Singapore girl, you're a great way to fly : examining flight attendants' perceptions on gender stereotypes

This paper explores how flight attendants perceive gender stereotypes and gender ideologies embedded in their occupation, with references to Singapore International Airlines (SIA) and her corporate icon, the Singapore Girl (SG). As an icon, the SG is also an embodiment of multiple meanings subjected...

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Main Author: So, Yinn Yann
Other Authors: Francois Mathey
Format: Final Year Project
Language:English
Published: 2014
Subjects:
Online Access:http://hdl.handle.net/10356/55810
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Institution: Nanyang Technological University
Language: English
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spelling sg-ntu-dr.10356-558102023-11-22T05:24:29Z Singapore girl, you're a great way to fly : examining flight attendants' perceptions on gender stereotypes So, Yinn Yann Francois Mathey School of Humanities and Social Sciences Francis Lim Khek Gee DRNTU::Humanities This paper explores how flight attendants perceive gender stereotypes and gender ideologies embedded in their occupation, with references to Singapore International Airlines (SIA) and her corporate icon, the Singapore Girl (SG). As an icon, the SG is also an embodiment of multiple meanings subjected to varying interpretations by different parties. Not only is the representation of SG salient throughout SIA’s advertisements, it also plays an important role in shaping the gendered performances of the flight attendants at work and beyond. This paper attempts to approach the research question through several methods. Firstly, the paper will analyze and deconstruct the meanings embedded in the representation of SG. Secondly, participant observation offers insight on the socialization of the flight attendants into their roles in SIA. Lastly, semi-structured interviews with flight attendants are conducted to find out how they negotiate with the gender stereotypes and how they are affected by it. The results show that both stewards and stewardesses agree that SG is a worthy icon, but develop different interpretations of the SG and the role she plays in SIA. Bachelor of Arts 2014-04-01T00:55:46Z 2014-04-01T00:55:46Z 2014 2014 Final Year Project (FYP) http://hdl.handle.net/10356/55810 en Nanyang Technological University 35 p. application/pdf
institution Nanyang Technological University
building NTU Library
continent Asia
country Singapore
Singapore
content_provider NTU Library
collection DR-NTU
language English
topic DRNTU::Humanities
spellingShingle DRNTU::Humanities
So, Yinn Yann
Singapore girl, you're a great way to fly : examining flight attendants' perceptions on gender stereotypes
description This paper explores how flight attendants perceive gender stereotypes and gender ideologies embedded in their occupation, with references to Singapore International Airlines (SIA) and her corporate icon, the Singapore Girl (SG). As an icon, the SG is also an embodiment of multiple meanings subjected to varying interpretations by different parties. Not only is the representation of SG salient throughout SIA’s advertisements, it also plays an important role in shaping the gendered performances of the flight attendants at work and beyond. This paper attempts to approach the research question through several methods. Firstly, the paper will analyze and deconstruct the meanings embedded in the representation of SG. Secondly, participant observation offers insight on the socialization of the flight attendants into their roles in SIA. Lastly, semi-structured interviews with flight attendants are conducted to find out how they negotiate with the gender stereotypes and how they are affected by it. The results show that both stewards and stewardesses agree that SG is a worthy icon, but develop different interpretations of the SG and the role she plays in SIA.
author2 Francois Mathey
author_facet Francois Mathey
So, Yinn Yann
format Final Year Project
author So, Yinn Yann
author_sort So, Yinn Yann
title Singapore girl, you're a great way to fly : examining flight attendants' perceptions on gender stereotypes
title_short Singapore girl, you're a great way to fly : examining flight attendants' perceptions on gender stereotypes
title_full Singapore girl, you're a great way to fly : examining flight attendants' perceptions on gender stereotypes
title_fullStr Singapore girl, you're a great way to fly : examining flight attendants' perceptions on gender stereotypes
title_full_unstemmed Singapore girl, you're a great way to fly : examining flight attendants' perceptions on gender stereotypes
title_sort singapore girl, you're a great way to fly : examining flight attendants' perceptions on gender stereotypes
publishDate 2014
url http://hdl.handle.net/10356/55810
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