Redes sociais como ferramenta educativa para a mobilidade ativa por bicicleta

Abstract

Starting in 2019 worldwide, and in early 2020 in Brazil, the Covid-19 pandemic accelerated digitalization across the globe, enabling a leap in hybrid learning models, particularly through the use of social media. People were compelled to rapidly acquire digital skills, which in turn fostered the growth and emergence of various technologies in the years following the pandemic. These transformations demanded new skills and alternative ways of learning and, consequently, new approaches to teaching. Therefore, the objective of this research is to explore the use of social media as an educational tool to promote greater sustainability, traffic education, and safety within the scope of active mobility, specifically through the use of bicycles.To achieve this, an applied qualitative and exploratory methodology was developed. The process began with a narrative review, followed by a mapping stage, and subsequently a systematic literature review on the role of bicycles in active mobility. Finally, a content analysis was conducted, for which the methodological procedures of data collection and analysis of posts from three Instagram profiles were designed exclusively for this investigation. The selected profiles were Vou de Bike Salto Alto, Bike é Legal, and Mobilidade Ativa, focusing on the years 2020 and 2023. Data collection on Instagram involved selecting, categorizing, and transcribing analytical elements from the posts into an Excel spreadsheet.Regarding data analysis, the material was organized into six categories: Traffic education and safety, Infrastructure and urban design, Laws and public policies, Health, Environment, and Gender. The results revealed that the posts with the highest engagement belonged to the categories Traffic education and safety and Infrastructure, while Gender and Environment were the least represented, highlighting a gap for future research. Beyond the methodological procedure, the originality of this dissertation lies in articulating an analysis of digital social networks—particularly Instagram—with active mobility by bicycle. Although consolidated methods exist for collecting and analyzing data from social networks in marketing and sales strategies, no methods were found that address traffic education on social networks with a focus on active mobility by bicycle. Thus, this study presents an innovative methodological proposal that makes it possible to understand how social media can function as educational spaces in the field of active mobility by bicycle.