AbstractsCommunication

Behavioral Change on the Biking Lane; Behavioral Change on the Biking Lane

by Asbjørn Elizabeth Hartmann Hansen Roshni Kiilerich Jakobsen Anniina Mansikka Jean Henri Moisio Magda Tarasiewicz




Institution: Roskilde University
Department:
Year: 2014
Keywords: The point of departure of this project took its source within our understanding of the cycling culture of Copenhagen. As most of us are regular users of the biking lanes, we noticed numbers of behavioral problems among the city’s cyclists, which impact negatively the overall biking experience. Based on this utterance, we produced a video with the end-goal of leading biking lane users to give thought upon their cycling habits and possibly changing them. By conducting a focus group interview, we examined how our target audience perceived the video and its message within a socio-cultural theoretical framework. The findings of the analysis helped us understand, how our focus group participants made sense of the video, and whether they assimilated our intended message. The whole project inscribes itself within the field of audience analysis as much as communication planning.
Record ID: 1120265
Full text PDF: http://rudar.ruc.dk/handle/1800/17371


Abstract

The point of departure of this project took its source within our understanding of the cycling culture of Copenhagen. As most of us are regular users of the biking lanes, we noticed numbers of behavioral problems among the city’s cyclists, which impact negatively the overall biking experience. Based on this utterance, we produced a video with the end-goal of leading biking lane users to give thought upon their cycling habits and possibly changing them. By conducting a focus group interview, we examined how our target audience perceived the video and its message within a socio-cultural theoretical framework. The findings of the analysis helped us understand, how our focus group participants made sense of the video, and whether they assimilated our intended message. The whole project inscribes itself within the field of audience analysis as much as communication planning.