The Role of Media in Creation of Role Models among the Youth

Research Paper (undergraduate) , 2012 , 30 Pages , Grade: none

Communications - Mass Media

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

DECLARATION

DEDICATION

ACKNOWLEDGEMENT

ABSTRACT

DEFINITION OF TERMS

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
6.0 References

• Grade: none
• Author: Teddy Kimathi (Author)
• Publication Year: 2012
• Pages: 30
• Catalog Number: V213905
• ISBN (eBook): 9783656425298
• ISBN (Book): 9783656437642
• Language: English
• Tags: Media, Youth, Behavior, Role models, Culture, Society, Communication, Social learning, Popular culture, sociology, change, globalization, pop culture, facebook, twitter, social sites, fashion, teenage, teen, trends, the media, medium, mass media, coverage, the limelight, overexposure, fanfare, voice, saturation coverage, news, television, radio, social media, publicity, juornalism, journalist, magazine, reporter, revolution, evolution