Media Use and its Impact on Journalism Major Choice: A Survey of Communication Undergraduates

• In Event: ICA Plenary Interactive Paper/Poster Session I
  In Interactive Paper Session: Journalism Studies Interactive Poster Session

Abstract

Enrollment in journalism and other communications majors remains healthy despite an uncertain job market. What influences students to choose journalism versus another major? A survey of students (N=2401) examined whether there is a cultivation or other media effect at work. Independent variables of news consumption, media exposure, technology use and the influence of salient referents were used to predict choice of major. Salient referent refers to two kinds: personally known influencers like family (unmediated referents) and media figures like news anchors, magazine writers and professional bloggers (mediated referents). Results show mediated referents and news consumption predict choice of journalism as major. Unmediated referents, by contrast are factor in choice of other communications majors. Technology use and video and Internet exposure were relatively ineffective at predicting journalism major choice. Implications for curriculum and advising and future media effects research are discussed.

Authors

• Anne Hoag, Pennsylvania State U

• August E. Grant, University of South Carolina

• Serena Carpenter, Michigan State U