Representations of diversity, equity, and inclusion in airline safety videos
Insights for fostering students’ critical digital literacies
Bibliographic Data
| ID | 11988445 |
|---|---|
| Authors | Wing Yee Jenifer Ho (0000-0002-9725-9494, Hong Kong Polytechnic University, corresponding author), Christoph A Hafner (0000-0002-9592-8092, City University of Hong Kong) |
| Year | 2025 |
| Volume | 135 |
| Pages | 103867-103867 |
| Publication date | 2025-10-01 |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | System (JOURNAL) |
| Journal identifiers | ISSN: 0346-251X • E-ISSN: 1879-3282 |
| Publisher | Elsevier BV (PUBLISHER) |
| DOI | 10.1016/j.system.2025.103867 |
| OpenAlex | W4414722377 |
| Language | EN |
| References cited | 26 |
Airline safety videos are an interdiscursive corporate genre which blends safety and branding discourses. It is a site where corporate identities are constructed using a range of linguistic and multimodal resources. This article presents a critical multimodal genre analysis of how corporate values of diversity, equity and inclusion (DEI) are discursively represented in two airline safety videos created 11 years apart to map the diachronic changes in the resources used to realize DEI in corporate materials. The findings suggest that in addition to presenting diverse participants in the videos, specific multimodal resources such as camera angle and distance, sound effects, and the use of space play a role in reinforcing or contesting dominant power relations and ideologies between the airline and passengers. The study provides a case study to showcase how analyzing corporate digital texts can be used as examples in English for Specific Purposes (ESP) training to enhance students’ critical digital literacy and equip them with the multimodal composing skills to become ‘future-ready’
Critical discourse analysis · Critical literacy · Digital Inclusion · Digital Literacy · Equity (law · Ideology · Inclusion (mineral · Literacy · Communication in Education and Healthcare · Higher Education Practises and Engagement · Literacy, Media, and Education
Corporate Social Responsibility
Research Genres
Reading Images
W(h)ither Ecology? The Triple Bottom Line, the Global Reporting Initiative, and Corporate Sustainability Reporting
The affordances of digital multimodal composing for EFL learning
But then something happened
Digital mediation in ESP genres
Want to be on the top? Algorithmic power and the threat of invisibility on Facebook
Facilitating EFL students’ civic participation through digital multimodal composing
Digital multimodal composing in L2 classrooms
Genre awareness for the novice academic student
Skill versus Social Practice? Some Challenges in Teaching Digital Literacy in the University Classroom
Commentary
Representing diversity on UK company web sites
Reconceptualising critical digital literacy
| Highly cited | No |
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