Gamification in transport services and the digital divide

Abstract

As far as an increasing number of scientists are warning us about the destructive potential of climate change, humanity is facing a tremendous technological revolution. Also, the potential of new technologies to decrease the carbon footprint is significant, but the transition is highly dependent on people’s choices and behaviour. This is why, a new way of motivating people around the world emerged: gamification. But, as good and innovative this idea seems to be, as many concerns it rises. Because the focus is mainly on technology, in this paper I will analyse the process of gamification through the lens of the digital divide. The concept was first used in the 1990s to describe the social and economic gap that emerged between those who had access to Information and Communication Technologies (ICT) and those who did not. Today it is mainly focused on the possibility that people would become even more marginalized due to the lack of basic skills and the impossibility to afford the new technologies on the market. Consequently, my research question is: “Is it possible that the introduction of gamification in the field of transportation increases the digital divide?”. I will try to answer this question by analysing what categories of people are targeted by gamification in transportation services and which are those that could be excluded. Also, my approach is not limited to a specific country or global area, but is considering gamification and digital divide at an international level.