The digital backlash: New research on our love-hate relationship with the screen

Media scepticism is not new. Socrates believed that introducing the alphabet would weaken our memory and make us lazy. The telegraph was met with concerns of information overload and video games were seen as training for real-life violence.

Trine Syvertsen, professor at the Department of Media and Communication at the University of Oslo, grew up in a 'TV-free home' in the 1960s and has always been interested in how new media is met with scepticism. In the book ‘The Digital Backlash and the Paradoxes of Disconnection’ from 2024, she and her co-authors explore our love-hate relationship with the digital world.

Mobile-free holiday camp for tech leaders

"At the beginning of the 2000s, it seemed like the internet and the digital world were the answer to all our problems. Many believed it would promote democracy and freedom. But around 2010, I saw how this changed and the term 'digital detox' emerged. In Silicon Valley, adults started going on mobile-free holiday camps as early as 2014", says Syvertsen

Camp Grounded is one of the most well-known mobile-free camps in Silicon Valley. It is known for its ban on work talk and smartphones, and the use of nicknames. Participants are encouraged to completely disconnect from the digital world and reconnect with nature and 'the real.'

"These types of activities show how dependent we have become on digital technology and how difficult it is for many to disconnect on their own. Many take responsibility for their digital use by developing strategies for logging off, such as putting their phones away, turning off notifications, or using apps (sic!) that limit screen time. However, surveys show that a large majority feel they are online too much and find it difficult to manage mobile use".

"But why don't we just stop using our phones all the time? We are, after all, in charge."

"I usually say that you are dependent on the phone in the same way as you are dependent on your keys and your coat. It has become a necessary part of everyday life. It is therefore not an addiction in the same way as with drugs or alcohol, but a 'dependency'. When everything from communicating with the kindergarten to booking meetings at work to getting your bloodwork results is done digitally, it's not just a matter of 'logging off'.

"This is exactly the paradox we want to demonstrate in the book. We want the benefits of digitalization, but at the same time, we experience negative consequences such as digital dependency and overload. We want it, but we don't want it.

"We are sitting here ourselves in the heart of it, Oslo Science Park, where many apps and digital products are being developed, while those who work here love table tennis, and yoga, and value physical meetings."

"I think this duality is very common among people in tech environments. Those who have created the digital world also flee from it. Technology leaders in Silicon Valley who have developed addictive apps and platforms are often the first to seek digital disconnection."

Authorities must protect us

Syvertsen and her co-researchers point out that the responsibility for digital addiction is threefold. Both the individual, the tech companies, and the authorities must do their part of the job.

"The authorities are taking more responsibility and taking the initiative to regulate technology companies and protect citizens from digital overuse," says Syvertsen.

She highlights the EU's attempts to regulate large technology companies and the "The Right to Disconnect" law, which gives employees the right to log off after working hours. In Norway, the Minister of Education Kari Nessa Nordtun has been a clear voice against mobile phones and other screens in schools. However, there are many barriers to political regulation, including strong resistance from technology companies and challenges in finding effective solutions.

"In Norway, media regulation is often done in collaboration between authorities and companies. But when the Minister of Education calls giants like Google, Facebook, and Netflix to the carpet, the result is disappointing. It's not the same as talking to Schibsted and NRK, to put it that way."

Personal data as currency

The Cambridge Analytica scandal in 2018 was an important turning point in people's view of tech companies. It revealed how Facebook data was used to reach voters in political campaigns without their knowledge or consent.

"After this, technological scepticism became more common. The revelations helped to demystify large tech companies and show that they are not neutral platforms, but powerful actors with significant political and societal influence. We have also become aware that our attention is the currency for these platforms."

"So we are back to fending for ourselves?"

"Yes, but we get some support from the changing norms in our society. For example, surveys show that a large majority believe that mobile phones should be put away during meals with friends. About half say they keep the phone out of the bedroom. There are now mobile-free zones in libraries, mobile-free concerts and weddings, and people often travel to tourist cabins without coverage.

"Isn't there a certain degree of moralism in this? Perhaps also a class distinction?"

"Definitely. Ten to fifteen years ago, it was a status symbol to be connected, while now we say 'offline is the new luxury'. If you use a typewriter instead of a PC, it's not because you can't afford a PC - it's an identity marker. But we also end up in conflicts of values where some think screens are okay and others don't. It's also common to see one's own screen as useful and necessary, while others are seen as disruptive and rude.

Unplugging becomes mainstream

In Sweden, a box to place your mobile phone, resulting in reduced usage because it's out of reach, became Christmas gift of the year as early as 2019. A trend analyst at Telenor described the award as a sign of moral panic and tech anxiety and a way to place shame on mobile phone use. Now the trend has shifted, and several major companies want to tap into ordinary people's increasing resistance to being constantly connected. These days, Telia is running a campaign where they are launching the 'Pause Box' - a cardboard box with space for 12 mobile phones.

"Screens bring a lot of good, but we at Telia also realize that it has become a bit too much of a good thing. We have helped Norwegians connect to 5G and the internet, and now we want to help them disconnect," says CEO Stein-Erik Vellan of Telia Norway to the website Kampanje.

Syvertsen points out that the desire to disconnect has become part of mainstream culture, not just reserved for tech elites, and it’s no surprise that companies are following suit. However, she is not entirely positive about the strategy they are choosing.

"For example, I receive inquiries from mobile companies and tech players who want to advise users on how to reduce their screen time. They want to show responsibility. But at the same time, it’s a kind of responsibility that involves pointing fingers at users, right? It’s not a responsibility that actually involves companies doing something. They just say you have to be responsible."

As the book’s title indicates, we are, according to the authors, in a paradox as consumers and humans. Technology is useful and enjoyable, yet also disruptive and invasive.

"We live in an attention economy where technology has greater implications than ever. But even though I'm ambivalent, I'm not that worried. Humans have always managed new technology, and we will continue to do so. Everyone from schools, workplaces to wedding planners, and you and I must take responsibility for how we live together," Syvertsen concludes.