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European Journal of Communication
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The Relationship between Docu Soap Exposure and Adolescents' Career Aspirations

Jan Van den Bulck

Media Effects at the Leuven School for Mass Communication Research, Katholieke Universiteit Leuven, Parkstraat 45 (box 3603), 3000 Leuven, Belgium , Jan.VandenBulck{at}soc.kuleuven.be

Kathleen Beullens

Leuven School for Mass Communication Research, Kathleen.Beullens{at}soc.kuleuven.be

This study aimed to explore the relationship between adolescents' viewing of docu soaps and their career aspirations. The results show that among a sample of 369 adolescents in their last year of secondary education, regular viewing of a docu soap about midwives, veterinarians or para-commandos was a significant predictor of more positive perceptions of that profession. Ecological data on student numbers suggested that these went up in periods following the broadcasting of a successful docu soap about a particular profession. The odds of becoming a student of a study programme recently featured in a docu soap increased by 15 percent. The discussion focuses on the implications of these findings and emphasizes the need for continued research in this area.

Key Words: adolescents • career aspirations • docu soaps • job perceptions • television

European Journal of Communication, Vol. 22, No. 3, 355-366 (2007)
DOI: 10.1177/0267323107079686
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