By Silje Pileberg
Even though digitalisation is in full swing, most Norwegians are now ambivalent about life online, according to media researchers at the University of Oslo.
An increasing number of individuals today recognise the drawbacks of a mobile and screen-based lifestyle, according to media researchers at the University of Oslo (UiO). This perspective marks a shift from the optimism that dominated when the internet became widely accessible at the turn of the millennium.
“We see various reactions, from activism focused on mobile use in schools to political initiatives and debates. Although people aren't logging off permanently, they are finding different ways to take digital breaks,” says Trine Syvertsen, professor of media studies and leader of a large research project on digital media use.
However, changing these habits is not an easy task.
“There has always been scepticism towards media technology. What sets the current situation apart is that we now live in an attention economy, where companies profit from capturing our attention. Our personal data has become the most valuable currency. This makes the pressure more intense.”
The hopes for the internet were high
Syvertsen has recently published the book The Digital Backlash and the Paradoxes of Disconnection, where she, along with researchers from various countries, explores what they call a digital backlash.
She notes that in the 20th century, television faced the most resistance, primarily due to its tendency to induce passivity among viewers.
“When the internet first emerged, many believed it would be the path to democracy and dialogue. But around 2010, after the advent of smartphones and social media, the first signs appeared that the optimism was beginning to wane a bit,” says Syvertsen.
That is when she first read a book about digital detox or digital disconnection.
“Back then, it might have been about logging off for a year. Today, we might consider logging off for a weekend.”
Around 2014–2015, apps designed to help us disconnect emerged. At the same time, summer camps without mobile devices started appearing. Then, around 2018, the scandals began: Social media platforms were using people's personal data without consent. These revelations sparked strong reactions.
Sleeping bags for smartphones
Syvertsen and her co-authors have identified a broad trend encompassing everything from individual efforts to disconnect to public debates about Big Tech companies.
They believe that measures are being implemented on three levels: political, individual, and within civil society.
“For instance, politicians might regulate platforms or ban mobile phones in schools. The EU is also considering legislation that would govern employees' right to disconnect after work hours.”
Individuals are taking their own measures, such as deleting apps or setting aside their phones.
Civil society includes everything from organisations to cafes and groups of friends. There is significant activity occurring in this space, such as:
Even tech companies have jumped on the trend, introducing products like boxes designed to hold your phone. In 2019, a Swedish trade association even dubbed such a box the “Christmas Gift of the Year,” a detail that the authors highlight in their book.
The responsibility falls on the individual
One challenge, however, is that smartphones combine entertainment and distracting features with essential functions, such as buying bus tickets or unlocking the door at home, Syvertsen points out.
“People need their phones, and this creates a dilemma. The responsibility for finding a balance in usage falls largely on the individual,” she says.
This is also true when a telecom operator launches a “pause box” for phones, she highlights.
“It ultimately falls on you to take responsibility. Meanwhile the companies continue to offer services aimed at increasing usage and profits.”
Women feel their screen time is excessive
The media researchers interviewed over 100 teenagers and adults in Norway and conducted a representative survey.
The survey reveals that 65 percent of women believe they spend too much time on their phones, compared to 50 percent of men. Since 2018, these numbers have risen for both genders, but the increase is particularly pronounced among women.
“Many express that action needs to be taken, but when asked directly about the necessity of public regulations, they remain uncertain. They acknowledge the many useful aspects of social media.”
The surveys also indicate that conflicts over screen and mobile use are common in Norwegian homes.
“There's a great deal of blaming and shaming. People tend to blame each other and are often more content with their own mobile habits than those of others,” says Syvertsen.
Divided opinions on mobile use in bed
Overall, more women than men report putting their phones away. Women are more likely than men to set aside their phones in situations such as spending time with friends or family or when enjoying the outdoors.
Several etiquette norms have also developed regarding when to put phones away. For instance, 83 percent of women and 73 percent of men say they put their phones away during meals with others.
However, opinions are divided on certain situations; about half of people consider it acceptable to use a phone in bed, while the other half do not. Researchers have not observed significant gender differences on this issue, but they do note another interesting distinction
“Among childless couples, significantly more report not having a phone in bed. Conversely, couples with children are more likely to bring their phones to bed. Perhaps they're trying to set their phones aside when the kids are present and catch up in bed?”