Abstract
This paper explores the presence of environmental activism on Instagram and how the platform is hindering grassroots conservation management. The neoliberal economic structure of Instagram is analysed to uncover how shallow forms of activism known as slacktivism promotes individuals’ performative identities more than promoting useful activism. This type of online engagement perpetuates the disconnect between individuals and their local environments, as described by the Albrecht’s psychoterratic dis-seases which notes various physiological consequences of this disconnect, including a loss of identity tied with the natural landscape. People’s identities tied to nature are analysed along with the significance related to online and offline environmental activism. Information distrust and hyper-competitive attention economies are linked with “refracted publics” and their contribution to performative identities. The presence of news media on Instagram characterised by neoliberalism propagates issues of information distrust and hyper-competitive attention economies, leading to the saturation of useful information concerning environmental activism. The focus on Gwelup’s Secret Garden is depicted as a recent representation of performative identities and slacktivism of Instagram photographers. Echo-chambers contributing to the overshadowing of useful activism is defined within the context of Instagram. Useful forms of online identities providing proactive activism contrast the unproductive nature of previous identities mentioned in the paper.
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Environmental activism has advanced along with the increasing necessity to conserve our natural world. Activism has evolved online, particularly on social media platforms, as a result of our reliance on digital communication methods. It is clear environmental activist efforts have achieved significant success by using social media. However, there is a fundamental aspect lacking in activism displayed on the popular social media platform, Instagram. It is the necessity for an individual to experience nature in order to understand their own purpose within their local natural landscape. Contemporary psychological terminology such as ‘solastalgia’ has arisen from the manner in which people are responding to the loss of their natural landscapes and identities tied to nature (Albrecht, 2005, p. 44). Individuals also have to grapple with their online identities and how they are perceived online to assimilate with the ever-growing online communities and networks. This leads to online performative identities, one that can be curated by an individual unlike any kind of real-life identity, posing a multitude of issues within the realm of environmental activism. The benefits of online environmental activism enabled by Instagram are outweighed by the proclivity of such activism to be low-risk and lacking deep engagement and connectivity (Jacqmarcq, 2021). This is due to the neoliberal economic structure of Instagram as well as echo chambers and ‘slacktivism’ which are both caused and exacerbated by the nature of performative identities on the platform. This paper will argue that superficial environmental activism on Instagram is hindering local conservation efforts and our identities tied to nature.
An individual’s everyday experience of nature is vital to form their sense of place and develop the desire to preserve it. There are proven psychological and physical benefits of connecting with nature: many studies demonstrate a strong correlation between increased contact with nature and improved mental, physical and spiritual wellbeing (Hayward, Meyer, Balkenhol, Beranek, Bugir, Bushell & Lindsey, 2022). Nature experience is of high significance to all cultures around the world, especially Indigenous cultures who have a deep appreciation and understanding of local natural systems in order to thrive on the land (Hayward et al., 2022). Environmental philosopher, Glenn Albrech, coined a collective of terms called ‘psychoterratic dis-seases’ including solastalgia, eco-grief, nature deficit disorder, eco-paralysis and global dread (Albrecht, 2005, p. 44). This terminology depicts the negative response within individuals when faced with the decline of natural environments they are connected to. One of these physiological responses, solastalgia, occurs when an individual becomes distressed at the loss of their “endemic sense of place” (Albrecht, 2005, p. 44).
The rapid increase of industrialisation, urbanisation and the subsequent environmental and climatic pressure have contributed to disrupted relationships to “home” (Albrecht, 2005, p. 44). A study measuring the physiological effects in residents Hunter Region of New South Wales, Australia concluded that residents negatively responded to their ever-changing natural environment incited largely by ongoing open-cut coal mining expansion in the area (Albrecht, 2005, p. 44). It noted the relationship between environmental and human stress was significantly intertwined, resulting in threats to individuals’ identities concerning solastalgia and other psychoterratic dis-seases (Albrecht, 2005, p. 44). When people comprehend this loss they can either turn to apathy or action (Hayward et al., 2022). A lack of proper advocacy online, especially the promotion of proactive “on the ground” changes in local areas, is exacerbating these emotional responses to our landscape (Albrecht, 2005, p. 44). Our motivations towards preserving native flora and fauna, and the ecosystems in which they exist, must shift from one of passively observing to one of willingness and active participation in order to insight tangible change. This can be brought about through a collective change in our identities tied to nature. Instances where biodiversity has been recovered to local areas shown positive social change including an increase in education level and decrease in poverty (Hayward et al., 2022). Useful online activism should promote the alliance of local communities and governments enforcing progressive policies and legislation along with necessary financial aid (Hayward et al., 2022). Instagram as a platform for activism, fails to insight useful change and relieve the symptoms of solastalgia.
The shortcomings of the growth and innovation from capitalist-driven social media platforms such as Instagram is the divide in wealth and power between the creators and consumers of content (Palmer, 2015, p. 257). Neoliberal economic movements within our society are unsustainable as they function on the basis of limitless economic growth in a finite natural system (Hayward et al., 2022). In today’s society, the value of nature is noticeable to most: a majority of people understand and accept climate change and global warming. However, collective awareness of issues on a local and national level is not developing enough at the rate of environmental destruction and degradation (Hayward et al., 2022). Meaningful activism seeks to increase public awareness and lead to social change surrounding online culture but most importantly, offline change as well. An increase in outreach from an expansion of online audiences is not relative to activism outputs (Jacqmarcq, 2021). Instagram is one of the many social media platforms that arose from technological advancement based on capital gains. The platform is where a substantial amount of online activism exists today because it became a popular not best suited forum for connectivity and communication. The economic system of Instagram prioritises individual gains rather than communal sharing, favouring a minority of popular figures such as influencers and celebrities, with the motive of self-promotion and wealth accumulation (Jacqmarcq, 2021).
News media is another aspect of Instagram characterised by neoliberalism in which major corporations choose which information deserves attention according to their agenda (Jacqmarcq, 2021). Environmental campaigns that do not gain coverage shared on Instagram are believed to be unable to attract broad public support as access to a mass, impartial audience may only be attained through mainstream news coverage. Instagram algorithms favour these mainstream news outlets in order to maximise online user engagement. This diverts meaningful conversations around more niche concepts and denies activist organisations the autonomy to share information in an independent way (Jacqmarcq, 2021). Information distrust and hyper-competitive attention economies are the consequences prioritised news coverage on Instagram (Abidin, 2021). The structure of public communication should move towards holistic community involvement to prevent our reliance on social media (Jacqmarcq, 2021).
There are many features of Instagram that represent the toxicity of internet culture accumulating over the last decade. The aspects of this culture are perpetuated by Instagram’s neoliberal structure. Throughout the 2000s, there has been a shift from what Boyd deems as “networked publics” to what Abidin refers to as “refracted publics” which has transformed as our social and cultural norms change with online culture (Abidin, 2021). This includes continuous content saturation where platform fees are overwhelmed with a perpetual flow of information, impeding meaningful consumption (Abidin, 2021). In the case of Instagram, users can no longer control their newsfeeds following or unfollowing others. Suggested content from random users as well as advertisements are present on the main feed thread as well as Instagram Stories. Users have limited choice on how their newsfeed is presented to them. For environmental activism, this results in hyper-competitive attention economies: the saturation of facts with opinions, rumours, and false information as well as various diversions to other content such as product advertisement (Abidin, 2021). Smaller grassroots conservation efforts can easily be overshadowed by bigger issues or other issues entirely. The oversaturation of content and an increase in ‘fake news’ has caused users to distrust the credibility of sources and potentially overlooking valuable information (Abidin, 2021). There is a plethora of causes online environmental or otherwise, that depict the need for urgent action. It can be difficult to navigate what is genuine and what is hyperbolised for ulterior agendas. Abidin notes that these aspects contribute to online “refracted publics” which can be inclusive of environmental activism and perpetuate the lack of proper online engagement for these topics (2021).
Echo-chambers concerning environmental issues has led to an improvement of productivity and reinforcement of viewpoints in passionate individuals while the rest of society accessing passive media and entertainment remain largely apolitical (Palmer, 2015 p. 112). It is only particular groups within society such as scientists, conservationists and environmental mangers, indigenous peoples and allies with vested interests who are leading the way with environmental activism (Hayward et al., 2022). It seems conservation messages online are not solidifying the messages of experts pertaining to preserving native species within intact habitats (Hayward et al., 2022). One of the main issues environmental activists face is convincing people who are unaware or apathetic towards environment issues that directly impact their everyday lives. Echo-chambers involve well-intentioned activism from committed allies reaching the same fellow allies and not new individuals within the wider population. Instagram forces these allies to remain inside their online niches due to the nature of its algorithms (Jacqmarcq, 2021). Such algorithms support content that users are likely to engage with based on previous data of user interaction on the platform (Jacqmarcq, 2021). While it is useful to reaffirm values and beliefs in environmental allies, it diverts potential allies away from the cause. Another depiction of echo-chambers on Instagram is personal newsfeeds comprising of individuals that a person chooses to follow. The content provided to the user on a daily basis can show a large or small quantity of conservation related content depending on the individual’s preferences. Allies to conservation are the most likely audience to this content. This enhances allies’ identities to nature and disassociates those who continually miss out on online and offline involvement in conservation.
A large portion of activism demonstrated on Instagram can be seen as performative action (Palmer, 2015 p. 112). Individuals prioritise depicting themselves in a favourable manner above caring for the cause they are promoting (Palmer, 2015 p. 112). This phenomenon is known as ‘push-button activism’ or ‘slacktivism’ due to the temporary nature of activism in which no further consideration, research or action is taken after a photo or post is shared due to ulterior agenda behind the activism (Palmer, 2015 p. 112). ‘Clicktivism’ a variation of slacktivism where users include themselves in activist efforts by simply liking photos or posts which may convince an individual that they have contributed in a meaningful way and deter them from further action such as donating money to charities on volunteering for local community groups. It is imperative that online environmental lobbying becomes more collaborative and interactive on Instagram by means of the platform promoting a more democratic forum for expression, patience and tolerance (Lorenzen, Gill & Andreoni, 2016, p. 395; Jacqmarcq, 2021). Performative identities in some aspects are unhealthy in that they disassociate an individual from their real-life identity. This can be dangerous if self-representation online does not reflect the authentic-self. The most dangerous cases of slacktivism from those who have large social media following such as influencers. Whilst there is structural possibility for more evenly distributed collaboration on Instagram, the focus is people, in particular, influencers, perceived to have status and notoriety (Palmer, 2015 p. 112). This creates ‘networked microcelebrity activism’ in which the viewpoints on a particular environmental concern are not necessarily the most educated or involved, increasing the prevalence of slacktivism (Palmer, 2015 p. 112).
A case of well-intentioned but misinformed activism was the outcry of support for the preservation Gwelup’s Secret Garden. The hidden nature spot located in Careniup Wetlands Reserve in Perth is a popular for its intriguing surroundings due to vibrant and overgrown vine known as Morning Glory (Mutton, 2021). The unique landscape and mystery surrounding the area made it an appealing place for Instagram photographers to visit (Mutton, 2021). When the City of Stirling announced that the reserve was shut down and the Morning Glory was to be removed, many people on Instagram and other social media sites, expressed their concerns for the loss of their hidden spot (Mutton, 2021). However, some people were clearly not aware that Morning Glory is an invasive weed and the reason behind the area appearing magical. The weed outcompeted the native flora by suppressing the trees, reducing the area’s biodiversity and disrupting the natural ecosystem (Mutton, 2021). Other comments expressed online were from those who were aware of the weed destroying the conservation reserve but would rather a the more aesthetically pleasing Morning Glory to remain (Mutton, 2021). Another issue surrounding the Gwelup’s Secret Garden was the high amount of traffic causing a substantial increase of damage and rubbish left in the area (Mutton, 2021). This superseded people harmlessly enjoying what they perceived as a native bushland to the contribution further degradation of the natural area. These types of nature experiences brought about by Instagram promote disillusioned identities tied to nature.
While slacktivism as a result of performative identities on Instagram is the more common occurrence seen online, there are useful ways that identity can foster meaningful change online. The most valuable form of persuasion in activism is anecdotal evidence in the form of personal stories as they offer a sympathetic point of view free from facts or data that may confuse the average person (Lorenzen, Gill & Andreoni, 2016, p. 396). They also hone in on specific and more localised issues rather than overwhelming large-scale issues (Lorenzen, Gill & Andreoni, 2016, p. 396). These stories are more likely to be well-received and at the very least, considered, when told in-person rather than online. This is a positive use of strategic identity in environmental activism in comparison to slacktivism. The type of communication on Instagram involves likes, comments and sharing which can be superficial forms of communication and discourages deeper and expressive conversation that occurs with the back-and-forth flow of more collaborative efforts (Jacqmarcq, 2021). Relatable moderate identities from environmental activists such as a parent, an outdoor enthusiast or a local resident allows for people to empathise with their viewpoints and avoids politicisation of environmental issues (Lorenzen, Gill & Andreoni, 2016, p. 396).
Instagram, typical of many social media platforms popular in today’s society, largely does not foster meaningful activism for grassroots conservation efforts. This is significantly correlated to the nature of performative identities online which is perpetuated by the neoliberal economic structure of Instagram. The has potential to better promote more complex online discussions rather than the shallow conservations that do not allow for nuisance of opinions that require further elaboration more than a like, share or singular comment can provide. Unless the focus is moved away from capital gain and towards the facilitation of more authentic and democratic communication and collaboration, online issues such as echo-chambers and slacktivism will snowball as well as the overshadowing of crucial issues that are worthy of our attention.
References
Abidin, C. (2021). From “Networked Publics” to “Refracted Publics”: A Companion Framework for Researching “Below the Radar” Studies. Social Media + Society. https://doi.org/10.1177/2056305120984458
Albrecht, G. (2005). ‘Solastalgia’. A new concept in health and identity. PAN: Philosophy Activism Nature, (3), 41-55.
Blau, I. (2011). E-Collaboration Within, Between, and Without Institutions: Towards Better Functioning of Online Groups Through Networks. International Journal of e-Collaboration (IJeC), 7(4), 22-36. http://doi.org/10.4018/jec.2011100102
Hayward, M. W., Meyer, N. F., Balkenhol, N., Beranek, C. T., Bugir, C. K., Bushell, K. V., & Lindsey, P. A. (2022). Intergenerational inequity: stealing the joy and benefits of nature from our children. Frontiers in Ecology and Evolution, 28.
Jacqmarcq, M. (2021). Environmental Activism in the Digital Age. Flux: International Relations Review, 11(1).
Lorenzen, J. A., Gill, E., & Andreoni, M. (2016). “Turning Out the Grassroots”. Humanity & Society, 40(4), 379-400. http://dx.doi.org/10.1177/0160597616669756
Palmer, C. (2015). Stuck in cyberspace: Shifting power in the information age (Order No. 1597547). Available from ProQuest One Academic. (1719016659). https://www.proquest.com
Mutton, T. (2021, February 25). The Gwelup Secret Garden Will Soon Be No More. Perth Is OK!. https://perthisok.com/regions/perth-surrounds/gwelup-secret-garden-redevelopment/
I enjoyed your paper, Kaylee. I love the term ‘slacktivism’. Made me think of the many ways individuals online pay lip-service to causes and issues, then jump over to the next trending topic. I agree, as you say, this is potentially harmful to serious causes. I can’t help balancing all of this by thinking about the 100+ years of industrialisation and urbanisation across the world. And the concerns raised (as early as the 1850s) about what was happening to the environment, and to people growing up in, living in bleak city landscapes. Pollution, diversity, food chains – all have been topical at different times. Taking this longer view, I have to remain more positive than cynical. There is clearly much better awareness and understanding of the importance (not just aesthetic) of the environment we share. And social media platforms surely only add to this. The masses have probably never been much more active or much less active, on mass. But latent support and understanding at least help to accept and vote through action by those few fighting the fight with more than clicks.
Hi Brendan, thank you for your feedback on my paper. I also love the term ‘slacktivism’. I find it easy to become cynical of environmental issues in general so it is useful to remember the achievements of online environmental activism and how far we have progressed. It is heartwarming to see younger generations so passionate about environmental issues and making good use of online platforms; Greta Thunberg comes to mind. I think it would be difficult to measure if people are more or less active in taking action against environmental issues as our action has increased with the increasing number of environmental issues we face today. I think the issue is that it is not enough to rely on the few ‘fighting the fight’ at a time when more radical change needs to be enforced. For example, Australia’s climate policies are ranked last out of 64 countries and we are the worst offenders for emissions, renewables and energy use (SBS News, 2021). We live in an era where people are aware of environmental issues yet we struggle to make tangible change to keep up with the rate of environmental degradation. There needs to be a shift in the way our collective society perceives the environment and a further understanding of how integral thriving natural areas affect our everyday lives. Much like technology, I think people are unaware of how our natural world affects us until it is not it is no longer serving us. I believe the best kind of environmental activists have a deep gratitude for what they seek to conserve and that can only be cultivated from personal experience. Unfortunately the Australian government is not investing enough into making necessary changes so a bottom-up approach is needed; the general public needs to be more active in pushing for these changes. I’m curious to hear your thoughts. Thanks!
Reference: https://www.sbs.com.au/news/article/australias-climate-policies-have-been-ranked-last-out-of-64-countries/jkydtxz0i
This was a very informative read, Kaylee. It brought to light an issue that has been running rampant on social media yet was easily overlooked as an actual issue. I think the main reason behind “slacktivism” in my opinion is the short attention span of people when using social media. An Instagram story lasts about 3 seconds. You might look at a post for 5 seconds at most. This is not enough time for an average person to really comprehend the nature of a post or what the post advocates for. The text that follows the post is most often left unread. Unless the topic portrayed by the post or story is appealing for an individual, its simply a loop of double click and scroll. So, I do agree that activism is quite difficult to execute well on social media platforms like Instagram. While the chance of the reason behind the advocacy could be getting more attention in regards to the likes, no real activism will be happening to actually make a change. Thank you for bringing up such an important topic.
Hi Senera, thank you for taking the time to read my paper. It has been validating to put a label on an issues that I have noticed online. I agree with you that Instagram stories does not allow much time for meaningful activism, especially considering there are so many Instagram stories to scroll through in a day. I think the platform encourages people to have a short attention span because an individual will scroll through more profiles, stories, hyperlinks and hashtags. Most Instagram users will have experienced an online daze, scrolling through feeds or stories from one post to another only to realize where the time went.
This is a very informative reading Kaylee. You have unveiled the political economy of Instagram, that while it’s a platform for collaboration and innovation individuals mostly use it for their personal benefits such as fame and publicity. I agree with the idea that individuals do carry performative identities on Instagram and this isolates the. from who they are in real life. Yes people are being enslaved by social media as it’s economic system prioritise personal gains. I loved how you clearly explained how all activism done on Instagram carry some personal agendas behind them and how users participate in these activism just as a way of associating themselves with the influential people. I would also want to agree with Sennera that the timeline for Instagram stories is too short for such campaigns to be effective and very informative they need a longer time frame
Thank you for your kind words Martha. It is saddening to learn about the extent of the political economy on Instagram, however, I think it is something that people are becoming more aware of. I’m glad Instagram stories has been brought up. It makes me wonder if we’ll see activists utilising longer forms of content such as Instagram live.
A really thought provoking article Kaylee! I’m sure we’ve all been guilty of ‘slacktivism’ from one time to another, but seeing groups post more targeted strategies for help (i.e. donation links, infographics) has shown me how social media can still help without any ‘real’ effort. It’s interesting to think a photo-sharing platform is now pretty much our worldwide cultural hub, and highlights how relevant content needs to continually be pushed to enable meaningful conversations and actions. The concept of the instagram echo chamber is something I’ve also noticed, I wonder if this could be properly countered by a company that is obviously focused on content and profits. With this in mind, maybe the solution lies with us rather than the Instagram company themselves?
Hi Olivia,
Thank you for your feedback on my article. Donation links and infographics are some great strategies found on social media and I agree that serve an important purpose for online activist efforts of any kind. When I first heard about Instagram I was reluctant to make an account because I’m an average photographer. Seeing what the platform has become, it is evident that the platform is concerned with so much more than taking and uploading photos. It will certainly be interesting to see what new social media platforms arise in the future. I think if social media platforms such as Instagram are not providing the type of platform people want, it is up to the users to push for a change in the platform. It is not realistic for people to simply not use social media if their social lives and/or businesses rely on it. It seems we are accepting of social media platforms and how they are structured so we subject ourselves to issues such as slacktivism and echo-chambers. We are living in a time where people are becoming more educated on how social media platforms work, how that affects us as individuals and what we are not willing to accept on a social media platform.
Thanks for your comment!
Thanks for the detailed response Kaylee.
You are so right, consumers will push for change, and by doing this alter what a social media platform is used for, just like the Instagram example you provided me with. Facebooks Birthday Donation ‘present’ is a great donation strategy found on social media platforms which can help raise awareness and initiate support from the click of a button.
With this convenience, I wonder if donation levels have risen too because of the increased usage of social media platforms?
From some quick research it seems that donations on social media are very valuable at accumulating funds for a cause. 2022 statistics depict “29% of online donors say that social media is the communication tool that most inspires the to give [email 27%, website, 18%, print, 12%, TV ad 6%] (Matthews, 2022). I think the amount of donations raised on social media platforms would be dependent on specific issues. For example, in my experience, people are more likely to donate towards the conservation of popular species such as the koala, rather than wildlife, plants or specific areas they are unfamiliar with.
It’s an interesting point to consider. Thank you for bringing it up Liv.
Reference: https://empower.agency/social-media-stats-charities-nonprofits/
As a user of instagram I know it has positive and negative effects on it’s users. Your paper does well to focus on such an important issue – environmentalism and in this case the lack of. I understand the disconnect to our surroundings and find the term ‘solastalgia’ fascinating! It makes so much sense if applything this to a rise in anxiety and depression in those that live in highly developed and urban settings – we are taken out from our natural landscape that has been so vital to our development.
I enjoyed how you used such a local example – Gwelup secret garden to emphasise the obsession instagram communities can have over aesthetic locations, often ignoring the clear problems arising from popularity and fixated on getting ‘a pic’.
A parallel and contrast to all you promote in this is that the devices created to use instagram and other such environmentally disconnecting applications are actually developed by destroying and utilising the environment, as if its a constantly churning cycle that is getting worse and worse for us the users.
It should be a place to allow discourse and further progression for environmentalism but after reading your paper I agree and understand why it is in most cases not.
Hi Michael,
Thank you for your comment. I agree that those living in highly developed urban areas are more at risk at being disconnected from the natural world. You bring up an interesting point that social media platforms and indeed all technology has lasting environmental impacts. This can seem counter-intuitive for online environmental activism but I think many would agree that social media and internet use is unavoidable with the reality of today. My boss, the owner of a small environmental consultant business, has reluctantly bought his first smartphone and downloaded Whatsapp in order to stay up-to-date with information.
There is great potential for social media platforms such as Instagram to improve and facilitate meaningful communication and collaboration including activism. Perhaps, a better app will be created to facilitate these needs!
I’m glad you enjoyed my paper and appreciate your feedback.
A really well written and informative paper!
Touches very well on the issues of online virtue signalling for gratification where the breadth and depth of someones care for a cause is only as deep as it needs to be to recieve validation from their peers.
I fear we may never dislodge the popularity of this shallow form of activism, as its both risk free and non labor intensive.
The pitfalls of misguided placement of attention and funds would be another by-product of the process. A shallow and disconnected “Slactavist” would easily be seperated from their hard earned money by any number of charlatans.