When Flight Attendants Speak (and Dance)

"Communication is a registry of modern longings. The term evokes a utopia where nothing is misunderstood, hearts are open, and expression is uninhibited."

- Speaking into the Air, John Durham Peters


I never really thought that my training with Cebu Pacific flight attendants would be a thought-provoking experience for me. Since I have been doing trainings for Cebu Pacific employees (who come from various departments like Treasury, Accounting, Quality Control, Call Center/Reservations) for the past three months, I accepted this "special communication skills training for the cabin crew" even on a short notice and amidst my busy schedule. And this is not because of the recent brouhaha over the dancing flight attendants. As a communications graduate and practitioner, it has always been my joy to be given the chance to impart whatever theories and skills I have learned regarding communicating effectively to others (which, by the way, is a solid four-year degree in UP). And I was surprised that this training later presented to me a more profound issue rooted in our modern business culture, which treats people as "human resources."

Although the true objective of this special training was not made clear to me at the onset, I found out that the In-flight Announcements are part of the suggested program. And since the announcements are too many, yes, I decided to focus on the now-sensational safety demonstration part.

To set the mood as I start the class, I asked my trainees if any of them had already danced in one of their flights. They were all quick in giving me a vigorous "no," as if telling me that they had not, do not, and will not dance at all. I clarified their responses and threw a follow-up question: will you dance if you were asked to? They all said no. (Later, some of them remarked that the dancing cabin crew are chosen based on their looks, body, and attitude, which was translated as "kapal ng mukha.")

So, we went on with the training and during the discussion, one of the trainees asked me of the right way to pronounce a certain phrase, which happens to be from the safety demonstration part. I told them that that will be our cumulative activity for the day: to recite the safety instructions while employing the principles of proper diction, intonation, stress, and emphasis.

Since I was very busy prior to the actual training day, I didn't get to have the chance to read it beforehand. Now, as I asked my trainees to prepare, I went through the material quickly and found out that:

(1) the actual words used in the safety instructions announcement are not written to be heard. Any communications practitioner would easily identify that the words in the announcement are composed in such a way that it is difficult to recite orally and thus, it is audibly unwelcoming.

As each of the flight attendants recite the announcement, I also observed that:

(2) they speak fast and seem to follow a certain cadence/rhythm that unfortunately shows the incongruity between the words that are coming out of their mouths and the thought that they are supposed to be sending across. This was most evident in the senior flight attendants and is gradually picked up by the newer ones. Although they sounded pleasant, like a voice machine, they sounded just like that: a machine. They told me that they do not have the leisure to do any creative variation for the announcement since they have to finish their demonstration in 2-3 minutes, or as soon as the plane lifts off. I told them it is possible by asking them to set the timer for me as I read the announcement myself. My version only lasted for 1.5 minutes.

Still, they told me that, with the demands of their work, this kind of communication is only ideal. On their third and fourth flight for the day, they are usually tired and too exhausted to speak with dynamism and energy as I did.

This bothers me because when flight attendants speak, they do not just simply function as any machine or as an electronic manual does. Neither it is for the entertainment of the passengers as the plane lifts off. They speak because they are humans, who understand the value of life and security, just like any other human inside the flying plane does. And if there will be any creative way to do it, it is not by asking them to dance it. Instead, we treat them as humans so they can also speak as humans.

I understand the reality of being tired and of bodies wearing out. And I admire all our flight attendants for all the hard work and service they are putting into their jobs. But if this is the inevitable case, I call on Cebu Pacific to do a recorded version of this announcement instead. At least, this is timed, well-spoken, and clearly understood by its listeners - as the intention of every communication activity should be.

Now, if I only remember images of men and women dancing as the plane crashes down, I rest my case.