I have always been enamoured by the stars. Sitting on the beach after sunset, staring up at the sky, has always given me this hopeful, grateful feeling - for what I have, and for what’s to come. It has made me wonder, why do I feel this way? Why do I feel hope instead of fear, staring into the great darkness? Is it pure curiosity or is it curated by society?
Culture encompasses the ideas, customs, and manifestations that we hold regarding space. Films have been the leading presentation of outer space for many entertainment industries around the world and make visuals of space accessible for many. Many commercials, whether for global or local companies, feature advertising set in or about outer space, filling magazines, billboards and television ad breaks. From astronomy to geology to botany, many scientific fields are involved in outer space research and centre around the universe to seek answers. Culture, the entertainment industry, commercialization, and science could all be contributing factors to this fascination, and may have just as great an impact as innate curiosity.
Culture
Throughout time, there has been a leap from admiration to exploration of outer space. Myths and folktales about outer space and the stars have existed for centuries. The constellations were defined by humans based on patterns associated with these myths and folktales (1). Perhaps space is something that has connected all humans regardless of where and when because it has always existed for us to admire. From folktales to automated rocket ships, the human desire to explore launched our voyages in space. From designing caravans to traverse the countryside, to building boats to cross the sea, to assembling submarines to travel to the bottom of the ocean, humans have always created whatever they need to explore the unknown. The ‘father of modern rocketry’ Konstantin Tsiolkovsky said, “The Earth is the cradle of humanity, but one cannot live in a cradle forever” (2). These inspiring words align with many scientists and space exploration companies like NASA, emphasizing the importance of space travel to satisfy curiosity.
There are also underlying cultural reasons that push space exploration. The 1961 Apollo space mission was presented as an opportunity to discover the unknown, but in fact was for another reason. Apollo Astronaut Frank Borman said, “Everyone forgets that the Apollo programme wasn’t a voyage of exploration or scientific discovery, it was a battle in the Cold War, and we were Cold War warriors. I joined to help fight a battle in the Cold War and we’d won” (Hollingham, 2023). Pop culture also has a large influence on how we see outer space. Katy Perry and Gayle King went to space just a few months ago, heralding female astronauts, but at the same time, reinforcing the growing idea of space tourism.
Entertainment
Perhaps the most common and tangible depiction of outer space - other than gazing at the sky itself - is in films. Star Wars was and continues to be a cultural phenomenon, even garnering the distinction of a global holiday on the 4th of May. The films Gravity (2013), Interstellar (2014), and The Martian (2015) centre around heroes in unbelievably intense scenarios trying to solve problems to better the human race. The success of these films may be due to the strength of the actors and writing alone, but is more likely due to the dueling feelings of fear and hope that accompany the setting of outer space.
The deep sea and outer space are both settings where films have thrived, potentially because of the human instinct for curiosity, and in turn, the impulse to root for and care about the characters. Given the influence of entertainment on culture, if these movies depicted space as a scary, dangerous, and outlandish environment, we might not feel as excited or positive about space. Both our conceptions of the unknown and the influence of the entertainment industry shape our perceptions of outer space. Interstellar is praised by critics for its ability to let us see ourselves as the protagonist - solving impossible puzzles and searching for the answers to life - while reflecting the emotionally beautiful and terrifying landscape of human existence in outer space (4).
Commercialization
For decades, advertisements have featured outer space as a setting or main theme for the storyline. Some ads are even filmed in space. In 2001, Pizza Hut sent an astronaut in a rocketship with a camera and a pizza, becoming the first commercial actually shot in space (5). Olay and Girls Who Code collaborated in a 2020 Super Bowl commercial with Katy Kouric, Taraji P. Henson, Busy Phillps, and Lilly Singh with the tagline “make space for women” (6). Madonna Badger - the COO of the advertising agency that ran the Olay commercial - said that space gives us somewhere to escape to in the midst of tough times: “We’re living in pretty anxious times. When things on Earth become so stressful, there’s something about space that gives us permission to dream” (5). The CCO of Walmart, Jane Whiteside echoed Badger, saying, “It’s a really strange time to be an earthling right now. There’s this interesting confluence of extreme anxiety and a sense of optimism that somehow, we’re going to figure things out.” He said, “Space is the epitome of that. It’s unbridled optimism” (5). The 2020 Super Bowl Walmart commercial centered around a Walmart delivery person dropping off groceries to aliens on another planet. Outer space is on our televisions and devices as the setting for some of the biggest advertisements, for the biggest companies, suggesting a sense of importance and grandeur.
Science
The hunt to answer the questions “Where do we come from?”, “Are we alone in the universe?”, and “What is out there?” is another factor that may drive our fascination with space. Not only do we enjoy admiring it, but we also want to gain something from it. Scientists say that these questions can potentially be answered, and fields like paleontology, geology, botany, and chemistry work together to answer them. One of the current driving forces of this research is the search for another planet that can support human life if Earth becomes uninhabitable (7). Climatologists are able to learn more about Earth’s climate from the climate of other planets and gain natural resources that benefit our planet. Mars’ climate has undergone drastic changes, including the presence of water and the loss of atmospheric gases - changes we can learn from using paleontology and geology to discover how organisms on Mars may have adapted (7).
Whether launching into space or stargazing, humans continue to look up into the sky - whether for a defined reason or not, it will continue to remain a mystery.
References
1. National Sanitation Foundation. (2012). What are Constellations? National Radio Observatory. https://public.nrao.edu/ask/what-are-constellations/
2. NASA. (2015). The Human Desire for Exploration Leads to Discovery.
https://www.nasa.gov/history/the-human-desire-for-exploration-leads-to-discovery/
3. Hollingham R. Apollo: How Moon missions changed the modern world. BBC. 2023 May.
https://www.bbc.com/future/article/20230516-apollo-how-moon-missions-changed-the-modern-world
4. Scott A.O. Off to the Stars, With Grief, Dread and Regret. New York Times. 2014 Nov. https://www.nytimes.com/2014/11/05/movies/interstellar-christopher-nolans-search-for-a-new-planet.html
5. Zelaya I. Why Outer Space Is a Go-To Theme for Super Bowl 2020 Ads. Adweek (Super Bowl Commercials). 2020 Jan. https://www.adweek.com/brand-marketing/why-outer-space-is-a-go-to-theme-for-super-bowl-2020-ads/
6. Spacevertising: The Super Bowl And The 15 Best Outer-Space Ads You Need To See Right Now Orbital Today (Features). 2024 Feb.
7. Horneck, G. (2008). Astrobiological Aspects of Mars and Human Presence: Pros and Cons. Hippokratia Quarterly Medical Journal, 1, 49-52. https://pmc.ncbi.nlm.nih.gov/articles/PMC2577400/
Enigma
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