Abstract:
Humanity is facing dynamic and insidious environmental challenges and will continue to do so in the future. How humans respond to these challenges plays a crucial role in either exacerbating or solving many of these issues. Examining what impacts human behaviour, such as why we act or not to solve a challenge, and how, is becoming an essential component in finding a sustainable way forward. In this respect, social media has become a major influence in people’s lives, and with it, the emergence of new aspects of power relations. There is also a growing concern over the technologies used to drive social media, such as how algorithms impact our decision making and the apparent formation of echo chambers. Building on this, there is a great need to understand the potential of social media and its associated technology as a tool for influencing human behaviour towards sustainable pathways and the removing or building of barriers towards sustainable institutions.
This paper analyses the impacts of social media and its related technology on human behaviour and action regarding the environment, with the attempt to uncover what role social media plays in shaping sustainable institutions. To assess this, we use two primary foci: a social perspective and a technological perspective. We examine the social perspective by exploring two practical cases: the #5forhvalen and #fridaysforfuture social media campaigns. We then examine the technological perspective by building on theory and research from surveillance, data science, and sociology. Finally, we combine the two perspectives to discuss the implications for humanity and the environment in the age of social media.
Keywords: social media, behaviour, technology, environmental action, campaigns, power, digital risk