Multimodality

Coming from an experienced traveler, I would hope my airline had flown to various destinations, over the years acquiring vast experiences with all walks of life. In United’s safety video, the compant attempts to express these very values. Although are their efforts misplaced? Their stereotypical views of culture create an orientalist view on the destinations they’re representing, and therefore adds to cultural misrepresentation. We must inspect why this video was such a success, and what it says about society to relish in such depicts.

Through the use of multimodality, “images, sounds, document design, and graphics”, United is able to present travel as being enjoyable and fast-paced. Their four minute and fifteen second video skips from clip to clip emphasizing the fact that travel is constantly happening. The audio inclusion of multi-cultural music provides a change in pace with every destination, therefore keeping the audience alert and entertained with new noise, versus a constant song playing subtly in the background.

In attempts to reach all walks of life and all ages- United presents their travels as fun and energetic. This party-centered travel is demonstrated through the live music, dancing and smiles portrayed in the opening scene. This high energy is matched through the rapid change in scenery, new destinations and different speakers throughout the video.

It becomes apparent that United intends to present their company as multi-cultural, which is shown through their multiple speakers throughout the video.

From African, to Caucasian, to Asian- United has a diverse team. The video targets the attention of Spanish speakers by highlighting their multi-linguistic employees when a co-worker replies “De nada” in response to “thank you”. This inclusion aims to ease non-English speaking travelers that they are in good hands.

United wants to demonstrate that families are in good hands as well. The illusions to family are demonstrated outright in the video, by the woman with a stroller in NYC, but also in the company’s team.

The final scene shows all sectors of the United company letting go of their lanterns together. This segment was touching because it showed the manual laborers of the airline united with the pilots and flight attendants, demonstrating a well connected team. One viewer picked up on the fact that the CEO of United was also included in the video.

This provides United travelers an “all hands are on deck” feeling as they are preparing for take-off.

Yes, their family values are intact, but United played into several stereotypes of the locations mentioned. In Alaska, dog sledding is a practice which is rarely used, and only for tourist purposes, yet it is demonstrated in the video as a somewhat common experience. In Germany, lederhosens are hardly worn in everyday life and are primarily for tourists’ appeal. In India, most people are more concerned with where their next meal will come from before participating in a color-throwing party.

One must ask if this use of multimodality is purely because that’s what the public expects/wants to see? Are companies such as United justified in utilizing such narrow-minded views of culture? Ultimately it is up to the traveler to decide what forms of travel they chose to accept, what realities of cultures they want to believe. For the average Joe, United’s safety video is entertaining and informative; but for the experienced traveler, one might need something of greater substance.