Gender stunts in space: Blue Origin’s female celebrity envoys

Indulgent, vain and profligate, the all-female venture into space on the self-piloted New Shepard (NS-31) operated by Jeff Bezos’ Blue Origin was space capitalism and celebrity shallowness on full show, masquerading as profound, moving and useful.

The crew consisted of bioastronautics research scientist and civil rights activist Amanda Nguyen, CBS Mornings co-host Gayle King, pop entertainer Katy Perry, film producer Kerianne Flynn, former NASA scientist and entrepreneur Aisha Bowe, and Lauren Sánchez, fiancée of Jeff Bezos. The journey took 11 minutes and reached the Kármán line at approximately 96 kilometres above the earth.

Blue Origin had advertised the enterprise as an incentive to draw girls to pursue careers in science, technology, engineering and mathematics (STEM). It also shamelessly played on the background of some of the crew, with Nguyen promoted as “the first Vietnamese and South-East Asian female astronaut” whose presence would “highlight science as a tool for peace” and also project a potent “symbol of reconciliation between the US and Vietnam”.

Phil Joyce, Senior Vice President of New Shepard, thought it a “privilege to witness this crew of trailblazers depart the capsule today”. Each woman was “a storyteller” who would “use their voices – individually and together – to channel their life-changing experience today into creating lasting impact that will inspire people across our planet for generations.”

What was more accurately on show were celebrity space marketers on an expensive jaunt, showing us all that women can play the space capitalism game as well, albeit as the suborbital version of a catwalk or fashion show. Far from pushing some variant of feminism in the frontier of space, with scientific rewards for girls the world over, we got the eclipsing, if not a wholesale junking, of female astronauts and their monumental expertise.

It hardly compared, at any stretch or by any quantum of measure, with the achievement of Russian cosmonaut Valentina Tereshkova, who piloted a Vostok 6 into earth’s orbit lasting 70 hours over six decades prior. To have Sánchez claiming to be “so proud of this crew”, tears cued for effect, gave the impression that they had shown technical expertise and skill when neither was required. It was far better to have deep pockets fronting the appropriate deposit, along with the necessary safe return, over which they had virtually no control.

Dr Kai-Uwe Schrogl, special advisor for political affairs at the European Space Agency, offered a necessarily cold corrective. “A celebrity isn’t an envoy of humankind – they go into space for their own reasons,” he told BBC News. “These flights are significant and exciting, but I think maybe they can also be a source of frustration for space scientists.” How silly of those scientists, who regard space flight as an extension of “science, knowledge and the interests of humanity.”

The Guardian was also awake to the motivations of the Bezos project. “The pseudo-progressiveness of this celebrity space mission, coupled with Bezos’s conduct in his other businesses, should mean we are under no illusion what purpose these flights serve.” With Richard Branson’s Virgin Galactic and Elon Musk’s SpaceX, the space tourism market, marked by its bratty oligarchs, is becoming competitive. In an effort to corner the market, attractive gimmicks are in high demand.

The cringingly superficial nature of the exercise was evident in various comments on the fashion aspect of the suits worn by the crew. Here was branding, and the sort that could be taken to space. As Sánchez stated: “Usually, you know, these suits are made for a man. Then they get tailored to fit a woman. I think the suits are elegant, but they also bring a little spice to space.” Blue Origin had capitalised on NASA’s own failings in 2019, which saw the abandoning of an all-female spacewalk for lacking appropriately fitting spacesuits.

On their return, the female cast performed their contractual undertakings to bore the press with deadly clichés and meaningless observations, reducing space travel to an exercise for the trivial. “Earth looked so quiet,” remarked Sánchez. “It was quiet, but really alive.” King, after getting on her knees to kiss the earth, merely wanted “to have a moment with the ground, just appreciate the ground for just a second.” (Surely she has had longer than that.) Perry, on her return after singing What a Wonderful World during the trip, overflowed with inanities. She felt “super connected to life”, as well as being “so connected to love.”

On the ground were other celebrities, delighted to offer their cliché-clotted thoughts. “I didn’t realise how emotional it would be, it’s hard to explain,” reflected Khloé Kardashian. “I have all this adrenaline and I’m just standing here.” From a family of celebrities that merely exist as celebrities and nothing else, she had some advice: “Dream big, wish for the stars – and one day, you could maybe be amongst them.”

Amanda Hess, reflecting on the mission in The New York Times, tried to put her finger on what it all meant. “The message is that a little girl can grow up to be whatever she wishes: a rocket scientist or a pop star, a television journalist or a billionaire’s fiancée who is empowered to pursue her various ambitions and whims in the face of tremendous costs.” Just not an astronaut.