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A B S T R A C T This paper depicts how cultural resonance for novel technologies is constructed as a gradual, interactive process. We adopt a cultural framing perspective and strive to understand how actors assign meaning to the novel technology and determine its appropriateness for the local context. Existing research has largely focused on the strategic and political aspects of field framing processes through depicting conscious framing struggles between protagonist and antagonist actors. Indoi:10.1016/j.respol.2019.103830 fatcat:fdr74mfdpbh4zfo7nydlbvzmfy