Embracing postcolonial diversity? Music selection and affective formation in TAP Air Portugal’s in-flight entertainment system

Commercial airplanes have gradually come to replace ships and other modes of transport as the vehicles connecting countries and continents. In addition to carrying people, modern aircraft have increasingly also delivered cultural content. With the rise of digital technology, interactive inflight ent...

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Detalles Bibliográficos
Autores: Vanspauwen, Bart, Sánchez-Fuarros, Iñigo
Tipo de recurso: otro
Estado:Versión enviada para evaluación y publicación
Fecha de publicación:2022
País:España
Institución:Consejo Superior de Investigaciones Científicas (CSIC)
Repositorio:DIGITAL.CSIC. Repositorio Institucional del CSIC
OAI Identifier:oai:digital.csic.es:10261/282859
Acceso en línea:http://hdl.handle.net/10261/282859
Access Level:acceso abierto
Palabra clave:inflight entertainment
brand management
Expressive culture
Postcolonialism
TAP Air Portugal
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spelling Embracing postcolonial diversity? Music selection and affective formation in TAP Air Portugal’s in-flight entertainment systemVanspauwen, BartSánchez-Fuarros, Iñigoinflight entertainmentbrand managementExpressive culturePostcolonialismTAP Air PortugalCommercial airplanes have gradually come to replace ships and other modes of transport as the vehicles connecting countries and continents. In addition to carrying people, modern aircraft have increasingly also delivered cultural content. With the rise of digital technology, interactive inflight entertainment systems became available to passengers to turn the sky into an almost stressless place for cultural consumption. Framing our work conceptually through theories of flow and mobility, we analyze a number of the soundscapes created by TAP Air Portugal, the Portuguese flag carrier, on its long-haul flights. Following the anthem ‘With arms wide open’ launched in March 2011 - and on which Portuguese fado singer Mariza, Angolan semba musician Paulo Flores, and Brazilian MPB singer Roberta Sá sing in unison - we study some of the strategies by which TAP has aired on-board postcolonial cultural connections between Portugal and the Portuguese-speaking world. While we quantitatively analyze the categorization of music as a tool for brand management, we also reflect on the individual sound experiences that emerge through customizable in-flight playlists. On a broader level, TAP’s publicity materials – across their visual, sonic and discursive dimensions – are also analysed in the light of eventual transitions between the colonial and postcolonial. Ultimately, our goal involves understanding processes of music selection, taste formation and brand management as TAP builds on existing cultural affinities to both strengthen loyalty and inform its mostly Portuguese-speaking passenger community.Fundação para a Ciência e a Tecnologia (FCT): PTDC/ART-PER/32417/2017Peer reviewedBloomsburyFundação para a Ciência e a Tecnologia (Portugal)Vanspawuen, Bart [0000-0001-9079-5342]Sánchez-Fuarros, Iñigo [0000-0003-1817-8352]Consejo Superior de Investigaciones Científicas [https://ror.org/02gfc7t72]202220222023info:eu-repo/semantics/otherhttp://purl.org/coar/resource_type/c_3248Preprintinfo:eu-repo/semantics/submittedVersioninfo:eu-repo/semantics/bookParthttp://hdl.handle.net/10261/282859reponame:DIGITAL.CSIC. Repositorio Institucional del CSICinstname:Consejo Superior de Investigaciones Científicas (CSIC)InglésSíinfo:eu-repo/semantics/openAccessoai:digital.csic.es:10261/2828592026-05-22T06:33:51Z
dc.title.none.fl_str_mv Embracing postcolonial diversity? Music selection and affective formation in TAP Air Portugal’s in-flight entertainment system
title Embracing postcolonial diversity? Music selection and affective formation in TAP Air Portugal’s in-flight entertainment system
spellingShingle Embracing postcolonial diversity? Music selection and affective formation in TAP Air Portugal’s in-flight entertainment system
Vanspauwen, Bart
inflight entertainment
brand management
Expressive culture
Postcolonialism
TAP Air Portugal
title_short Embracing postcolonial diversity? Music selection and affective formation in TAP Air Portugal’s in-flight entertainment system
title_full Embracing postcolonial diversity? Music selection and affective formation in TAP Air Portugal’s in-flight entertainment system
title_fullStr Embracing postcolonial diversity? Music selection and affective formation in TAP Air Portugal’s in-flight entertainment system
title_full_unstemmed Embracing postcolonial diversity? Music selection and affective formation in TAP Air Portugal’s in-flight entertainment system
title_sort Embracing postcolonial diversity? Music selection and affective formation in TAP Air Portugal’s in-flight entertainment system
dc.creator.none.fl_str_mv Vanspauwen, Bart
Sánchez-Fuarros, Iñigo
author Vanspauwen, Bart
author_facet Vanspauwen, Bart
Sánchez-Fuarros, Iñigo
author_role author
author2 Sánchez-Fuarros, Iñigo
author2_role author
dc.contributor.none.fl_str_mv Fundação para a Ciência e a Tecnologia (Portugal)
Vanspawuen, Bart [0000-0001-9079-5342]
Sánchez-Fuarros, Iñigo [0000-0003-1817-8352]
Consejo Superior de Investigaciones Científicas [https://ror.org/02gfc7t72]
dc.subject.none.fl_str_mv inflight entertainment
brand management
Expressive culture
Postcolonialism
TAP Air Portugal
topic inflight entertainment
brand management
Expressive culture
Postcolonialism
TAP Air Portugal
description Commercial airplanes have gradually come to replace ships and other modes of transport as the vehicles connecting countries and continents. In addition to carrying people, modern aircraft have increasingly also delivered cultural content. With the rise of digital technology, interactive inflight entertainment systems became available to passengers to turn the sky into an almost stressless place for cultural consumption. Framing our work conceptually through theories of flow and mobility, we analyze a number of the soundscapes created by TAP Air Portugal, the Portuguese flag carrier, on its long-haul flights. Following the anthem ‘With arms wide open’ launched in March 2011 - and on which Portuguese fado singer Mariza, Angolan semba musician Paulo Flores, and Brazilian MPB singer Roberta Sá sing in unison - we study some of the strategies by which TAP has aired on-board postcolonial cultural connections between Portugal and the Portuguese-speaking world. While we quantitatively analyze the categorization of music as a tool for brand management, we also reflect on the individual sound experiences that emerge through customizable in-flight playlists. On a broader level, TAP’s publicity materials – across their visual, sonic and discursive dimensions – are also analysed in the light of eventual transitions between the colonial and postcolonial. Ultimately, our goal involves understanding processes of music selection, taste formation and brand management as TAP builds on existing cultural affinities to both strengthen loyalty and inform its mostly Portuguese-speaking passenger community.
publishDate 2022
dc.date.none.fl_str_mv 2022
2022
2023
dc.type.none.fl_str_mv info:eu-repo/semantics/other
http://purl.org/coar/resource_type/c_3248
Preprint
info:eu-repo/semantics/submittedVersion
dc.type.openaire.fl_str_mv info:eu-repo/semantics/bookPart
format other
status_str submittedVersion
dc.identifier.none.fl_str_mv http://hdl.handle.net/10261/282859
url http://hdl.handle.net/10261/282859
dc.language.none.fl_str_mv Inglés
language_invalid_str_mv Inglés
dc.relation.none.fl_str_mv Sí
dc.rights.none.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.publisher.none.fl_str_mv Bloomsbury
publisher.none.fl_str_mv Bloomsbury
dc.source.none.fl_str_mv reponame:DIGITAL.CSIC. Repositorio Institucional del CSIC
instname:Consejo Superior de Investigaciones Científicas (CSIC)
instname_str Consejo Superior de Investigaciones Científicas (CSIC)
reponame_str DIGITAL.CSIC. Repositorio Institucional del CSIC
collection DIGITAL.CSIC. Repositorio Institucional del CSIC
repository.name.fl_str_mv
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