Challenges of government communication at city level regarding mobility

: breaking habits

Abstract

The sustainable urban mobility theme will be more and more important in everyone’s life. Therefore it is important that governmental communication is increasingly aligned with their citizens. The present essay atempts to contribute to bridge the aforementioned gap within that same communication. It attempts to address the question on how governmental communication messages promotes mobility policies effectively. A crosschecking test was made between the ‘Hope’ and ‘Risk’ variables with ‘Gain’ or ‘Loss’ in the future. To enhance external validity, images and phrases correlated with the message framing were incorporated. Results showed that when the environmental issue was framed as being associated with fear and negative perspectives, there was a slight positive attitude toward the green issue, and behavioral intention more than a hope appeal did. It is concluded that the different proposed variables differ in results according to a given message framing. As a recommendation and field for further studies it is advised that governments tailor the design of their messages according to the behavior of the variables in question.

Date of Award	23 Jan 2024
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Cláudia Simão (Supervisor)