Car sharing as an innovation: Exploring the S-curve in Helsingin Sanomat
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School of Business |
Master's thesis
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Authors
Date
2024
Department
Major/Subject
Mcode
Degree programme
Creative Sustainability
Language
en
Pages
63 + 11
Series
Abstract
Car sharing, one of the key components of sharing and circular economy, gained significant traction in Europe during the 2010s and has also reached Finland’s urban landscape. Between 2013 and 2023, various car sharing platforms emerged and evolved in Finland, mostly in Helsinki, drawing increasing attention from the media. Finland's largest newspaper, Helsingin Sanomat, has published almost 100 articles mentioning car sharing during this period. This thesis explores the themes related to car sharing that have appeared in Helsingin Sanomat articles over the past decade. By analysing the timing and evolution of these themes, the research compares the media's portrayal of car sharing with adaptation of innovation theories, providing insights into how the development and coverage of sustainable mobility alternatives align with theoretical models of innovation adoption in urban development. The findings reveal an evolving discourse in Helsingin Sanomat, reflecting the development of car sharing through the phases of the S-Curve. Initial scepticism shifted to a broader acceptance, with themes of convenience, accessibility, and technological advancement emerging as adoption grew. However, recurring themes, such as regulatory challenges, indicate a complex maturity phase with mixed public sentiment. The study highlights the influence of media framing and agenda-setting in shaping public perceptions, underscoring the need for complementary data sources to fully understand the diffusion of sustainable innovations like car sharing.Description
Thesis advisor
Jalas, MikkoKeywords
car sharing, mobility, innovation, sustainable consumption