Abstract:
Mass media platform radio has enjoyed minute attention within the entrepreneurial
education discipline thus far. As an intervention, this study investigated the impact
on entrepreneurial intention of mass media entrepreneurial education and
entrepreneurial mindset. The mediating role of entrepreneurial mindset between
mass media entrepreneurial education and entrepreneurial intentions was also
examined. Drawing on the theory of planned behaviour this effect is tested among
radio audience participants in South Africa through the dimensions of the theory,
namely attitudes toward entrepreneurship, subjective norms, and perceived
behavioural control.
This research examines the factors and dimensions of different categories of mass
media entrepreneurial education, namely generalised, augmented, and motivational
entrepreneurial education. Initially, the study outlines an examination of the literature
defining, discussing, and contrasting the three mass media categories. This is
followed by an examination of the relationships between the constructs of interest
and their effect on entrepreneurship development.
A quantitative method was applied in this preplanned and structured study. Based
on previous studies four hypotheses have been developed and tested through online
questionnaires. Convenience sampling was used and 859 respondents' worth of data
was collected and analysed. The data was statistically interpreted using descriptive
statistics, factor, and regression analysis.
The result of the study shows a strong positive relationship between the subcategories
of mass media entrepreneurial education on entrepreneurial intentions.
And a strong mediating role that entrepreneurial mindset has on mass media
entrepreneurial education and entrepreneurial intentions. Furthermore, this study
also outlines practical implications and future research suggestions.
