Influence of Mass Media on Career Choices of Final-Year High School Students in Brașov County, Romania

This study examines the influence of mass media on the career choices of high school students from Brașov County, Romania, with a focus on their underlying motivational factors. Employing a quantitative design, it draws on data from a standardized questionnaire completed by 1314 students from local high schools. Descriptive and inferential statistical methods were used in the analysis. While some students identify mass media as a key source of career guidance, documentaries and career fairs are more frequently cited as trusted sources. Students’ perceptions of mass media are ambivalent: 55.1% see it as manipulative, while 41.7% and 24.7% acknowledge its informative and educational roles. Personal motivation emerges as the most significant influence, with 64.8% guided by individual talents and abilities, compared to a lower influence from family or media role models. Correlational analysis highlights the importance of personal development, creativity, and collaboration in career motivation. This study suggests that mass media indirectly shapes students’ aspirations by reinforcing values like social recognition, mobility, and identity. Finally, it reveals a strong link between career interest and expectations for respectful, stable, and growth-oriented work environments, pointing to a pragmatic orientation toward professional sustainability.