While flying, or even walking through an airport, it is extremely evident that gender roles are alive and thriving in the corporate world of aviation. You may be wondering why and automatically decide the noticeable male dominance in high power positions is representative of the characteristics of hegemonic masculinity seen in most corporations. This is true of course; however, the history of aviation leads way to the development and demonstration of the masculinities present in past and current aviation positions. The general notion of men being pilots and women being stewardesses is deeply rooted in the historical context surrounding the growth of commercial flying. Albert J. Mills uses British Airways to observe and explain the corporate masculinity clearly visible in flying in his academic article, “Cockpits, Hangars, Boys and Galleys: Corporate Masculinities and the Development of British Airways” (1998).
Why Study British Airways?
British Airways is an effective corporation to study historically because it is the result of a merge between many early British airlines (Mills 1998). The corporation was formed in 1974 when the British Overseas Airways Corporation and British European Airways joined (1998). British Airways can also be traced back to corporations like Imperial Airways and British Marine Air Navigation (1998). Studying the masculinity observed among these original companies allows a comprehensive view of the masculinities apparent in present day British flying (1998). The father companies of British Airways were created in 1919 (Mills 1998) It was not until 1991 British Airways created the “Equality Steering Group” with the intent to make the corporation more just in gender employment (1998). This large window of time exemplifies how long the corporation existed before calling attention to gender issues (1998).
Commercial Pilot or War Hero?
The corporate image of masculinity is the result of many interconnected factors, including: militarization of flight, the symbolism of wartime and airline recruitment (Mills 1998). Mills claims, “The character of World War I made a hero out of the pilot and indelibly linked flying with heroism and bravery” (1998). This concept of pilots being war heroes led to the strategy of advertising pilots as, “…Experienced, heroic and supremely confident” (1998). By 1924 Imperial Airways created the rule that all pilots and three fourths of ground personnel had to be members of the Royal Air Force, the Reserves or the Auxiliary Air Force to ensure this heroic image would carry on in commercial flying (1998). This rule purposely excluded women on the belief that, “…Their menstrual cycle [made] women physically unsuited to the rigors of commercial flying” (1998).
Symbolism of Being a War Hero
The developing father companies of British Airways believed that depicting pilots as war heroes would comfort passengers (Mills 1998). Imperial Airways reassured passengers by providing, “…Signed photographs and accompanying details of their pilots” (1998). Early British aviation corporations, “…Portrayed the pilot as rugged, schooled in wartime flying, courageous and loyal” (1998). These characteristics depict the valued masculine role. Additionally, British Airways ancestors further developed this ideal masculinity by presenting pilots as, “…Highly skilled and technically knowledgeable, and ultimately, reliable. It is little wonder that commercial pilots came to be looked up to as gods and heroes” (1998).
From Hero to Expert
As the corporations began to evolve the focus was transitioned from being a war hero to being a highly trained expert in the field (Mills 1998). Mills claims, “Piloting, from the early 1930s onwards, now became associated with a new form of masculinity- experience, scientific and technical knowledge, careerism, and the contradictory notions of professionalism and organizational commitment” (1998). These new qualities easily became the accepted definition of masculinity because women were not allowed to hold such roles through the previously discussed recruitment process (1998). This automatically held men at a higher position of possessing great skill and expertise (1998).
Men as Stewards
Women were not always the dominant gender in the stewarding field (Mills 1998). The father companies of British Airways felt pressure from their passengers to advertise safety more than previously done (Mills 1998). To appease passengers the corporate executives employed young boys to steward, with tasks like serving coffee (1998). Mills claims the real purpose of hiring these young boys was to, “…Reassure fearful male passengers” (1998). The aviation corporations wanted to employ young boys (14-16) due in part to conserving fuel costs because of their size (1998). The executives felt young boys would be more comforting than women of the same size and gave preference in hiring to these boys (1998). To address this type of masculinity that differed from that of the pilot, Imperial Airways described the steward as, “A man who was completely dedicated to the passengers and their ‘comfort’; experienced and consistent; part psychologist and part actor; methodical and meticulous; small, agile, quick moving, deft, and proud” (1998).
Mills, Albert J. 1998. “Cockpits, Hangars, Boys and Galleys: Corporate Masculinitiesand the Development of British Airways.” Gender, Work and Organization 5(3).
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