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The alchemy of the upwardly mobile: symbolic capital and the stylization of elites in frequent-flyer programmes

UNIVERSITY OF WASHINGTON, USA

Adam Jaworski

CARDIFF UNIVERSITY, WALES, UK

From a sample of 51 major international airlines, we offer a critical discourse analysis of so-called loyalty or frequent-flyer programmes and their related business-class services. As examples of cultural capital par excellence, these seemingly innocuous discursive formations act as significant agents of, and channels for, globalist relations of power in the context of international travel and tourism. The principal logic of frequent-flyer programmes hinges on establishing a synthetically personalized (see Fairclough, 1989) framework by which ‘loyalty’ is defined and rewarded, and by which privilege is then awarded and regulated. However, what actually sustains this commodified interpersonal appeal is the airlines' skilful reworking of symbolic capital, their manipulation of the illusion of distinction, and the exploitation of social anxieties about status. This is all achieved through a series of discursive strategies that stylize(see Cameron, 2000a) ‘preferred’ passengers as elite. Our analysis of frequent-flyer programmes and business-class services exposes some of the ways social privilege and superiority are nowadays measured, as well as the normative production of luxury. We argue that, for the sake of global marketability and profit, the semiotic realization of super-elitism by the airline industry powerfully ‘re-organizes' anachronistic modes of tourism while also reformulating very traditional notions of class distinction.

Key Words: discourse • elitism • globalization • identity • semiotics • stylization • tourism

Discourse & Society, Vol. 17, No. 1, 99-135 (2006)
DOI: 10.1177/0957926506058066


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