10th International Congress on Information and Communication Technology

Authors - Ebin V Francis, T. Nirmala, Jiby Jose E.
Abstract - This study investigates how media affected the career aspirations of College students in Kerala and finds a tendency associated with social media adjusting over conventional work. Using content analysis of digital media platforms, the research investigates how media content, trends, and narratives influence students’ perceptions of social media as a viable and desirable career path. This study seeks to determine what has changed over the last two decades, including whether peer effects, economic opportunities, or social acceptance are behind this shift. This study offers insights into how the career interests and preferences of the young generation in Kerala influenced by the media landscape can potentially impact the labour market and employment patterns among the youth in the region and aids in understanding the implications of media-influenced occupational aspirations and media patterns among the students in Kerala.