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Cycling through the Landscape of Advertising in Amsterdam: A Commuters Perspective

Author

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  • Patrick Moore

    (Department of Human Geography and Spatial Planning, Faculty of Geosciences, Utrecht University; Princetonlaan 8a, 3584 CB Utrecht, The Netherlands)

  • Marco Helbich

    (Department of Human Geography and Spatial Planning, Faculty of Geosciences, Utrecht University; Princetonlaan 8a, 3584 CB Utrecht, The Netherlands)

Abstract

This paper examines how outdoor advertising shapes the perception and meaning of commuting for cyclists in Amsterdam (The Netherlands), and how individualised constructions of place arise during the journey. New insights are developed for a sustainable urban policy, whilst challenging consumer research methodologies through an emphasis on urban rhythm. Interviews were enhanced through the use of video cameras, capturing the visual attention of advertisements and recording bodily engagement with the road. In contrast to much academic and industry research, it is found that the reception of advertising landscapes differs significantly between transportation types, with socio-cultural differences specific to Amsterdam also determining distinctions for cyclists. The use of data by advertisers to track the movement of cyclists is a contentious issue, with wider consequences for privacy and consent in urban daily life. This paper breaks new ground for sustainability in cycling, re-evaluating the daily-embodied experience of commercial landscapes for commuter-cyclists.

Suggested Citation

  • Patrick Moore & Marco Helbich, 2020. "Cycling through the Landscape of Advertising in Amsterdam: A Commuters Perspective," Sustainability, MDPI, vol. 12(14), pages 1-14, July.
    • Handle: RePEc:gam:jsusta:v:12:y:2020:i:14:p:5719-:d:385225
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    References listed on IDEAS

    as
    1. Aldred, Rachel & Jungnickel, Katrina, 2014. "Why culture matters for transport policy: the case of cycling in the UK," Journal of Transport Geography, Elsevier, vol. 34(C), pages 78-87.
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    5. Matthew Cook & Tim Edensor, 2017. "Cycling through Dark Space: Apprehending Landscape Otherwise," Mobilities, Taylor & Francis Journals, vol. 12(1), pages 1-19, January.
    6. Harpa Stefansdottir, 2014. "A Theoretical Perspective on How Bicycle Commuters Might Experience Aesthetic Features of Urban Space," Journal of Urban Design, Taylor & Francis Journals, vol. 19(4), pages 496-510, August.
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