New Technology and Primary Energy Consumption in the Transportation Sector: A Critical Discourse Analysis

Global economic growth is closely tied to energy consumption, with fossil fuels still dominating the global energy mix. The transportation sector, a major energy consumer, significantly impacts global primary energy demand and CO₂ emissions. This paper critically examines the Discourse surrounding technological innovations in transportation and their potential to reduce energy consumption. Using a critical Discourse analysis (CDA) framework, we explore the promotion of technologies such as intelligent automation, self-driving vehicles, and digitalization in transportation. The study highlights a techno-optimistic narrative that often overlooks broader structural challenges, unintended consequences, and the need for systemic changes, including policy innovation and behavior modification. Although technological advancements offer potential efficiency gains, their impact on energy consumption depends on implementation, governance, and socio-economic context. This paper argues for a holistic approach, combining technological innovation with non-technological strategies to achieve sustainability in the transportation sector. Through case studies such as high-speed rail, ride-sharing, and automated vehicles, it examines how policies, user behavior, and structural barriers influence energy use. Findings stress the importance of adaptive governance and inclusive public engagement to foster sustainable, equitable mobility transitions in the evolving transport landscape.