Aviation Supplement (by Amanda Williams)
Why Should Aviation Professionals Care?
This supplement is designed for aviation students to strengthen their understanding of theories through specific examples relevant to their field of study.
Chapter 2: Interpersonal Communications
Aviation professionals should pay keen attention to the concepts of the I and me, the looking-glass self, the generalized other, and shared symbols and language due to their profound implications for effective communication, collaboration, and safety within the aviation industry.
Understanding the dynamic interplay between the I (spontaneous and creative self) and the me (socialized and conforming self) is crucial for fostering effective teamwork in high-stakes environments. Aviation crews must balance individual initiative (I) with adherence to standardized procedures and protocols (me) to ensure seamless and safe operations. Acknowledging and appreciating the contributions of both aspects is fundamental for building a cohesive and resilient team.
The looking-glass self, which involves individuals forming their self-concept based on perceived judgments and reactions from others, is particularly relevant in the aviation industry. Crew members’ perceptions of each other and their respective roles influence communication and decision-making. Understanding how the looking-glass self operates can enhance interpersonal dynamics, trust, and collaboration among aviation professionals.
The concept of the generalized other becomes paramount in aviation, where standardized procedures and adherence to regulations are essential. Aviation professionals, whether pilots, air traffic controllers, or ground crew, must internalize a shared understanding of societal expectations, safety protocols, and industry norms. This shared understanding, akin to Mead’s concept of the generalized other, ensures a cohesive and standardized approach to aviation practices. This is often challenged when an accident occurs and people are looking for someone to blame.
Shared symbols and language play a critical role in aviation communication, where precision and clarity are non-negotiable. Pilots, air traffic controllers, and ground crews rely on standardized aviation language and symbols to convey complex information efficiently. Misinterpretation or ambiguity in communication can lead to errors with potentially severe consequences. Therefore, a shared language and understanding of symbols are foundational for maintaining a high level of safety and operational efficiency.
In summary, a nuanced grasp of the I and me dynamics, the looking-glass self, the generalized other, and shared symbols and language is indispensable for fostering effective teamwork, communication, and safety in the aviation industry. By integrating these concepts into training programs and operational practices, aviation professionals can elevate their collective performance and contribute to a safer and more efficient aviation environment.
An applied example of I and me, looking-glass self, generalized other, and self-fulfilling prophecy
In the world of Top Gun, the character Pete “Maverick” Mitchell embodies the concepts of I and me, the looking-glass self, the generalized other, and the self-fulfilling prophecy within a flight crew scenario.
I and me: Maverick showcases the I and me components as he navigates the tension between his individualistic flying style (I) and the need to conform to military protocols and expectations (me). His struggle to balance personal desires with societal norms is a central theme.
Looking-glass self: Maverick’s self-perception is influenced by significant others, including fellow pilots and instructors. His rivalry with Iceman and interactions with instructors shape his self-image, showcasing the impact of the looking-glass self in a high-stakes, competitive environment.
Generalized other: Maverick internalizes the broader group’s norms and values within the fighter pilot community. The standards and protocols of military aviation become part of his identity, illustrating the concept of the generalized other within the context of flight crews.
Self-Fulfilling Prophecy: Maverick’s Radar Intercept Officer (RIO), Goose, becomes a key player in the self-fulfilling prophecy dynamic. Goose’s beliefs about Maverick’s flying abilities, whether positive or negative, can impact Maverick’s confidence and performance. The interaction between their beliefs and actions creates a feedback loop, influencing the overall success of the flight crew. Their friendship suggests the existence of a positive loop.
In summary, Top Gun provides a rich pop culture example where these sociological concepts intertwine, offering insights into the complex dynamics of identity, group influence, and interpersonal relationships within the context of a flight crew.
An applied example of dramaturgy
In the context of a flight crew and pilot, Goffman’s dramaturgical concepts can be applied to distinguish between the front stage and backstage dynamics. The front stage represents the visible and public aspects of their roles during flight operations, where pilots are responsible for the safe and efficient operation of the aircraft. This involves executing pre-flight checks, communicating with air traffic control, and projecting a composed and professional demeanour to ensure a smooth flight experience for passengers. Collaborative efforts with the entire flight crew also take place on the front stage.
Conversely, the backstage serves as the behind-the-scenes area where pilots engage in pre-flight planning, briefings with the flight crew, and debriefing sessions after the flight. This backstage preparation is essential for the success of the front-stage performance, allowing pilots to review routes and weather conditions and coordinate roles with the crew. Unwinding during breaks between flights and mental preparation for upcoming flights also occur backstage, providing necessary space for relaxation and focus.
The interplay between front stage and backstage dynamics in aviation illustrates the intricate balance between public-facing responsibilities and behind-the-scenes preparations. This dynamic allows for a seamless and professional flight experience, emphasizing the importance of collaboration, strategic planning, and maintaining composure throughout the flight operation.
Grasping the concepts of backstage and front stage enhances our understanding of human behaviour, allowing for more insightful interpretations of social interactions, effective communication, and a nuanced appreciation of the complexities of personal identity within societal contexts.
Chapter 3: Theories of Persuasion
Aviation professionals have compelling reasons to care about rhetoric, the canons, and the persuasive appeals of ethos, pathos, and logos. These principles are not only relevant but essential in various aspects of the aviation industry, contributing to effective communication, decision-making, and safety protocols.
During aviation crises or emergencies, the canons can guide professionals in formulating clear, concise, and well-organized communication strategies. The principles of invention and arrangement assist in crafting effective crisis response plans, ensuring that information is communicated logically and efficiently. Moreover, the appeals of ethos, pathos, and logos come into play, contributing to the establishment of trust, addressing emotional concerns, and presenting clear information and solutions during challenging situations.
In everyday operations, the canons can play a role in ensuring precise and accurate communication between pilots and air traffic controllers. Effective arrangement and style enhance the clarity of instructions and responses, contributing to safe and efficient air traffic management. Additionally, establishing credibility in pilot-controller communication is crucial, logical and clear communication prevents misunderstandings while addressing the emotional aspects of high-stress situations and contributes to effective teamwork.
In aviation education and training, the canons should guide the development of instructional materials and the delivery of content. Instructors use the principles of style and delivery to engage learners effectively, ensuring that information is presented in a manner conducive to understanding and retention. In training scenarios, instructors establish their credibility to instill confidence in learners. Emotional engagement is employed to enhance the learning experience, while logical explanations and demonstrations contribute to the acquisition of essential aviation knowledge and skills.
Crafting safety briefings and manuals involves applying the canons to ensure that critical information is presented clearly and memorably. The canons of style and memory play a significant role in creating materials that resonate with aviation professionals and passengers alike. Safety communications must inspire trust, emphasize the importance of safety measures emotionally, and provide logically sound instructions for clear understanding to ensure compliance and enhance overall safety awareness.
Professionals in aviation need to navigate complex regulations, and the canons assist in interpreting and communicating these rules effectively. The canons of invention and arrangement aid in the development and organization of compliance documentation. Regulatory compliance communications often involve establishing the credibility of regulatory bodies, addressing the emotional aspects of safety and adherence, and presenting logically structured information for clear understanding.
In summary, rhetoric, canons, and appeals like ethos, pathos, and logos are integral to various facets of the aviation industry. Whether in crisis communication, pilot-controller interactions, training, safety communications, or regulatory compliance, these principles contribute to effective communication, decision-making, and overall safety within the aviation profession.
Considerations related to persuasion, influenced by models such as the ELM, play a significant role in various aspects of aviation. Effective safety communication is crucial to ensure the well-being of passengers and aviation professionals. This involves understanding how individuals process information, distinguishing between the central and peripheral routes, to craft compelling safety messages. In the realm of training programs, which are fundamental for aviation personnel, including pilots, cabin crew, and ground staff, the design of materials benefits from insights into cognitive processing. Engaging, relevant, and well-presented training materials aligned with learners’ cognitive abilities enhance the effectiveness of training.
Moreover, public relations and crisis communication in the aviation industry are paramount during emergencies, accidents, or crises. Applying principles of persuasion aids in creating accurate, informative, and persuasive messages, fostering public trust and confidence. Marketing strategies within airlines and airports also leverage persuasive communication principles to enhance the appeal of services and promote passenger compliance with security measures.
While the ELM may not be directly implemented in aviation, the principles derived from models like it inform the development of communication strategies within the industry. Effective communication is not only essential for ensuring safety and compliance but also for fostering a positive public perception of the aviation sector.
An applied example of ethos, logos and pathos
In the realm of ethos or credibility within the airline industry, a persuasive strategy involves featuring testimonials from seasoned pilots and aviation experts in commercials. These testimonials emphasize the airline’s unwavering commitment to safety, highlighting an impeccable safety record. The inclusion of experienced professionals enhances the trustworthiness of the airline’s brand, effectively addressing passengers’ concerns about safety and instilling confidence in their choice of carrier.
For logos or logical appeal, airlines strategically use advertisements that showcase statistics related to on-time performance, low cancellation rates, and efficient baggage handling. By presenting quantifiable data, such as punctuality and operational efficiency, the airline engages the logical side of consumers. This approach not only demonstrates the airline’s reliability but also positions it as a practical and efficient choice when compared to competitors.
In the emotional realm of pathos, airlines often employ promotional videos that tug at the heartstrings of viewers. One such example is a video featuring heartwarming scenes of families reuniting at airports, embracing each other after prolonged periods apart. This emotional appeal aims to connect with the audience on a personal level, tapping into the joy and warmth associated with travel, family, and reunions. By fostering positive feelings toward the airline, this emotional strategy seeks to create a lasting and resonant impression.
In summary, these examples showcase the strategic use of ethos, logos, and pathos within the airline industry. Employing credibility, logical appeal, and emotional connection, airlines craft well-rounded messages that resonate with a diverse audience. The integration of these persuasive elements contributes to effective communication, enhancing the overall impact of their marketing efforts.
An applied example of the Elaboration Likelihood Model
In contrast, when creating a promotional campaign for a new airline, incorporating principles from the Elaboration Likelihood Model (ELM) becomes a strategic approach for effective persuasive communication.
In the central route, the commercial would intricately detail the airline’s distinctive features. For example, it might spotlight the airline’s dedication to cutting-edge technology for enhanced safety, operational efficiency, and passenger comfort. The advertisement could delve into specifics such as advanced navigation systems, eco-friendly practices, and innovations in in-flight entertainment. By providing comprehensive information, the commercial aims to engage viewers in cognitive processes, encouraging them to thoughtfully evaluate and consider the airline’s unique selling points.
Conversely, the peripheral route would focus on superficial cues to capture attention and sway opinions. This might involve incorporating visually appealing scenes, catchy jingles, and endorsements by well-known personalities. The commercial could showcase the sleek design of the aircraft, the warmth of well-groomed staff, and the allure of picturesque destinations. Leveraging memorable jingles and endorsements as heuristic cues, this approach aims to influence viewers through surface-level, impression-based judgments, eliciting positive feelings without requiring extensive cognitive processing.
A synergistic approach involves integrating both central and peripheral routes seamlessly. A well-designed commercial might commence with attention-grabbing visuals and an engaging jingle to capture initial interest (peripheral route). Subsequently, it could transition into more in-depth content, spotlighting the airline’s features, safety measures, and competitive advantages (central route). This dual-route strategy acknowledges the diversity in viewers’ willingness and ability to engage deeply with the message, catering to a broader audience.
By considering the Elaboration Likelihood Model, the commercial for the new airline can be tailor-made to appeal to viewers with varying levels of involvement and interest. This thoughtful approach enhances the likelihood of successfully persuading a diverse audience and establishes a positive and lasting brand image for the airline industry.
Chapter 4: Semiotics
Semiotics offers invaluable insights for aviation professionals, enhancing their understanding of communication, cultural sensitivity, and safety culture within the industry. By delving into the study of signs and symbols, semiotics provides a framework for interpreting the myriad of communication channels prevalent in aviation, such as cockpit displays, signage, and aircraft livery. For instance, consider the use of standardized symbols on cockpit displays to convey critical information to pilots. Understanding how these symbols derive meaning from their context enables pilots to interpret information accurately, leading to improved situational awareness and safer flight operations.
Moreover, in an increasingly globalized industry, aviation professionals interact with individuals from diverse cultural backgrounds. Semiotics equip them with the tools to navigate these cultural differences effectively. For example, recognizing how symbols and gestures may carry different meanings across cultures helps cabin crew members communicate with passengers more sensitively, fostering smoother interactions and enhancing the overall passenger experience.
Furthermore, semiotics facilitates a deeper analysis of safety culture within aviation organizations. By examining the signs and symbols embedded in safety protocols, procedures, and communication channels, professionals can uncover underlying meanings and identify potential areas for improvement. For instance, analyzing safety signage and procedures through a semiotic lens may reveal inconsistencies or ambiguities that could be addressed to enhance clarity and effectiveness, ultimately contributing to a safer operational environment.
An Example in Practice
One practical example of applying semiotic concepts in aviation is through the analysis of safety signage and procedures within an airport or aircraft. Consider the ubiquitous safety card found in the seat pocket of every passenger seat on an airplane. From a semiotic perspective, this safety card is a collection of signs and symbols meant to convey vital safety information to passengers.
Firstly, analyzing the safety card involves understanding the relationship between the signs (the images and text) and their meanings (the safety instructions). Each symbol and illustration represents a specific action or precaution that passengers should take in the event of an emergency, such as locating emergency exits, donning life vests, or adopting brace positions.
Secondly, the context in which these signs are presented plays a crucial role in their interpretation. For example, the use of universally recognized symbols (such as arrows indicating exit directions or icons representing seat belts) ensures that passengers from different cultural backgrounds can understand the safety instructions regardless of language barriers. Additionally, the layout and design of the safety card, including the use of colour coding and visual hierarchy, influence how passengers prioritize and comprehend the information presented.
Furthermore, semiotics allows for an examination of the broader cultural meanings embedded within safety protocols. For instance, the depiction of calm and composed passengers following safety procedures on the safety card not only instructs passengers on what to do but also communicates a sense of reassurance and preparedness, contributing to a positive safety culture onboard.
By applying semiotic analysis to safety signage and procedures, aviation professionals can identify ways to enhance the clarity, effectiveness, and cultural sensitivity of communication, ultimately contributing to improved passenger safety and satisfaction.
Chapter 5: Critical Theory to Cultural Studies
Aviation professionals should pay attention to critical theory and cultural studies for several reasons.
The “cultural industry” concept, as elucidated by critical theorists like Theodor Adorno and Max Horkheimer, finds profound relevance in aviation. In an industry driven by commercial interests, the mass production and dissemination of aviation-related cultural products shape public perceptions, industry norms, and societal values. From Hollywood blockbusters romanticizing aviation to airline advertising campaigns promoting luxury travel experiences, the cultural industry influences how aviation is perceived and consumed by the masses. By recognizing the pervasive influence of the cultural industry, aviation professionals can critically examine how commercial imperatives shape industry practices, safety norms, and passenger expectations, ultimately informing more nuanced approaches to safety, sustainability, and consumer relations.
Ideology, as a foundational concept in critical theory, offers valuable insights into the societal narratives and power dynamics that underpin aviation. Within the aviation context, dominant ideologies such as technological progress, national security, and economic growth often serve to justify industry practices, regulatory frameworks, and government interventions. For example, the ideology of technological determinism, which posits that technological advancements inherently lead to societal progress, shapes narratives surrounding aviation innovation and automation. Similarly, the ideology of national security justifies stringent aviation security measures, such as airport screenings and airspace restrictions, by framing them as necessary safeguards against external threats. By interrogating these ideologies, aviation professionals can uncover underlying power structures, challenge normative assumptions, and advocate for more equitable and socially responsible aviation policies and practices.
The concept of the public sphere holds particular relevance for aviation professionals as they navigate issues of transparency, accountability, and public trust within the industry. In an era of heightened scrutiny and social media activism, the aviation sector increasingly functions as a public arena where stakeholders engage in discourse, debate, and critique. Whether discussing safety incidents, environmental concerns, or labour practices, the public sphere provides a platform for diverse voices to be heard and for accountability mechanisms to be strengthened. Aviation professionals must recognize the importance of fostering an open and inclusive public sphere within the industry, one that encourages dialogue, facilitates transparency, and promotes collective problem-solving. By embracing principles of democratic governance and participatory decision-making, aviation professionals can build public trust, enhance industry resilience, and advance the common good.
Stuart Hall’s encoding and decoding model offers aviation professionals a framework for understanding how communication shapes perceptions, behaviours, and power relations within the industry. In aviation, communication plays a central role in disseminating safety information, coordinating operational activities, and managing crisis situations. However, the effectiveness of communication depends not only on how messages are encoded by senders but also on how they are decoded by recipients. Aviation professionals must recognize the cultural, linguistic, and contextual factors that influence how messages are interpreted by different stakeholders, from pilots and air traffic controllers to passengers and the media. By embracing a nuanced understanding of encoding and decoding processes, aviation professionals can enhance communication strategies, improve safety outcomes, and foster trust and collaboration across diverse stakeholders.
By integrating these foundational concepts into their professional practice, aviation professionals can navigate the complexities of the industry with greater awareness, reflexivity, and efficacy. Whether grappling with issues of cultural representation, ideological critique, public engagement, or communication dynamics, critical theory and cultural studies offer invaluable tools for understanding and transforming aviation in ways that prioritize safety, equity, and social responsibility. As the aviation industry continues to evolve in an increasingly interconnected and globalized world, the insights gleaned from these foundational concepts will remain indispensable for shaping a more sustainable, resilient, and ethical aviation ecosystem.
An Example in Practice
Let’s explore how different audience positions might interpret a campaign promoting sustainable aviation practices, emphasizing the importance of reducing carbon emissions, mitigating environmental impact, and promoting eco-friendly initiatives.
Audiences adopting a dominant-hegemonic reading of the campaign would likely view it as commendable for promoting sustainability within the aviation industry. They may perceive the campaign as a positive step towards reducing the industry’s carbon footprint and mitigating environmental damage. From their perspective, the focus on sustainable practices aligns with broader societal values of environmental stewardship and corporate responsibility. These audiences may see the campaign as a means for airlines to enhance their public image, attract environmentally conscious travelers, and demonstrate their commitment to sustainability. Overall, when decoding the message they accept the campaign’s message at face value (its encoding), reinforcing the narrative of airlines as responsible stewards of the environment.
Audiences engaging with the campaign from a negotiated position would approach the campaign with a more critical lens. While they acknowledge the importance of sustainability in aviation, they also recognize the limitations and complexities of implementing eco-friendly initiatives within a highly carbon-intensive industry. These audiences may question the adequacy of the campaign’s proposed solutions, such as carbon offset programs or biofuel investments, in addressing the root causes of environmental degradation. They may advocate for more systemic changes, such as stricter emissions regulations, greater investment in renewable energy sources, or shifts towards alternative transportation modes. While supportive of the campaign’s goals, audiences in this position seek to push beyond corporate greenwashing and demand more substantive action from airlines and regulatory authorities.
Finally, audiences adopting an oppositional reading of the campaign would reject its framing of sustainability within the aviation industry. From their perspective, the campaign represents a form of green capitalism, whereby airlines co-opt environmental discourse to serve their own interests and maintain the status quo. These audiences view the aviation industry as inherently unsustainable and incompatible with ecological preservation. They critique the campaign for glossing over the industry’s substantial contribution to greenhouse gas emissions, biodiversity loss, and other environmental harms. Instead of promoting incremental changes, audiences in this position advocate for radical alternatives, such as scaling back air travel, imposing aviation taxes, or investing in high-speed rail infrastructure. They see the campaign as a distraction from more urgent and systemic environmental challenges, calling for a fundamental reimagining of transportation systems and societal priorities.
In their rejection of the encoded message, these audiences take tangible actions in the real world. They may engage in grassroots activism, organizing protests, boycotts, or lobbying efforts aimed at pressuring policymakers and industry leaders to address the root causes of environmental degradation within the aviation sector. Additionally, they may participate in community-based initiatives that promote sustainable transportation alternatives or support advocacy groups focused on environmental justice and climate action. By actively challenging the dominant narrative and advocating for systemic change, they seek to disrupt the status quo and advance a more sustainable and equitable future.
In this example, we see how different audience positions can lead to diverse interpretations of a campaign promoting sustainability within the aviation industry. Each position reflects varying degrees of acceptance, negotiation, or opposition to the dominant narratives surrounding aviation sustainability, highlighting the complex interplay between industry practices, environmental concerns, and societal values.
Chapter 6: Feminist Theories and Intersectional Approaches
Aviation professionals should prioritize understanding feminist standpoint theory, muted group theory, and intersectionality because these frameworks offer invaluable insights into communication dynamics within the aviation industry. By delving into these theories, aviation professionals can enhance their ability to navigate the complexities of communication, foster inclusivity, and improve overall operational effectiveness.
Feminist standpoint theory challenges traditional notions of objectivity in research and knowledge production. This theory asserts that power shapes knowledge creation and that the experiences of marginalized groups must be centered to achieve a more accurate understanding of social dynamics. In the aviation context, feminist standpoint theory prompts professionals to consider how power dynamics influence communication within teams and organizations. By recognizing the unique perspectives of individuals from diverse backgrounds, aviation professionals can gain insights into safety protocols, operational procedures, and customer interactions that may not be apparent from a dominant perspective.
Moreover, feminist standpoint theory challenges the pervasive influence of patriarchy in language and communication. Patriarchal structures often dictate linguistic norms and perpetuate inequalities by favouring the language and communication styles of dominant groups. In aviation, where clear and precise communication is essential for safety, recognizing and challenging patriarchal language norms can lead to more inclusive and effective communication practices that benefit all team members.
In aviation maintenance teams, where gender imbalances are common, understanding feminist standpoint theory can shed light on how power dynamics may affect communication and decision-making processes. By centering the experiences of women and other marginalized groups, teams can identify blind spots in their procedures and develop more inclusive and effective strategies for maintaining aircraft safety.
Muted group theory further illuminates communication dynamics by highlighting how dominant communication practices silence the voices of marginalized groups. It explains why women’s perspectives were often overlooked in anthropological studies; muted group theory emphasizes the unequal distribution of power and influence in communication. In the aviation industry, where clear and effective communication is critical for safety and efficiency, muted group theory offers insights into how communication barriers may prevent certain team members from fully participating or expressing their ideas.
An applied example of muted group
In cockpit or cabin crew communications, gender dynamics may influence how individuals express concerns or raise issues. Muted group theory encourages aviation professionals to be aware of power imbalances and to create communication environments where all voices are heard and respected, regardless of gender or other social identities. By addressing communication barriers, aviation teams can improve collaboration, decision-making, and problem-solving processes.
Intersectionality provides a more nuanced understanding of communication dynamics by recognizing the intersecting nature of social categories such as gender, race, and class. It emphasizes the need to consider how multiple forms of oppression intersect and compound, shaping individuals’ experiences and opportunities for communication. In the aviation industry, where teams consist of individuals with diverse identities and experiences, intersectionality helps professionals navigate complex interpersonal relationships and address systemic inequalities.
Some applied examples of intersectionality
Gender and Race: African American Women Pilots
African American women in aviation often face intersectional discrimination due to both their gender and race. This double burden can manifest in fewer career advancement opportunities compared to their white or male counterparts. For instance, an African American woman pilot might frequently be passed over for promotions or high-profile routes. Additionally, she may receive less mentorship, which is crucial for career development in this industry. The combination of racial and gender biases can create significant barriers, limiting their professional growth and representation in aviation leadership roles.
Gender and Socioeconomic Status: Training Access
The high cost of flight training can disproportionately affect women from lower socioeconomic backgrounds, limiting their entry into the aviation field. Women facing economic hardships may struggle to afford pilot training or advanced certifications, which are often necessary for career advancement. This economic barrier highlights the intersection of gender and socioeconomic status, where financial constraints exacerbate existing gender disparities in accessing professional opportunities in aviation.
Gender and Age: Older Women in Aviation
Older women might experience ageism coupled with sexism, particularly if they seek to enter or advance in the aviation field later in life. They might be perceived as less adaptable to technological advances or physically less suited for the rigors of flying, despite their capabilities and experience. This intersection of age and gender discrimination can deter older women from pursuing or continuing careers in aviation, thus limiting diversity and experience within the industry.
Addressing Intersectionality: Awareness and Training Protocols
Many airlines and airports have implemented awareness and training protocols to address issues of intersectionality and promote inclusivity. Conducting regular training sessions that address unconscious bias and promote cultural competence among all employees can help create a more inclusive and supportive environment. These initiatives aim to reduce the impact of intersectional discrimination by fostering awareness and understanding, ultimately contributing to a more equitable aviation industry.
In sum, by embracing feminist standpoint theory, muted group theory, and intersectionality, aviation professionals can foster collaboration, diversity, and inclusivity, leading to safer and more effective operations. By prioritizing inclusive communication practices, aviation teams can leverage the full range of talents and perspectives among their members to achieve their goals and ensure the safety and satisfaction of passengers and crew alike
Chapter 7: Media Effect – Cultivation Theory and Media Effects
Aviation professionals should pay close attention to understanding media effects, particularly through the lenses of cultivation theory and uses and gratifications theory, for several compelling reasons.
Firstly, in the aviation industry, where perceptions of safety, reliability, and trust are paramount, understanding how media shapes individuals’ attitudes and behaviours is crucial. Cultivation theory, which highlights the cumulative effect of media exposure on shaping perceptions of reality, offers valuable insights into how media narratives may influence public perceptions related to aviation. For example, prolonged exposure to media content depicting aviation incidents or accidents could potentially impact travellers’ perceptions of safety and trust in aviation services. By recognizing the potential influence of media narratives, aviation professionals can develop strategies to address any misconceptions or concerns that may arise among the travelling public.
An Example in Practice
Imagine a scenario where a major aviation incident occurs, and receives extensive coverage in the media. Television news channels repeatedly broadcast footage of the incident, accompanied by dramatic narratives highlighting the severity of the event. Online news websites publish articles analyzing the causes of the incident, while social media platforms buzz with discussions and speculations about airline safety.
In this scenario, travellers who are continuously exposed to such media coverage may develop heightened fears or concerns about flying. They may start to question the safety protocols of airlines, express reluctance to book flights or seek alternative modes of transportation. Even if the incident is an isolated event and statistically rare, the pervasive nature of media coverage can amplify its impact on public perception.
Aviation professionals, including pilots, cabin crew, and ground staff, must be aware of these potential effects. They need to understand that media narratives can influence passengers’ attitudes and behaviours, impacting their trust in the industry and their willingness to fly. By recognizing the power of media in shaping perceptions, aviation professionals can proactively address any misconceptions or concerns among passengers. This may involve implementing effective communication strategies, providing reassurance about safety measures, and emphasizing the industry’s commitment to passenger well-being.
Secondly, the active role of audiences in selecting and interpreting media content, as emphasized by the uses and gratifications theory, is highly relevant to the aviation industry. Travelers engage with various media platforms to fulfill diverse needs, such as seeking information, passing time, or forming bonds with others, even if these interactions are superficial. By understanding these motivations, aviation professionals can tailor their communication strategies and content to better meet the needs and preferences of travelers.
An Example in Practice
Airlines can think bigger by leveraging the principles of uses and gratifications theory to create immersive and personalized media experiences that extend beyond traditional in-flight entertainment. For example, they could develop integrated content platforms that seamlessly blend entertainment, information, and interactive elements to cater to passengers’ diverse needs and preferences.
Imagine a scenario where passengers boarding a flight are greeted with personalized recommendations for media content based on their previous travel history, preferences, and interests. Using advanced data analytics and artificial intelligence, airlines can curate a tailored selection of movies, TV shows, podcasts, and news articles that align with each passenger’s tastes and moods.
During the flight, passengers could engage with interactive content that goes beyond passive consumption. For instance, they could participate in virtual tours of their destination city, access real-time updates on flight status and weather conditions, or join live Q&A sessions with experts on topics related to travel, culture, or aviation.
Furthermore, airlines could create opportunities for social interaction and community-building among passengers through gamified experiences, collaborative storytelling, or virtual meetups. Passengers could connect with fellow travellers who share similar interests or engage in group activities facilitated by the airline’s digital platform.
After the flight, passengers could continue their media experience seamlessly, with access to personalized travel guides, recommendations for local attractions and restaurants, and exclusive discounts on travel-related services.
By thinking bigger and embracing the principles of uses and gratifications theory, airlines can transform the passenger experience from a mundane journey to an enriching and memorable part of the travel experience. This holistic approach to media engagement not only enhances customer satisfaction but also strengthens brand loyalty and differentiation in the competitive aviation industry.
Thirdly, the dynamics of parasocial interactions and relationships, as explored in media effects research, also apply to the aviation industry. Aviation professionals, such as pilots, cabin crew, and airline spokespersons, often become public figures with whom travellers form parasocial relationships. These relationships can influence passengers’ perceptions of the airline and their overall travel experience. Understanding these dynamics can help aviation professionals navigate their public roles effectively, build trust with passengers, and manage public perceptions of the aviation industry.
An Example in Practice
One pop culture example that illustrates parasocial interactions in the aviation industry is the character of Captain Sully from the movie Sully: Miracle on the Hudson, based on the real-life story of Captain Chesley “Sully” Sullenberger.
In the film, Captain Sully, portrayed by Tom Hanks, becomes a symbol of heroism and competence after successfully landing US Airways Flight 1549 on the Hudson River following a bird strike. His calm demeanour, quick thinking, and decisive actions during the emergency earned him widespread admiration and trust from both the passengers and the public.
As a result, fans might initially perceive Hanks as Captain Sully due to the parasocial relationship formed through his portrayal in the movie. Fans who encounter him on the street may momentarily forget that he is an actor playing a role and instead see him as a real-life hero. This blurring of lines between fiction and reality is a common aspect of parasocial relationships.
They may approach Hanks with a sense of reverence and admiration, treating him as if he were the character he portrayed and express their gratitude for his bravery and quick thinking during the emergency landing as if they were speaking directly to Captain Sully himself. Some fans may even feel emotional or overwhelmed by the encounter, experiencing a deep connection with the character and projecting those feelings onto the actor.
Finally, in addition to their roles as aviation professionals, individuals within the industry are also consumers of media, making an understanding of media effects all the more relevant. Pilots, cabin crew, ground staff, and other aviation personnel engage with various forms of media in their personal lives, including television, social media, news websites, and more. As consumers, they are susceptible to the same media influences as the general public, shaping their perceptions, attitudes, and behaviours both inside and outside the workplace. For example, media portrayals of aviation incidents or safety concerns can impact how industry professionals perceive their work environment and may influence their decision-making processes. Likewise, how aviation professionals consume media, such as seeking information about industry developments or engaging with online forums and communities, can also shape their professional perspectives and practices. Therefore, understanding media effects is essential for aviation professionals not only in their interactions with passengers and the public but also for their own personal and professional development within the industry.
Chapter 8: Mass Media – Agenda-Setting Theory and the Propaganda Model
Aviation professionals should pay close attention to mass media, agenda-setting theory, and the propaganda model due to their significant impact on public perception, policy-making, and industry practices.
Firstly, let’s consider agenda-setting theory. This theory, proposed by McCombs and Shaw, suggests that the media doesn’t tell us what to think, but rather what to think about. By selectively covering and framing certain topics, the media sets the agenda for public discourse, determining which issues become prominent in society. Priming and gatekeeping also play a role in this agenda-setting process. For aviation professionals, this means that the topics highlighted in the media can directly affect public perception of aviation safety, regulations, and industry practices.
Consider, for example, the coverage of aviation accidents or incidents. When the media extensively covers such events, it can lead to heightened public concern about flying safety, potentially impacting passenger confidence and travel decisions. On the other hand, positive coverage of advancements in aviation technology or successful emergency response efforts can enhance public trust in the industry.
Furthermore, media coverage can influence policy-making and regulatory decisions in the aviation sector. If the media consistently highlights issues such as environmental impacts or safety concerns, policymakers may feel pressured to address these issues through legislation or regulatory changes. For instance, widespread media coverage of aircraft emissions could lead to calls for stricter environmental regulations in the aviation industry.
Let’s go deeper and see how agenda-setting and aviation are being studied in current communication scholarship.
An Example in Practice
On March 8, 2014, Malaysian local air traffic control reported the disappearance of Malaysian Airlines Flight MH370 which was en route from Kuala Lumpur to Beijing. Less than an hour after takeoff, the Boeing 777 jet airliner vanished from radar screens with 227 passengers and 12 crew members on board (Cui & Wu, 2017). Despite immediate search and rescue efforts, locating the missing plane proved challenging. The search initially focused on areas like the Gulf of Thailand and South China Sea before expanding to the Strait of Malacca, Andaman Sea, and eventually remote parts of the Southern Indian Ocean. However, after a month-long search and investigation, the whereabouts of the plane and the reasons for its disappearance remained unknown, making the MH370 incident one of the most mysterious airplane crashes in history (Cui & Wu, 2017).
Cui & Wu’s (2017) fairly recent study looks at how news outlets in different countries influence each other by examining their coverage of the disappearance of Malaysian Airlines Flight MH370. It focuses on three major newspapers in the U.S., China, and Hong Kong to see how they affect each other’s reporting. By analyzing 255 news articles, the study found significant connections between the topics covered by these newspapers. This suggests that they influence each other, although the influence may not be equal. The research also indicates that news outlets in powerful countries have a significant impact on shaping the global news agenda.
This study also provides additional insights into agenda-setting, priming, and framing within a transnational context.
Firstly, agenda-setting is evident as the study examines how news outlets influence each other’s coverage, indicating the interconnectedness of media agendas across different countries. The significant correlations among the issue agendas of the three newspapers suggest that they mutually shape each other’s priorities in reporting the MH370 incident. This aligns with agenda-setting theory, which posits that the media doesn’t tell us what to think, but what to think about.
Secondly, priming is at play as the coverage of MH370 in one country may prime audiences in other countries to focus on similar aspects of the story. For example, if a U.S. newspaper extensively covers the search and rescue efforts, audiences in China and Hong Kong might also prioritize this aspect of the story when consuming news about MH370. This illustrates how the media can shape the criteria by which individuals evaluate public issues, events, and politicians.
Thirdly, framing is evident in how the newspapers interpret and present the MH370 incident to their audiences. Each newspaper may frame the story differently, emphasizing certain aspects over others. For instance, a U.S. newspaper might frame the incident in terms of international cooperation and technological challenges, while a Chinese newspaper might frame it in the context of China’s involvement and response. These framing choices influence how audiences perceive the event and its significance.
Moreover, the MH370 incident can be covered from various angles, but some of the most common frames for such events could include
- Capacity and resources: This frame would focus on the availability of resources, such as search and rescue efforts, technology, and expertise, to locate the missing plane and its passengers.
- Crime and punishment: Initially, there may be speculation about foul play or criminal activity involved in the disappearance, leading to discussions about investigations, law enforcement, and potential consequences for any wrongdoing.
- Economic: There would be discussions about the financial implications of the incident, including the costs of search operations, compensation for victims’ families, and the impact on the airline industry.
- Health and safety: This frame would address concerns about the safety of air travel, including questions about security protocols, aviation regulations, and potential health risks related to the disappearance.
- Policy prescription and evaluation: Media coverage might include discussions about the need for policy changes or improvements in aviation safety and emergency response protocols based on lessons learned from the incident.
- Public opinion: There would likely be a focus on public reactions, emotions, and opinions regarding the disappearance, including perceptions of the airline’s response, government handling of the situation, and speculation about the fate of the passengers.
- Security and defence: Given the global attention and the possibility of terrorism or security breaches, there would be discussions about threats to national and international security, as well as measures to prevent similar incidents in the future.
These frames are often used in combination, depending on the specific context of the crash and the media outlet’s editorial approach.
Furthermore, the MH370 incident itself presents a compelling case study for understanding media dynamics. The disappearance of the plane sparked intense global media coverage, reflecting its significance as a transnational event. The uncertainty surrounding the fate of the aircraft, the international search efforts, and the lack of conclusive evidence generated ongoing interest and speculation, further fueling media attention.
Additionally, the study sheds light on the role of gatekeepers in shaping transnational media coverage. Gatekeepers, such as editors and owners of media organizations, play a crucial role in determining which stories receive attention and how they are framed. In the case of MH370, editors in the U.S., China, and Hong Kong likely made decisions about which aspects of the incident to prioritize based on their understanding of their respective audiences and their own biases. These gatekeepers influence not only what stories are covered but also how they are presented, ultimately shaping public perceptions and discourse on the event. Furthermore, the study’s findings suggest that news outlets in high-power countries may act as primary gatekeepers, driving the global news agenda and influencing how the incident is perceived on an international scale. Understanding the influence of gatekeepers is essential for comprehending the dynamics of media coverage in transnational contexts and the broader impact on public opinion.
The differing perspectives and priorities of the newspapers in the U.S., China, and Hong Kong regarding MH370 highlights the complexities of transnational media coverage. The asymmetrical influence among these news outlets suggests power dynamics at play, with news media in high-power countries potentially exerting greater influence on the global news agenda. This underscores the importance of understanding how media agendas are shaped and how they intersect across borders in an increasingly interconnected world.
Now, let’s explore the concept of propaganda, as analyzed by Herman and Chomsky (1988). Propaganda refers to the manipulation of public opinion to serve the interests of powerful elites, such as governments, corporations, or interest groups. Aviation professionals should consider Herman and Chomsky’s propaganda model due to its relevance to their field and broader societal implications. Understanding this model helps professionals comprehend how media messages are constructed and disseminated, including within the aviation industry. By grasping the various filters such as ownership, advertising, and sourcing, they can critically analyze news coverage and identify biases or omissions that may affect their understanding of industry developments, safety regulations, and public perception. This awareness is crucial for navigating complex issues like safety, environmental impact, and regulatory changes, particularly during crises when media coverage can significantly impact public trust. Moreover, insights from the propaganda model contribute to a more informed and critical approach to media consumption and interpretation, allowing aviation professionals to better understand both industry-specific challenges and broader societal trends and dynamics.
An Example in Practice
Here are examples of each filter as it might relate to the coverage of an airline incident:
Ownership: Suppose a major media conglomerate owns an airline involved in an incident. In this case, media outlets owned by this conglomerate might downplay the incident’s severity or focus on factors that mitigate the airline’s responsibility to protect their investments.
Advertising: A media outlet heavily reliant on advertising revenue from airlines might be inclined to minimize negative coverage of an incident to maintain advertising contracts. For example, they might avoid highlighting safety concerns or downplay the impact of the incident on passengers.
Sourcing: If a media outlet primarily relies on official statements from the airline or government agencies for its reporting, it might present a narrative that aligns with these statements. Independent sources such as eyewitnesses or aviation experts who provide critical perspectives may be marginalized or ignored in favour of the official narrative.
Flak: Journalists who report critically on the airline or its safety practices may face backlash. For instance, they might receive legal threats from the airline or its supporters, or face campaigns aimed at discrediting them or their reporting.
Common Enemy: Sensationalized coverage of an airline incident may exaggerate the risks of air travel, emphasizing a common enemy. For instance, headlines that focus on the “worst-case scenario” or highlight emotional aspects of the incident could create a sense of threat among travellers and the general public.
These examples illustrate how each filter can influence media coverage of an airline incident, shaping the narrative presented to the public.
In conclusion, the media’s role in shaping public opinion, policy-making, and industry practices cannot be understated. By understanding concepts like agenda-setting and propaganda, as well as recognizing the various sources that influence the media agenda, aviation professionals can navigate the complexities of media dynamics with awareness and discernment. This allows them to advocate effectively for their industry, contribute to informed decision-making processes, and maintain public trust in aviation safety and practices.
References
Cui, D., & Wu, F. (2017). Inter-media agenda setting in global news production: Examining agenda attributes in newspaper coverage of the MH370 incident in the US, China, and Hong Kong. Asian Journal of Communication, 27(6), 582–600.
Chapter 9: Theories of Technology
Aviation professionals should actively engage with these theories of technology for several compelling reasons. Firstly, aviation is intricately linked to technological progress, with innovations shaping aircraft design, air traffic management systems, and passenger experiences. By comprehending concepts like technological determinism and media ecology, professionals in the aviation industry can anticipate how emerging technologies might revolutionize operations, influence traveler behaviors, and impact safety protocols. This foresight enables proactive adaptation strategies, ensuring that aviation stakeholders stay ahead of the curve in an ever-evolving technological landscape.
More specifically, aviation professionals should care about the tetrad because it provides a framework for understanding the effects of technology, including aviation-related technologies, on society. By examining how a technology enhances, obsolesces, retrieves, and reverses certain aspects of society, aviation professionals can anticipate potential impacts on their industry and adapt accordingly. For example, the tetrad could help aviation professionals evaluate how emerging technologies like unmanned aerial vehicles (UAVs) enhance the efficiency of aerial surveys, obsolesce traditional piloted aircraft for certain tasks, retrieve aspects of flight training methods from the past, and potentially reverse safety protocols if reliance on automation leads to complacency. Understanding these dynamics can inform strategic decision-making, risk management, and innovation in the aviation sector.
Secondly, effective communication lies at the heart of aviation operations, from cockpit crew coordination to interactions with air traffic controllers and passenger engagement. Media multiplexity theory offers valuable insights into the multifaceted nature of communication, highlighting the importance of leveraging diverse communication channels to strengthen relationships and enhance information dissemination within the aviation ecosystem. By understanding how different media platforms can be utilized synergistically, aviation professionals can optimize communication strategies, leading to smoother operations and improved passenger experiences.
Moreover, navigating the intricate social dynamics within the aviation industry requires a nuanced understanding of interpersonal relationships and network dynamics. Aviation professionals interact with a diverse array of stakeholders, including colleagues, passengers, regulatory authorities, and industry partners. By grasping concepts such as tie strength and the role of strong and weak ties in social networks, professionals can cultivate meaningful connections, access valuable resources, and navigate complex social structures effectively. This heightened awareness of social dynamics fosters collaboration, facilitates knowledge sharing, and promotes innovation within the aviation community.
In essence, familiarity with these theoretical frameworks equips aviation professionals with the knowledge, insights, and strategies needed to navigate the complexities of the aviation industry successfully. By integrating theoretical understandings into practical applications, aviation stakeholders can adapt to technological advancements, optimize communication practices, and foster productive relationships, ultimately contributing to the continued growth and advancement of the aviation sector.
An Example in Practice
A pop culture example that illustrates the application of these theoretical frameworks in crisis communication within the aviation industry is the portrayal of airline emergencies in films or television shows.
For instance, consider the depiction of a plane crash or emergency landing in a popular aviation-themed movie like Sully (2016), based on the real-life events of the “Miracle on the Hudson” involving US Airways Flight 1549. In this film, technological determinism is evident as communication technologies, such as cockpit radios, air traffic control systems, and emergency response channels, play a critical role in coordinating rescue efforts and ensuring the safety of passengers and crew.
Media ecology principles come into play as the movie explores how different communication mediums, including traditional media coverage, social media updates, and internal airline communications, shape public perceptions and responses to the crisis. The portrayal of media dynamics highlights the importance of managing information flow, addressing rumors and misinformation, and maintaining open lines of communication to mitigate panic and uncertainty among passengers and their families.
Moreover, media multiplexity theory is showcased through the diverse communication channels utilized by aviation professionals to disseminate information and maintain contact with stakeholders during the crisis depicted in the film. From face-to-face interactions with passengers and crew to press conferences, social media updates, and official statements, the characters leverage multiple communication channels to ensure clarity, transparency, and accountability in their crisis communication efforts.
By analyzing how these theoretical frameworks manifest in the portrayal of aviation emergencies in popular culture, viewers gain insights into the complexities of crisis communication within the aviation industry and the strategies employed by professionals to manage such situations effectively while upholding safety standards and public trust.
Chapter 10: Intercultural Communication
Aviation professionals, comprising pilots, air traffic controllers, cabin crew, and ground staff, operate in an industry where safety, efficiency, and effective teamwork are paramount. With the globalization of air travel, flight crews often find themselves working alongside colleagues and serving passengers from diverse cultural backgrounds. In such an environment, understanding the nuances of intercultural communication becomes not just beneficial but essential for smooth operations and passenger satisfaction.
Firstly, effective communication is the cornerstone of safe flight operations. Pilots and air traffic controllers must exchange critical information swiftly and accurately to ensure the safe take-off, navigation, and landing of aircraft. Similarly, cabin crew members must communicate effectively with passengers, especially during emergencies or in-flight incidents. In multicultural crews, language barriers, differing communication styles, or cultural norms regarding authority and hierarchy can hinder effective communication, potentially compromising flight safety.
Secondly, cultural differences can influence decision-making processes and conflict-resolution strategies within flight crews. For instance, crew resource management (CRM) emphasizes collaboration and open communication among team members to address challenges and make decisions collectively. However, cultural norms regarding assertiveness, hierarchy, or conflict avoidance may vary among crew members from different cultural backgrounds, impacting the effectiveness of CRM practices. Understanding these cultural dynamics can help aviation professionals navigate conflicts constructively and make informed decisions that prioritize safety and efficiency.
Moreover, in an industry where customer service plays a significant role, aviation professionals must be attuned to the cultural expectations and preferences of passengers. Culturally sensitive communication can enhance the passenger experience, promote customer satisfaction, and even contribute to loyalty and positive word-of-mouth. Conversely, cultural misunderstandings or insensitivity in communication can lead to dissatisfaction, complaints, and reputational damage for airlines.
By incorporating frameworks like the face negotiation theory (FNT) into training programs and operational procedures, aviation professionals can develop the cross-cultural communication skills necessary to thrive in multicultural environments. FNT provides insights into how individuals manage their self-image and social identity in intercultural interactions, offering practical strategies for navigating communication challenges and resolving conflicts diplomatically. Ultimately, by embracing intercultural communication principles, aviation professionals can enhance safety, efficiency, and passenger satisfaction in an increasingly globalized industry.
An Example in Practice
In the dynamic environment of aviation, effective communication among flight crew members, especially when they hail from diverse cultural backgrounds, is not just advantageous but crucial for ensuring flight safety. Let’s consider a scenario where Captain Johnson, a seasoned pilot from the United States, and First Officer Chen, a proficient aviator from China, find themselves facing a communication challenge during the pre-flight checks.
As the flight crew conducts the pre-flight checks, Captain Johnson keenly observes First Officer Chen’s hesitation in expressing concerns about a potential anomaly detected in the aircraft’s systems. This moment presents a prime opportunity for Captain Johnson to leverage the principles of the face negotiation theory (FNT) to address the challenge effectively and foster a culture of open communication within the cockpit.
Understanding the significance of face concerns in intercultural interactions, Captain Johnson takes proactive steps to establish an atmosphere of mutual respect and harmony. Drawing from the horizontal-based facework strategy, Captain Johnson emphasizes collaboration and equality, encouraging both herself and First Officer Chen to engage in joint problem-solving. By prioritizing mutual face-saving and acknowledging the importance of preserving each other’s dignity, Captain Johnson ensures that any concerns or issues can be addressed without causing unnecessary tension or conflict.
Furthermore, Captain Johnson demonstrates mindfulness and empathetic resonance by attuning herself to First Officer Chen’s cultural cues and communication preferences. By showing genuine understanding and empathy towards First Officer Chen’s perspective, Captain Johnson builds trust and rapport, paving the way for more effective communication exchanges.
Additionally, recognizing the influence of cultural norms on communication styles, Captain Johnson adapts her own communication approach to align with First Officer Chen’s preferences. Whether it’s adjusting language usage, tone, or nonverbal cues, Captain Johnson ensures that their communication is clear, respectful, and conducive to mutual understanding.
Through the application of these FNT principles, Captain Johnson not only enhances communication within the flight crew but also promotes a positive safety culture within the cockpit. By fostering an environment where all members feel valued, respected, and empowered to voice their concerns, Captain Johnson mitigates the risk of errors and ensures that critical safety information is effectively communicated and addressed.
In essence, by integrating the principles of the face negotiation theory into their communication practices, aviation professionals like Captain Johnson can navigate the complexities of intercultural interactions with confidence, ultimately enhancing flight safety and operational efficiency in today’s diverse aviation landscape.
Chapter 11: Media Decolonization and Dewesternization
Co-written by Kyle Napier and Amanda Williams
Aviation professionals in Canada navigate a complex landscape influenced by historical legacies and contemporary dynamics associated with colonization, Westernization, decolonization, and dewesternization. This interplay significantly shapes the operational framework of the aviation industry and has implications for fostering inclusivity, equity, and sustainability. Understanding and addressing these intersections are crucial not only for industry advancement but also for respecting Indigenous rights and values, promoting environmental sustainability, and facilitating meaningful communication and media literacy about Indigenous communities.
The historical entwinement of aviation with Canada’s colonial past, particularly its association with residential schools, is a significant facet of the landscape often overlooked. Despite being a primary mode of transportation, especially in remote areas, the role of planes in transporting Indigenous children to these schools remains largely unrecognized (Sinclair, 2021). Canadian laws and the RCMP required Indigenous children attend residential schools (Sinclair, 2021). For many of those Indigenous children being brought to residential schools it was their first seeing or being on a plane.
The Truth and Reconciliation Commission documented some of the aviation industry’s involvement in the residential school system. However, challenges in finding willing participants from the industry and obtaining relevant documents due to privacy and jurisdictional issues have led to an incomplete understanding of the extent of aviation’s role in this dark chapter of Canadian history (Sinclair, 2021).
Now, efforts are underway to shed light on this aspect of history. The new Royal Aviation Museum of Western Canada, led by Indigenous and Canadian researchers, is committed to documenting and displaying the stories of aviation’s role in residential schools (Sinclair, 2021). These revelations underscore the critical need for aviation professionals to confront and reconcile with the colonial legacy, prompting a reevaluation of industry practices through a lens of historical accountability and social justice
Moreover, the emergence of Indigenous-owned airlines, exemplified by ventures like Iskwew Air, and collaborative ventures with Indigenous communities, such partnerships between Vuntut Gwich’in and Air Canada, present pivotal opportunities for industry collaboration . By actively involving Indigenous communities as co-owners and stakeholders, aviation professionals not only enhance Indigenous representation within the industry but also uphold principles of Indigenous self-determination and economic empowerment, as enshrined in the United Nations Declaration on the Rights of Indigenous Peoples (UNDRIP).
In addition to fostering economic partnerships, aviation professionals must prioritize linguistic diversity and cultural sensitivity in their communication endeavours with Indigenous communities. This entails investments in language revitalization initiatives, provision of language training for aviation personnel, and ensuring the accessibility and inclusivity of communication materials for Indigenous language speakers.
Furthermore, the environmental impact of air travel presents a pressing challenge that demands proactive measures from aviation professionals. Research cited in Intergovernmental Panel on Climate Change (2022) reports highlights aviation’s substantial contributions to greenhouse gas emissions and climate change and the challenges the sector faces to decarbonize. Particularly concerning is the impact on Indigenous lands and territories, where aviation-induced environmental disruptions can jeopardize ecological balance, Indigenous livelihoods, and cultural practices. Prioritizing environmental sustainability calls for concerted efforts to mitigate the industry’s carbon footprint through investments in alternative fuels, fuel efficiency enhancements, and collaborative conservation initiatives with Indigenous communities. Furthermore, being informed by Indigenous ways of knowing and anti-racist scholarship like the work highlighted in the previous chapter has been recognized as essential to a new way forward (Morrison, 2021, 2024).
Finally, addressing media representations of the aviation industry through a lens of dewesternization and decolonization is paramount to challenging entrenched narratives and fostering more inclusive and accurate portrayals. Historically, mainstream media depictions have often centered on Western perspectives, perpetuating stereotypes and marginalizing Indigenous Peoples and other underrepresented groups. Moving towards dewesternization involves amplifying diverse voices, experiences, and perspectives within media narratives, thereby challenging hegemonic Western viewpoints and embracing a more pluralistic understanding of the industry. Decolonizing media representations requires dismantling colonial constructs and recognizing the agency and sovereignty of Indigenous Peoples in shaping their own narratives and futures within the aviation sector. This entails providing platforms for Indigenous storytellers, journalists, and content creators to share their perspectives, experiences, and contributions to the industry. By actively engaging with dewesternized and decolonized aviation, aviation professionals can support efforts to promote cultural diversity, challenge stereotypes, and foster greater understanding and appreciation of Indigenous knowledge, values, and aspirations within the broader public discourse surrounding aviation.
In conclusion, the intricate relationship between aviation and Canada’s historical legacies, notably its involvement in residential schools or the potential for contemporary partnerships between industry and community, underscores the need for a comprehensive reevaluation of industry practices. Efforts to confront and reconcile with this colonial legacy, as exemplified by initiatives such as the Royal Aviation Museum of Western Canada, are essential for fostering accountability, social justice, and a deeper understanding of Indigenous experiences in aviation. Furthermore, the emergence of Indigenous-owned airlines and collaborative ventures presents promising opportunities for industry collaboration rooted in principles of Indigenous self-determination and economic empowerment. Prioritizing linguistic diversity, environmental sustainability, and workforce diversity are integral steps towards building a more inclusive and equitable aviation sector. By actively engaging with Indigenous communities, challenging entrenched narratives, and embracing diverse perspectives, aviation professionals can contribute to a more just, respectful, and sustainable future for Canada’s aviation industry and the communities it serves.
Additional References
Intergovernmental Panel on Climate Change (2022). Key findings of IPCC sixth assessment cycle. https://www.icao.int/environmental-protection/Documents/EnvironmentalReports/2022/ENVReport2022_Art46.pdf
Morrison, S. M. (2021). Moving beyond representation: Reimagining diversity and inclusion efforts in the aviation industry. The Collegiate Aviation Review International, 39(1).
Morrison, S. M. (2024). Re-Imagining STEM-Based aviation education though alternative knowledge creation. The Collegiate Aviation Review International, 42(1).
Sinclair, N. (2021, June 21). Children as cargo. Winnipeg Free Press. https://www.winnipegfreepress.com/breakingnews/2021/06/21/children-as-cargo