Influence of Mass Media on Career Choice in Vocational Education Among Youth in Akwa Ibom State

This study explored the influence of mass media on career choice in vocational education among secondary school students in Akwa Ibom State, South South Nigeria. Media portrayals of career success, particularly those emphasizing white-collar professions and entertainment careers, have been suggested as influential in shaping youth career aspirations in ways that may devalue vocational pathways. Using a descriptive survey design, 320 SS3 students from 16 schools in four local government areas were sampled. A structured questionnaire measuring media exposure, career awareness, and vocational interest was administered. Findings indicated that television and social media were the most influential media platforms, with regular exposure to content celebrating professional and celebrity careers significantly reducing interest in vocational trades. However, exposure to documentary content and social media influencers promoting skilled trades had a modest positive effect on vocational interest among a sub-group of respondents. The study recommends that the Nigerian Broadcasting Commission promote vocational success stories through national and state media outlets, and that schools integrate media literacy education that helps students critically analyze career portrayals. Community radio stations should feature vocational entrepreneurs in Akwa Ibom's coastal and oil-producing communities. These findings add to the literature on socio-cultural determinants of vocational career choices in Nigerian secondary schools. Keywords: mass media influence, career choice, vocational education, Akwa Ibom State, youth aspirations.