Purpose - To add one further value to the previously articulated 'universal values'. Furthermore, to describe the constituent components of three universal values.Design/methodology/approach - This interpretive/constructivist study of Australia's largest online community of seniors involved a thirty-month ethnographic investigation. After an initial period of eleven months of observing social interaction on the entire site, in-depth, semi-structured interviews were conducted with thirty participants, selected according to criterion sampling, a form of purposive sampling.Findings - Four key moral values were identified. They were equality, freedom, respect and trust. All of them had been found in other studies, with equality and respect (as human dignity) identified as universal values. The findings from this study suggest that freedom is another universal value.Originality/value - This study extends the understanding of universal values to include freedom. Further, it demonstrates the constituent components for freedom, and those of two other universal values previously identified in the literature, equality and human dignity, as well as revealing linkages between these three values.
Original languageEnglish
Pages (from-to)238-252
Number of pages15
JournalJournal of Information, Communication and Ethics in Society
Issue number4
Publication statusPublished - 2011


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