The following report in The Australian, July 13,
2012, by Aviation writer Steve Creedy, is interesting not only because of the
subject of the piece, but also because of its language and logic. The
implication is that the introduction of tablet technology into the cockpit will
make an environmental difference to the operation. The new technology -
cunningly promoted by brand of tablet twice in two sentences, complete with
detailed specifications but no price - will apparently reduce the quantity of
paper used and the weight carried on each flight. Wow!
Qantas pilots turn to iPads in a move designed to improve communication
QANTAS will deploy 2200 iPads to
its pilots in a move designed to improve communication and data access while
cutting down on cockpit paper.
The 64Gb iPads with 3G connectivity
are also expected to provide about $1.5 million in annual savings through a
combination of reduced printing and distribution costs as well as weight saving
of about 20kg per aircraft.
http://m.theaustralian.com.au/business/aviation/qantas-pilots-turn-to-ipads-in-a-move-designed-to-improve-communication/story-e6frg95x-1226424815246
The message seeks to give the classic ‘good news’ message of
a ‘win-win’ situation: improved efficiency with money saved, with less paper
used and less fuel wasted. It also clearly promotes one brand of tablet. It is
the sort of language frequently used for positive ‘environmental’ promotional
and sales messages.
The concern is that like most environmental and sales
messages, this looks like a cynical public relations exercise in a ‘feel-good’
advertorial story rather than reporting on genuine concerns with real outcomes.
While the matter of latent tablet sales advertising is a
concern, one has to ask: is weight on flights so critically managed that the
effort to save 20kg on each flight is required – even considered? Forgetting
about that person who always seems to be able to get the enormous bag on board
as hand luggage that never fits, when you have struggled so hard to keep yours
to size and weight, one only has to think about the other concern of personal size
- that extra-large individual who nearly always has been given the seat next to
you. Both these situations go unmanaged, randomly adding who knows how many
‘kg’s to the flight, all while we are asked to believe that Qantas is working
so hard to be totally responsible in reducing its weight by 20kg. No, surely
not. Is the main aim tablet sales? Has a deal been done here? Gosh, the decorative paint on an aeroplane weighs hundreds of kilograms.
Environmental matters are a weighty issue, but this media
release seems to be a flippant game in manipulation of opinion on brands rather
than a serious response to a real issue. Environmental matters only become
degraded by such approaches. They become jokey when they are really much more
serious, allowing others to treat these matters with a sceptical disdain - and
why not?
We need to manage these issues with much more rigour
and responsibility if we expect others to respond accordingly, and act
appropriately. Linking sales promotions to environmental concerns is a
dangerous business that degrades both sides of the campaign. Has anyone asked
about the embodied energy used in the manufacturing and distribution of the
technology quoted? Has anyone asked about the batteries that these tablets use?
What happens to the tonnes of batteries used every day? In Australia, with any
luck, they find their way directly into landfill with other general waste. Who
cares? The smart technology and stories like this only serve to distract us from such
serious issues that need attention. The whiz and bang of wonder games and
feel-good yarns keep us content with our entertainments, until a newer model
arrives with better stories and faster outcomes. Who cares about anything else? We should.
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