387686 Thesis Estefania Final
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HERITAGE OR CRUELTY? THE CONFLICT OF VALUES AMONG SUPPORTERS AND PROTESTERS OF BULLFIGHTING TRADITIONS Estefanía Duque Cardona Supervisors: Anastasia Gotovou & Carsten Jacob Humlebæk MSc in Social Science in Service Management Minor in European Business Studies Pages: 78 Number or characters (including spaces): 158.854 Copenhagen Business School September 2017 ABSTRACT Bullfighting has always been a controversial topic in Spain. Spaniards either support it or repulse it, not many seem indifferent when being asked about their opinion about bullfighting traditions. However, little is known about the reasoning behind the attitudes towards bullfighting. This thesis aims to review some of the results of previous bullfighting studies and try to find out the underlying values in the Spaniards that support bullfighting or protest against it. For this purpose, I used a survey as a quantitative method, which included open questions that served as qualitative data. It was elaborated after the literature review of different social psychology theories with particular emphasis on Schwartz´s Theory of Cultural Value Orientations, and it was distributed through social networks. 1640 Spaniards participated in the survey during the 35 days it was available online. By checking the survey distribution and analysing the data obtained with SPSS, I found out that: I) Spaniards with profiles in social networks against bullfighting were very active in sharing the survey and had a keen interest to prove that most Spanish people are against bullfighting. II) Women are more likely to be against bullfighting than men. III) Most Spaniards agree with the membership of Spain in the European Union, and some would be supportive of a European regulation of bullfighting events. IV) Spaniards who identify with left-wing political parties are more likely to be against bullfighting. V) Most Spaniards identify with egalitarianism, intellectual autonomy and harmony values and tend to think about the common interest, especially those against bullfighting. VI) Spaniards who get economic benefits out of bullfighting activities are more likely to support bullfighting compared to those who do not get economic benefits out of bullfighting. Keywords: Bullfighting, Spanish culture, Spanish traditions, Spanish politics, Spanish history, Spanish identities, analysis of Spanish values, Schwartz´s Theory of Cultural Value Orientations 1 TABLE OF CONTENTS ABSTRACT ....................................................................................................................................... 1 TABLE OF CONTENTS .................................................................................................................. 2 1 KEY TERMS .............................................................................................................................. 4 2 MOTIVATION ......................................................................................................................... 6 3 INTRODUCTION AND RESEARCH QUESTION .......................................................... 8 4 BACKGROUND ..................................................................................................................... 11 4.1 “THE TWO SPAINS” AND BULLFIGHTING ............................................................ 11 4.2 THE CURRENT POLITICAL SITUATION AND THE CREATION OF PACMA ....... 13 4.2.1 Political parties and their views about bullfighting ................................................................... 16 4.3 INTERNET AND SOCIAL MEDIA IN SPAIN ............................................................ 20 4.3.1 Political parties and social media ............................................................................................... 21 5 THEORETICAL FRAMEWORK ......................................................................................... 23 5.1 SCHWARTZ´S THEORY OF CULTURAL VALUE ORIENTATIONS ........................ 23 5.2 INGLEHART´S MODERNIZATION THEORY ........................................................... 27 5.3 HOFSTEDE´S INDIVIDUALISM AND COLLECTIVISM .......................................... 30 5.4 SHERIF´S REALISTIC CONFLICT THEORY .............................................................. 31 5.5 TAJFEL'S SOCIAL IDENTITY THEORY ..................................................................... 32 6 METHODOLOGY ................................................................................................................. 34 6.1 RESEARCH HYPOTHESES ......................................................................................... 34 6.2 VALIDITY AND RELIABILITY ................................................................................... 37 6.3 LIMITATIONS ............................................................................................................. 39 6.4 SURVEY STRUCTURE ................................................................................................ 40 7 ANALYSIS ............................................................................................................................... 42 7.1 SURVEY FINDINGS .................................................................................................... 42 7.2 ANALYSIS TOOL: SPSS .............................................................................................. 50 7.3 HYPOTHESES ABOUT DEMOGRAPHY .................................................................... 51 7.3.1 Hypothesis 1 .............................................................................................................................. 51 7.3.2 Hypothesis 2 .............................................................................................................................. 54 7.4 HYPOTHESES ABOUT POLITICS .............................................................................. 55 7.4.1 Hypothesis 3 .............................................................................................................................. 55 7.4.2 Hypothesis 4 .............................................................................................................................. 57 7.5 HYPOTHESES ABOUT VALUES ................................................................................ 62 2 7.5.1 Hypothesis 5 .............................................................................................................................. 62 7.5.2 Hypothesis 6 .............................................................................................................................. 64 7.5.3 Hypothesis 7 .............................................................................................................................. 66 7.5.4 Hypothesis 8 .............................................................................................................................. 68 7.6 HYPOTHESIS ABOUT ECONOMY ............................................................................ 70 7.6.1 Hypothesis 9 .............................................................................................................................. 70 8 DISCUSSION ......................................................................................................................... 72 9 CONCLUSION ....................................................................................................................... 76 10 BIBLIOGRAPHY .................................................................................................................... 79 11 APPENDICES ......................................................................................................................... 87 11.1 ENGLISH TRANSLATION OF THE SPANISH SURVEY .......................................... 87 11.2 SURVEY RESULTS GRAPHS ...................................................................................... 94 IMAGES AND GRAPHS Image 1: Evolution of the percentage of Internet users in Spain ............................................. 20 Image 2: Followers and Likes of the main Spanish Political Parties in Twitter and Facebook ............................................................................................................................................................ 22 Image 3: Co-plot map nations on Seven Cultural Orientations ............................................... 24 Image 4: Cultural Value Orientations .......................................................................................... 26 Image 5: Traditional/Secular and Survival/Self-Expression dimensions ................................ 28 Graph 1: Survey participants by sex ............................................................................................. 94 Graph 2: Survey participants by age ............................................................................................ 94 Graph 3: Survey participants by level of studies ........................................................................ 94 Graph 4: Survey participants by region ....................................................................................... 95 Graph 5: Survey participants by residence city size .................................................................. 95 Graph 6: Survey participants by neighborhood diversity ........................................................ 96 Graph 7: Survey participants by living mobility ........................................................................ 96 Graph 8: Survey participants by friendships .............................................................................