Is this project an undergraduate, graduate, or faculty project?
Undergraduate
Project Type
individual
Campus
Daytona Beach
Authors' Class Standing
Martyna Wojcik, Junior
Lead Presenter's Name
Martyna Wojcik
Lead Presenter's College
DB College of Arts and Sciences
Faculty Mentor Name
Caitlin Martin
Abstract
Airline accidents are pivotal events that not only test the safety frameworks of the aviation industry but also challenge how airlines manage their public image. Rhetoric by airlines in the wake of major incidents plays a vital role in setting public perception about airline safety and corporate accountability. Airlines respond differently to accidents and use different strategies to manage public perception, influenced by whether the crash stemmed from human error or technical failure. This research investigates three study cases: the Germanwings Flight 9525, Lion Air Flight 610, and Ethiopian Airlines Flight 302 crashes for interpreting how airlines frame crisis discourse through discursive practices. Founded on Discourse Theory, this study examines Lufthansa, Lion Air, and Ethiopian Airlines' crisis communication strategies founded on emotional appeal, transparency, and strategic messaging in a bid to maintain the public's trust. Whereas Lufthansa answered Germanwings with empathy, responsibility-taking, and policy change immediately, Lion Air was undermined by conflicted messaging, delayed responses, and emotional distance in the aftermath of the Flight 610 crash. Ethiopian Airlines, on the other hand, managed to shape its own narrative in terms of transparency and insisting on aviation safety, portraying itself as a victim of Boeing design issues with the 737 MAX. The research contrasts these incidents with inadequate crisis management responses to demonstrate how timely, open, and emotionally engaging communication preempts misinformation, re-establishes credibility, and shapes enduring aviation safety debates. This research emphasizes the need for crisis communication in establishing legitimacy, influencing regulatory policy, and redefining public trust within the aviation industry.
Did this research project receive funding support (Spark, SURF, Research Abroad, Student Internal Grants, Collaborative, Climbing, or Ignite Grants) from the Office of Undergraduate Research?
No
The Rhetoric of Airline Safety After Major Incidents
Airline accidents are pivotal events that not only test the safety frameworks of the aviation industry but also challenge how airlines manage their public image. Rhetoric by airlines in the wake of major incidents plays a vital role in setting public perception about airline safety and corporate accountability. Airlines respond differently to accidents and use different strategies to manage public perception, influenced by whether the crash stemmed from human error or technical failure. This research investigates three study cases: the Germanwings Flight 9525, Lion Air Flight 610, and Ethiopian Airlines Flight 302 crashes for interpreting how airlines frame crisis discourse through discursive practices. Founded on Discourse Theory, this study examines Lufthansa, Lion Air, and Ethiopian Airlines' crisis communication strategies founded on emotional appeal, transparency, and strategic messaging in a bid to maintain the public's trust. Whereas Lufthansa answered Germanwings with empathy, responsibility-taking, and policy change immediately, Lion Air was undermined by conflicted messaging, delayed responses, and emotional distance in the aftermath of the Flight 610 crash. Ethiopian Airlines, on the other hand, managed to shape its own narrative in terms of transparency and insisting on aviation safety, portraying itself as a victim of Boeing design issues with the 737 MAX. The research contrasts these incidents with inadequate crisis management responses to demonstrate how timely, open, and emotionally engaging communication preempts misinformation, re-establishes credibility, and shapes enduring aviation safety debates. This research emphasizes the need for crisis communication in establishing legitimacy, influencing regulatory policy, and redefining public trust within the aviation industry.