Methodological potential of concepts of domestication

The article is devoted to the analysis of the methodological concept of domestication, its evolution, key stages and contribution to modern international scientific discourse. The home sphere is a meeting place of private and public, a separate socio-cultural space in which actors form or transform the values of social life and move into their personal space. Home space inspires scientists to develop theoretical and methodological concepts of analysis of the social world. British scientist R. Silverstone offered the concept of domestication at the end of the twentieth century. The origin of this concept is related to the Latin domesticus (owned by the home). The article gives a broad overview of contemporary English-speaking and Ukrainian studies in this field. Ukrainian linguists use this notion as a strategy for translating texts that take into account not only the linguistic form, but also cultural contexts. Linguistic domestics fits into the general lingua-cultural tendency that bikulturalism is more important for translation and intercultural understanding than bilingualism. Western discourse of the residence was continued in the themes of the complex of media repertoires, the development of computer technologies, political communication, culture and morality. The ways of working out the concept of domestication and its application in theoretical and practical sociocultural space are explored. The concept of «domestication» is important for understanding the severity of socio-technological changes. It offers a powerful analytical basis for countering models of technological determinism. The mechanism of domestication includes the processes of commodification, objectification, inclusion and transformation. These procedures play a significant role in the social application of new technologies - translating the unknown into the mastered. Domestication as the theoretical basis of the study provides an understanding of how to achieve the productive use of communicative technologies, as from the commodification to switch to their inclusion and conversion. This approach also applies to non-technological aspects of people's lives. The development of cultural phenomena by the method of domestication transforms them into a culturally mastered by moral way. The methodological operation of domestication can be aimed at achieving joint success in collective communication