ROLE OF PARENTAL INFLUENCE, SOCIAL MEDIA AND PERSONAL CHOICE IN SELECTING CAREER AMONG PAKISTANI YOUTH

Abstract

This survey study was carried out with the objective to investigate the role of parental influence, social media and personal choice in selecting career among youth. A sample of 500 university students aged 18-29 (Mean age = 19.65, SD =1.514) was selected through convenient sampling technique from different universities of Lahore, Pakistan. Participants responded to demographic information form and then to a self-developed survey questionnaire. Analysis reveals that parent’s profession was the most influential factor for youth while selecting their careers. With respect to media influence the youngsters are most likely to be influenced by the occupations portrayed by media. Lastly, Pakistani youth mostly prefer to seek career counseling by a professional when selecting their careers as a personal choice. Findings also suggest that young women prefer to select career influenced by their parents’ profession and field of choice as compared to men. The research investigates how parenting affects young Pakistani individuals while showing that media and individual preferences also guide their career direction. Youth from Pakistan show a strong preference for career counseling services that originate from professional sources especially among the female population. Women demonstrated a stronger tendency to let their parents select their future occupation compared to men in this study group. This study provides essential findings concerning Pakistani career decision-algorithms while demonstrating that career counseling helps young people reach wise career decisions. This research generates valuable information about Pakistani youth career choices thus indicating societies need to establish awareness initiatives that help young people pick their professions.

Keywords: career choice, social media, parental influence, personal interest, youth.