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My particular interest is the discourse related to cycling and cyclists, and the social psychology/sociology it reveals. I have completed Critical Discourse Analysis of television, radio, and social media related to cycling and cyclists.
In Road Safety Authority Ireland print and video artefacts, cyclists are as a rule depicted in high visibility clothing also suitable for sport, and a helmet. Four studies relevant to the Irish context identify fear as a primary barrier to cycling uptake, including the conviction cycling is socially unacceptable. Cycling advocates argue the depicti...
Following the analysis of television, radio, and social media communications in Ireland, I concluded that patterns and trends in the discourse are consistent with a Social Dominance dynamic being in operation on Irish roads. This should also be true for any roads network where the private car is the most used form of transport. In the second phase of the project I will test my conclusions through an audience study involving a survey and structured interviews.