Scaling Up the Self,Scaling Down the World: Self-objectification and the Politics of Carbon Offsets and Personalised Genomics

Two global initiatives, the Genographic Project and the Carbon Lottery, share an ambition to make abstract, global processes—human evolution and climate change—comprehensible and engaging to non-specialists. Despite their differences, they both do so by means of self-objectifications that scale up the selves of participants and scale down complex, spatio-temporal models of human–world relations. The author’s auto-ethnographic experiences in both initiatives illustrate how carbon calculators and personalised genomics involve a pragmatics of scale that evaluates and compares users on the basis of their relative expression of, or deviation from, a standard. Furthermore, this is not based on actual resources that participants do or do not possess, but on forms of capitalist exchange that underwrite carbon trading and population genomics, as experts and corporations make intellectual property derived from purportedly rare DNA and sustainable practices, which are typically indigenous and non-western. In fact, the global inequalities that make possible transactions in carbon offsets and genetic ancestry are obscured from view. As a result, though initiatives like the Genographic Project and Carbon Lottery may provide comprehensible self-objectifications, they potentially make the world more unequal in the process.