‘Social Darwinism has moved to the cycle path’: framings of micromobility in the Dutch and British press

The media’s agenda-setting function in terms of selecting and presenting issues to the public and policymakers is crucial for the urgently needed transition towards more sustainable mobilities, including how the media frames micromobility. Media framings are representations, a key component of mobility, alongside physical movement and practice, all involving power relations. Drawing on mobility studies and discourse analysis, this paper compares how the Dutch and British national press frame micromobility. We identify five frames of micromobility: (1) as sustainable and active shift, predominant in the British press; (2) as disruption of the Dutch pedal-powered cycling regime; (3) as catalyst of conflicts in public space, both in the Dutch and British press; (4) around the shortcomings of micromobility regulations in both contexts; and (5) concerning lifestyle in the Dutch context. We demonstrate how media framings of micromobility only limitedly discuss its potential to transition from automobility, focusing instead on social status changes, regulatory challenges, and conflicts between different forms of micromobility, that are already marginalized. Our findings emphasize the urgency to put the transition from automobility—the elephant in the room—on the agenda.