A popular term like sustainability creates a discursive space where people express their own ideas, linking them to common keywords. Examining issues discussed using the term sustainability serves as a window to grasp and map out diverse motivations and concerns among discourse participants.
Meanwhile, discourse analysis alone does not give us any clue as to how individuals perceive the issues discussed in the global arena and the diversities of contexts, challenges, and needs in diverse societies. Based on this consideration, this paper aims to pin down the floating global sustainability discourse by investigating individuals' values and behavior in relation to their conception of Sustainability. To link the microlevel survey directly with the analysis of global discourse, the author adopted the key themes in the discourse when designing her questionnaire for the micro survey.
First, the author analyzed the 1575 PDF files searched by the keywords concerning Sustainability. Second, using the quantitative text analysis technique, she developed a list of key phrases from the downloaded files, upon which the survey questions are designed. The aim was to examine the relationships among the respondents' perceptions of sustainability issues, the actions they propose to solve problems, and their fundamental moral values. Third, this questionnaire was distributed to 206 samples in the Philippines and Kenya.
The study suggests the pragmatism and strong orientation toward socio-economic advancement of the current generation in the Global South, which leads to different interpretations of the concept of Sustainability from those in the global discourse.
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