This book employs a Critical Discourse Studies (CDS) framework to examine cycling mobility, marking a new turn in ecolinguistic discourse analysis. The author focuses specifically on environment-related arguments concerning the promotion of higher levels of cycling, mainly as a means of transport, and investigates the US vs. THEM narratives present in many discourses about road users. Analysing newspaper articles, institutional documents and spoken interviews, the author searches for a positive new discourse that would inspire and encourage cycling as a habitual means of transport, rather than simply exposing ecologically destructive discourse. The book will be of interest to scholars of discourse and ecolinguistics, as well as contributing to the lively debate about how to increase cycling in fields such as sustainability, sociology, transport planning and management.

Investigates narratives of conflict in four case study examples of cycling promotion texts Proposes a new, more positive, way of framing and envisaging cycling and cyclists Highlights how studies from other fields often focus on language-related issues in their analyses

Autorentext
M. Cristina Caimotto is Assistant Professor of English Linguistics and Translation at the University of Turin, Italy. Her research interests include political discourse and environmental discourse, with a focus on ideology. She is also a cycling advocate.

Zusammenfassung
"The books helps us to wield the power of language in order to unlock the potential of the humble bicycle for true transformative change of our mobility system. ... If you work in cycling activism or policy making, the book offers a valuable source of reflection on how you do and can use language. For scholars that study cycling, Caimotto offers valuable tools to study the influence of narratives and discourses in resisting change towards more cycling-oriented policies." (Urban Cycling Institute, urbancyclinginstitute.com, November 16, 2020)

Inhalt
Chapter 1: Introduction.- Chapter 2: Discourse Practices and Power.- Chapter 3: History, Urban Planning and Controversies.- Chapter 4: Stigmatisation in Newspapers.- Chapter 5: London Mayor's Transport Strategy.- Chapter 6: Marketisation in European Documents.- Chapter 7: The Words of People Who Cycle.- Chapter 8: Positive Discourse Strategies and Concluding Remarks.