This paper contextualises the alignment of the wicked problem of using drones as a form of leisure. The fast evolving spaces of drones and their different uses, from military, to logistics, to leisure create many intertwining structures within a larger ecosystem. This research offers new perspectives by considering the role of the media in assisting with alignment to try to tame the wicked problem associated with a drone ecosystem, the use of drones for leisurely activities. Guided by the principles of the Agenda Setting Theory (AST), the paper elucidates the way drone contents are presented across different media channels; how key themes emerge from the narratives within different media channels; and how (non)convergence of media contents relates to alignment of drone governance.
Institution: University of the Sunshine Coast
Department: School of Business
City: Sippy Downs
Aaron Tham is Lecturer in Tourism, Leisure and Events Management within the School of Business at the University of the Sunshine Coast. Aaron’s research areas include social media and its impact towards tourism consumer behaviour. His other research interests are in the areas of medical tourism, disruptive innovation and culture and heritage branding.