The billionaire space race: Internet memes and the netizen response to space tourism

Abstract

This study examined netizen attitudes toward space tourism. A content analysis was performed on 260 memes collected in response to the first tourist-focused suborbital spaceflight of Virgin Galactic and Blue Origin. While findings indicate a variety of perspectives toward both historic moments for the new commercial space industry, the overall sentiment was negative. Using cultural references and humor, this critical response focused on the billionaire founders Richard Branson and Jeff Bezos, downplayed their achievement, and questioned their environmental, financial, and social/ethical practices. This discursive contention is sharply opposed to dominant narratives which typically frame space tourism as a net positive for humankind. Findings offer insight into emerging attitudes toward present-day space tourism and potential challenges to the industry's future development.