Communication Accommodation Theory focuses on the role of conversations in our lives and the influence that communication and culture has on those conversations. The theory articulates a number of important points regarding the role communication patterns and styles play for communicators and for the message. To understand the theory’s value to the communication discipline, we evaluate the theory using two criteria: heurism and testability.

Heurism

Without doubt, Giles and his colleagues have conceptualized a theory rich in heuristic value. The theory has been incorporated in a number of different studies. For instance, accommodation has been studied in the mass media (Bell, 1991), with families (Fox, 1999; Lin & Harwood, 2003), with Chinese students (Hornsey & Gallois, 1998), with the elderly (Harwood, 2002), on the job (McCroskey & Richmond, 2000), in interviews (Willemyns, Galloois, Callan, & Pittam, 1997), in conjunction with e-mail (Bunz & Campbell, 2004), and even with messages left on telephone answering machines (Buzzanell, Burrell, Stafford, & Berkowitz, 1996), which is discussed in the Research Note. There is no doubt that the theory is heuristic and has lasting scholarly value.

Testability

The strengths of the theory may be quite significant because the theory has elicted little scholarly criticism. Still, a few shortcomings pertaining to the testability of the concepts have been identified. In short, some scholars contend that a few of the central features of the theory warrant further examination. Judee Burgoon, Leesa Dillman, and Lesa Stern (1993), for example, question the convergence-divergence frame advanced by Giles. They believe that conversations are too complex to be reduced simply to these processes. They also challenge the notion that people’s accommodation can be explained by just these two practices. For instance, what occurs if people both converge and diverge in conversations? Are there consequences for the speaker? The listener? What influence, if any, does race or ethnicity play in this simultaneous process? One might also question whether the theory relies too heavily on a rational way of communicating. That is, although the theory acknowledges conflict between communicators, it also rests on a reasonable standard of conflict. Perhaps you have been in conflicts that are downright nasty and with people who have no sense of reason. It appears that the theory ignores this possible dark side of communication (see Chapter 1).

In his earlier writings on the theory, Giles challenged researchers to apply Communication Accommodation Theory across the life span and in different cultural settings. For the most part, his suggestions have been heeded. His research has broadened our understanding of why conversations are so complex. Through convergence, Giles sheds light on why people adapt to others in their interactions. Through divergence, we can understand why people choose to ignore adapting strategies. He has pioneered a theory that has helped us better understand the culture and diversity around us.