El Boeing 737 MAX 8: Apología y performatividad

Abstract

This article discusses the discursive strategies shown by Boeing in its press releases issued after the two 737 MAX 8 accidents in Indonesia and in Ethiopia. This writer contends that Boeing relies on the concept of apologia to conceal the role played by its neoliberal economic policies in those tragic outcomes. Relying on crisis communication theories, the writer concludes that its dramatic performance aims to minimize the mishaps‘ financial effects and to repair its tarnished image. Furthermore, the writer argues that crisis communication theories tend to ignore the ideological implications of the crisis communications.