Female Media Graduates’ Perceptions of Career Opportunities in the Media Industry

Abstract

This research explores female media graduates' perception of pursuing a career in the media industry, with emphasis on opportunities, challenges, stereotypes, and representation. A quantitative method was adopted based on convenience sampling. Data were gathered using a structured questionnaire on WhatsApp and Google Forms from 100 female media students in different universities. The results show that digital media is the favorite professional course of study for most 79%, but job security, work-life balance, and equal opportunity significantly influence their choices. The research further shows that 69% of respondents value higher pay, with 63% desiring reasonable working hours. Still, 58% would strongly support gender equality in working opportunities. The findings highlight the need to promote a caring and welcoming environment to entice more women into pursuing media careers. This research can help educational institutions, media corporations, and politicians develop policies to improve diversity and gender equality in the media sector.