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Role model advocacy for sustainable transport

机译：倡导可持续运输的榜样

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摘要

Individual aspirations of associating with role models are routinely harnessed by marketers, who for instance, use celebrity endorsement in selling brands and products. It appears there has been no research to date, however, on the potential for celebrity activism, or role model advocacy beyond celebrities, such as from politicians, to form effective interventions for encouraging sustainable transport behavior. This is despite studies suggesting that celebrity endorsement is a potential gateway for transforming public opinion on carbon intensive transport modes. The present paper consequently offers a critical review of the literature on role model advocacy and celebrity activism, and how these concepts have been harnessed to address environmental issues, in order to conceptually assess the potential for extending these intervention techniques to the context of sustainable transport. The scope of the paper includes the potential that high profile politicians/celebrities might play as role models in exercising referent power to influence social norms surrounding sustainable transport, given that the success of social marketing interventions are closely tied to the need for changes in the policy landscape. Key dimensions of role model endorsement in transport are identified and applied to a series of examples of how celebrity and political role models have influenced transport cultures. In addition to offering an original application of a theoretical framework to a new context, in order to help address the increasingly important societal issue of transport's growing contribution to climate change, the paper discusses the challenges associated with the neoliberal framing of this approach.
机译：与榜样相关联的个人愿望通常由营销人员利用，例如，在销售品牌和产品时使用名人代言。迄今为止，似乎还没有关于名人行动主义或名人之外的榜样倡导者（例如来自政客）形成有效干预措施以鼓励可持续交通行为的研究。尽管有研究表明，名人代言是转变公众对碳密集运输方式的看法的潜在途径。因此，本白皮书对有关榜样倡导和名人行动主义的文献以及如何利用这些概念来解决环境问题进行了重要的回顾，以便从概念上评估将这些干预技术扩展到可持续运输的范围的潜力。本文的范围包括，由于社会营销干预措施的成功与政策变化的需求紧密相关，因此知名政治家/名人可能会在行使参考权以影响围绕可持续交通的社会规范方面发挥榜样的潜力景观。确定了榜样在交通中的主要支持，并将其应用于名人和政治榜样如何影响交通文化的一系列例子。除了将理论框架的原始应用提供给新环境之外，为了帮助解决交通运输对气候变化的日益增长的日益重要的社会问题，本文还讨论了与这种方法的新自由主义框架相关的挑战。

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