This book examines the principal texts, images, and icons that convey the meaning, and transformation of meaning, of human spaceflight in the space shuttle era from the 1970s into the early 2000s. Various themes and metaphors, consciously promoted by NASA and the media, refreshed the meaning of spaceflight in response to evolving agendas and challenges. Advocates and critics, participants and reporters, contributed to the ongoing redefinition of the purpose and value of human spaceflight. NASA promotional materials and planning documents, the changing character of the astronaut corps, media re ... More

This book examines the principal texts, images, and icons that convey the meaning, and transformation of meaning, of human spaceflight in the space shuttle era from the 1970s into the early 2000s. Various themes and metaphors, consciously promoted by NASA and the media, refreshed the meaning of spaceflight in response to evolving agendas and challenges. Advocates and critics, participants and reporters, contributed to the ongoing redefinition of the purpose and value of human spaceflight. NASA promotional materials and planning documents, the changing character of the astronaut corps, media reportage and opinion pieces, editorial cartoons, program logos and insignia, and photographs are the source materials for this study of spaceflight ideology and iconography and their place in American culture. Inspired by the analytical disciplines of history, rhetoric, media and visual culture studies, and strategic planning, the author takes a broad and novel approach to spaceflight as a cultural text resonant with American traditions and civic values. The ambitious space endeavour that is one of America’s signal technical accomplishments is also one of its most persistent and resilient imaginaries.