Importance Of Communication Accommodation Theory

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The Communication Accommodation Theory developed by Giles while broad and complex is undeniably important to the field of Communication Studies. The broad focus of CAT can be perceived as a drawback, but could also be viewed as a merit by allowing researchers to apply CAT principles in almost any situation dealing with communication between representatives of differing cultural backgrounds. By using CAT, Communication Researchers can objectively make observations of the communication strategies, as well as the motivations for those strategies on both small and large scales. By understanding such information, individuals and organizations alike could potentially make great strides in the improvement of relations with other cultural counterparts. In a sense, the Communication Accommodation Theory is significant because it can be applied to any cultural interaction, can help disseminate the causes of intercultural incongruity, and potentially help prevent future misunderstanding.
The opportunity for universal application of the Communication Accommodation Theory gives the field of Communication Studies a method of objectively analyzing conversational strategies and motivations both of which are considered to be overwhelmingly subjective. The ways in which communicators of different cultures perceive one and other [as individuals or members of a group] varies greatly even in a two-person interaction. The number of cultural identifications one certain individual might possess may be numerous, and already makes structured analysis of their communication choices in an interaction difficult. By guiding the process of conducting research with CAT, researchers are able to analyze the communication behaviors of any set of cultural communicat...

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... maintained over lengthy periods of time, a more comprehensive approach to understanding the subjective interpretations of communication partners could help an intercultural partnership enhance their working relationship (Heffernan, 2008). In a sense, miscommunication and conflict could be not only minimized but hypothetically avoided all-together by communication partners. The possibility of this phenomenon could make Communication Accommodation Theory an inviting prospect for researchers interested in the development of cross cultural communication practices, organizations operating over-seas, and individuals who engage in intercultural discourse on a regular basis. The practicality of CAT in addressing the causes of intercultural conflict management, could make a significant impact on the way modern business and social interactions are conducted across the world.

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