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How did flying go from luxury aspiration to contested norm in Sweden?
Cecilia [dot] von_arnold [at] lucsus [dot] lu [dot] se (Cecilia von Arnold)
- published 22 November 2021
The “Staying on the ground” movement initiated in Sweden has gained rising influence internationally, indicating the start of an important shift in not just attitudes but also culture regarding travel behaviors and visions of living well under climate change.
The study, which is published in the Journal of Sustainable Tourism, focuses on holiday travel and analyzes changing representations of flying in Swedish media since the 1950s (Figure 1). For example, flying was seen as an important part of the holiday experience in the 1950s; by the 1990s, it was merely a mode of transportation. Now low-carbon ways of traveling and living are gaining rising attention.
Sara Ullström is a doctoral student at Lund University Centre for Sustainability Studies (LUCSUS). She holds a bachelor degree in political science and a master’s degree in applied climate change strategies, both from Lund University. Her research focuses on the role of narratives and individual lifestyle changes in sustainability transitions.
Kimberly Nicholas is a Senior Lecturer in Sustainability Science at Lund University in Sweden. She studies how to manage natural resources to both support a good life today, and leave a living planet for future generations.