Values associated with Antarctica: a study of the values reported by first time visitors

Abstract

Based on Schwartz‘s (1992, 1994) value theory and Suedfeld, Lekaia and Brcic‘s (2010) use of thematic content analysis (TCA) as a methodology for coding values from interviews, the present study trialled TCA based on Schwartz‘s value theory as a methodology for extracting topic specific value information from interviews. Participants were 14 students who had all visited Antarctica for the first time through a postgraduate university course. Results suggested that Schwartz‘s (1992, 1994) value definitions and markers are well suited to topic specific TCA analysis. Observed frequencies of interview value references suggested that the sample strongly associated five of Schwarz‘s basic values with Antarctica; stimulation, conformity, tradition, stimulation, power and universalism. The content of these five values and their structural relations are presented and discussed. The hierarchy of observed value references in the present sample is presented and discussed in the context of Schwartz and Bardi‘s (2001) pan-cultural norms. Possible explanations for the apparent lack of importance of benevolence in Antarctica are discussed. Recommendations for future multi-method studies aimed at topic specific value extraction are provided.