Document Type
Article
Publication Title
Popular Culture Studies Journal
Abstract
This study explores the ways in which television programming influences undergraduate students’ perceptions of careers in advertising and related fields. Drawing on cultivation theory, the research examines how repeated exposure to television portrayals of professional life can shape expectations and decision-making about college majors and career paths. The analysis focuses on two series—Mad Men and Trust Me—which depict advertising professionals in contrasting but influential ways.
Using a focus group methodology, the study engaged undergraduate students enrolled in advertising and communication-related courses. Participants were asked to discuss their viewing experiences, perceptions of advertising careers as presented on television, and whether such portrayals had influenced their educational or career choices. Findings indicate that television does indeed serve as an informal “career counselor,” with students acknowledging that dramatized representations affected their understanding of workplace culture, job demands, and professional identity.
Students often highlighted the glamorization of advertising in Mad Men, with its emphasis on creativity, power, and prestige, while noting the more stressful, competitive environments depicted in Trust Me. These mediated images contributed to both interest in and skepticism about pursuing advertising careers. Importantly, the study reveals that while students recognize television’s fictionalized nature, its repeated narratives still exert a measurable influence on expectations about professional life.
The research underscores the need for advertising educators to address media-influenced misconceptions in the classroom, helping students reconcile dramatized portrayals with the realities of industry practice. More broadly, the findings contribute to cultivation theory scholarship by extending its application to educational and career decision-making. The article concludes that television’s role in shaping occupational perceptions should not be underestimated, particularly for young adults navigating choices about majors and future careers.
Publication Date
2014
Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License
Recommended Citation
Tucciarone, Kristy, "Influence of Popular Television Programming on Students’ Perception about Course Selection, Major, and Career" (2014). Faculty Scholarship. 773.
https://digitalcommons.lindenwood.edu/faculty-research-papers/773