Youth Attitudes in Entrepreneurship: a Case of Ktn News, Entrepreneurship Show

Abstract

Youth unemployment is a major challenge that faces young people of today, many graduates are languishing in the hope of getting employed (Ogot 2015). Government programs have gone to great lengths to promote youth entrepreneurship but according to Tuko(2021) many are not aware of the programs available. Media can be a useful tool in promoting such awareness on issues of entrepreneurship. The study aimed at examining the role of The Entrepreneur Show on KTN news as a useful tool in influencing entrepreneurship among the youth. The study analyzed the TV shows content to achieve a qualitative analysis by viewing 20 available episodes on The Entrepreneur Show on YouTube. The study was able to deduce the cross-cutting attitudes and the emerging issues affecting uptake of entrepreneurship among the youth. The study was also able to note how issues of entrepreneurship are communicated and how that may affect uptake among the youth. The study explained the finding using social learning theory and media’s agenda setting role the researcher drew the relationship between the Media’s recent conversations around entrepreneurship with the growth in number of entrepreneurs both in the show and in the country. The researcher noted that though media may not to directly trigger actual entrepreneurial intentions or action, they do have a positive effect on social norms and values and thereby influence both the desirability and feasibility of entrepreneurship. Other factors have a significant impact on entrepreneurship uptake, which informs how media messages and packages TV shows such as The Entrepreneur Show. From the findings, the researcher noted emerging issues on content repackaging and media’s intentionality to foster entrepreneurship among the youth. Thus, recommended further research on repackaging and intentionality of entrepreneurship conversations.