This research is an investigation on media influence among the youth when it comes to choosing role models.
The study is critical because in this liberalized electronic media era, it is important to understand from the youth what they watch, read or tweet and what they gain from their choice of media channels.
The study employed the survey method to collect quantitative and qualitative data on the uses of media channels among the youth and the gratification they achieve when it comes to identifying role models.
The study is informed by the uses and gratification theory and how it is related to other media uses theories. The general purpose of the research was to look at the role of media in creation of role models among the youths.
The researcher looked at a theoretical framework to contextualize the uses and gratification theory before reviewing various literature on this subject to put the present study in perspective. The literature revolved around previous researches on audience studies with particular reference to the relationship between the youth and the media. In the methodology, the researcher used self-administered questionnaire with open-ended and closed-ended questions to youths in campus in Nairobi.
A focus group discussion was concluded in one of the sampled campus in order to validate the data collected through self-administered questionnaires. Three key informant interviews were also conducted with program producers from three leading Television stations in Nairobi.
The data was analyzed and the research findings indicated that most young people get or identify with their role models through different media channels also get entertainment and learn a lot from the media. The researcher concluded that the media fulfills the youth’s affective and cognitive needs.
Table of Contents
CHAPTER ONE INTRODUCTION OF THE STUDY
1.1 Background
1.2 Statement of the problem
1.3 Objective
1.4 Research Questions
1.5 Organization of the study
CHAPTER TWO LITERATURE REVIEW
2.1 Introduction
2.2 Background of the Media in Kenya
2.3 Theoretic framework
2.3.1 Social learning theory
2.3.2 Media framing
2.3.3 McLuhan’s Media Determinism
2.4 Roles of the media in creation of role models
2.4.1 Creates a platform for youths and role models to exchange ideas
2.4.2 Acts as a source of information about the role model’s life
2.4.3 Educates the youths on entrepreneurship
2.4.4 Encourages positive socialization
2.5 overview of literature
CHAPTER THREE METHODOLOGY
3.1 Introduction
3.2 Research Design
3.3 Data collection methods and tools
3.3.1Self-administered questionnaire
3.3.2 Key Informant Interviews (KII)
3.3.3 Focus Group Discussion (FGD)
3.3.4 Existing Literature on youth and the media
3.4 Data collection process
3.5 Data control, processing and analysis
3.6 Limitation of the study
CHAPTER FOUR ANALYSIS AND FINDINGS
4.1 Introduction
4.2 Analysis and interpretation
4.3 Summary
CHAPTER FIVE CONCLUSION
5.1 Summary
5.2 Recommendations
Research Objectives and Themes
This study investigates the influence of various media channels on youth in identifying and selecting role models, focusing on how these media platforms fulfill cognitive and affective needs. The research seeks to understand the relationship between media consumption patterns and the development of aspirations among the youth in a liberalized media environment.
- Impact of media liberalization on information access for youth.
- Theoretical foundations of Uses and Gratifications and Social Learning.
- Platforms and strategies used for positive socialization and role modeling.
- Influence of media on entrepreneurial intentions among young people.
- The critical role of parental guidance in media literacy.
Excerpt from the Book
2.4.1 Creates a platform for youths and role models to exchange ideas.
The youth media environment goes way beyond television. Influencers or role models reach out to youth via media channels such as YouTube, video games, facebook, Twitter and music all of which have been made easily accessible 24 hours a day by the media.
Social networks have played a significant role in linking the youth and their role models. Both the youth and their role models can share their views and ideas with each other easily. If a role model wants to provide any information on any subject to a number of youths then social networking sites can be effectively used.
While figures like Michael Jordan and Mahatma Gandhi may provide indirect inspiration, the best role models for youths are ones who they can directly interact with on a regular basis. They can talk further with the youths about their hopes, their values and the specifics required reaching their goals. But along with these pros of social networks there are some cons also. However, the youth are cautions to take care of some people who make fake Ids on such networking sites and play with the emotions or misguide the youths.
Summary of Chapters
CHAPTER ONE INTRODUCTION OF THE STUDY: Defines the research background regarding media influence on youth and identifies the key objectives for investigating the role of media in role model creation.
CHAPTER TWO LITERATURE REVIEW: Explores the evolution of media in Kenya and provides a theoretical framework based on Uses and Gratifications, Social Learning, and Media Determinism.
CHAPTER THREE METHODOLOGY: Details the survey-based research design, including the use of questionnaires, Key Informant Interviews, and Focus Group Discussions to gather data.
CHAPTER FOUR ANALYSIS AND FINDINGS: Presents the empirical data collected from participants, analyzing how they interact with role models and the types of information gained through media.
CHAPTER FIVE CONCLUSION: Summarizes the study findings and provides recommendations for parents and policymakers regarding media literacy and responsible media consumption.
Keywords
Media Influence, Role Models, Youth, Uses and Gratifications, Social Learning Theory, Media Framing, Digital Platforms, Socialization, Entrepreneurship, Mass Communication, Media Literacy, Kenya, Broadcasting, Interaction, Mentoring.
Frequently Asked Questions
What is the primary focus of this research?
The study investigates the role of various media channels in helping young people identify, select, and interact with their role models.
What are the central themes of the work?
The work explores media liberalization, the connection between social media and role modeling, the psychological needs fulfilled by media, and the importance of mentorship.
What is the core research objective?
The objective is to determine how different media channels function as tools for interaction between youth and their role models and to link these platforms to the youth's cognitive and affective needs.
What research methodology was employed?
The researcher used a descriptive survey design, utilizing self-administered questionnaires, Key Informant Interviews (KII) with media producers, and Focus Group Discussions (FGD).
What does the main body address?
The body covers historical media trends in Kenya, the theoretical framework supporting the study, methods of data collection, and a detailed analysis of findings concerning media consumption habits.
Which keywords characterize this study?
Key terms include Media Influence, Role Models, Uses and Gratifications Theory, Social Learning, and Media Literacy.
How does the media influence the entrepreneurial spirit of youth?
The study suggests that media exposes youth to successful entrepreneurs and business programs, which can inspire them to explore business opportunities and nurture their own careers.
Why is parental guidance emphasized in the findings?
Recommendations suggest that parents are vital stakeholders who must guide their children in interpreting media content to ensure they emulate positive values rather than negative behaviors.
How does the "Uses and Gratification" theory apply to this study?
It explains that the youth are active audiences who choose specific media channels to satisfy specific personal and social needs, rather than being passive consumers of media effects.
- Quote paper
- Teddy Kimathi (Author), 2012, The Role of Media in Creation of Role Models among the Youth, Munich, GRIN Verlag, https://www.grin.com/document/213905
