what is communication accommodation theory

Communication Accommodation Theory (CAT) is a theory of communication developed by Howard Giles that explains how people adjust their communication style to attune to their partner/04%3A_Culture/4.03%3A_Communication_Accommodation_Theory). The theory is concerned with two components of communication: (1) the behavioral changes that people make to attune their communication to their partner, and (2) the extent to which people perceive their communication partner as similar or dissimilar to themselves. CAT is influenced by social psychology and is guided by four major assumptions: (1) people have a drive to evaluate their communication partners, (2) people have a drive to construct a social identity, (3) people have a drive to maintain social norms, and (4) people have a drive to maintain positive social identity. The theory explains that people accommodate their communication activities to get approval and to set a positive image in front of the interactant. There are two types of accommodation processes explained in this theory: convergence and divergence. Convergence is when people adjust their communication style to be more similar to their partner, while divergence is when people emphasize the differences between themselves and their partner. Communication Accommodation Theory has been applied in various communication processes, including intercultural communication, mass media, families, and job interviews.