Take-off, turbulence and turnaround

• DOI: https://doi.org/10.1108/EDI-09-2021-0249
• Published date: 06 September 2022
• Date: 06 September 2022
• Pages: 480-493
• Subject Matter: HR & organizational behaviour,Employment law,Diversity,equality,inclusion
• Author: Ulla Forseth

Take-off, turbulence

and turnaround

Ulla Forseth

Department of Sociology and Political Science,

Norwegian University of Science and Technology (NTNU), Trondheim, Norway

Abstract

Purpose –The aim of this paper is to explore the evolving nature of the work of cabin crew in a Scandinavian

carrier in three eras, drawing on theories of gender and emotional labour.

Design/methodology/approach –The paper draws on ethnographic data from fieldwork, interviews and

documents.

Findings –From being a feminized and temporary occupation for young, upper- and middle-class women in

the 1970s, the occupation became a full-time job and with greater diversity of cabin crew. Today there are signs

of the job becoming a precarious and temporary one of demanding and devalorized work in a polarized and

class-divided labour market. Changing circumstances impact on the emotional labour requirement and terms

and conditions at work.

Research limitations/implications –A limitation is that the research design was not initially longitudinal

in the sense that the author does not have exactly the same kind of data from each era. The author has, however,

been involved in this field for two decades, used multiple methods and interacted with different stakeholders

and drew on a unique data material.

Practical implications –The development in aviation is contributing to new discriminatory practices,

driving employee conditions downwards and changing the job demands. This development will have practical

consequences for the lives and families of cabin crew.

Social implications –The analysis illustrates how work ‘constructs’workers and contributes in creating

jobs that are not sustainable for the employees. Intensification of work, insecurity and tougher working

conditions also challenge key features in the Nordic model such as proper pay, decent work and a life-long

employment. Much indicates that the profession is again becoming a temporary one of demanding work with

poor working conditions in a polarized and class-divided labour market.

Originality/value –The research contributes to the literature on emotional labour, gender and the evolving

nature of the work of cabin crew. The unique data material, the longitudinal aspect of the research and the focus

on a single network carrier are good in charting changes over time.

Keywords Changes in Scandinavian aviation, Cabin crew, Emotional labour, Gender, Intensification,

Devalorization

Paper type Research paper

EDI

42,4

480

© Ulla Forseth. Published by Emerald Publishing Limited. This article is published under the Creative

Commons Attribution (CC BY 4.0) licence. Anyone may reproduce, distribute, translate and create

derivative works of this article (for both commercial and non-commercial purposes), subject to full

attribution to the original publication and authors. The full terms of this licence may be seen at http://

creativecommons.org/licences/by/4.0/legalcode

The author thanks the employees who shared their stories and made this research journey so much

fun, the collaborators at SAS, colleagues at the Work Research Institute, and my colleagues Berit

Gullestad, Ingvill Stuvøy and Kristine W. Smeby for analysis and discussions. The author is also

grateful for inspiring comments from one of the editors and two anonymous reviewers.

Funding: Two action-oriented projects in the aviation industry: the former in SAS at Oslo Airport,

Gardermoen, under the portfolio “Solutions in Business - Collaborative projects to prevent and reduce

sickness absence”funded by the Ministry of Social Affairs 2000–2003. The latter comprised three

airlines (including SAS) and a handling company. It was initiated by the Federation of Norwegian

Aviation Industries in collaboration with the Work Research Institute and funded by the Work

Environment Fund, the Confederation of Norwegian Enterprise, 2000–2003.

The current issue and full text archive of this journal is available on Emerald Insight at:

https://www.emerald.com/insight/2040-7149.htm

Received 27 September 2021

Revised 3 February 2022

25 April 2022

16 May 2022

Accepted 2 June 2022

Equality, Diversity and Inclusion:

An International Journal

Vol. 42 No. 4, 2023

pp. 480-493

Emerald Publishing Limited

2040-7149

DOI 10.1108/EDI-09-2021-0249