Understanding cyclist identity and related interaction strategies. A novel approach to traffic research

Abstract It is an established fact that interaction of road users is crucial for road safety. However, the knowledge about what governs people’s behaviour in interaction with others and what these interactions mean is not well documented. The present study introduces a novel approach for traffic safety research and puts the cyclist identity at the centre of attention, in order to answer the questions how the heterogeneity of cyclists in terms of applied interaction strategies, opinions towards infrastructure and traffic safety can be explained. For this purpose, a qualitative study following the Grounded Theory methodology has been carried out. Fifteen in-depth-interviews with cyclists in Vienna were analysed in order to obtain data about these questions. As a result, we present a model sketch about constructing a cyclist identity, which serves as a framework that links different power relations in traffic, the switching perspectives of being a cyclist/car user and the changing conditions of cycling traffic policy through interaction strategies of self-portrayal, power demonstration and coping with fear. Finally, we argue that applying the often overlooked concept of ‘identity’ can bring new concepts into the debate on traffic safety for cyclists and support efficient traffic policy making.