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Communication Accommodation Theory
Abstract
Communication Accommodation Theory (CAT) allows us to manage our personal and social identities. According to the theory, people adjust speech, vocal patterns, and gestures to help promote mutual understanding in communication (Gallois & Giles, 2015). CAT helps us examine how to emphasize or minimize the differences between ourselves and others during verbal and non-verbal interactions. Language, context, identity, and intergroup and interpersonal factors are used in this theory to make interaction adjustments. Interpersonal control, interpretability, discourse management, and emotional expression are CAT strategies. There are also several supporting approaches that can help manage communication and adjust to receiver reaction including organizational dynamics, active listening, developing the leader within, style diversity, and ongoing self-assessment. The chapter concludes with information on building individual and team trust.
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