Communication Accommodation Theory and New Media
As Communication Accommodation Theory explains “the cognitions and motivations that underlie interactants’ communication” with context and identity salience ,it’s feasible to apply it to new media related settings. Even though research in this field is still at its early stage, interesting case studies spring up in recent years.
Studies have investigated possible accommodative tendencies of librarians when faced with cyberlanguage use by the patron through instant messaging technology. Since use of cyberlanguage in VRS(virtual reference services) conversations has been suggested as one possible way to strengthen patron relations, patrons who are satisfied with their interaction with a librarian who use cyberlanguage may be more willing to return. However, the result suggests that patron’s use of cyberlanguage has no influence on a librarian’s use of cyberlanguage and surprisingly convergence doesn’t happen .Nevertheless, accommodation of communication styles do happen in other computer-mediated communicationcircumstances. In group brainstorming conversations, Chinese participants are likely to become as responsive as Americans when working in mixed-culture groups and more talkative when using lean medium .
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