Domestication theory is an approach that is used in media and communication studies (Berker, Hartmann, Punie and Ward, 2006: 1). The concept deals with how new technology is ‘tamed’ or accepted by those that makes use of it (Ayotunde, 2012: 96). It also provides description and analysis on the decision to use new technology. The concept of domestication can be understood metaphorically and from a number of new perspectives. It originates from traditional ways of taking and ‘taming’ wide animals (Smith, 2011: 260). Similar to wild animals, technologies seemed to have their own willpower, necessitating the incorporation of them into daily routines and values of users in any society (Haddon, 2004; Berker et al., 2006: 2).
Silverstone and Hirsch (1992), developed the concept of domestication in order to understand the integration of technologies into everyday life. Initially, the concept of domestication predominantly focused on how new media technology was espoused in a way that was technology determined. According to Berker et al.
(2006: 5), prior to the mid-1980s, the concept of diffusionism was the main
110
perspective to describe innovation (technology) research. The adoption of innovation by individuals or decision-making units (micro-level), and within a social system (macro-level), was investigated using the concept of ‘diffusionism’
developed by Everette Rogers (1995).
The concept of diffusionism, explains the biased transformative power of technology, which denotes a set of mechanical curves relating to adoptions and diffusion (Berker et al., 2006: 5). In other words, the concept of diffusionism assumes that technology operated in a linear form. Based on this assumption, the linearity and rationalistic bias of diffusionism theory, however, was critiqued on the grounds that the adoption of technology encompasses more than the micro and macro levels. As a result, the domestication theory was developed and has since been used to challenge certain ideas about the linear power of technology. The domestication concept was therefore considered to be more practical to analysing the adoption and use of technologies (Ayotunde, 2012: 96-97). The concept of domestication also offered further ways through which, the gaps of Rogers’
diffusionism of innovation, can be analysed in such a way that encompasses economically, culturally and sociologically (Berker et al., 2006: 5).
Underlying assumptions
As a result of the gaps in diffusionism theory, the concept of domestication has opened up many theoretical frameworks concerning the innovation literatures. It also serves as a key tool to understand the place of technology in everyday life, specifically the unit of consumption including the workplace and country, among many other units. Scholars such as Lie and Sorensen (1996), Haddon (2004), Habib (2005), Hynes (2009) and Harwood (2011), are a few among many who
111
have applied the concept of domestication in order to explore what new technologies or media can do when acquired. The concept of domestication, according to Hynes and Richardson (2009: 438), basically is about the place giving to technology in everyday life, which involves the practical, temporal and spatial place. Fundamentally, the concept explains how technology is combined with culture, thus serves as a manifestation of lifestyles and values (Hynes and Richardson, 2009: 438).
The concept of domestication equally strives to explain both practical and symbolic characteristics of adoption and use of technologies (daily life routines, social embeddedness and media consumption process) (Berker et al., 2006: 5). At the same time, the concept describes the importance of meanings of things and their materiality. It explicitly offers a concise understanding on how technologies become part of everyday life (Ayotunde, 2012: 97).
As a prominent social theory, the concept underscored the idea on social shaping, the negotiations, challenge to power and control, rule-making and rule-breaking, that often complemented the advent of technologies in any social setting (Hynes and Richardson, 2009: 438). Domestication theory is considered appropriate when conducting empirical research while maintaining theoretical depth. It also filled a gap both in media and communication studies, as well as, in science and technology studies. Notably, the underlying assumption of domestication theory points to the fact that it provided ways in which technological, media determinisms and rationalistic biases can be contested (Berker et al., 2006: 5). It also aids researchers to grasp media technology use, in terms of the multifarious structures of everyday life settings, namely, interpersonal relationships, social background, changes and continuities. The concept also explains the complex interconnection
112
between different media, the conjunction of media technologies and media text (Hynes and Richardson, 2009: 486).
Given to the present state of the South African media environment, the application of domestication is relevant to what is happening in the print media sector today.
For instance, news media institutions have always maintained an orthodox way of disseminating information to their audience; often through radio and television live broadcasting. This process meant that listeners and viewers were required to sit close to radio or television set to learn of new information, whereas print media readers waited for the newspapers to arrive at their doorsteps (Hynes and Richardson, 2009: 487; Ayotunde, 2012).
As a result of technological advancements in the media today, many media institutions in South Africa have adopted various communication technology innovations and adapted their practices of news making and distribution to match the current mode of media operations. They have also utilised the Internet and created an online version of their traditional medium, especially the print houses (see chapter two, Internet usage in South Africa section). In effect, old media institutions have been able to compete with the transformations taking place in the media (see Bosch, 2010).
It has equally been argued that the domestication theory underscored the role users play in innovation (Silverstone, 2005: 231). On that note, domestication theory highlights the processes and contributions made by individuals and communities as they attempt to make a technology useful and to make sense within the community. A noteworthy aspect of domestication theory, is, however,
113
attributed to the role ‘end user’ and lead users play in the long-term use of innovation process (see Williams, Stewart and Slack, 2004).
To expound on the above deductions, we can think of the role of the many individuals (citizen journalism), who have exploited new media technologies driven by the Internet, have created varying news forums, blog sites, and social networking sites for news publishing and other activities. These developments are therefore viewed as cogent threats to traditional news media, thus shows exactly how innovations of technology are being appreciated.
Critical Evaluation
The domestication approach has been applied by many studies premised within the context of qualitative research, which focused primarily on in-depth interviews, and are designed to examine people’s perceptions and experience on the use of new technologies, both at micro and macro levels (Pantzar, 1997: 60; Hynes and Richardson, 2009: 488). Domestication theory deals with detailed case studies. In other words, the concept is more descriptive in nature, an approach that is difficult to convert into prescriptive analysis. However, there have been questions regarding the application of the concept within quantitative perspective, perhaps, considering the widespread of technology and their applications today (see Haddon, 2004).
While many critical evaluations about the concept of domestication have been developed, the concept has also been used to explore the incorporation of technologies not just in household, but in various aspects of society (Pantzar, 1997: 64). Within the position of this current study, adoption of new media in
114
newsrooms is evident. Journalists, especially in South Africa, are now receibing training in order to master the skills required to use these new communication technologies. It has ultimately shaped how news is gathered, distributed, consumed and the perceived change in news focus (see Finlay, 2017).
Importance of the theory
The fact that the theory is concerned with how people adopt innovations and appropriate them in their daily routines, seemed to have been appreciated by most news media, therefore justifies its importance in this study (Pantzar, 1997; Berker et al., 2006; Hynes and Richardson, 2009). The reason is because, the theory is able to establish the impact of innovations. Given the position of this current study, the innovation of media technologies has tremendously altered the way journalists do their work as they strive to adjust to the current transformations occurring in the media (Berger, 2009; Tomaselli, 2009; Bosch, 2010; Wasserman, 2010). In South Africa, for instance, most journalists have incorporated various new technologies (that is, communication technology) in their mode of operations. As the theory describes, new technology has the ability to influence individuals’ behaviour as well as the ability to promote social change (Berker et al., 2006: 5). This idea will be discussed within the concept technological determinism.