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How do radical technological fields become naturalized and taken for granted? This is a fundamental question given both the positive and negative hype surrounding the emergence of many new technologies. In this chapter, we study the emergence of the US nanotechnology field, focusing on uncovering the mechanisms by which leaders of the National Nanotechnology Initiative managed hype and its concomitant legitimacy challenges which threatened the commercial viability of nanotechnology. Drawing on the cultural entrepreneurship literature at the interface of strategy and organization theory, we argue that the construction of a naturalizing frame – a frame that focuses attention and practice on mundane, “rationalized” activity – is key to legitimating a novel and uncertain technological field. Leveraging the insights from our case study, we further develop a staged process model of how a naturalizing frame may be constructed, thereby paving the way for a decrease in hype and the institutionalization of new technologies.

The rites and practices of folk religion in Nigeria cut across virtually all conventional and emerging social institutions in the country. The inability of the State to perform many of its functions has encouraged this trend, with many turning to folk religion and associated practices in attempts to control uncertain situations. Unemployed/underemployed young gamblers have begun to incorporate and normalise the combination of spiritual elements with sports betting activities in a bid to translate games of uncertainty into games of certainty. This study attempts to conceptualise how and why young people adopt, practice and make sense of folk religion in relation to sports betting.

Semi-structured, in-depth interviews were used to interrogate and analyse the lived experiences of key actors living in the capital city of Ilorin, Kwara State, a place renowned for the widespread practice of folk religious rites: 20 unemployed/underemployed young sports bettors and 10 folk doctors. Collected data were transcribed manually and subjected to inductive content analysis, using grounded theory. The combination of folk religion with sports betting is fast becoming normalised as young Nigerians seek to survive harsh economic conditions. Adoption is also linked with belief in traditions, in-group conflicts, gambling adverts, lack of luck and greed. Folk religious practices combine elements from the natural and spiritual worlds. This study formulates concepts for understanding the complexity of such practices concerning gambling among young sports bettors in Nigeria.