Futuristic city street with electric vehicles and lush greenery symbolizing material rhetoric in transportation design.

Steering the Future: How Material Rhetoric is Shaping the Next Generation of Transportation

Reese Marlowe in Tech & Innovation September 2025 • 4 min read.

"Uncover how understanding the persuasive power of materials can transform the way we design and adopt new technologies, particularly in the automotive industry."

In an era defined by rapid technological advancements, particularly in the automotive industry, understanding the persuasive nature of materials is more critical than ever. Ehren Helmut Pflugfelder's 'Communicating Mobility and Technology: A Material Rhetoric for Persuasive Transportation' introduces a groundbreaking perspective: material rhetoric. This approach argues that the persuasive power of transportation lies not only in its functional aspects but also in the narratives shaped by the materials themselves.

Pflugfelder challenges us to recognize our role in creating these narratives, emphasizing that mobility is inherently rhetorical. Our interactions with vehicles are influenced by the materiality of automobiles and the interconnected network of involved parties. This concept is especially relevant as we transition towards new technologies like electric vehicles, where reconceptualizing our relationships with machines becomes essential.

Targeting technical communicators, designers, and anyone interested in the future of transportation, material rhetoric provides a framework for understanding how design choices influence user adoption and societal impact. By integrating human and non-human elements, this theory offers a fresh perspective on overcoming the barriers to technological acceptance and fostering a more sustainable and user-centric approach to mobility.

What is Kinesthetic Rhetoric and Why Does It Matter?

Futuristic city street with electric vehicles and lush greenery symbolizing material rhetoric in transportation design.

Pflugfelder introduces the concept of 'kinesthetic rhetoric' to describe the persuasive power of movement. Drawing from Aristotle and Latour, he defines it as 'persuasive movement,' highlighting the role of actor-network theory in uncovering the various elements involved in the rhetoric of movement. This perspective shifts the focus from mere physical displacement to a more comprehensive understanding of how movement shapes our perceptions and behaviors.

The interplay between humans and non-human elements creates a dynamic where our understanding of movement is continuously negotiated and redefined. For example, the design of roads, the responsiveness of a vehicle, and even the placement of speed bumps contribute to this kinesthetic experience. Recognizing these elements allows designers to create more persuasive and user-friendly transportation systems.

Enhanced User Experience: Kinesthetic rhetoric helps designers understand how users interact with transportation on a sensory level.
Improved Adoption Rates: By addressing the subconscious reactions to materials and movement, new technologies can be more readily accepted.
Holistic Design Approach: Considers all actors (human and non-human) to create a seamless and persuasive transportation experience.

Ultimately, kinesthetic rhetoric underscores the importance of viewing transportation as an integrated system where every component plays a role in shaping our experience. By embracing this perspective, technical communicators and designers can create more effective and resonant solutions that address the needs and expectations of a diverse user base.

Embracing Material Rhetoric for a Sustainable Future

Pflugfelder's exploration of material rhetoric provides a crucial framework for reimagining how we approach transportation design and technology adoption. By acknowledging the persuasive influence of materials and the interconnectedness of human and non-human elements, we can pave the way for more user-centric and sustainable solutions. As we continue to advance in the realm of electric vehicles and other emerging technologies, integrating material rhetoric into our design processes will be essential for creating a future where transportation seamlessly aligns with our needs and values.

About this Article -

This article was crafted using a human-AI hybrid and collaborative approach. AI assisted our team with initial drafting, research insights, identifying key questions, and image generation. Our human editors guided topic selection, defined the angle, structured the content, ensured factual accuracy and relevance, refined the tone, and conducted thorough editing to deliver helpful, high-quality information.See our About page for more information.

Everything You Need To Know

What is material rhetoric, and how does it influence the design of electric vehicles?

Material rhetoric, as introduced by Ehren Helmut Pflugfelder, is the concept that the persuasive power of transportation lies not only in its functionality but also in the narratives shaped by the materials themselves. In the context of electric vehicles (EVs), this means that the materials used in their construction, the way they feel, look, and interact with the user, all contribute to how the vehicle is perceived and accepted. By understanding material rhetoric, designers can make informed choices to influence user adoption and societal impact of EVs.

How does kinesthetic rhetoric enhance the user experience in transportation design?

Kinesthetic rhetoric, defined as 'persuasive movement,' considers the interplay between humans and non-human elements to create a dynamic experience. It allows designers to understand how users interact with transportation on a sensory level. By considering elements like road design, vehicle responsiveness, and even speed bumps, designers can create more persuasive and user-friendly systems. This approach can lead to enhanced user experience by addressing the subconscious reactions to materials and movement, leading to improved adoption rates of new technologies.

What is the role of actor-network theory in the context of material rhetoric and transportation?

Actor-network theory is implicitly used to highlight the various elements involved in the rhetoric of movement. In this framework, both human and non-human elements are considered 'actors' that influence the overall experience of transportation. This holistic approach helps technical communicators and designers to create effective and resonant solutions that address the needs of a diverse user base. Considering all actors enhances our understanding of how design choices influence user adoption and societal impact.

How can designers use material rhetoric to overcome barriers to the adoption of new transportation technologies?

Designers can leverage material rhetoric by understanding how materials shape user perceptions and influence their interactions with new technologies. By integrating human and non-human elements, designers can create more persuasive and user-friendly transportation systems. Addressing the subconscious reactions to materials and movement, the use of material rhetoric can lead to improved adoption rates of new technologies, such as electric vehicles. This framework fosters a more sustainable and user-centric approach to mobility.

In what ways does material rhetoric contribute to a more sustainable and user-centric approach to transportation?

Material rhetoric provides a framework for reimagining how we approach transportation design and technology adoption. By acknowledging the persuasive influence of materials and the interconnectedness of human and non-human elements, we can create more user-centric and sustainable solutions. For example, in the design of electric vehicles (EVs), material choices affect user interaction and perception. By carefully considering the materials used, designers can influence user adoption and societal impact, contributing to a future where transportation seamlessly aligns with our needs and values.