Communication accommodation is a communication theory which emphasizes on the regulations that people commit while involving in any forms of communication. Hoeard Gills , the professor of communication at the university of California developed this theory and according to him people tries to either emphasize or minimize the social differences with whom they are interacting with. The accommodation activity is carried on through adjustments in  verbal communication or through gestures. The theory was evolved from speech adjustment theory, which demonstrates the value of psychological concepts to understand the dynamics of speech. But in communication accommodation theory covers a much wider field which includes non-verbal communication and gestures.

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The theory elaborates the human tendency to adjust their behavior while interacting with another person. The reason behind this behaviour can be explained as to control the social differences between the interactants and is usually done to get approval and to set a positive image in front of the other person. The environment in which they are interacting also affects the communication behavior.

 

There are two types of accommodation process explained in this theory.

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• Convergence- convergence is a process where people tend to adapt the other person’s communication characteristics to reduce the social differences.

• Divergence-the process contradicts the method of adaptation and in this context the individual emphasize is on the social difference and nonverbal differences between the interactants.

 

The two processes are usually dependent on the interactant's characteristics. Convergence usually happens when people accommodate their behaviour while interacting with another person with a higher status or other characteristics which they believe is superior to them. And the divergent exhibits an opposite scenerio, where the person emphasizes the difference among the interactants. Communication accommodation theory is influenced by social psychology and is guided by four major assumptions 

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• The similarities and differences in the speech and behaviour that people exhibit while communicating are based on their previous experiences and their cultural backgrounds

• A conversation is evaluated by understanding the perception of the other person through their speech. This can lead a person to accommodate and fit into a particular situation.

• While communicating, a person tends to accommodate the behaviours of those they find belongs to a higher social status than them.

 

Applications

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The communication accommodation theory is applicable in various communication processes. In an organisation the communication accommodation can be used to communicate effectively among the employees as they have to adapt while communicating to a senior employee.

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Reference

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• http://en.wikipedia.org/wiki/Communication_accommodation_theory

• http://www.slideshare.net/sellis36/communication-accommodation-theory-15367772

• http://highered.mcgraw-hill.com/sites/0767430344/student_view0/chapter29/