Changes In Value Orientations Research Articles

Change in Value Orientations of Turkish Youth From 1989 to 1995

The purpose of this study was to investigate the changes in value orientations of Turkish youth from 1989 to 1995 and to see how changes in Turkish society affected the value orientations of Turkish youth. The Rokeach Value Survey (RVS; M. Rokeach, 1973) was administered in Ankara to 289 young people in 1989, to 318 young people in 1992, and to 397 young people in 1995. Results indicated that the value orientations of the Turkish youth in 1989 underwent major changes that were manifested in 1992, toward a more competitive and individualistic orientation. Similar characteristics were reflected in the value priorities of the young people in 1995, which indicates that values are modified to fit the changes the society experiences.

Value orientations of new-age elderly: The coming of an ageless market

This article examines an emerging elderly age-subcultural segment—here referred to as the new-age elderly. This elderly vanguard differs substantially in terms of values from the stereotypical or traditional elderly. They perceive themselves as younger in age and outlook, they feel more self-confident and in control of their lives, and they are less concerned with the accumulation of possessions and more involved in seeking novel experiences, personal challenges, and new adventures. These and other changes in value orientation are important to marketers who will increasingly have to respond to a different type of older consumer.

Unemployed Youth: A Lost Generation?

Based on a two-wave panel survey (1984 and 1986) of Dutch unemployed youngsters, we addressed the following questions: Do value orientations and well-being change with the duration of unemployment? Which characteristics determine the length of the unemployment spell? We found that there is hardly any change in value orientations; that there is a change in well-being at the beginning of the unemployment period and just a little deterioration after that. With regard to the second question the results of the duration analyses showed that there is a great effect of the unemployment duration on re-employment probability. Education is another important factor. Interpreting these findings it should be kept in mind, however, that only 30 per cent of the unemployed youngsters had found a stable job after two years. About 35 per cent had a career pattern characterised by temporary jobs.

Canada's Ageing Population and Projected Changes in Value Orientations and the Demand for Urban Services

This cross-sectional survey of 12 age groups in the Canadian urban population detected age differences in consumers' value orientations. Thus, Canada's changing age structure will probably be accompanied by a shift in value orientations - the collective result of value orientational changes as a person ages. Because personal values determine the types of services that are important to a consumer, this shift in values will alter the demand for several kinds of urban services and facilities in the next 20 years - in particular, fine restaurants, movie theatres and family theme parks, as well as for many kinds of health-care facilities.

Modernity Change of Core and Periphery Values of Factory Workers

This study examines the proposition that late socialization processes may bring “traditional” people to a level of modernity equal to that of people who had the benefit of modern early socialization. The study suggests that a differentiation should be made between modernity changes in value orientations which are at the core and those at the periphery of the personality system. Its basic proposition is that early socialization influences will affect modernity of both core and periphery value orientations, while late socialization influences will affect modernity of periphery values only. Data analysis indicates that early socialization directly influences modernity of core values and indirectly influences modernity of periphery ones. Late socialization was found to have an effect mainly on periphery values, and even this effect was found to be mostly an indirect effect of early socialization. Late socialization was found to have no independent effect on modernity.

Changing Concepts of Morality: 1948-69

Quantitative content analysis of selected issues of the Ladies Home Journal revealed shifts in value orientations-most notably from future to present and from doing to being. A qualitative analysis relates these findings to behavior changes and life-style as portrayed in these same issues and places particular emphasis on concepts of morality. Several trends are noted: (1) morality as a rather permanent inflexible set of standards becomes a more fluid concept which each defines for himself; (2) the use of psychological explanation for understanding behaviors becomes increasingly used to justify behaviors; (3) the importance of mental health for the good of family and society gives way to concern with psychological adjustments to meet the needs of the individual; (4) a not altogether clear relationship appears between the housewife's need to turn outward beyond home and family responsibility and her changing attitudes toward marriage. The study of values presents a challenge to those who seek to base research on substantive quantifiable data and to obtain results that are readily replicated. The late Clyde Kluckhohn (1958:149) noted this problem in his review of the literature on American values and value changes up to 1958. Kluckhohn found rather consistent agreement among the authors as to which values were dominant and general agreement on those values which were undergoing change. He noted however, that the great majority of these useful studies were impressionistic in nature rather than based upon rigorous empirical study. Robin Williams, (1967:30-32) in discussing the search for indicators of American values also refers to the elusive nature of values and suggests that a most fruitful source of evidence on attitudes and value orientations is to be found in the output of the mass media. He suggests that content analysis can provide a relatively objective measurable method for the analysis of values and he cites a number of studies which have successfully used this approach. This paper reports on the use of both quantitative and qualitative content analysis of a mass circulation periodical to detect change in value orientations. It covers the result of a study which, through the use of quantitative content analysis of selected issues (117) of the Ladies Home Journal over the period 1948-69 detected discernible shifts in the expression of certain value orientations. A qualitative analysis of these same issues supported the quantitative findings and provided descriptions of the behavior changes which accompanied the observed value-orientation shifts.' The study was based upon the assumption that the mass media is a valid source for indicators of values. Admittedly, this assumption is subject to debate, but there is a growing body of literature to suggest that the media not only reflect but affect public values and attitudes (Peterson et al., 1965; Selltiz, 1959). Berelson and Janowitz (1966:2-3) suggest that the weaknesses of the early studies which were the cause of the severest criticisms stemmed in large part from the tendency to seek relatively straightforward cause and effect relationships. They suggest that more recent studies point the way to a more successful ap*This article is based upon material collected for a M.A. thesis entitled Value Orientation, Behavior and Technoeconomic Shifts and Changing Roles for Women, at the University of Massachusetts under the direction of Dr. Oriol PiSunyer. 1 The material presented in this paper is part of a larger study which supported the hypothesis that content analysis of a popular woman's periodical could detect changes in the value orientations, attitudes, and behavior of the housewife toward work and leisure in a period during which technoeconomic changes affected the character of the homemaker's work and her working day.

Self-Identified Fundamentalism among Protestant Seminarians: A Study of Persistence and Change in Value-Orientations

The relationship between a fundamentalist theological stance and other value positions held by Protestant seminarians is explored in this study. Self-identified fundamentalists within three denominations were compared with (a) their classmates who at no time regarded themselves as fundamentalists and (b) their classmates who had changed their position from fundamentalism to a different stance. It was hypothesized that the "persisting" fundamentalists, in contrast to other seminarians, would be more "charismatic" in their conception of the minister's role; more "devotionalistic" in religiosity; more likely to have based their career decision upon a religious experience; and less likely to stress ethicalism and a mastery of technical professional skills. It was also hypothesized that self-identified fundamentalists would be less frequently found among third-year than first-year seminarians. The hypotheses were moderately supported by the data.