Only 6% of posts rejected the notion, whilst the majority indicated support and advanced suggestions for more sustainable alternatives. Further analysis of the content revealed key perspectives and topics, providing insight into the relatively homogeneous discussions amongst a network community. They also demonstrate, however, that global networks (facilitated through social media) might challenge the needs of physical mobility as requirements to connect, exchange views, and create identity through peer group membership.
The findings indicate that national context continues to be important in understanding the nexus of individual and social sensemaking and processing of new information. Drawing on 14,212 Twitter posts that contained “flygskam” and a further 1037 using the English “flightshame”, this research examined the spatial-temporal spread of these words from Sweden starting in 2016 to the rest of the world indicating a global phenomenon. Reflecting increasing concern about the imminent climate emergency, the phenomenon of feeling ashamed of flying and expressing related emotions through communication has resulted in the neologism “flygskam”. Even before the global halt to extensive mobility due to the coronavirus crisis, there has been growing resistance amongst some groups to flying.
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