Journal of Culture-Communication Studies

Journal of Culture-Communication Studies

Effective Communication Strategies for Sustainable Attitude Change in International Conferences (A Qualitative Analysis Based on the Elaboration Likelihood Model (ELM), Communication Accommodation Theory (CAT), and Hofstede’s Cultural Dimensions)

Document Type : Research Paper

Authors
zahra sadeghi 1
mohammad soltanifar 2
ali delavar 3
1 Ph.D. Candidate, Department of Communication Sciences, Faculty of Humanities, Science and Research University, Tehran, Iran. Email: Zahra.sadeghi6666@iau.ac.ir
2 Full Professor, Department of Communication Sciences, Faculty of Humanities, Science and Research University, Tehran, Iran. (Corresponding author) Email: msoltanifar@yahoo.com
3 Distinguished Professor, Department of Psychology, Faculty of Psychology and Educational Sciences, Allameh Tabataba’i University, Tehran, Iran. Email: Delavarali@yahoo.com
10.22083/jccs.2026.559017.4133
Abstract
Introduction: International conferences serve not merely as platforms for information exchange but also as dynamic arenas for the exchange of ideas, interpersonal interaction, and the formation and transformation of attitudes. These events play an important role in knowledge development and in fostering mutual understanding among individuals and nations. Despite their significance, however, the mechanisms through which participation in international conferences shapes participants’ attitudes, cognition, and knowledge retention remain relatively underexplored. Conventional quantitative approaches may be insufficient for capturing the deeper cognitive, cultural, and interpersonal dimensions underlying processes of attitudinal change. Drawing on historical examples, including Rumi’s transformative encounters, this study emphasizes that profound changes in attitudes may emerge through gradual and meaningful interpersonal interactions rather than through superficial exposure to information. Previous research has predominantly relied on quantitative or analytical approaches, leaving a gap in understanding the cultural and intercultural dynamics that contribute to sustained attitudinal change in international settings. This study therefore addresses the following central question: What communication strategies can be designed to facilitate sustainable changes in attitudes and deepen the understanding of international audiences? The primary objective is to identify and categorize communication strategies that contribute to changes in participants’ attitudes, cognitive engagement, and knowledge retention during international conferences.
Methods: This study adopted a qualitative approach based on thematic analysis to explore the cultural, identity-related, and interactional dynamics underlying communication at international conferences. Purposive sampling was used to select 14 Iranian experts and specialists with substantial experience in participating in or organizing international conferences. Participants were selected to achieve diversity in professional expertise and experience, and data collection continued until theoretical saturation was reached. Data were collected through semi-structured, in-depth interviews lasting between 45 and 135 minutes. Interviews were conducted in person, by telephone, or online. A comprehensive interview guide was developed based on the theoretical foundations and research questions and covered dimensions including informal interactions, cultural adaptation, content delivery, speaker credibility, and technical infrastructure. The data were analyzed through a systematic six-step thematic analysis process: (1) familiarization with the data, (2) generation of initial codes, (3) searching for themes, (4) reviewing themes, (5) defining and naming themes, and (6) producing the final report. The analysis generated 143 initial codes, which were organized into 18 sub-themes and subsequently consolidated into two overarching themes. The study drew on three theoretical frameworks: the Elaboration Likelihood Model (ELM) to examine central and peripheral routes of persuasion, Communication Accommodation Theory (CAT) to explain processes of convergence and divergence in intercultural communication, and Hofstede’s Cultural Dimensions Theory to account for variations in cross-cultural communication.
Findings: The thematic analysis identified five major communication components that participants perceived as particularly important for attitude change and knowledge retention in international conferences:
1. Informal Interactions: Informal interactions emerged as the most prominent factor, highlighting the importance of interpersonal engagement and suggesting that peripheral cues and relational experiences may play a substantial role in shaping sustained attitudes.
2. Cultural Adaptation: Cultural adaptation emerged as the second most prominent factor, underscoring the importance of communication accommodation in reducing perceived social and cultural distance and facilitating mutual understanding.
3. Balance in Content Delivery and Scientific Content Quality: The quality and organization of scientific content represented an important dimension of the central route of persuasion, emphasizing the importance of substantive, coherent, and well-structured information.
4. Speaker Credibility: Speaker credibility influenced participants’ perceptions of persuasive communication through perceived expertise, trustworthiness, and professional authority.
5. Technical Infrastructure: Technical infrastructure was considered an important enabling condition for effective communication. However, participants generally viewed it as a supporting factor rather than a primary driver of attitudinal transformation.
Overall, the findings suggest that relational and contextual factors—particularly informal interactions and cultural adaptation—may exert a substantial influence on sustained attitudinal change alongside the formal delivery of scientific content. The findings therefore highlight the importance of designing conference environments that facilitate spontaneous interpersonal interaction and culturally sensitive communication in parallel with structured academic presentations.
Conclusion: This study addresses a gap in research on conference communication by developing a qualitative, theory-informed framework for understanding the processes through which participation in international conferences may contribute to changes in attitudes and knowledge retention. The prominence of informal interactions challenges approaches that focus predominantly on formal presentations and scientific content. The findings suggest that meaningful interpersonal exchanges, including networking sessions, social activities, and spontaneous discussions, can create conditions conducive to deeper cognitive engagement and more sustained attitudinal change.
The significant role attributed to cultural adaptation is consistent with the principles of Communication Accommodation Theory, suggesting that participants’ willingness to adapt their communication styles may facilitate interpersonal engagement, reduce intercultural barriers, and promote mutual understanding. This finding has practical implications for conference organizers, who may benefit from incorporating culturally inclusive design principles and creating environments in which participants from diverse cultural backgrounds can interact comfortably and meaningfully.
The relatively lower prominence of scientific content quality in participants’ accounts does not diminish its importance. Rather, it suggests that high-quality content may be more effective when embedded within supportive relational and cultural contexts. Similarly, speaker credibility and technical infrastructure appear to function primarily as enabling conditions that support effective communication rather than as independent drivers of attitudinal transformation. The integration of ELM, CAT, and Hofstede’s Cultural Dimensions Theory provides a multidimensional framework for interpreting these findings and suggests that attitudinal change in international conferences is a complex process involving cognitive, interpersonal, and sociocultural dimensions. Future research should examine the longitudinal effects of conference participation and test the proposed framework across different cultural, disciplinary, and institutional contexts in order to further assess its applicability and generalizability.
Keywords
International conferences
Sustainable attitude change
Communication strategies
Intercultural communication
Thematic analysis
Subjects
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