The global screen media industry has been at the forefront of raising awareness for the political and social issues resulting from accelerated environmental instability. Over the past two decades, not only have these subjects been more prominently represented on screen, but sustainability and eco-friendly rhetoric have become central to the rebranding of studios, the activism and social capital of movie stars, and the publicity strategies designed to draw audiences to cinemas, television, and streaming services.
However, the 21st century relationship between screen media and the environment has another, far less positive aspect that demands urgent scrutiny. The advent of the digital age and the vast electronic infrastructure required to support digital production and distribution has resulted in the rapid expansion and diversification of the industry’s energy use. It has become a major burden on natural resources and energy grids and a rampant producer of greenhouse gases, toxic pollutants, and non-biodegradable waste. Addressing these consequences is essential to alleviating their environmental impact and ensuring that the industry’s rhetoric on environmental responsibility is reflected in its practice. Furthermore, the fact that the impact of the infrastructure required for the creation and delivery of digital products is largely hidden from the consumer increases the need for the Global Green Media Production Network (GPN) as a means of encouraging transparency, raising awareness and exploring potential solutions.
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