ABSTRACT
Vocational anticipatory socialization (VAS) is a multi-year, multi-step process that begins in childhood and informs young adults about possibilities for their future work-life experience. This manuscript describes two field experiments that examine media as a VAS socialization source through an investigation of the impact of a televised STEM program geared to elementary school children between the ages of 8 and 14. Additionally, the gender of the television host was manipulated to examine the effect of host gender on increasing interest in STEM. A pretest/posttest design measured attitudes and interest changes in STEM and STEM careers following media viewing. The findings demonstrate that media acts as a socialization agent and can increase a child’s interest in STEM. Parental influence and gender differences are also discussed.
Disclosure Statement
No potential conflict of interest was reported by the author(s).
Notes
1. Four snow days interrupted the originally planned Time 3 posttest dates for district “B.” The posttest data for district A was completed one week following the experimental induction.
Additional information
Funding
Notes on contributors
Kenneth J. Levine
Kenneth J. Levine (Ph.D, – Michigan State University) is a faculty member in the Department of Communication at Michigan State University.
Vernon D. Miller
Vernon D. Miller (Ph.D. – University of Texas, Austin) is a Professor in the Department of Communication and the Department of Management at Michigan State University.
Elizabeth Taylor Quilliam
Elizabeth Taylor Quilliam (Ph.D – Michigan State University) is a retired professor in the Department of Advertising + Public Relations at Michigan State University.
Anna R. McAlister
Anna R. McAlister (Ph.D – University of Queensland, Australia) is an Assistant Professor in the Department of Advertising + Public Relations at Michigan State University.
Melinda R. Aley
Melinda R. Aley (M.A. – Michigan State University) is a Communication PhD student at Michigan State University.