Imaginaries on ice: Sociotechnical futures of data centre development in Norway and Iceland

In 2018, Norway promoted itself as a 'Datacentre Nation'. In terms of low cost, renewably generated sources of electricity and low ambient temperatures, Nordic countries and the data centre sector are potentially mutual beneficiaries - yet, there are also negative impacts associated with the necessary electric power production. With this as a starting point, for Norway and Iceland, we explore how data centre proponents promulgate similar techno-environmental imaginaries, but achieve differing degrees of stabilisation. To this end, we use three sources of imaginaries relating to data centre development in Iceland and Norway: those implicit in promotional imagery originating within the countries concerned; those implicit in international newspapers, as indicative of external perceptions; and those implicit in focus groups with the Norwegian and Icelandic public. We show how data centre advocates deploy visual imagery to create a promotional techno-environmental imaginary that marries nature with the digital in a symbiotic form, and we observe that this is largely consistent with the more mundane international imaginary of Norwegian data centres. For Iceland, however, the external imaginary is dominated by associations of excess energy consumption by bitcoin mining. For the publics questioned, there are multiple imaginaries of data centres, with significant notes of moral and other forms of scepticism. Looking ahead, we suggest that for long-term stabilisation of positive data centre imaginaries, conducive to investment, the capacity of Iceland and Norway to equitably supply sufficient renewable power will need to be addressed as a matter of urgency.