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.
Inhaltsverzeichnis (Table of Contents)
- CHAPTER ONE
- INTRODUCTION OF THE STUDY
- CHAPTER TWO
- LITERATURE REVIEW
- Introduction
- Background of the Media in Kenya
- Theoretic framework
- Social learning theory
- Media framing
- McLuhan's Media Determinism
- Roles of the media in creation of role models
- Creates a platform for youths and role models to exchange ideas
- Acts as a source of information about the role model's life
- Educates the youths on entrepreneurship
- Encourages positive socialization
- overview of literature
- CHAPTER THREE
- METHODOLOGY
- Introduction
- Research Design
- Data collection methods and tools
- Self-administered questionnaire
- Key Informant Interviews (KII)
- Focus Group Discussion (FGD)
- Existing Literature on youth and the media
- Data collection process
- Data control, processing and analysis
- Limitation of the study
- CHAPTER FOUR
- ANALYSIS AND FINDINGS
- Introduction
- Analysis and interpretation
- Summary
- CHAPTER FIVE
- CONCLUSION
- Summary
- Recommendations
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This research project aims to examine the influence of media on youth in their selection of role models. By understanding how young people engage with media channels and the gratifications they derive from their choices, this study provides insight into the role of media in shaping youth perceptions and aspirations.
- The impact of media on youth role model selection
- The role of media in shaping youth perceptions and aspirations
- The relationship between media use and youth gratification
- The uses and gratifications theory applied to media consumption by youth
- The influence of social learning theory, media framing, and McLuhan's Media Determinism on youth media engagement.
Zusammenfassung der Kapitel (Chapter Summaries)
- Chapter One: Introduction of the Study - This chapter provides the context for the research, outlining the importance of understanding media influence on youth in the current era of liberalised electronic media. It sets the stage for the research by defining the problem, objectives, research questions, and organization of the study.
- Chapter Two: Literature Review - This chapter delves into the existing body of knowledge on media and its role in creating role models, exploring relevant theories and concepts. The chapter examines the background of media in Kenya, explores theoretical frameworks like social learning theory, media framing, and McLuhan's Media Determinism, and outlines the various ways media influences the creation of role models.
- Chapter Three: Methodology - This chapter outlines the research design, data collection methods and tools, and data analysis approach employed in the study. It describes the use of self-administered questionnaires, key informant interviews, focus group discussions, and existing literature to gather and analyze data on youth media consumption and role model identification.
- Chapter Four: Analysis and Findings - This chapter presents the findings of the research, analyzing the data collected through the various methods. It examines the relationship between media use and role model selection, exploring how different media channels influence youth perceptions and aspirations.
Schlüsselwörter (Keywords)
This research focuses on the influence of media on youth role model selection. Key concepts include media use, youth gratification, social learning theory, media framing, McLuhan's Media Determinism, and the role of media in shaping youth perceptions and aspirations. The study explores the uses and gratifications theory and its application to understanding youth media engagement.
- Quote paper
- Teddy Kimathi (Author), 2012, The Role of Media in Creation of Role Models among the Youth, Munich, GRIN Verlag, https://www.hausarbeiten.de/document/213905
