Celebrities, air travel, and social norms

Research output: Contribution to journalArticle


The year 2018 saw the rise of a new global youth movement, Fridays for Future. The organization underlines the importance of personal accountability for greenhouse gas emissions, specifically in the context of air travel. This position is in stark contrast to views associating aeromobility with status. Celebrities in particular maintain personal brands based on frequent flying. This paper assesses the aeromobilities of celebrities, for which it develops a netnography-based methodology that tracks spatial movement on the basis of social media posts. Data is analyzed to determine travel patterns, distances flown, and fuel consumed. Findings are discussed in terms of the energy-intensity of celebrity lifestyles and the struggle over moral and social norms regarding personal accountability for contributions to climate change.


External organisations
  • Western Norway Research Institute
  • Linnaeus University
Research areas and keywords

Subject classification (UKÄ) – MANDATORY

  • Sociology (excluding Social Work, Social Psychology and Social Anthropology)


  • Air travel, Carbon inequality, Celebrities, Climate change, Fridays for Future, Moral and social norms
Original languageEnglish
Article number102775
JournalAnnals of Tourism Research
Publication statusPublished - 2019
Publication categoryResearch