Domestication Theory

 

The domestication theory is primarily associated with the fields of technology studies and media studies, though it also extends to anthropology, sociology, and communication studies. This theory explains how technologies are integrated into everyday life and how individuals or societies adapt and make them "domestic" or familiar.

Key Concepts in Domestication Theory:

1. Technologies Become Part of Everyday Life:

   • Domestication theory describes the process through which a new technology (such as the internet, mobile phones, or appliances) transitions from something novel or foreign to something familiar, everyday, and integrated into daily routines.

2. Stages of Domestication: The process of domestication is often divided into several stages:

   • Appropriation: This is the stage where people first acquire or take possession of the technology. It could involve purchasing it or being introduced to it.
   • Objectification: In this stage, the technology is given a place in the household or environment. It is integrated into the space and lifestyle of the user.
   • Incorporation: Here, the technology starts to become part of the daily routines and activities of the household or individual. It becomes embedded in how they work, communicate, or live.
   • Conversion: This final stage refers to the technology being fully integrated and accepted in the broader social context. It may also involve adapting and customizing the technology for personal or local needs.

3. Cultural Adaptation:

   • Technologies are adapted according to cultural, social, and individual needs. People use technologies in ways that suit their social structures, beliefs, and everyday practices. The ways technologies are "domesticated" may vary widely across different societies or demographic groups.

4. Control and Agency:

   • Domestication also emphasizes that people actively control how technologies are integrated into their lives. It’s not just a matter of adopting technology passively; users modify or reshape technologies to fit their needs, values, and lifestyles. This process may involve resistance or negotiation of its role in life.

5. Moral Economy:

   • The theory also talks about the "moral economy" of households, where the technology’s value and use are not just about functionality but also about norms, values, and social relationships. For instance, a technology may be valued not just for its practical use but for how it reflects a person's or family’s identity, status, or values.

Examples of Domestication Theory in Practice:

• Smartphones: When smartphones first emerged, they were seen as luxury devices for tech enthusiasts. Over time, they became essential parts of daily life. Today, people customize their smartphones with apps and settings that reflect their needs and preferences, and these devices are central to how they communicate, work, and engage with the world.

• Social Media: When social media platforms like Facebook or Instagram started, they were novel forms of communication. Over time, people integrated them into their daily routines, using them to maintain social ties, share information, and even build personal or professional identities.

In Relation to Women and Entrepreneurship:

Domestication theory could apply to the adoption of entrepreneurial technologies by women. For instance, how women entrepreneurs integrate new technologies (like e-commerce platforms or digital marketing tools) into their business operations might reflect their specific needs, challenges, and contexts. The process of domestication might involve adapting those tools to fit cultural norms, societal expectations, or the unique demands of balancing work and family life.

https://www.researchgate.net/publication/313988538_What_Use_is_Domestication_Theory_to_Information_Systems_Research