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

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.