We Are Not Superhuman! Cultural Frames of Technological Sustainability in Science-Based Discourses

Knorr, Charlotte ; Brück, Janise ; Abrahams, Nina und Guenther, Lars (2025): We Are Not Superhuman! Cultural Frames of Technological Sustainability in Science-Based Discourses. NordMedia Conference 2025, Odense, Denmark, 13.-15. August 2025.

Abstract

Our study explores the intersection of technological innovations and sustainability within scientific discourses by examining how these technologies are culturally framed and their implications for resource protection. Theoretically, we build on the socio-cultural grounding of discursive formations. Using a qualitative content analysis, we examine press releases from German climate research organizations to identify patterns and cultural motifs related to technological advancements and their sustainability. Our findings indicate a predominant focus on economic topics intertwined with motifs of “Cutting-Edge Research” and “Climate Awareness.” The discourse reflects demands for sustainable technologies in the context of climate crisis awareness, emphasizing the role of Artificial Intelligence (AI) in advancing sustainable solutions. Additionally, our study highlights the tension between technological reliance and resource sustainability, advocating for a balanced approach to innovation. That way, the materiality of sustainable technology is negotiated within a vacuum of innovation and the accompanying societal transformations, particularly considering the environmental responsibility.

• Item Type: Conference or Workshop Item (Speech)
• Faculties: Social Sciences > Department of Communications and Media (IfKW)
• Subjects: 300 Social sciences > 380 Commerce, communications and transportation
• Language: English