Anticipating the societal transformation required to solve the environmental crisis in the 21st century

This article introduces an ecosemiotic approach to the two great challenges facing humanity in 21st century: solving escalating environmental crisis, while also safeguarding and further improving human living conditions. An framework for study of societal transformations is presented political other normative aspects what I call transformative semiotics are discussed. envelops socio-cultural socio-ecological developments framed terms umwelt theory Deep Ecology. In long run, ecology as reflected our changing relations non-humans expressed trajectory humankind. The question how crisis can best be solved therefore tantamount about direction should take this century. outline different plausible scenarios century, focused on business-as-usual, ecomodernist Ecology scenarios. a concluding discussion technology sustainability, scenario development eventually includes distinction between flexible inflexible paths.