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Nonverbal Communication Accommodation Theory
Bria L. Betz
California State University, Fullerton
Nonverbal Communication Accommodation Theory
Communication Accommodation Theory is a theory of communication developed by Howard Giles. This theory explains that when people engage in conversation they adjust their speech, vocal tone, and body movements to others to minimize their social differences with those they are speaking with. The theory seeks to find the attitudes, motivations, intentions, and identities of the speaker while communicating in order to predict outcomes. In my research paper, I would like to discuss how nonverbal communication is also key predictor in Communication Accommodation Theory and how nonverbal communications are equally as important as verbal to create successful interactions.
In Thomas A. D'Agostino's article "Nonverbal Accommodation in Healthcare Communication", D'Agostino explains that there is a lot more than just verbal accommodation when dealing with patients in the healthcare industry. Some people are unable to pick up on subtle vocal cues, vocal pitch, word choice, and other challenges when patients are hearing impaired or suffer from other ailments and rely mostly on nonverbal communication to accommodate with others. Communication Accommodation Theory or CAT is often used by healthcare professionals to create a sense of group solidarity and are often used in doctor-patient relationships. D'Agostino describes how using CAT is important when explaining that there are certain ways to go about talking to patients by; "tailoring verbal and nonverbal communication helps align the physician and patient across several important areas including patients' preference for involvement in communication and decision-making, meeting patients' emotional needs and shared understanding. For example, a physician who reduces the amount of time he or she talks within a patient consultation will likely be allowing the patient more time to present and explore his or her unique illness experience. Accommodation behavior need not be a conscious process. In fact, CAT assumes that accommodation behavior processes often occur outside of conscious awareness. Convergence (i.e., matching another's style) is indicative of perceived or desired similarity, whereas divergence is associated with a desire to highlight differences (Giles 2008). Therefore, accommodation on either side of the consultation reflects rapport and strengthening of the physician-patient relationship." Nonverbal accommodation is just as important as verbal because it is not limited to what people say, but how they say it. For example, emotion is expressed through nonverbal cues in medical interactions and patient-centered communication rests, in part, on physicians' ability to recognize these signals and adjust their communicative behavior to demonstrate understanding and convey a response (Roker, Frankel, Hall, and Sluyter, 2006). Nonverbal behavior includes facial expressions, eye contact, performing gestures, and body positioning. Even the act of giving proper eye contact is important to group solidarity because if a communicator is not communicating with enough eye contact they can create a negative response in the receiver. According to Albert Mehrabian author of Nonverbal Communication, the Paraverbal behavior is also an important aspect of nonverbal accommodation theory because it includes aspects of speech such as duration, rate, pauses, and errors. People tend to like when they are spoken to in a way that reflects their own speech style. If someone is just receiving verbal accommodation they can be missing huge aspects of being accepted and this misconnection can mean a bad experience in healthcare and life in general.
Nonverbals enhance accommodation theory in some cases more than verbal in many ways. In a study about receiving help, people who used successful nonverbal accommodation theory were more likely to receive what they had asked. For example, "One appeal in which relationally based influence seems particularly important is a request for help. Burgoon, Buller, and Woodall (in press) argue that establishing an intimate relationship via nonverbal cues increases the likelihood that a receiver will fulfill a request for help, providing the request is legitimate. Several experiments demonstrate that cues that have affiliative or intimate overtones, such as increased gaze (Ellsworth & Langer, 1976; Kleinke, 1977, 1980; Shotland & Johnson, 1978), proximity by a rewarding communicator (Baron, 1978; Baron & Bell, 1976), touch (Kleinke, 1977, 1980; Patterson, Powell, & Lenihan, 1986; Paulsell & Goldman, 1984; Willis & Hamm, 1980), and physical attractiveness (Bickman, 1971; Chaiken, 1979; Crassweller, Gordon, & Tedford, 1972; Darley & Cooper, 1972; Keasy & Tomlinson- Keasy, 1973; MacNeil & Wilson, 1972; Raymond & Unger, 1972) increase compliance with a request for help." This means that if someone just plainly asked for help, they might not be as successful in getting what they had desired if they did not also use nonverbal accommodation theory.
Aside from healthcare practicality of nonverbal accommodation, most nonverbal cues have other important uses. Professional and intercultural relationships can benefit greatly from the proper use of nonverbal accommodation. In Nonverbal Communication in Close Relationships by Laura Guerrero, she explains that "Most research testing of CAT has focused on involves the behavioral manifestation of accommodation… Originally the theory (then called Speech Accommodation Theory) was developed to explain how people alter speech and vocalic patterns during interaction (Giles, 1973). Later the theory was explained to include a more diverse assortment of nonverbal behaviors, including gaze and smiling. Studies have shown that principles of accommodation help explain intercultural interaction (eg., Gallois et al. 1995). (eg. Thakerar, Giles, and Cheshire 1982). People who intend on using accommodation theory need to not only watch what the other person is saying but their body language. In different culture body language differs, and it is the communicator's responsibility to figure out how to accommodate that particular person. In other cultures, people may stand closer to one another when accommodating and it is important to mirror that behavior in order to have successful accommodation. In Middle Eastern cultures it is custom to hold the speaker's hand in order to show respect and trust. If this was not accommodated while having a conversation, the receiver may diverge from the speaker. According to A First Look at Communication, the text defines the theory as "people in intercultural encounters who see themselves as unique individuals will adjust their speech style and content to mesh with others whose approval they seek. People who want to reinforce a strong group identification will interact with those outside the group in a way that accentuates their differences." It is important to not accentuate differences in many intercultural relationships when trying to have a successful outcome because many times this evokes a negative outcome and having unsuccessful communications and relations.
In conclusion, Nonverbal Accommodation Theory is equally as important as verbal means of accommodation theory because they may help people who have a hard time receiving vocal cues or need more accommodation in stressful situations in the healthcare industry, they can make people more successful when they ask for help, and can greatly benefit professional relationships both domestic and internationally. This is important to provide this information in lecture and in the textbook because it shows how the speaker's body language is very persuasive and as important as what is being said to accommodate. This gives many people a better sense of awareness of their body language when speaking to others and to be more sensitive to others and make the differences between them smaller rather than creating diverging communication styles. Unfortunately, not a lot of research has been conducted about nonverbal communication accommodation theory and most scholars agree that it is very important to communication studies. Although the research was limited, there was a lot of positive outcomes from the research that had been done.
Bibliography
Griffin, E., Ledbetter, A., & Sparks, G. (2015). A first look at communication theory (9th ed.). New York: McGraw-Hill Education.