The Tube Chat badges show that London isn't rude: it has a negative politeness culture

No one wants these. Image: Tube Chat.

This week, someone has started handing out badges on the tube. These badges – white, bearing a London Underground logo and the two words “Tube Chat?” – are intended to inform other travellers that the wearer would, no honestly, really, genuinely welcome being engaged in conversation by total strangers.

You’re probably already thinking, “Hmm, that doesn’t sound very London to me.” And you’d be right: it doesn’t. Despite that logo, a colour bar that replicates the tube line colour schemes and the same font used for the Underground, this is absolutely not an official Transport for London (TfL) campaign. It’s the work of someone called Jonathan Dunne, who tweets excitedly about his creation as @tube_chat.

Dunne, whose project is founded on the idea that “everyone could do with a daily chat”, yesterday told the BBC that handing out the badges had been unexpectedly “difficult” and that he had anticipated it being “way more fun” than it has been. “Twenty percent [of commuters] think it’s nice and about 80 per cent of people think it’s terrible, worst idea ever.” 

If you glance at Twitter, though, you’ll find that approximation was, if anything, over-optimistic. And by Thursday lunchtime Labour London Assembly member Tom Copley was joking that this “abomination” would require investigation at Mayor’s Question Time. 

There may, joking apart, be IP issues surrounding logo usage that TfL could choose to invoke should the project trouble it. And it may have cause. The official-seeming badge could easily distract from TfL’s more seriously-intentioned and authorised badges: the longstanding “Baby on Board” one for expectant mothers, and the new badge for people who may have difficulty standing, but whose disadvantages are not immediately apparent to the observer, launched two weeks ago by Mayor Sadiq Khan. 


So, why does everyone hate the idea so much? And how did Tube Chat’s creator not see it coming? I have a theory. A Politeness Theory, in fact. 

Politeness Theory is a branch of Semiotics that has existed for a few decades. Simplifying hugely (it’s a big field), Politeness Theory holds that there are “positive politeness” cultures typified by casual, but often ritualised, intervention (“Hey! How are you?”/”Salaam”/”Ayubowan”), the ignoring of which is considered rude. But there are also “negative politeness” cultures, where the thing that’s considered rude is intervention in another’s “personal space” without strong cause. 

Japan has a negative politeness culture, of which its primary language’s complex set of spoken honorifics is often taken to be a strong example. Japanese cities, moreover, have an even more overt negative politeness culture. The ritualised nature of Japanese politeness is rendered impossible to apply equitably by the sheer scale of a city like Tokyo, making it more polite to acknowledge no one, rather than risk offence by acknowledging some and not others – which would be construed as ruder than ignoring all. 

London is like that. In London, not acknowledging others without cause is a form of politeness, not rudeness, occasioned by the sheer number of people. 

To mistake London’s negative politeness for rudeness is a common error, one made not only by people from countries with a positive politeness culture, but even people from the rest of this country. (The UK as a whole is judged to have a negative politeness culture, albeit one not as paradoxically overt as London’s or Japan’s.) After all, we’ve all seen people delightedly greet close friends on the tube once that protective negative politeness bubble is punctured. That bubble is not rude, or even unfriendly; it’s a contextually appropriate form of being polite.  

Jonathan Dunne is American: from a country with a classic positive politeness culture (mocked by even non-London Britishers as the “Have a nice day!” culture). Dunne has well-meaningly blundered into a classic culture clash between the two countries that are, as the cliché goes, divided by a common language, mistaking an alien politeness for a familiar rudeness.  

Tellingly, the first example of negative politeness speech in Penelope Brown and Stephen Levinson’s Politeness: Some universals in language usage (1971/87), a sort of magnus opus of Politeness Theory, is “Would you know where Oxford Street is?” 

Of course it is. Of course it is.

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What Citymapper’s business plan tells us about the future of Smart Cities

Some buses. Image: David Howard/Wikimedia Commons.

In late September, transport planning app Citymapper announced that it had accumulated £22m in losses, nearly doubling its total loss since the start of 2019. 

Like Uber and Lyft, Citymapper survives on investment funding rounds, hoping to stay around long enough to secure a monopoly. Since the start of 2019, the firm’s main tool for establishing that monopoly has been the “Citymapper Pass”, an attempt to undercut Transport for London’s Oyster Card. 

The Pass was teased early in the year and then rolled out in the spring, promising unlimited travel in zones 1-2 for £31 a week – cheaper than the TfL rate of £35.10. In effect, that means Citymapper itself is paying the difference for users to ride in zones 1-2. The firm is basically subsidising its customers’ travel on TfL in the hopes of getting people hooked on its app. 

So what's the company’s gameplan? After a painful, two-year long attempt at a joint minibus and taxi service – known variously as Smartbus, SmartRide, and Ride – Citymapper killed off its plans at a bus fleet in July. Instead of brick and mortar, it’s taken a gamble on their mobile mapping service with Pass. It operates as a subscription-based prepaid mobile wallet, which is used in the app (or as a contactless card) and operates as a financial service through MasterCard. Crucially, the service offers fully integrated, unlimited travel, which gives the company vital information about how people are actually moving and travelling in the city.

“What Citymapper is doing is offering a door-to-door view of commuter journeys,” says King’s College London lecturer Jonathan Reades, who researches smart cities and the Oyster card. 

TfL can only glean so much data from your taps in and out, a fact which has been frustrating for smart city researchers studying transit data, as well as companies trying to make use of that data. “Neither Uber nor TfL know what you do once you leave their system. But Citymapper does, because it’s not tied to any one system and – because of geolocation and your search – it knows your real origin and destination.” 

In other words, linking ticketing directly with a mapping service means the company can get data not only about where riders hop on and off the tube, but also how they're planning their route, whether they follow that plan, and what their final destination is. The app is paying to discount users’ fares in order to gain more data.

Door-to-door destinations gives a lot more detailed information about a rider’s profile as well: “Citymapper can see that you’re also looking at high-profile restaurant as destinations, live in an address on a swanky street in Hammersmith, and regularly travel to the City.” Citymapper can gain insights into what kind of people are travelling, where they hang out, and how they cluster in transit systems. 

And on top of finding out data about how users move in a city, Citymapper is also gaining financial data about users through ticketing, which reflects a wider trend of tech companies entering into the financial services market – like Apple’s recent foray into the credit card business with Apple Card. Citymapper is willing to take a massive hit because the data related to how people actually travel, and how they spend their money, can do a lot more for them than help the company run a minibus service: by financialising its mapping service, it’s getting actual ticketing data that Google Maps doesn’t have, while simultaneously helping to build a routing platform that users never really have to leave


The integrated transit app, complete with ticket data, lets Citymapper get a sense of flows and transit corridors. As the Guardian points out, this gives Citymapper a lot of leverage to negotiate with smaller transit providers – scooter services, for example – who want to partner with it down the line. 

“You can start to look at ‘up-sell’ and ‘cross-sell’ opportunities,” explain Reades. “If they see that a particular journey or modal mix is attractive then they are in a position to act on that with their various mobility offerings or to sell that knowledge to others. 

“They might sell locational insights to retailers or network operators,” he goes on. “If you put a scooter bay here then we think that will be well-used since our data indicates X; or if you put a store here then you’ll be capturing more of that desirable scooter demographic.” With the rise of electric rideables, Citymapper can position itself as a platform operator that holds the key to user data – acting a lot like TfL, but for startup scooter companies and car-sharing companies.

The app’s origins tell us a lot about the direction of its monetisation strategy. Originally conceived as “Busmapper”, the app used publicly available transit data as the base for its own datasets, privileging transit data over Google Maps’ focus on walking and driving.  From there it was able to hone in on user data and extract that information to build a more efficient picture of the transit system. By collecting more data, it has better grounds for selling that for urban planning purposes, whether to government or elsewhere.

This kind of data-centred planning is what makes smart cities possible. It’s only become appealing to civic governments, Reades explains, since civic government has become more constrained by funding. “The reason its gaining traction with policy-makers is because the constraints of austerity mean that they’re trying to do more with less. They use data to measure more efficient services.”  

The question now is whether Citymapper’s plan to lure riders away from the Oyster card will be successful in the long term. Consolidated routing and ticketing data is likely only the first step. It may be too early to tell how it will affect public agencies like TfL – but right now Citymapper is establishing itself as a ticketing service - gaining valuable urban data, financialising its app, and running up those losses in the process.

When approached for comment, Citymapper claimed that Pass is not losing money but that it is a “growth startup which is developing its revenue streams”. The company stated that they have never sold data, but “regularly engage with transport authorities around the world to help improve open data and their systems”

Josh Gabert-Doyon tweets as @JoshGD.