Beteiligte: | , |
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In: | International Communication Gazette, 78, 2016, 3, S. 267-287 |
veröffentlicht: |
SAGE Publications
|
Medientyp: | Artikel, E-Artikel |
Umfang: | 267-287 |
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ISSN: |
1748-0485
1748-0493 |
DOI: | 10.1177/1748048515601577 |
veröffentlicht in: | International Communication Gazette |
Sprache: | Englisch |
Schlagwörter: | |
Kollektion: | SAGE Publications (CrossRef) |
<jats:p> This study examined the relationship between exposure to Bollywood movies and job-seeking behavior of South Asian females. Using survey data collected from 132 female participants, we explored the effects of exposure to Bollywood movies on job search self-efficacy, enjoyment and job-seeking behavior of South Asian females living in the United States, Canada, United Kingdom, Germany, India, and Pakistan. We also applied a structural equation model to examine the role of enjoyment and job search self-efficacy in mediating the relationship between frequency of exposure to Bollywood movies and job-seeking behavior. Results indicated that exposure to Bollywood movies was positively related to enjoyment and job-seeking behavior of the female viewers of Bollywood movies. We also found a significant relationship between job search self-efficacy and job-seeking behavior. Our study offers a significant insight into the role of entertainment narratives in influencing the behavior of South Asian female audiences that hitherto remained a neglected group in media effects research. </jats:p> |