Abstract
In the Spotlight
The environmental impact of nonrenewable energies, such as fossil and nuclear fuels, is becoming more and more dramatic. The heating of the atmosphere caused by these emissions is associated with more frequent extreme weather occurrences, such as periods of dryness alternated with floods and tempests. Climate disasters hit developing countries in particular, weaking their fragile economies, with sociopolitical implications that often extend to the rest of the world. To invert this trend, it is not only important to foster research and investments on renewable resources and reduce energy waste, it is also fundamental to raise awareness among citizens and identify effective ways to foster sustainable behaviors, as well as to encourage community-based approaches. Changing citizens' behaviours, however, is not easy. In the last decades, this goal has been pursued mainly through environmental awareness campaigns carried out via traditional mass media such as newspapers, television, and radio. The effectiveness of these campaigns is difficult to estimate. However, there is wide consensus that much more could be done in order to encourage people to reduce consumption patterns and to encourage more sustainable lifestyles. Social media and ubiquitous computing can offer potentially effective tools for addressing these challenges. As suggested by Stanford psychologist, B.J. Fogg, social networks can facilitate “mass interpersonal persuasion” by leveraging six key components:
∙ Persuasive experience: the experience is designed to change attitudes, behaviors, or both.
∙ Automated structure: digital technology structures the persuasive experience.
∙ Social distribution: the persuasive experience is shared within the network of friends.
∙ Rapid cycle: the persuasive experience can be rapidly disseminated from person to person.
∙ Huge social graph: the persuasive experience can reach millions of individuals thanks to social ties and interactions.
∙ Measured impact: the effects of persuasive experience can be objectively measured.
The persuasive potential of social networks can be used to promote (at least) three types of ecological behaviours:
(1) Optimize energy use;
(2) Reduce emissions, in particular CO2;
(3) Increase adoption of renewable energy tecnologies.
The result of this strategy, which I would define as “Ecology 2.0” or “Participatory Ecology,” is the development of new ICT services and applications that aims at creating higher awareness about sustainability, promoting collective participation in ecological protection, and providing citizens with new modalities of interaction with products and their environment. The final goal of Ecology 2.0 is to empower citizens to become agents of positive environmental change by increasing their involvement in decision-making processes and enabling an open discussion with institutions. In addition to encouraging active participation, the mission of Ecology 2.0 is to provide citizens with the opportunity of exchanging knowledge and ideas about environmental protection, allowing new paths for sharing collective interests. This issue's Internet Corner provides some examples of this emerging vision.
Internet Corner
∙ Using social media to help people optimizing energy use. Former startup Greenbox (
∙ Using social media to foster emisson reduction. Ecorio (
∙ Using social media to increase adoption of renewable energy tecnologies. RoofRay (
Upcoming Meetings
Viña del Mar/Valparaíso, Chile
August 31–September 2, 2011
Lisbon, Portugal
September 5–9, 2011
Aarhus, Denmark
September 24–28, 2011
Eindhoven, Netherlands
October 19–21, 2011
Koblenz, Germany
October 23–27, 2011
Turin, Italy
October 25–28, 2011
New York
November 1–2, 2011
Bandung, Indonesia
November 29–30, 2011
Shah Alam, Selangor, Malaysia
November 26–December 2, 2011
Dallas, Texas
December 14–16, 2011
Aachen, Germany
December 6–10, 2011