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There is a growing worry about people possibly isolating themselves in online bubbles and avoiding contact with ideas that differ from their beliefs, creating a scenario of ideological polarization. To investigate into this matter, this work aims for a reflection about the contingency of communication in social media. Does social media make the experience of communication in the digital space more contingent (providing it with more possibilities, with people accessing different contents and ideas) or less contingent (reducing the available possibilities, making people isolate themselves)?

This is a theoretical work, constructed through bibliographical reviews. To reflect about the question that are posed, the author selected Niklas Luhmann's social systems theory to approach the concept of contingency. In addition to that, the author presented the main arguments of the debates about echo chambers and online bubbles. In the end, the author combined the two reviews together using elements of the Luhmannian theory and drew some conclusions about the initial question.

The study concluded that social media have an ambivalent potential regarding contingency in the digital space: it can both expand or reduce the available possibilities of communication, depending on criteria like topic, potential of diffusion and focus of attention. There is no one-side effect.

The approach at echo chambers does not reflect “the” form of contingency in social media, but “a” form. Therefore, the study cannot provide any general conclusions about the relation between contingency and social media. The digital space is a large one, and more studies are required to achieve more substantial propositions.

The research has an originality value both for systems theory and social media studies. First, because, as far as the author knows, no other system-theoretical argument has taken the connection between contingency and social media as a primary analysis object. Second, because of a theoretical interpretation effort, the studies of echo chambers indicate mixed results about the phenomenon of online isolation, but no attempt was made to make sense of these mixed results from a specific sociological theory. The author did that by using Luhmann's theoretical framework, which proved to be a good tool for explaining and unifying these different results on a more abstract level.

This article aims at - exploring and prioritizing the barriers to adoption of digitization in supply chains (SCs), categorizing them into sustainability triple bottom line (STBL) based upon their direct impact and suggesting digital technologies to address each barrier.

A five-phase methodology is used which consists of an exploration of 44 barriers to the adoption of digitization in SCs, analysis of 44 barriers for mean, standard deviation and Cronbach alpha based on questionnaire-based feedback of 25 experts, extraction of 10 most significant barriers through 05 experts, followed by categorization of the barriers into STBL referring to their direct impact on STBL, prioritization of ten barriers using Fuzzy Technique for Order Performance by Similarity to Ideal Solution and recommendation of digital technologies to address each barrier.

While all the barriers considered in this study significantly impede the adoption of digitization in SCs, lack of top management commitment (B1) is found to be most crucial while lack of culture toward use of information and communication technology required for digitization (B3) has minimum impact. Large investment in digital infrastructure (B6), difficulty in integration of cyber physical systems (CPSs) on varied platforms (B8) and lack of experts having knowledge of digital technologies (B2) are equally important barriers requiring more attention while adopting digitization in SCs.

This study is mainly based on feedback from 25 seasoned experts; a wider cross section of experts will give more insight.

The outcomes are very significant for organizations looking to adopt digitization in their SCs. Simultaneous consideration to all the barriers becomes impractical hence prioritization of same will be useful for the SC managers to benchmark their preparedness and decide strategies for the adoption of digitization with due consideration toward the impact of barriers on STBL. The digital technologies recommended will further aid in planning the digital strategies to address each barrier.

A unique approach to explore, analyze, prioritize and categorize the barriers to adoption of digitization in SCs is used to provide a deeper understanding of factors deterring the same. It implies that a supportive top management along with systematic allocation of finances plays a crucial role. The importance of availability of digital experts for integrating CPSs on a single platform is also highlighted. The digital technologies recommended will further assist the organizations toward adoption of digitization in SCs with due consideration to STBL.