A newly published study into the impact social media has on policymaking in the United Kingdom has concluded that cycling campaigners may “unwittingly undermine their own discourse” online and can be viewed as “rude” and impossible to please by some councils.

The research article published last week, first reported by the Guardian, is titled ‘Does social media influence local elected leaders? A study of online engagement methods through the lens of cycling policymaking in the United Kingdom’. As that header suggests, it surveyed council policymakers and local officials on the impact social media campaigning and discourse has on cycling projects, such as building cycle lanes and active travel infrastructure.

New cycle lane, planters, benches on West Blackhall Street, Greenock
New cycle lane, planters, benches on West Blackhall Street, Greenock (Image Credit: Sustrans)

While the responses clearly suggested opponents to cycling schemes were the most uniformly hostile, there are still aspects of pro-cycling discourse on social media which may be “counterproductive” to campaigners’ goals of seeing more safe bike lanes built.

The research states that “distilled and intensified viewpoints” on Twitter and Facebook means there is “minimal space or nuance” and even when cycling infrastructure is built councillors feel “overly critical” cyclists can leave them feeling like “nothing we ever do will make cyclists happy” and so can “massively undermine” desire for future projects.

One respondent said, “Cycling campaigners are mostly counterproductive due to their rudeness.”

Stranmillis embankment cycle lane, Belfast
Stranmillis embankment cycle lane, Belfast (Image Credit: Sustrans)

A second figure said councils “find it harder to advocate for more cycle infrastructure, not because people don’t like it, but because people feel that (from their impression from social media) nothing we ever do will make cyclists happy”.

Another respondent said cyclists on social media “can massively undermine [cycling’s] case, particularly with sceptical councillors”.

Interestingly, despite cycling campaigning apparently annoying the policymakers surveyed, the concerns about “very toxic” and “often abusive” debate around cycling was accepted as primarily down to those opposed to cycle projects, often posting anonymously.

“Misinformation … from the libertarian fringe or organisations,” one respondent described the opposition to cycling on social media. While the council officers suggested pro-cycling voices could be the harshest critics and sometimes come across as “rude”, the opposition to projects is the most uniformly hostile.

Is cycling discourse on social media “counterproductive”?

Although unstated in the research, it would be interesting to see which councils feel their projects were subject to unfair criticism and “rudeness”, to see if complaints were justified or indeed overly critical. For example, was the criticism about infrastructure that’s actually very good but could be made even better with a couple of minor tweaks, or from the genre below.

Another bad bike lane
Another bad bike lane (Image Credit: @geoffallard/Twitter)

We’ve reported on numerous cycling infrastructure projects with obvious issues that deserve to be questioned, such as dangerous routing, substandard installation and other very legitimate concerns, so it would be handy to see the context behind some of the policymakers’ comments.

With that said, a “central finding” of the research was the inherent lack of nuance social media platforms suffer from, Twitter and Facebook described as offering “distilled and intensified viewpoints”.

Belfast cycle lane
Belfast cycle lane (Image Credit: Department for Infrastructure)

Continuing the more general point about the ineffectiveness of campaigning on social media that applies to not just cycling campaigners, the research concluded: “Whilst there is evidence to suggest that social media does serve a purpose in the activist’s toolbox, this evidence tells us much about the efficacy of legitimate grassroot approaches. For those grassroots activists, direct-engagement rooted in the community (i.e., emails or face-to-face surgeries, alongside council-led consultations) is widely viewed as the best way to affect decision-making.

“Those using anonymous accounts to make representations – either as individuals, or unofficial groups – are not given the same credence as identifiable individuals or recognised community stakeholders. This appears to apply equally for both pro- and anti-cycling groups.

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“The evidence presented in this study suggests that despite some utility, social media does not substitute for traditional agonistic methods of local public engagement. It therefore appears that social-media influencers are unlikely to initiate large-scale change. Moreover, the distilled nature of social media means that those seeking to act as critical friends might, unwittingly, undermine their own discourse.

“Although the findings suggest concerted and constructive styles of online engagement with local leaders may yield results, for the normal citizen and ‘passive listener’, they may be better-placed engaging through face-to-face contact, emails, and formal consultation as the best way to influence attitudes. If grassroots activists wish to shift opinion, then this appears to be the best option.”

Ultimately, the respondents, when asked to list forms of engagement in order of effectiveness, almost always put emails and face-to-face chats above posts on Twitter, Facebook and other social media sites.

What do you think? Does the research have a point? Is social media discourse really “massively undermining” cycling’s case? Get your thoughts in the comments…