The Social Representation of Sustainable Mobility: An Exploratory Investigation on Social Media Networks

Abstract

This paper analyzes the social representation (SR) of sustainable mobility as it emerges from social media networks. The role of social media (SM) as contexts of creation, negotiation, and diffusion of a mobility culture worldwide is discussed, together with the results of an empirical investigation that explored the contents and structure of the discourse on “sustainable mobility” as it emerges from the posts published (in English) on two highly used social media (Facebook and TikTok) platforms during the years 2022 and 2023. First of all, the results confirm the relevance of social media as an indicator of ongoing trends in the evolution of mobility culture and the usefulness of S. Moscovici’s theory of social representations as a theoretical framework for analyzing such trends. In particular, several new trends in the SRs of sustainable mobility were identified. These include, for example, the decline in skeptical views and the rise of more optimistic ones, regarding the feasibility of changing people’s mobility styles worldwide. Such views appear to be fostered by the positive perception of new technological innovations (electric vehicles), as well as by their endorsement by both the business sector and governmental institutions. Practical implications and theoretical indications for future research are also outlined.

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“…A particular emphasis is placed on promoting the GI concept across social media platforms. Our research findings partially align with the study conducted by Metastasio et al [73], which explored the role of social media and the outcomes derived from posts shared on two widely used platforms (Facebook and TikTok) during 2022 and 2023. Their results validate the significance of social media as indicators of current trends in the evolution of information dissemination.…”

Assessing the EU Climate and Energy Policy Priorities for Transport and Mobility through the Analysis of User-Generated Social Media Content Based on Text-Mining Techniques

“…Furthermore, future research endeavors could delve into alternative communication modalities beyond textual comments. Emoticons, photos, and videos have the potential to convey nuanced perceptions and emotions just as effectively as textual content [98]. Therefore, adopting novel approaches to analyze these diverse communication modalities would enrich our understanding of social media discourse and provide a more comprehensive insight into public sentiments and attitudes.…”