Recruitment advertising for Antarctic personnel: between adventure and routine
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 trop...
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Cambridge University Press
2018
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ftunivtasmania:oai:eprints.utas.edu.au:39570 2023-05-15T13:42:39+02:00 Recruitment advertising for Antarctic personnel: between adventure and routine Nielsen, HE Jaksic, C 2018 application/pdf https://eprints.utas.edu.au/39570/ https://eprints.utas.edu.au/39570/3/132251%20-%20FAC%20Recruitment%20advertising%20for%20Antarctic%20personnel.pdf https://www.cambridge.org/core/journals/polar-record/article/recruitment-advertising-for-antarctic-personnel-between-adventure-and-routine/D6261815B18363E5C4B5A624CE846BC5 en eng Cambridge University Press https://eprints.utas.edu.au/39570/3/132251%20-%20FAC%20Recruitment%20advertising%20for%20Antarctic%20personnel.pdf Nielsen, HE orcid:0000-0002-2761-7727 and Jaksic, C 2018 , 'Recruitment advertising for Antarctic personnel: between adventure and routine' , Polar Record, vol. 54, no. 14 Mar , pp. 65-75 , doi:10.1017/S0032247418000207 <http://dx.doi.org/10.1017/S0032247418000207>. antarctica psychology media advertising heroism employment Article PeerReviewed 2018 ftunivtasmania https://doi.org/10.1017/S0032247418000207 2022-01-17T23:17:51Z 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. Article in Journal/Newspaper Antarc* Antarctic Antarctica Polar Record University of Tasmania: UTas ePrints Antarctic Polar Record 54 1 65 75 |
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Open Polar |
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University of Tasmania: UTas ePrints |
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ftunivtasmania |
language |
English |
topic |
antarctica psychology media advertising heroism employment |
spellingShingle |
antarctica psychology media advertising heroism employment Nielsen, HE Jaksic, C Recruitment advertising for Antarctic personnel: between adventure and routine |
topic_facet |
antarctica psychology media advertising heroism employment |
description |
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. |
format |
Article in Journal/Newspaper |
author |
Nielsen, HE Jaksic, C |
author_facet |
Nielsen, HE Jaksic, C |
author_sort |
Nielsen, HE |
title |
Recruitment advertising for Antarctic personnel: between adventure and routine |
title_short |
Recruitment advertising for Antarctic personnel: between adventure and routine |
title_full |
Recruitment advertising for Antarctic personnel: between adventure and routine |
title_fullStr |
Recruitment advertising for Antarctic personnel: between adventure and routine |
title_full_unstemmed |
Recruitment advertising for Antarctic personnel: between adventure and routine |
title_sort |
recruitment advertising for antarctic personnel: between adventure and routine |
publisher |
Cambridge University Press |
publishDate |
2018 |
url |
https://eprints.utas.edu.au/39570/ https://eprints.utas.edu.au/39570/3/132251%20-%20FAC%20Recruitment%20advertising%20for%20Antarctic%20personnel.pdf https://www.cambridge.org/core/journals/polar-record/article/recruitment-advertising-for-antarctic-personnel-between-adventure-and-routine/D6261815B18363E5C4B5A624CE846BC5 |
geographic |
Antarctic |
geographic_facet |
Antarctic |
genre |
Antarc* Antarctic Antarctica Polar Record |
genre_facet |
Antarc* Antarctic Antarctica Polar Record |
op_relation |
https://eprints.utas.edu.au/39570/3/132251%20-%20FAC%20Recruitment%20advertising%20for%20Antarctic%20personnel.pdf Nielsen, HE orcid:0000-0002-2761-7727 and Jaksic, C 2018 , 'Recruitment advertising for Antarctic personnel: between adventure and routine' , Polar Record, vol. 54, no. 14 Mar , pp. 65-75 , doi:10.1017/S0032247418000207 <http://dx.doi.org/10.1017/S0032247418000207>. |
op_doi |
https://doi.org/10.1017/S0032247418000207 |
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Polar Record |
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54 |
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1 |
container_start_page |
65 |
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75 |
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1766170818732097536 |