Sustainability and advertising? A case study on the advertising funded bike-sharing system Oslo Bysykkel
Year: 2017
Type: dissertation
Abstract: Bike-sharing systems are being implemented all across the world as part of cities efforts to achieve sustainable mobility.This research critically investigates the experience in Oslo of implementing a bike-sharing system funded by and operated by an advertising company.Prior research into the implications and performance of different governance models for bike-sharing is limited but will be increasingly important for any cities that consider implementing a system.This case study takes an explorative approach and uses interviews, news sources and public documents to inquire into the nature of the advertising funded governance model.The main findings are that the funding model puts limits on the physical development of the system and the possibilities of developing the system within a contract.Because of the model's dependence on the monetization of outdoor advertisements it also affects the accessibility of different actors to the outdoor media landscape.
Author: Robert Peter Bergström
Language: English
Subfield: Transportation
Field: Social Sciences
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W2757299646