ABSTRACT
Drawing on survey data collected in August 2022 this chapter will examine UK publics’ responses to media imagery emerging from the nascent future flight innovation ecosystem. Given the absence of lived experiences of these technologies for many publics, popular culture and media imagery can be expected to play a pivotal role in shaping public attitudes to these emerging technologies. It is important to understand both how publics respond to ‘pop cultural’ and media narratives and images surrounding future flight, and the ways these images and narratives may be interacting with different hopes, concerns, or expectations for these technologies publics may hold. This is necessary to ensure publics can be actively engaged in the development and instantiation of the socio-technical systems in which these technologies may become embedded to ensure these systems meet genuine social need.
