Motivate or Demotivate? Factors Influencing Choice of Media as a Career

Abstract

The choice of media as a career has conventionally not been a top priority amongst undergraduate students in India. Despite the surging need for responsible media professionals in a developing country like India, this career is not widely accepted or chosen. This research aimed at determining specific motivations among the first-year undergraduate students choosing a career in media. The same were determined through expert interactions followed by an online survey to include over 400 students pursuing an undergraduate programme at various colleges across India. The analysis showed that undergraduate media students are passionate with a deep interest in the concerned field and have an enhanced need to be different from others. They are creative, highly communicative, would like to pursue their interest and passion as well as distinguish themselves from conventional career seekers. Choice of media as a career at the undergraduate level is preferred more by female students compared to their male counterparts. Most interestingly and importantly, media as a career is mostly against the wishes of parents; the influence of parents being negative. This study contributes to a deep understanding of motivational factors and their criticalities in influencing the young generation in India. The factors can aid the educational policymakers, academicians, industry experts, and researchers to develop strategies to encourage students to choose a career in media. This research also serves as a starting point to generate discussions to change the belief and attitudes of parents towards media as a career option for their wards.