Navigating between global and local corporate identities

Watching flight safety videos is a mandatory component of global air travel. While previous studies have primarily focused on using experimental techniques to assess passengers’ information recall and strategies to increase passengers’ level of attention, little has been done on the multimodal design aspects of these videos. Even less attention has been paid to how airlines use this space strategically to navigate between global and local corporate identities. 

Jenifer will illustrate how the interdiscursive and fluid nature of the flight safety video genre, combined with the multimodality of videos, provides new possibilities for airlines. They are able to draw on an enlarged range of resources to construct dynamic global and local identities for themselves while simultaneously capturing passengers’ attention. 

Jenifer's study aims to raise awareness of flight safety videos – not only as an instructional genre but also as a space for intercultural communication between airlines and passengers who may or may not have a shared understanding of cultural and safety knowledge.

This in-person event will be particularly useful for researchers, teachers and students interested in intercultural, and globalised, forms of communication.

Links

• International Centre for Intercultural Studies
• Department of Culture, Communication and Media

Image

Jeshoots.com via Unsplash.