I would imagine that most Careers professionals working with young people have seen the impact that media has on their perceptions of work and jobs. From the surge of interest in forensics that spiked in the late 2000s as shows such as CSI and Criminal Minds hit the height of their popularity and resulted in a swell of applicants to Criminology degrees in the UK and the United States to the sudden boom in applications to the US Navy that followed Top Gun in the 1980s, it seems that popular media does have an influence on the career choice of individuals.
These anecdotal examples are also supported by research. In 2017 Konon & Kritikos showed that positive media representations of entrepreneurs resulted increase the probability of self-employment and decrease the probability of salaried work. While this paper from Hoag, Grant & Carpenter (2017) concluded that individuals who consume and have exposure to a wide range of news media were more likely to choose journalism as their major. A 2014 article in the Popular Culture Studies Journal (Tucciarone) conducted a research project looking at representations of the advertising industry and found that even negative or exaggerated portrayals of an industry can have an enticing effect on viewers
One research participant explained: “I think any type of portrayal, even if exaggerated a bit, is better than being completely blind about what goes on in an advertising agency. By watching various depictions of the industry and the careers, I am able to decide if I would even want to take ad courses and be involved with such an industry.”
We also have recent survey data that may point to the impact media consumption can have on young people’s career choices. The 2018 DfE Omnibus survey of pupils and their parents/carers might give some hints as it includes responses on what sources of information young rated as offering helpful careers IAG
“Any other source” is a term there that I am sure is a catch-all for a wide range of sources but I would suspect that “the media” (in all it’s guises for young people so including streaming services) is present. I’ve previously posted on the use of vloggers to attempt to capture a young audience and introduce them to a broader range of careers but more traditional narrative media, just streamed by young people on demand, may still play a large part. The BBC itself has found that young people watch more Netflix in a week than all of the BBC TV services. Just how binge worthy shows such as Chef’s Table or Better Call Saul are influencing young people’s views on hospitality or law careers remains to be seen, while free to air channels can still find success with formats that see celebrities trying out different job roles.
Again, the positive/negative view of the role or even the realism of the portrayal (I suspect few of the other midwives on Ms Willis’ ward will also be finding the time to design a range of home ware) may not matter. As the quoted research participant above notes, all it can take is the job being introduced to the viewer for the spark of interest to ignite.