Does social media influence local elected leaders? A study of online engagement methods through the lens of cycling policymaking in the United Kingdom

Abstract

Social media can be sold as a way to improve grassroots citizen engagement, yet the ways in which it affects decisions made by local elected leaders are less well understood. This study examines these ideas through the lens of cycling policymaking–something experiencing popularity and contestation in recent years. Through a survey of elected councillors and officers in Great Britain, the paper finds that often social media cannot replicate the agonistic norms expected through other methods of community engagement. Specifically, the paper highlights how councillors have been subjected to online abuse, the negative influence of anonymous accounts, and fears for physical safety. Although there is broad resilience to negative social media interactions, it could undermine personal/organisational commitment to cycling delivery. Surprisingly, the study found that, by trying to act as a ‘critical friend’, a sizeable number of cyclists may unwittingly undermine their own cause.