Everyday, we see more images of aircraft on TV, in newspapers, and in magazines than we do real aeroplanes in airports. Instead of space ships, stations, and probes, we see the symbols - the characters and features of the industry and related industries. The aerospace industry helps us to explore new frontiers, as well as inspire us. Attractive images of its facilities are the signs of the time and are associated with common human goals. The potential of aero- and astronautics consists not only of high tech, unique development, and invaluable experience, but also of its emotional content and of how it is perceived by broad masses.

Interest and attitude to various kinds of celestial phenomena are deeply rooted in minds of the majority of people. Enriched with the history of the religious beliefs, with sky observations (astronomy) and, lately, with space exploration, the system of modern space science symbols is extremely ingrained, but the influence of this symbology is underestimated. People are proud to work in an industry with high prestige, but how much do they know about the heritage of ancient symbols, beliefs, and myths devoted to the universe and our place in its infinity? We often proclaim its existence as a fact, but how deeply can we understand the root of our striving to infinity?

There are many symbols related to space, but they originated from disparate sources and have therefore not achieved their maximum potential. Besides, it seems that the gap between historically formed symbolism and aerospace signs has gradually become wider. Thus we do not use one of the most effective organizing factors. It is possible that when specialists of aerospace enterprises learn more about the role of space symbolism in the history of mankind their enthusiasm and working efficiency will be increased.

Today's space science ought to be described as a "soft" in which the "software"- the key symbols, accessories, and the images, the sign systems - exist alongside or even predominate in society over the "hardware" of technology and science.

In modern civilization there is a trend to make a fetish of technology in general and of aerospace technologies in particular. Images are perceived as representative and as connective symbols; they can express additional depth. Curiosity and interest of people in the sky and its phenomena are rather successfully used in marketing and in the advertising business. Essentially, marketing managers use the symbols of the cosmos and the space industry to lure potential customers.

We broadly use such words as: space, orbit, rocket, flight, milky way, Apollo, etc. as brandnames. Aviation and space symbols are constantly glimpsed in movies, TV-reports, commercials, posters and advertisements. The elements of "space style" are applied in many different decorations and design elements.

It is a recognized fact that nothing builds business like excitement about the company, its products, and the sphere in which it specializes, a sense that great things happen, that you can relate to it, and most importantly, the feeling that the business has a future. The best developers understand the importance of effective marketing in getting their brand into the public domain, and successful companies have used space symbolism to such great effect that their name becomes synonymous with the best type of technological development. Companies use aerospace symbolism to build a reputation for excellence and to position themselves near the top of the high-tech industries.

If people are amazed at space they will buy more space and aerospace related products. If the public takes more interest in the theme of flight, the industry should be rewarded with increased profits; in other words a growing importance in the public mind will help to grow profits.

An attractive image can assist government and private space investments. Financial streams will give better support to the aerospace endeavors if they serve the public as wings of inspiration. Abraham Lincoln wrote: "Public sentiment is everything. With public sentiment, nothing can fail; without it, nothing can succeed. Consequently he who molds public sentiment goes deeper than he who enacts statutes or pronounces decisions. He makes statutes and decisions possible or impossible to be executed."

One recent example: there were plans to rescue the Mir space station by converting it into a destination 'space hotel' for billionaire tourists as well as a film location. A cosmic thriller under the title "The Last Journey" was planned to be filmed on board Mir at a cost of about $25 million. Today's film production technology, which let us create visual images of space-like environments, is virtually limitless. Having opportunities to perform this in Earth studios, with a plentiful set of special effects, filmmakers nevertheless insist on such an attempt because obviously they need to shoot in orbit, as a symbolic event.

Such an event could be useful for both moviemakers and the space industry, but according to the remarks of the heads of the Russian Space Agency (RSA) they considered such projects as an undesirable but necessary compromise. Yuri Koptev, the head of RSA, once said to journalists, "This is, of course, an exotic project, but the Agency estimates it as a possible way to gain additional means. Life did force us to change mentality. When the question is about dozens of million dollars we are obliged to overcome snobbism."

They say that this project went wrong because the sum was not settled by the sponsor. But this consequence is to some extent the result of the position of the RSA: a reluctant concession. But on the contrary, space agencies should be interested in participation in such "noisy" projects. Profit can be received not only directly but also consequently - when the "after-echo" of such an event will raise general interest in the space industry. This is their (and our) chance not only to seize the crucial moment but also to ensure the future.

Unfortunately the restrained marketing approach is governed by technicians, who believe that this sphere is too complicated for others. Instead of glamorous adverts and outlandish statements, aerospace scientists concentrate on certain core areas: quality of design, building and maintenance, excellence in scientific comprehension. Change is clearly necessary; those scientists and managers who fail to create an attractive image will lose the support of the public and governors who keep them in business.

There were many reasons why the Americans beat the Russians in the moon race, and they were rather controversial, but one of them remained almost unnoticed. Inspired by charismatic President Kennedy, the American program was presented to and deeply accepted by the nation. But the Soviet Union leaders prepared another shocking surprise for their opponents and a pleasant event for the Soviet people. So they performed the project almost in absolute secrecy. There was a lack of public support: people did not know anything, they could only guess. The program was intensively promoted in special institutions but was unknown to all others, therefore it had not sufficient power and "inertia" and consequently was easily stopped by government decision. It occurred due to one of the disadvantages of the administrative system, and it also serves as an example of the necessity of public awareness.

There are two competing priorities to be considered: scientific results and the extent of propagandistic influence. When additional coordinates of the psychological approach are applied, paradoxical results are possible - simpler and less expensive projects could gain more if the effects of the psychological approach are better estimated.

Aeronautics is already a major part of everyday life. It is more than likely that very soon astronautics will begin to take on equal importance. The logos of airlines are familiar to us because we make frequent use of them and are used to seeing them on aircraft tails. An equal level of attention will be paid to the symbology and decoration of spacecraft, in line with their psychological accomplishments.

There is lack of 'joined-up' thinking on this most crucial subject among of the various specialists involved - national aerospace agencies, governments, construction collectives, public organizations, private companies. Such a necessary process as the formation of an integrated symbolic system could be a significant step towards the increasing role of space endeavors in society and give them collective force. Its measures need to take into account the interconnections between the various components of the global complex of economy, philosophy, psychology, history, and sociology and suggest how they can be coordinated in an orderly manner.

Space policy objectives might be furthered more effectively by a change in public strategy. We should foster a dialogue between those who hold different views on space science issues, with the intention to build bridges of understanding.

The symbolism of space endeavors and its invaluable significance serves as a very important connective factor. This is the strongest uniting bond. Sci-tech luminaries, persons, and collectives, their efforts, ideas, and ideals have united in a group of "constellations" of astronautics/cosmonautics.

Partnership is regarded as a key method to reduce expenditures by increasing the number of participants and using their different strengths, but it is reasonable to consider differences in the level of public awareness in different countries. International cooperation fostered by space programs requires the input of the public, too.

When we speak about international cooperation we mean scientific and technical collaboration. We pay less attention to other aspects - to coordination of management and social measures. The latter sometimes remains almost unnoticed. It is important to develop these concepts together.

Realizing such programs as Concord, COSPAS/SARSAT, "Soyuz-Apollo", Intercosmos, "Mir-Shuttle", and ISS we have learned how to connect and coordinate different technical and information systems. Despite globalization, public opinion about space science is quite different in many countries. Favorable public conditions have been met only in a small minority of nations, and even there rather imperfectly. Public confidence in different countries became more differentiated and even polarized. So, endorsements of partial efforts stand out and is the cause of mutual problems.

For instance, Russia has one of the worst public attitudes to space science in the world, even though this country was once a leader of space exploration. Fundraising for the former Mir space station did not earn enough and demonstrated that the Russian people are no longer interested in space programs. Furthermore, the tendency to emphasize problems, not achievements, prevails. Actually, the delays with the fulfillment of Russian commitments to the International Space Station was not connected to Russia's economic problems but with the absence of equal public support in the country. Even though their specialists have invaluable experience of running a space station for a long time and received NASA's financial contribution, they had not appropriate favorable conditions in the Russian society. As a result the agreed terms were broken.

For different space nations to cooperate in the public sphere, say, in educational programs, means mutual support in the future and assurance that participators will continue their participation and will not slacken their efforts.

Social significance and scientific achievements are interrelated phenomena. They breed and feed off each other. It is clear that together with the structural problems of space projects, the public and industry perceptions are to be overcome.

Governmental authorities, their expert advisors, and large segments of general public will need to become convinced that space exploration is a desirable, practicable, and attainable goal. Although this will require a worldwide correlation of opinion and decisions, it has to begin within the rather diverse socio-economic and socio-cultural systems of a number of participating nations. Thus the evolution of public opinion and expert understanding of aerospace symbolism issues throughout the world is an important aspect of the theme.

We should all refresh the ancient beginnings of our striving to the heights and build on this enthusiasm, because our attitude to aerospace science is our future in the new millennium. We should assign importance to this as soon as possible.

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32-year-old Radik Kagirov is a graduate of Samara State Aerospace University and Samara State Academy of Economics (Russia). He is familiar with space enterprises and has also worked several years in the mass media industry. At present, he is working on his postgraduate thesis covering socio-economic aspects of aerospace industry.

CONTACT

Address: 443035, H. 4, Sharikovi St., Samara, Russia.

E-mail: rrkagirov@mail.ru; kagirov@usa.net

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