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Recruitment advertising for Antarctic personnel: between adventure and routine


Nielsen, HE and Jaksic, C, Recruitment advertising for Antarctic personnel: between adventure and routine, Polar Record, 54, (14 March 2019) ISSN 0032-2474 (2018) [Refereed Article]

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© Cambridge University Press 2018

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DOI: doi:10.1017/S0032247418000207


This paper examines how Antarctica has been depicted in recruitment material, and compares the expectations set up in the advertising imagery with the reality of expeditioners’ experiences. Textual analyses of advertisements and job descriptions are used to reveal dominant themes, including the trope of extremity, while interviews with those who have spent time on the ice provide reflections on the actual challenges encountered when working in Antarctica, such as boredom. Much of the popular discourse around Antarctica continues to centre on the Heroic Era (1895–1922), a time of exploration typified by men pitting themselves against nature and striding out into unchartered expanses of ice. Although modern day life on Antarctic stations differs markedly from the extreme conditions experienced by early explorers, the continent continues to be associated with notions of toughness and extremity. We argue that in some cases, advertisements may actually target the wrong audience. This has important implications for how an Antarctic station as a workplace is conceptualised, and then experienced by those who head south, with potential detrimental effects.

Item Details

Item Type:Refereed Article
Keywords:antarctica, psychology, media, advertising, heroism, employment
Research Division:Psychology
Research Group:Social and personality psychology
Research Field:Social psychology
Objective Division:Expanding Knowledge
Objective Group:Expanding knowledge
Objective Field:Expanding knowledge in human society
UTAS Author:Nielsen, HE (Dr Hanne Nielsen)
ID Code:132251
Year Published:2018
Web of Science® Times Cited:4
Deposited By:Office of the School of Humanities
Deposited On:2019-04-30
Last Modified:2019-05-13
Downloads:15 View Download Statistics

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