Abstract
The current research wants to approach the reader to the definition of new communication policies in the usage and development of electric mobility in cooperation with universities of Barcelona, London and Milton Keynes (England) as well as companies and public administration from both countries. The first phase of the research was focused on describing the transformation agents- its perspectives and motivations-. The second phase of the research was to detect this agent’s influence in the public opinion. The results of the research were the following: the new communication structures, as is stated in the systemic theory, social synergy, also called Grassroots (Payne, 2009), is growing so consistently specially because the collective participation in setting the new mobility system within the framework of the sustainability an the incoming Green Culture. We notice a new demand by society that drive big companies that produce electric cars. We Perceive the obvious demand from social groups that somehow ‘ force ‘ or induce large companies electric car producers to adopt new sustainability and development policies in order to get social engagement (David et al., 2005 ) We perceive a new way of communicating “for and with the public”, while a higher praction is required due to new ways of social consumption. This leads us to the concept of “ Shared Interest” between consumer and organizations, precept established by Grunig (2009) through the idea of dialogue and communicative symmetry. In many markets, especially in English, social groups are calling for a greater community involvement through social organizations, in order to develop less environmentally harmful products. This social activism is positively sensitive to corporate values as well sensitive to the society values and creates a positive opinion towards opinion leaders and other kind of stakeholders that act as changing society agents. Electric vehicles suddenly appear as an evolution of the automotive industry and a sign of the revolution of the environmental polices.
Highlights
Los autores consideran esta temática está asociada a la creciente cultura Green, de creciente interés por varias razones
Si tenemos en cuenta el informe del Banco Mundial Transforming Cities with Transit (Potter et al, 2011) donde se afirma que la eficiencia del transporte es indispensable para la vitalidad económica de la ciudad y que en los países desarrollados el principal método de transporte ha sido el automóvil personal, podemos estimar que unos 2,3 mil millones adicionales de coches saldrán a las carreteras de aquí a 2050
Los investigadores de este estudio consideramos que uno de los principales retos de esta transformación social es la definición de las políticas de divulgación de la nueva cultura de la movilidad eléctrica en las ciudades, especialmente en las llamadas ciudades Smart, como Londres y Barcelona
Summary
Los autores consideran esta temática está asociada a la creciente cultura Green, de creciente interés por varias razones. Si tenemos en cuenta el informe del Banco Mundial Transforming Cities with Transit (Potter et al, 2011) donde se afirma que la eficiencia del transporte es indispensable para la vitalidad económica de la ciudad y que en los países desarrollados el principal método de transporte ha sido el automóvil personal, podemos estimar que unos 2,3 mil millones adicionales de coches saldrán a las carreteras de aquí a 2050. Los vehículos eléctricos aparecen de repente como una forma de evolución de la industria del automóvil que para algunos tiene el aire de una verdadera revolución de las políticas del medio ambiente que obedece a nuevas respuestas sociales al uso de una tipología ya obsoleta de automóviles. Los investigadores de este estudio consideramos que uno de los principales retos de esta transformación social es la definición de las políticas de divulgación de la nueva cultura de la movilidad eléctrica en las ciudades, especialmente en las llamadas ciudades Smart, como Londres y Barcelona
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