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    NewSpace: An Era of Entrepreneurial Branding

    Cover for NewSpace: An Era of Entrepreneurial Branding
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    Creator
    Chatlani, Shalina Haresh
    Advisor
    Barba, Evan
    Shindell, Matthew
    ORCID
    0000-0001-9379-7837
    Abstract
    With the rise in space entrepreneurial companies like SpaceX and Blue Origin, the modern day space sector paradigm appears to be much different that of a NASA-led past. In the mid-90s with the rise of frustration over NASA’s perceived inability to return to the Moon or pursue a Mars mission, a number of space frontier advocates decided to take the ambition into their hands under a so-called “alt.space” turned “NewSpace” movement, which positioned NASA and its aerospace partners as slow-moving and uninspiring “OldSpace.” This thesis unpacks the rhetorical origins of this terminology and the actionable differences between the two camps, ultimately to find that NewSpace is a continuation of the traditional public-private partnership framework that NASA and the U.S. Government has pursued since before the days of Apollo. Despite this reality, so-called NewSpace companies are certainly taking over part of the messaging around how society ought to be expanding into the space frontier away from a government agency. In observing how NewSpace companies manage to rhetorically, but not effectively, brand themselves as different this research posits a question of whether there are serious implications to the intrinsic individualistic and ultimately profit-seeking motives of space entrepreneurs influencing the public’s perception of what ought to be happening in space in the place of a cautious government agency intended to serve public welfare.
    Description
    M.A.
    Permanent Link
    http://hdl.handle.net/10822/1050753
    Date Published
    2018
    Subject
    commercial space; NASA; NewSpace; private space industry; space history; space policy; Communication; Oral communication; Social sciences -- Research; History; Communication; Social research; History;
    Type
    thesis
    Publisher
    Georgetown University
    Extent
    117 leaves
    Collections
    • Graduate Theses and Dissertations - Communication, Culture & Technology
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    Georgetown University Seal
    ©2009 - 2023 Georgetown University Library
    37th & O Streets NW
    Washington DC 20057-1174
    202.687.7385
    digitalscholarship@georgetown.edu
    Accessibility