Motonormativity (also motornormativity, windshield bias, or car brain) is an unconscious cognitive bias in which the assumption is made that motor car ownership and use is an unremarkable social norm.[1]

Coinage

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The term was coined by psychologist Ian Walker and colleagues in a 2023 study.[2][3]

Description and significance

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Motonormativity is not a bias confined just to motorists, but is a feature of car-centric societies.[4] Walker has argued that a consequence of motonormative bias is that any attempt to reduce car use is not seen plainly for what it is, but interpreted as an attempt to curtail personal freedom.[4] This effect has been documented not just in famously car dependent North America, but around the world.[5]

Examples

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Walker has cited certain road safety campaigns targeting children as an example of motonormativity: by encouraging children to wear brightly coloured clothing to avoid being run over, such campaigns normalize the idea of motor traffic as an accepted danger others must adjust to, in a way which in other contexts would be considered victim blaming.[4]

Motonormativity may affect planning decisions so that, for example, a new hospital is built outside a city even though that makes it less accessible to city dwellers who do not have use of a car.[2]

See also

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References

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  1. ^ Walker I, Tapp A, Davis A (2023). "Motonormativity: how social norms hide a major public health hazard". International Journal of Environment and Health. 11 (1): 21–33. doi:10.1504/IJENVH.2023.135446.
  2. ^ a b Walker P (2023-01-17). "'Motonormativity': Britons more accepting of driving-related risk". The Guardian.
  3. ^ Hawkins AJ (2023-01-31). "Cars are rewiring our brains to ignore all the bad stuff about driving". The Verge.
  4. ^ a b c Ro C (2024-03-07). "'Motonormativity': The bias that leads to dangerous driving". BBC Home.
  5. ^ Kaitlin T (2023-05-23). "'Everyone has Car Brain'". Atlantic.

Further reading

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