Futuristic electric vehicle blending into a vibrant cityscape, symbolizing the integration of technology and nature in sustainable mobility.

Rethinking Mobility: How Material Rhetoric Can Drive the Future of Transportation

Theo Raines in Tech & Innovation September 2025 • 4 min read.

"Uncover how understanding the persuasive power of materials in transportation can transform our approach to mobility, electric vehicles, and the future of how we move."

In an era defined by rapid technological advancements and increasing environmental concerns, the way we approach transportation is ripe for re-evaluation. Ehren Helmut Pflugfelder's 'Communicating Mobility and Technology: A Material Rhetoric for Persuasive Transportation' offers a compelling framework for understanding how the materials themselves—and our interactions with them—shape our perceptions and practices of mobility. This isn't just about building better cars; it's about understanding the deep-seated rhetoric embedded in the vehicles we use and the infrastructure that supports them.

Pflugfelder challenges us to look beyond the surface of transportation and delve into the persuasive nature of the materials that define it. He argues that our understanding of mobility is profoundly influenced not only by the functionality of automobiles but also by the intricate network of human and non-human actors involved. This perspective is particularly relevant as we navigate the transition to electric vehicles and seek more sustainable modes of transportation.

This article will unpack Pflugfelder's key concepts, exploring how a material rhetoric approach can revolutionize the way we design, adopt, and interact with transportation technologies. By understanding the subtle yet powerful ways in which materials persuade us, we can pave the way for a more user-centric and environmentally conscious future of mobility.

Decoding Kinesthetic Rhetoric: How Movement Persuades Us

Futuristic electric vehicle blending into a vibrant cityscape, symbolizing the integration of technology and nature in sustainable mobility.

Pflugfelder introduces the concept of 'kinesthetic rhetoric,' drawing from the works of Aristotle and Latour to describe it as 'persuasive movement.' This goes beyond the simple act of moving from one place to another; it encompasses the entire network of actors and actants that contribute to our experience of mobility. Imagine the subtle cues from the road, the responsiveness of the vehicle, and the interplay between driver and machine—all of these elements contribute to a persuasive narrative.

The implications of kinesthetic rhetoric are profound. It suggests that our perception of transportation is not solely based on rational decisions but is deeply intertwined with our physical and sensory experiences. This understanding can inform the design of vehicles and infrastructure, making them more intuitive and responsive to human needs.

Here are some potential impacts:

Enhanced User Experience: Designing vehicles that intuitively respond to drivers' movements and senses.
Improved Safety: Creating infrastructure that subtly guides and directs traffic flow.
Increased Adoption of New Technologies: Framing new transportation technologies in a way that resonates with users' existing kinesthetic understanding.

Ultimately, understanding kinesthetic rhetoric allows us to move beyond a purely functional view of transportation and embrace a more holistic, human-centered approach.

Driving Towards a Sustainable Future

Pflugfelder's 'Communicating Mobility and Technology' offers a valuable lens through which to examine the future of transportation. By recognizing the persuasive power of materials and embracing a user-centered approach, we can pave the way for more sustainable, equitable, and enjoyable modes of mobility. As we continue to innovate and develop new transportation technologies, let us remember that the key to success lies in understanding the profound relationship between humans, materials, and the art of movement.

About this Article -

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Everything You Need To Know

What is 'Communicating Mobility and Technology' and how does it relate to the future of transportation?

'Communicating Mobility and Technology,' as presented by Ehren Helmut Pflugfelder, is a framework that emphasizes the persuasive power of materials in shaping our understanding and interaction with transportation. This approach encourages us to look beyond the functionality of vehicles and consider the 'material rhetoric' that influences our perceptions. By understanding how materials persuade us, we can design more user-centric, sustainable modes of mobility. This perspective is crucial for navigating the transition to electric vehicles and seeking environmentally conscious solutions.

How does 'kinesthetic rhetoric' influence our experience of mobility?

Kinesthetic rhetoric, according to Pflugfelder, is the persuasive movement that encompasses the entire network of actors and actants contributing to our experience of mobility. It suggests that our perception of transportation is deeply intertwined with our physical and sensory experiences. This means that the feel of the road, the responsiveness of the vehicle, and the interplay between driver and machine all contribute to a persuasive narrative. This understanding can inform the design of vehicles and infrastructure, making them more intuitive and responsive to human needs, ultimately enhancing user experience and safety, and increasing the adoption of new technologies.

In what ways can understanding material rhetoric improve the design of electric vehicles?

By understanding material rhetoric, designers can create electric vehicles that resonate with users' existing kinesthetic understanding. This involves considering how materials influence our perception of the vehicle, the driving experience, and the overall interaction with the technology. It means designing vehicles that intuitively respond to drivers' movements and senses. This approach goes beyond just functionality; it focuses on how materials communicate and persuade, leading to enhanced user experiences and easier adoption of new technologies, which is crucial in the transition to electric vehicles.

What are the potential benefits of applying kinesthetic rhetoric to infrastructure design?

Applying kinesthetic rhetoric to infrastructure design can lead to improved safety and a more intuitive traffic flow. By understanding how the design of roads, signs, and other infrastructure elements influence our movements and perceptions, designers can create systems that subtly guide and direct traffic. This can reduce the need for explicit instructions and instead rely on the persuasive power of the materials and the environment itself to shape user behavior, ultimately contributing to a safer and more enjoyable transportation experience.

How can the insights from 'Communicating Mobility and Technology' help create a sustainable future for transportation?

Pflugfelder's framework encourages a user-centered approach that prioritizes understanding the relationship between humans, materials, and movement. By recognizing the persuasive power of materials and focusing on designing for human needs and environmental sustainability, we can drive the development of more sustainable and equitable modes of mobility. This involves considering the entire lifecycle of materials, from production to disposal, and ensuring that the design choices support both human well-being and environmental health, which is critical for creating a future of transportation that is both enjoyable and responsible.