Communication Accommodation Theory

This theory was developed by Howard Giles and Nikolas Coupland. This theory has a bit of touch in the linguistic field where one may code-switch (when one uses a different language for one sentence and another language for the next line) or code-mix (mixing 2 different language in one sentence for example: singlish).

Communication Accommodation Theory is based on how people from different ethnic or cultural groups interact and they tend to accommodate by speaking with one another in order to gain one's approval. This is done by changing (accommodating) one's vocabulary, speed, accent and language choice. For example:

http://youtu.be/Cc7quH-i_0w

The above link shows a video where Phoebe (of F.R.I.E.N.D.S) is trying to accommodate to Mike's parents on their first meet. Here, we can see that she has changed her typical American accent to a 'posh' accent. Communication Accommodation Theory does not only apply to one's way of speaking but it may also be applied to how one may dress. According to West & Turner (2010), communication may be non verbal too such as one's way of dressing and behavior. People tend to accommodate due to several factors. So looking back at the video, Phoebe dresses unlike herself where she is usually dressed casually or almost like a hippie. In the video, she is seen wearing long sleeves, a pencil skirt and a tidy hair done with a head band. She almost seems like she came from the 'upper class' where they speak and dress 'posh'. The most common reason would be 'to fit in' and 'to gain approval'. The concept of 'convergence' can be seen here where Phoebe is trying to adapt to Mike's parents way of behaving and talking. On a side note, she is also trying to impress his parents.

Another reason may be attraction. Giles and Smith (1979) believe that a number of factors affect our attraction for others. A few examples are: the possibility of future interactions with the listener, the speaker's ability to communicate, and the status differential between communicators. Having the same personality and beliefs or behaving in similar ways may lead to people attracting one another, hence prompting convergence.

In Brunei, we can see how this theory can be applied especially during one's cultural festivity such as Hari Raya, Chinese New Year or Deepavali. For example, during Hari Raya a Chinese female may wear the 'baju kurung' just like any other Malay girls. This shows how she is tring to 'accommodate' to her environment.

References:

Ayla Malai Abdullah, S. (2012) Lecture Notes. AC-1201 Introduction to Communication. Universiti Brunei Darussalam

Giles, H., & Smith, P., M. (1979). Accommodation Theory: Optimal levels of convergence. In H. Giles, & R. N. St. Clair (Eds), Language and social psychology (pp. 231-244). Oxford: Blackwell

West, R,. & Turner, L., H. (2010) Introducing Communication Theory: Analysis and Application (4th Ed). New York: McGraw-Hill