Web 2.0 and social media applications that allow people to share, co-create and rate online content are crucial new ways for conservation organizations to reach audiences and for concerned individuals and organizations to be (seen as) ‘green’. These dynamics are rapidly changing the politics and political economy of nature conservation. By developing the concept of ‘nature 2.0’ and building on empirical insights, the article explores and theorizes these changes. It argues that online activities stimulate and complicate the commodification of biodiversity and help to reimagine ideas, ideals and experiences of (‘pristine’) nature. By exploring the implications of these arguments in relation to several key themes in new media studies, the article aims to provide building blocks for further investigations into the world of nature 2.0 and the effects of new media on human–nature dynamics more broadly.

Co-creation, commodification, conservation, environment, nature, new media, web 2.0
dx.doi.org/10.1177/1461444814545841, hdl.handle.net/1765/90460
New Media & Society
Erasmus University Rotterdam

Büscher, B.E. (2014). Nature 2.0: Exploring and theorizing the links between new media and nature conservation. New Media & Society, 18(5), 726–743. doi:10.1177/1461444814545841