Domestication theory is an approach in science and technology studies and media studies that describes the processes by which innovations, especially new technology is 'tamed' or appropriated by its users. First, technologies are integrated into everyday life and adapted to daily practices. Secondly, the user and its environment change and adapt accordingly. Thirdly, these adaptations feedback into innovation processes in industry, shaping the next generation of technologies and services.The theory was initially developed to help understand the adoption and use of new media technologies by households (Silverstone et al. 1992), but has since been expanded in the innovation literature as a tool to understand technologies and innovations entering any consuming unit (workplace, country etc. e.