The impact of mass media on shaping the moral character of university students: an interdisciplinary study with economic implications

Maimakova A. Abildina S. Tussupbekova M. Sabyrov N. Assylkhanova G.
2024 Institute of Society Transformation

Economic Annals-XXI
2024 #208 Issue 3-4 40 - 54 pp.

The impact of mass media on shaping the moral character of university students has become an increasingly relevant concern in today’s digitally connected world. This interdisciplinary study investigates the complex relationship between media exposure and moral development, considering the economic implications for society and the labor market. By integrating theories from psychology, sociology, and media studies, we develop a comprehensive conceptual framework that explains the mechanisms through which various media channels and content types influence students’ moral attitudes, beliefs, and behaviors. To empirically assess this influence, we employ a mixed-methods approach, combining survey research, experimental studies, longitudinal analyses, and qualitative interviews. Our findings reveal significant associations between specific media consumption patterns and moral orientations, with differential effects observed across traditional, digital, educational, and entertainment media. Structural equation modeling and multilevel analysis further demonstrate the mediating roles of social learning, cultivation, and agenda-setting processes in the media-morality relationship. Importantly, we highlight the economic consequences of media’s impact on moral character. Students with stronger moral foundations exhibit higher academic performance, employability, and career success. Conversely, exposure to morally questionable media content can undermine ethical decision-making and lead to costly behavioral outcomes. We conduct cost-benefit analyses of media-based moral education programs and discuss the implications for consumer behavior and market dynamics. Based on our findings, we propose evidence-based recommendations for leveraging mass media to promote positive moral development among university students. These include guidelines for creating ethically oriented media content, strategies for integrating media literacy education into curricula, and collaborative initiatives between universities and media organizations. We also offer policy suggestions for regulating media content and protecting vulnerable audiences. Throughout the study, we address ethical considerations in researching sensitive moral issues and emphasize the interdisciplinary nature of our approach. By synthesizing insights from multiple fields, we aim to provide a nuanced understanding of the complex interplay between mass media and moral character formation. Our research holds significant implications for educators, policymakers, and media professionals seeking to cultivate a morally responsible and economically productive generation of university graduates. As the media landscape continues to evolve, it is crucial to harness its potential for shaping positive moral values while mitigating its risks. This study contributes to that endeavor by offering a comprehensive framework, rigorous empirical evidence, and actionable recommendations for navigating the intersection of media, morality, and economic outcomes in higher education.

Agenda-Setting , Cultivation Theory , Economic Implications , Ethical Behavior , Mass Media , Media Literacy , Moral Character , Moral Development , Social Learning , University Students

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L. N. Gumilyov Eurasian National University, 2 Satpayev Str., Astana, 010008, Kazakhstan
Karaganda Buketov University, 28 University Str., Karaganda, 100024, Kazakhstan
Innovative University of Eurasia, 45 Lomov Str., Pavlodar, 140000, Kazakhstan

L. N. Gumilyov Eurasian National University
Karaganda Buketov University
Innovative University of Eurasia

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