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Encouraging sustainable mobility patterns is at the forefront of policymakingat all scales of governance as the collective consciousness surrounding climatechange continues to expand. Not every community, however, possesses thenecessary economic or socio-cultural capital to encourage modal shifts awayfrom private motorized vehicles towards active modes. The current literature on`soft' policy emphasizes the importance of tailoring behavior change campaignsto individual or geographic context. Yet, there is a lack of insight andappropriate tools to promote active mobility and overcome transportdisadvantage from the local community perspective. The current studyinvestigates the promotion of walking and cycling adoption using a series offocus groups with local residents in two geographic communities, namelyChicago's (1) Humboldt Park neighborhood and (2) suburb of Evanston. Theresearch approach combines traditional qualitative discourse analysis withquantitative text-mining tools, namely topic modeling and sentiment analysis.The analysis uncovers the local mobility culture, embedded norms and valuesassociated with acceptance of active travel modes in different communities. Weobserve that underserved populations within diverse communities view activemobility simultaneously as a necessity and as a symbol of privilege that issometimes at odds with the local culture. The mixed methods approach toanalyzing community member discourses is translated into policy findings thatare either tailored to local context or broadly applicable to curbingautomobile dominance. Overall, residents of both Humboldt Park and Evanstonenvision a society in which multimodalism replaces car-centrism, butdifferences in the local physical and social environments would and shouldinfluence the manner in which overarching policy objectives are met.

Where does active travel fit within local community narratives of mobility space and place?