Article by Elektra Kalvin-Honeywill

Photo by Carol Magalhães on Unsplash

In recent decades, exponential digitisation has become a global phenomenon. The cultural and social institutions of the global west have been particularly impacted by this digital revolution, for the simple reason that western societies have historically had the resources to more rapidly develop and pay for technology and are consequently, more reliant upon these digital technologies. Undoubtedly, a correlation exists between ecological degradation and digitisation a notable example being invasive mining practices in the Congo used in manufacturing device batteries. But this connection extends beyond the literal. Digitisation has foundationally altered western societies in the cultural and attitudinal sense – paving the way for the natural environment to be undermined. This article explores, through applying John Urry’s “mobility complex”, how digitisation achieves this.

The digital revolution has heightened existing feelings of disparity amongst the social strata. High income, yet unequal nations like the UK are prime examples of this – largely because of existing relative deprivation and a significant proportion of social users (82.8% in the UK).

Social media applications have enhanced the phenomenon of the ‘shrinking world’, through exposing internet users to greater displays of senseless wealth and wasteful consumption than one would ever have witnessed pre-digital revolution – allowing comparison on an even wider scale. Algorithms reward public displays of wealth with views and attention – a lucrative currency in the digital age – the prospect of internet infamy providing another incentive to consume at this level. The social media era idealises these unattainable, unsustainable lifestyles – yet simultaneously, it can foster a bitter resentment towards the upper classes.

The Kardashian dynasty and their extravagant consumption illustrate this perfectly. Enabled by their reach across new media platforms, the consumer watches each show of abundance in awe (or horror). Meanwhile, a trail of Kardashian aspirers pursue a path of ‘influencing’, captivated by the notoriety tied to high carbon, high consumption lifestyles, and attempting to recreate this themselves.

The digital revolution has made visible a small, spotlighted elite (the biggest consumers, with the most carbon dependent lifestyles). Their digital content is amplified leading to a society-wide skewed perception of what is a ‘normal’ amount to consume. Even poorer members of western societies have relatively high carbon footprints and levels of consumption when contextualised (especially compared to the global south). For example: The average US citizen produces 14.21 tons of carbon per year, whilst the average Indian produces only 1.89. When these highly mobile, unsustainable lifestyles become normalised, the goal of collective action for environmental preservation becomes a more distant dream. Disgruntled middle classes often view their own carbon contributions as insignificant compared to these extreme high-carbon lifestyles – how can the privileged be expected to take responsibility for their contributions to the climate crisis when the contributions of the extremely privileged are comparatively so much greater?

Contemporarily, “mobility becomes an integral value of modern societies”. Virtually all services are integrated with digital applications – for example, conglomerates like Amazon lead to a demand for next-day delivery and shortened international pathways. Digital media promotes false needs, making them habitual, then providing the means to meet them via new media platforms – irrespective of environmental impact. For example, international travel has arguably been normalised to the point of being viewed just short of a fundamental right in the west. People are encouraged to become “connoisseurs and collectors of places” (Urry 2010) reinforced by informal advertisements of travel on social media. And no one wants to sacrifice their holiday – least of all while an elite few parade about in private jets and indulge in frequent, luxurious getaways.

Scientists offer explanations of the climate crisis and mitigation strategies – most simply to limit consumption – but the false needs created by capitalism prevent us from accepting a lifestyle change. High carbon lifestyles are presented as essential by new media – but improving attitudes towards ‘slower’ lifestyles could be the key to avoiding climate catastrophe. Yet, mobility and easy consumption have been so ingrained in western culture that a shift away from this for the natural environment’s sake requires “the reorganisation of social life” (Urry, 2010) and comparison with the biggest polluters often limits individual responsibility. In the tug of war between consumer culture and climate change anxiety, consumer culture prevails. It seems the westerner is willing to try their luck in a post-tipping point world, spectating as the global south is hit first – as long as their access to mobility and consumption is untouched.

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