The bicycle is back. Governments at local, regional, national and internationally levels seemingly everywhere are promoting bicycling for transport. So are private entrepreneurs, grassroots organisations, passionate individuals and many others. These actors are after the numerous environmental, social, economic, spatial, health, and other benefits of peddling. Next month, many of these will meet at the Velo-city conference in the Netherlands.
Some bicycle promotion efforts seek to create new bicycling cultures or at least grow bicycle mode share from very low bases. Yet it is also the case that in some places, at neighbourhood scales within towns, or even on particular streets or roads there are what Koeppel (2006) called ‘invisible riders’ for whom as he argued “bicycling isn’t exercise, a hobby, or a statement” (ibid). It is simply a means of getting from a to b. See for example bicycle culture below in Salima, Malawi.
In Johannesburg, South Africa, one such set of ‘invisible’ riders exists along a corridor called William Nicol Avenue. See the video below.
Protecting these ‘invisible’ cycling practices – such as through the provision of bicycling infrastructure – maybe easier than starting from scratch. Scholars working in transition studies, show that the societal functions – such as ground transportation – are provided by what they call socio-technical systems (STS). Such STS are comprised of an array of diverse elements such as technology itself (bicycle for instance), infrastructures, knowledge, practices, policy and regulations, subjectivities, symbolic meanings, habits, industry (supply and maintenance) (F. W. Geels 2005). It takes time for each of these individual elements to be formed and align with each other (Frank W. Geels and Kemp 2012).
It holds then, creating new bicycling cultures especially from very low bases may take longer than proponents would like. However, surfacing ‘hidden’ bicycling cultures within contexts where utility cycling is believed to not exist, not only benefits those bicycle users but also could help to shift narratives. That is, it could improve cycling safety for those already bicycling (see video above for example) and provide proof of concept sites that could inspire a new generation of bicycle users and justify resource allocation.
Research in diffusion of innovations has demonstrated that innovations that are visible can gain wider use since potential users can more easily appraise them. This is what Rogers (1983, 232) calls “observability.” In this light, with reference to utility cycling, a recent study suggests that “sheer numbers of bicyclists increases the visibility of the activity which can influence individuals to try it” (Sherwin, Chatterjee, and Jain 2014, 11).
Failure to ‘protect’ invisible riders will inevitably mean that should circumstances change – such as improved incomes – this demographic will abandon bicycling. Observing such a trajectory in India, Brussel and Zuidgeest (2012, 184) argue “we witness in India a reduction in bicycle use among people with a higher income and education.”
Brussel, Mark, and Mark Zuidgeest. 2012. “Cycling in Developing Countries: Context, Challenges and Policy Relevant Research.” In Cycling and Sustainability. Emerald Group Publishing Limited.
Geels, F. W. 2005. “Processes and Patterns in Transitions and System Innovations: Refining the Co-Evolutionary Multi-Level Perspective.” Technological Forecasting and Social Change, Transitions towards Sustainability through System Innovation, 72 (6): 681–96. doi:10.1016/j.techfore.2004.08.014.
Geels, Frank W., and René Kemp. 2012. “The Multi-Level Perspective as a New Perspective for Studying Socio-Technical Transitions.” In Automobility in Transition? A Socio-Technical Analysis of Sustainable Transport, 49–79. New York, N.Y., United States: Routledge.
Koeppel, Dan. 2006. “Invisible Riders.” Utne, August. http://www.utne.com/community/invisibleriders.aspx.
Rogers, Everett M. 1983. Diffusion of Innovations. 3rd edition. Free Press.
Sherwin, Henrietta, Kiron Chatterjee, and Juliet Jain. 2014. “An Exploration of the Importance of Social Influence in the Decision to Start Bicycling in England.” Transportation Research Part A: Policy and Practice. doi:10.1016/j.tra.2014.05.001.