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Idol ni Juan: Influence of Celebrity and Community Role Models in Aspirations and Success Perceptions of In-School and Out-of-Formal School Youth in Quezon City.

Cruzabra, L.C. and Vitriolo, D.P. (2014). Idol ni Juan: Influence of Celebrity and Community Role Models in Aspirations and Success Perceptions of In-School and Out-of-Formal School Youth in Quezon City. Unpublished Undergraduate Thesis, University of the Philippines College of Mass Communication.

This study explored the Filipino in-school and out-of-formal-school youth's ideal career perceptions and standards of success, and the role models' influence in the formations of such. Furthermore, a communication plan, called Kwento-Juan, proposing the use of narratives of ordinary role models as touch points for encouraging the youth was made using the gathered data and results of the study. Employing a qualitative approach, twenty three focus interviews were conducted all in all: three key informants, ten in-school respondents, and ten out-of-formal school respondents. Coordinated Management of Meaning and Social Cognitive Theories were used as a Framework. It was found that in-school students have more intrinsic views of success while the out-of-schools have more vague and material aspirations. Their role models could be categorized to the following: (a) Excellence in the field, (b) Difference in doing things, (c) Physical appearance and charm, (d) Exemplary Leadership, (e) Overcoming struggle, and (f) Luck. The influences of the role models are as follows: (a) aspirational or impossible image success, (b) setting the professional standard, (c) motivation to be better in the chosen field, and (d) peg for superficial beauty. Furthermore, they have also been a guide on how to handle a situation that the youth is currently experiencing.

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