Research
Title of thesis:
Green or Greenwashing: A Multimodal Discourse Analysis of Sustainability Branding in Leading Global Airlines
Description of thesis research:
This research investigates how leading international airlines communicate and construct their sustainability branding through multimodal discourse strategies. By analyzing textual and multimodal data, this study examines how linguistic, visual, and auditory elements interact to create a credible sustainability narrative. It further evaluates the effectiveness and authenticity of these strategies through mixed-method approaches, assessing their influence on public perception and consumer behavior. In doing so, the study addresses the underexplored role of sustainability branding in the aviation industry and offers insights and recommendations to enhance sustainability branding practices across the global aviation sector.
Involvement in research groups, networks and projects:
Member, Research Centre for Professional Communication in English (RCPCE)
