DO VALUES SHARE UNIVERSAL CONTENT AND STRUCTURE - A SOUTH-AFRICAN TEST

Schwartz recently proposed a new theory concerning the universal conte nt and structure of values, a new value survey for measuring them and reported empirical support from 35 countries for many elements of the theory. In this article the validity of the theory is examined in two studies of diverse groups not previously tested using multiple value m easurement instruments. In Study 1, 1364 subjects from the four major racial groupings completed the Rokeach Value Survey, a widely used val ues scale applicable to the theory, as part of a doctoral research pro ject not previously analysed in this way. Study 2 subjects completed t he new Schwartz Value Survey as part of a study of consumption pattern s, media use, and leisure preferences of skilled labour, administrativ e and managerial staff commissioned by the Midrand Town Council. The r esults of both studies are consistent with the new theory and suggest important implications regarding value meaning in South Africa. The au thors close by suggesting directions for future southern African value s research.