Making the circular economy online: a hyperlink analysis of the articulation of nutrient recycling in Finland

The circular economy (CE) is currently generating considerable expectations. The concept describes an aspired future but does not provide clear guidance for policy-making. As policy outcomes often rest on initiatives generated in a bottom-up fashion, our attention must be directed to the ways policies are made accessible and interesting to those who might take the initiative. We claim that on-line publicity plays a key role in this. Our findings from a hyperlink analysis focusing on a government funding call for nutrient recycling in Finland show how multiple versions of the policy topic unfold online, as emergent hyperlink clusters prioritize specific agents, material circuits, and policy visions over others. The topic becomes connected with activities and agendas to create path dependencies and to strengthen existing divisions rather than to advocate change. Thus, we argue that CE policy design must recognize the way policy is shaped through online publicity creation.