It’s easy to roll your eyes at PR—and easier still when you’re talking about space PR. Space has always been an industry built as much on imagery as engineering.
The Russians tended to go big. Their Yuri Gagarins and Alexei Leonovs became titans of iconography—figures of bronze and steel, their faces cast on coins and their heroic forms raised on pedestals in parks. The Americans went folksy—with reporters and photographers invited into astronauts’ homes while the family ate staged meals or played staged board games, the better to frame the man in the silver pressure suit as just a guy who worked hard and made it big.
Similar semiotics were on display this weekend at the Baikonur Cosmodrome in Kazakhstan, where reporters were invited for a final series of press availabilities as cosmonauts Mikhail Kornienko and Gennady Padalka, and astronaut Scott Kelly prepare for a March 28 launch to the…
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