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    Climate change discourses: how UK airlines communicate their case to the public

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    Authors
    Burns, Peter
    Cowlishaw, Chantelle
    Affiliation
    University of Bedfordshire
    Issue Date
    2014-03-04
    Subjects
    responsible behaviour
    qualitative research
    climate change
    air travel
    
    Metadata
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    Abstract
    Whilst there are many arguments and counterarguments surrounding aviation's contribution to climate change, the sector is increasingly scrutinised, especially in regard to tourism mobility questions. This paper identifies, examines and analyses the discourses that airlines choose to communicate via their websites regarding their role, responsibility and their viewpoints about the issues involved in their relationship to climate change. Studying the web is of growing importance: corporate organizations increasingly use the Internet to communicate influential discourses, engage consumers, and inform the media, who themselves use digital systems to form opinions and influence decisions. Drawing on publicly available communications from six contrasting UK airlines, the study seeks to identify their perceived roles and responsibilities as producers. The data are analysed through content and frame analyses. The study concludes, inter alia, that the airlines under study make both justifiable and unjustifiable claims, and use polarised prioritisation, scepticism and uncertainty creation to put forward their case. Airlines are classified into one of six types: (1) continuous committed benchmarkers, (2) realistic technological innovators, (3) minimal practicalities, (4) low-cost innovators, (5) low-cost sceptics and (6) low-cost opposers. The paper uses and adds to an emerging research method, netnography. © 2014 Taylor & Francis.
    Citation
    Burns P, Cowlishaw C (2014) 'Climate change discourses: how UK airlines communicate their case to the public', Journal of Sustainable Tourism, 22 (5), pp.750-767.
    Publisher
    Routledge
    Journal
    Journal of Sustainable Tourism
    URI
    http://hdl.handle.net/10547/624298
    DOI
    10.1080/09669582.2014.884101
    Additional Links
    https://www.tandfonline.com/doi/abs/10.1080/09669582.2014.884101
    Type
    Article
    Language
    en
    ISSN
    0966-9582
    ae974a485f413a2113503eed53cd6c53
    10.1080/09669582.2014.884101
    Scopus Count
    Collections
    Tourism

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