups and separate ourselves from other groups.

Communication Accommodation Theory Principles

The principles of the communication accommodation theory have been heavily influenced by the principles and ideas from the social identity theory (proposed by Henri Tajfel and John Turner in the late-twentieth century). The social identity theory is led by four main assumptions:

1. In every conversation, there are similarities and differences in terms of speech and behavior.
2. How we assess a conversation is dependent on the way we perceive the speech and behavior of others.
3. Social status and group belonging can be communicated through language and behavior.
4. The accommodation process is guided by social norms, which have different levels of suitability.

These principles contribute to the communication accommodation theory as they provide a basis for the role that conversations play in everyday life. In particular, social identity is an important aspect of both theories, as our views of ourselves and others (both inside and outside other social groups) help to determine whether or not we converge or diverge our speech and behavior.