«Зеленая» диалектика медиаиндустрии: продвижение экотрендов и антиэкологичное поведение

Технологос. 2023. № 3. С. 98–110.

Kiriya I.

“Green” behavior, respect for the environment , attention to the problem of anthropogenic pollution, human impact on nature, “green products” – such issues have become preferred topics for the entertainment industry which may be called a most important tool to advance “green” agenda and promote a certain fashion for the ecological way of life and reasoning. As a result, this industry became represented as something per itself ecological and oriented toward sustainable development, while the industry refusal to use paper over the last 15 years is apprehended as something particularly socially responsible and ecologically friendly. In this paper we are trying to question the thesis about per default ecological friendliness of cultural industries through examining the chain of mutual influences of these and other industries (notably – telecommunications, IT etc.). It shows the impact of such industries on non-ecological behavior. Within “deep mediatization” these industries are closely integrated with others, such as medicine, transport, education, trade, which drives the “device race” and much more negatively impacts nature than production of paper in the newspaper’s era. Through the analysis of environmental and sustainability reports of big tech and media corporations, the author shows that the so-called “green shift” is just a strategy to attract investments into the trendy industry rather than real care about the collective wellbeing.

Keywords: экология, капитализм, идеология, устойчивое развитие, медиакапитал, медиаиндустрия, зеленая повестка, критика капитализма