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 .
Read more about this topic: Communication Accommodation Theory
Famous quotes containing the words theory and/or media:
“[Anarchism] is the philosophy of the sovereignty of the individual. It is the theory of social harmony. It is the great, surging, living truth that is reconstructing the world, and that will usher in the Dawn.”
—Emma Goldman (1869–1940)
“One can describe a landscape in many different words and sentences, but one would not normally cut up a picture of a landscape and rearrange it in different patterns in order to describe it in different ways. Because a photograph is not composed of discrete units strung out in a linear row of meaningful pieces, we do not understand it by looking at one element after another in a set sequence. The photograph is understood in one act of seeing; it is perceived in a gestalt.”
—Joshua Meyrowitz, U.S. educator, media critic. “The Blurring of Public and Private Behaviors,” No Sense of Place: The Impact of Electronic Media on Social Behavior, Oxford University Press (1985)