 Do media play a role in promoting vocational education and training? The case of MasterChefPolicy Studies, 2018, vol. 39, issue 1, 37-53 Abstract: It is often suggested that vocational education and training (VET) could be key to cut youth unemployment. VET programmes may provide young people with specific professional qualifications that enable them to successfully compete in the labour market. However, despite the great emphasis placed by governments and other institutions on these programmes, VET appears to be far from reaching its full potential in many countries. One barrier preventing students from pursuing this type of education is the stigma associated with VET. This paper looks at the role of media in changing the negative social perceptions of VET. Specifically, it examines whether in Italy the growing popularity of the cooking television reality show MasterChef has led to an increase in the number of students willing to study for a vocational qualification in hospitality and catering. The empirical results show that an increase in the number of MasterChef's viewers is associated with a higher proportion of students willing to attend hospitality and catering schools. This finding suggests that popular television cooking series like MasterChef may be a vehicle through which the image and the attractiveness of VET can be improved. Date: 2018 Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:taf:cposxx:v:39:y:2018:i:1:p:37-53 Ordering information: This journal article can be ordered from DOI: 10.1080/01442872.2017.1410879 Access Statistics for this article Policy Studies is currently edited by Toby James More articles in Policy Studies from Taylor & Francis Journals |
Is your work missing from RePEc? Here is how to contribute.
Questions or problems? Check the EconPapers FAQ or send mail to .
EconPapers is hosted by the
School of Business at Örebro University.