The role of social media in career discovery, aspirations, and choice of South African university students: A Social Cognitive Perspective

Abstract

The aim of this study was to explore the role of social media in shaping the career discovery, aspirations, and choices of South African university students. This was explored through three key research questions around how South African university students perceive the influence of social media in the discovery and exploration of career options, how they perceive the influence of social media in the formations of their career aspirations, and how they perceive the influence of social media on their career decisions. A cross-sectional, qualitative, interpretivist research design was employed whereby data was gathered through non-probability convenience sampling through volunteers and snowball/chain sampling methods as well as a purposive strategy. Interviews were conducted on the sample, and these were then analysed through a thematic analysis methodology in order to explore the experiences of the participants. The sample consisted of 14 individuals between the ages of 22-27 who were studying in South Africa through a tertiary educational institution. The study utilized Social Cognitive Career Theory (SCCT) as a theoretical framework to understand the impact of social media on the behaviour and career development of South African students. SCCT proved highly beneficial in explaining the role of social media in shaping career interests and facilitating career exploration. While social media played a significant role in exposing students to various career options and influencing their perceptions, it was not perceived as the primary determinant of career choices. Rather, personal interests, passions, and other factors played a more significant role. Nevertheless, social media did have an indirect influence on career decisions by providing information and shaping perceptions. The study's findings align with previous research but also offer nuanced insights, contributing to the understanding of social media's role in the career journey. This research fills a gap in South African literature and lays the groundwork for future studies in this area.