Do media play a role in promoting vocational education and training? The case of MasterChef

Di Pietro, G. 2018. Do media play a role in promoting vocational education and training? The case of MasterChef. Policy Studies. 39 (1), pp. 37-53.

TitleDo media play a role in promoting vocational education and training? The case of MasterChef
AuthorsDi Pietro, G.
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.

KeywordsMasterChef
vocational education and training
hospitality and catering
panel data
television
JournalPolicy Studies
Journal citation39 (1), pp. 37-53
ISSN0144-2872
1470-1006
Year2018
PublisherTaylor & Francis
Digital Object Identifier (DOI)doi:10.1080/01442872.2017.1410879
Publication dates
Published in print2018
Published online05 Dec 2017
Published05 Dec 2017

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