Uncovering factors in urban high school students' media career considerations : a media career interest model
Daniels, George Lamar
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Based on previous work of social cognitive career theorists, vocational psychologists and journalism and mass communication scholars, a Media Career Interest Model (MCIM) was developed to suggest relationships between such variables as high school media involvement, parent-child career communication, mass communication career self-efficacy, outcome expectations and the outcome measure, media career consideration. Demographic variables such as race, gender and socioeconomic status were also included in the conceptual model. The model was tested using a survey of 538 high school students in two Southern states. While many were involved in newspaper, yearbook, literary magazine, or video production classes, more than a quarter of respondents were not in any such activities or classes. To be included in the sample, all respondents were students in so-called “media-rich environments” at eight urban high schools that had at least three media outlets (i.e. newspaper, TV program, yearbook). The hypothesized model predicted 4% of the variance in media career outcome expectation, 6% of the variance in mass communication self-efficacy, and 20% of the variance in media career consideration. There were a total of 10 relationships depicted in the MCIM. Of those 10 relationships, only three (3) had statistically significant beta weights. Mass communication self-efficacy predicts about a third of the variance in media career consideration. Media involvement only predicts 18 percent of the variance in mass communication self-efficacy. Media career outcome expectation predicts about a quarter of the variance in the media career consideration. The Media Career Interest Model takes an important step toward increasing our understanding of the process of one’s career consideration. With regards to race, the data suggest rather than a direct effect, race has an indirect effect on one’s media career consideration. Instead, it is cognitive factors such as outcome expectation and self-efficacy that are the most direct influences on one’s media career consideration.