Embarking on the journey of academia often means confronting the dynamic intersection of media consumption and personal aspirations. As university students navigating this intricate landscape, we can not help but wonder:

How does the media we consume shape our career choices, and to what extent do societal influences, particularly pop culture, impact our outlook for the future?

Introduction:

In a world saturated with media, from the constant stream of social media updates to the narratives woven into our favourite TV shows (Baruah et al. 2022), understanding the influence of these elements on our academic and career paths is both relevant and intriguing. This research aims to bridge the gap between the scholarly realm and university students’ everyday experiences. It will delve into media consumption’s impact on our career trajectories, focusing on the influence of pop culture representations.

Why Now? Why Does It Matter?

The pervasive nature of media in our lives makes this exploration particularly timely. Secondary research suggests that people turn to pop culture entertainment in times of societal upheaval and change (Liao, 2023), and as university students, we are uniquely positioned to unravel the complexities of this relationship (Dolch et al. 2021; Cooper, 2013). This research is not just an academic exercise but a quest to understand the factors that shape our decisions and perspectives as we chart our professional journeys.

Objectives:

This project seeks to unravel the multifaceted connections between media engagement and university students’ career aspirations. By employing a mix of surveys, interviews, and content analysis, I aim to capture how media, including social platforms and entertainment content, influences our views and choices.

positionality:

As the investigator, I acknowledge the need to balance academic rigour and reliability. I recognise that I am a university student still in the process of learning to complete a Research Project. To remain ethically sound, this project will only investigate current students completing BCM212. This study positions us, the university students, as active participants and beneficiaries of the insights uncovered. It is an opportunity to merge scholarly inquiry with the everyday experiences that shape our identities and ambitions.

methodology:

Through this research, a nuanced understanding of the impact of media consumption on university students’ career aspirations is anticipated to emerge.

The outcomes of this research are not just data points; they are narratives that reflect the shared experiences of UOW students. I anticipate uncovering insights that contribute to academic discussions and provide practical implications for navigating the media maze in our personal and professional lives.

bibliography:

Baruah, S, Somandepalli, K & Naravanan, S 2022, ‘Representation of professions in entertainment media; Insights into frequency and sentiment trends through computational text analysis’, PloS One, vol. 17, no. 5.

Cooper, N 2013, ‘The Media’s Impact on College Students’ Career Aspirations with a Focus on Minority Students’, Honours Thesis, University at Albant, State University of New York.

Dolch, C, Zawacki-Richter, O, Bond, M & Marin, V 2021, ‘Higher Education Students’ Media Usage. A Longitudinal Analysis’, Asian Journal of Distance Education, vol. 16, no 1.

Liao, C 2023, ‘Exploring the influence of Public Perception of Mass Media Usage Attitudes towards Mass Media News on Altruistic Behaviour’, Behav Sci (Basel), vol. 13, no. 8.