Why do some technologies spread like wildfire while others, despite their apparent brilliance, fizzle out? Is it simply a matter of better design, more aggressive marketing, or lower prices? Or is there something deeper at play, something woven into the very fabric of our cultures? This lesson explores the idea that the success or failure of a new technology often hinges on its **cultural fit**âthe degree to which it aligns with the existing values, practices, and beliefs of a society. We will see that technology is never adopted in a vacuum; it is always and already a cultural phenomenon.
To understand the intricate dance between technology and culture, we will draw on several key theoretical frameworks. We will start with the concept of **cultural fit**, exploring how a technology's resonance with a culture's worldview can either accelerate or impede its adoption. We will then turn to Everett Rogers's **Diffusion of Innovations** theory, which provides a powerful model for understanding how, why, and at what rate new ideas and technologies spread through social systems. Finally, we will examine the **Social Construction of Technology (SCOT)**, a perspective that challenges the notion of technological determinism and highlights the role of human agency in shaping technological development.
By the end of this lesson, you will have a more nuanced understanding of the complex and often surprising ways in which culture shapes the trajectory of technological change. You will be able to analyze the adoption of new technologies not just as a technical or economic process, but as a deeply human one, rooted in the stories we tell ourselves, the rituals we practice, and the values we hold dear. This perspective is central to the DEVICES framework, which reminds us that the tools we create, in turn, create us. They are not merely instruments, but mediators of our experience and constructors of our reality.
Learning Objectives
- Explain how cultural values and practices influence the adoption of new technologies.
- Analyze the role of "cultural fit" in the success or failure of a technology.
- Apply the concept of cultural fit to a real-world example of technology adoption.
Key Concepts
Cultural Fit
Cultural fit refers to the alignment of a new technology with the existing values, beliefs, and practices of a given culture. A technology that resonates with a culture's worldview and integrates smoothly into daily life has a much higher chance of being adopted. For example, a communication tool that prioritizes group harmony might be more readily accepted in a collectivist culture than in an individualistic one. In the DEVICES framework, cultural fit is a key determinant of how easily a device becomes both embodied in individual practices and institutionalized within a society. When a device âfits,â it feels natural and intuitive, accelerating its integration into the fabric of reality.
Conversely, a lack of cultural fit can lead to resistance, slow adoption, or outright rejection of a technology. A technology might be brilliantly engineered, but if it disrupts cherished social rituals or contradicts deeply held beliefs, it will face an uphill battle. This is why understanding the cultural context is not just a matter of marketing, but a fundamental aspect of technology design and implementation. A device that fails to find its cultural niche will likely remain a curiosity rather than a transformative force.
Diffusion of Innovations
Diffusion of Innovations is a theory that seeks to explain how, why, and at what rate new ideas and technology spread through cultures. Developed by Everett Rogers, the theory identifies several factors that influence the spread of an innovation, including its perceived advantages, its compatibility with existing values and experiences, its complexity, its trialability, and the observability of its results. The theory also categorizes adopters into different groups: innovators, early adopters, early majority, late majority, and laggards.
This framework is a powerful tool for understanding the social dynamics of technological change. It moves beyond a purely technical or economic view of adoption to highlight the role of communication channels, social networks, and opinion leaders. From a DEVICES perspective, diffusion is the process through which a device moves from a novel invention to an invisible and essential part of the environment. It is the mechanism by which our realities are collectively and continuously reconstructed.
Social Construction of Technology (SCOT)
The Social Construction of Technology (SCOT) is a theory that argues that technology does not determine human action, but that human action shapes technology. It views the development of technology as a social process in which different social groups, with their own interests and values, negotiate the meaning and form of a technology. In this view, a technology is not âgoodâ or âbadâ in itself, but is shaped by the social context in which it is developed and used.
This perspective contrasts with technological determinism, the idea that technology is an autonomous force that drives social change. SCOT reminds us that technologies are cultural artifacts, imbued with the values and priorities of their creators and users. Within the DEVICES framework, SCOT helps us to see that devices are not just material objects, but are also conceptually and ritually constructed. They are the product of human choices and are always open to reinterpretation and change.
Assignment
Read the research paper "New Technology Adoption: Embracing Cultural Influences." Focus on the introduction and the initial sections that discuss the relationship between culture and technology. As you read, consider these questions: How do the authors frame the problem of technology adoption? What historical examples do they use to illustrate their points? How does their perspective challenge a purely technological or economic view of innovation?
Read: New Technology Adoption: Embracing Cultural Influences Knowledge Check
Reflect on the key topics in this lesson.
1
What is "cultural fit" and why is it a crucial factor in technology adoption?
Hint: Think about how a new technology might be received if it clashes with a community's long-held traditions or values.
2
How does the Diffusion of Innovations theory help us understand the spread of new technologies?
Hint: Consider the different types of adopters and the factors that influence their decision to embrace a new technology.
3
In what ways does the Social Construction of Technology (SCOT) theory challenge the idea of technological determinism?
Hint: Reflect on the role of social groups and human choices in shaping the design and use of technology.
Additional Resources
Supplementary materials for deeper exploration.
Diffusion of Innovations
The foundational text on the diffusion of innovations theory. It provides a comprehensive overview of the theory and its applications.
The Social Construction of Technological Systems: New Directions in the Sociology and History of Technology
A seminal collection of essays that outlines the SCOT framework and provides a series of case studies.