Description
Navigating between aviation safety, corporate identities and destination branding: The interdiscursivity of flight safety videosJenifer Ho
Department of English and Communication
The Hong Kong Polytechnic University
Watching flight safety videos is a mandatory aspect of global air travel, but their importance is often neglected. A handful of studies in the field of aviation have examined this genre from the perspective of aviation safety, such as using experimental techniques to assess passengers’ information recall, and strategies to increase passengers’ level of attention to improve the effectiveness of these videos. However, little is known about how the multimodal design of these videos contributes to the interdiscursivity of this emerging genre. Even less attention has been given to the potential of using these videos as platforms for airline and destination branding. In light of these gaps, this talk presents preliminary findings of my ongoing General Research Fund (GRF) project by discussing how this genre has travelled along a trajectory over time, transitioning from solely delivering safety information, to increasingly being crafted as a space for corporate identity construction in a globalised context. The interdiscursive and fluid nature of the flight safety video genre provides new possibilities for airlines to construct dynamic global and local corporate identities and promote various tourist destinations while simultaneously abiding by aviation safety requirements. This study aims to raise awareness of flight safety videos as not only an instructional genre which communicates safety information, but also a multifaceted space for branding and intercultural communication. The wider implications of the project will also be discussed.
Description automatically generatedDr Jenifer Ho is an Assistant Professor at the Department of English and Communication, The Hong Kong Polytechnic University. Her research interests include video-mediated communication, translanguaging, and social semiotic multimodality in professional and educational contexts. She is currently working on two RGC-funded projects, with the first one focusing on the pedagogical affordances of online language teaching videos, and the second one on flight safety videos for corporate identity construction and branding. Her work has appeared in Applied Linguistics Review, Annual Review of Applied Linguistics, ELT Journal, International Journal of Bilingual Education and Bilingualism, Journal of English for Academic Purposes, Journal of Second Language Writing, Language and Intercultural Communication, Learning, Media and Technology, Qualitative Research, and System.
| Period | 15 Oct 2024 |
|---|---|
| Event type | Seminar |
| Location | Hong KongShow on map |
| Degree of Recognition | Local |
Keywords
- Corporate Communication