Context Matters

Abstract

Although geopolitical, temporal, and sociocultural factors shape normative stories of meaningful and attainable work and careers, most scholarship addresses Western, white-collar contexts. Analysis of two Tanzanian youth magazines revealed different normative stories of career success for educational achievers ( Fema) and youth outside the educational system ( Si Mchezo!). Both appeal to themes of self-reliance, collective good, entrepreneurship, and healthy relationships; however, the normative story for educational achievers appeals to discourses of achievement whereas the normative story for educational underachievers appeals to discourses of survival offered via Horatio Alger–like plots. We argue that nuanced differences between discourses necessitate evaluating contextual factors in career research and management, and provide a beginning framework accounting for cultural levels, material constraints, and temporal shifts.