European journal of communication vol:22 issue:3 pages:355-366
This study aimed to explore the relationship between adolescents' viewing of docu soaps and their career aspirations. The results show that among a sample of 369 adolescents in their last year of secondary education, regular viewing of a docu soap about midwives, veterinarians or para-commandos was a significant predictor of more positive perceptions of that profession. Ecological data on student numbers suggested that these went up in periods following the broadcasting of a successful docu soap about a particular profession. The odds of becoming a student of a study programme recently featured in a docu soap increased by 15 percent. The discussion focuses on the implications of these findings and emphasizes the need for continued research in this area.