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Bike-Sharing and the Performative Promotion of Urban Sustainable Mobility

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Bike-Sharing and the Performative Promotion of Urban Sustainable Mobility A MASTER THESIS BY MATTHIEU FLORET BIKE-SHARING AND A COMPARISON OF THE POLITICAL- THEcover images PERFORMATIVE credits by Matthieu Floret AESTHETIC PROMOTION OF URBAN EXPERIENCES PROVIDED BY SUSTAINABLE MOBILITY VIENNA’S CITYBIKE AND PARIS’ VÉLIB’ A MASTER THESIS BY MATTHIEU FLORET cover images credits by Matthieu Floret 4CITIES UNICA EUROMASTER IN URBAN STUDIES BIKE-SHARING AND Floret, Matthieu THE PERFORMATIVE PROMOTION Universität Wien Cohort 1 – 2008-2010 OF URBAN SUSTAINABLE MOBILITY DATE OF SUBMISSION 1st September 2014 A COMPARISON OF THE POLITICAL-AESTHETIC EXPERIENCES DATE OF DEFENSE PROVIDED BY 26th September 2014 VIENNA’S CITYBIKE SUPERVISOR AND PARIS’ VÉLIB’ Ass.-Prof.Mag.Dr. Walter Matznetter, MSc Universität Wien SECOND READER Ass.-Prof. Henrik Reeh, PhD Københavns Universitet MASTERARBEIT Bike-sharing and the promotion of urban sustainable mobility A comparison of the political-aesthetic experiences provided by Vienna’s Citybike and Paris’ Vélib Verfasser/in Matthieu Floret, BA angestrebter akademischer Grad Master of Arts (MA) Wien, 2014 Studienkennzahl lt. A 066 664 Studienblatt: Studienrichtung lt. Masterstudium DDP Urban Studides Studienblatt: Betreuerin / Betreuer Ass.-Prof.Mag.Dr. Walter Matznetter, MSc (Supervisor): Acknowledgments I would like to thank my supervisor Walter Matznetter for his advises and enthusiasm. I would also like to thank my interview partners, Rüdiger Maresch, Hans-Erich Dechant, Anthonin Darbon, Lea Marzloff, Olivier Pégard and Martin Tironi, for their time and expertise. Finally, I am grateful to Elena, my partner in life, for her precious aid in the last weeks of production. Last but not least, I want to specially thank my parents, Renée and Nicolas, for their patience and steady support. Abstract Within the last decade, the urban phenomenon bike-sharing has colonised cities' streets on a global scale. Presented as an individual- collective sustainable mobility service, the transportation effects of bike-sharing schemes are said to change urban environments into “sustainable cities”. Yet, a careful examination first notices that implemented bike-sharing services do not fulfil their sustainability promise. Second, it shows that they are actually the product of often long-established coalitions of interest between the outdoor advertising industry and municipalities, and whose action turns public space into attractive sites of public promotion. Considering in addition that advertisers have seized the techniques of the happening and other perception altering artistic innovations of the 1960s to operate them into their economic management of human attention, this master thesis suggests that the raison d'être of the bike-sharing phenomenon lies in its provision of an aesthetic experience transforming the perception of urban space and life by performing “urban sustainable mobility”. Contents 1 INTRODUCTION .........................................................................11 The story of bike-sharing in Vienna .......................................................................................11 The story of bike-sharing in Paris ...........................................................................................13 Studying the bike-sharing phenomenon .................................................................................14 2 SETTING THE BIKE-SHARING PHENOMENON ..........15 Bike-Sharing & Bike-Sharing Scheme/System/Service .......................................................15 Out-of-Home media ..................................................................................................................16 Urban Public Space/Site ...........................................................................................................16 2.2. Delimiting the research object ...................................................16 1st generation of bike-sharing scheme/system/service .......................................................17 2nd generation of bike-sharing scheme/system/service .....................................................17 3rd generation of bike-sharing scheme/system/service ......................................................18 The research object ....................................................................................................................19 2.3. Reviewing the literature ...............................................................20 Bike-sharing discourse ...............................................................................................................20 Effects of bike-sharing schemes: environment, traffic, social, political ............................22 2.4. Designating the problem .............................................................25 The sustainability of bike-share as a discursive practice ......................................................25 The four self-referential paradigms of bike-sharing: bicycle, IT, product-service system and mobility service ...................................................................................................................26 2.5. Seeking an alternative research path ..........................................30 The Out-of-Home media industry as urban public space ameniter ...................................31 Urban public space as medium ................................................................................................35 Provo's political-artistic interventions .....................................................................................36 Otto Wagner's infrastructural Gesamtkunstwerk ..................................................................37 A “culture of new urban aesthetic” .........................................................................................38 2.6. Positioning the master thesis ......................................................40 Performativity and agency .........................................................................................................40 Art and change ............................................................................................................................42 Situational-performative urbanism ..........................................................................................44 2.7. Formulating the research question and the hypothesis ..........46 Research question .......................................................................................................................46 Hypothesis ...................................................................................................................................47 2.8. Research design ............................................................................47 Methodology ...............................................................................................................................47 Materials .......................................................................................................................................48 Structure .......................................................................................................................................48 Limits ............................................................................................................................................48 3 RE-FRAMING PHENOMENON OF BIKE -SHARING ....49 3.1. The politics of aesthetic, experience and perception .............49 3.1.1. Aesthetics and politics ...........................................................49 The distribution of the sensible ...............................................................................................50 Aesthetic engagement ................................................................................................................51 Artistic and aesthetic practices .................................................................................................51 Fictions and fictionalism ...........................................................................................................52 3.1.2. The mediation power of matter: experience and percep- tion of represented and tangible bodies and objects ..................53 Neuroesthetics and the power of images ...............................................................................53 Enchantment and the power of artefacts ...............................................................................55 3.1.3. The political significance of emotion ................................57 Emotional-affective turn in social sciences ............................................................................58 Emotions in socio-political processes .....................................................................................59 3.2. Political-aesthetic conditions of bike-sharing experience ......63 3.2.1. Processes of aestheticisation and eventalisation ...............65 Aestheticisation? .........................................................................................................................65 Eventalisation ..............................................................................................................................67 Aestheticisation of mobility and the environment ...............................................................69 3.2.2. Aestheticised urban public sites ...........................................69 From urban public space to urban public site .......................................................................70 The design-related coalition of urban public promotional
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