Communication Accommodation Theory
Howard Giles
Cultural Context—Intercultural Communication
Face Negotiation Theory
Theory Overview (7th Edition)
Abstracts appear in Appendix A of the text
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. (Socio-psychological tradition)