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

Economic Annals-XXI: Volume 208, Issue (3-4), Pages: 40-54

Citation information:
Maimakova, A., Abildina, S., Tussupbekova, M., Sabyrov, N., & Assylkhanova, G. (2024). The impact of mass media on shaping the moral character of university students: an interdisciplinary study with economic implications. Economic Annals-XXI, 208(3-4), 40-54. doi: https://doi.org/10.21003/ea.V208-06

Assemgul Maimakova
Doctoral Student (Sociology),
L. N. Gumilyov Eurasian National University
2 Satpayev Str., Astana, 010008,
Republic of Kazakhstan
asse_may@mail.ru
ORCID ID: https://orcid.org/0000-0002-8811-4111

Saltanat Abildina
D.Sc. (Pedagogy),
Professor,
Karaganda Buketov University
28 University Str., Karaganda, 100024,
Republic of Kazakhstan
salta-7069@mail.ru
ORCID ID: https://orcid.org/0000-0002-8324-8444

Madina Tussupbekova
PhD (Pedagogy),
Associate Professor,
L. N. Gumilyov Eurasian National University
2 Satpayev Str., Astana, 010008,
Republic of Kazakhstan
madinatussupbekova@gmail.com
ORCID ID: https://orcid.org/0000-0002-1285-1959

Nurlan Sabyrov
Doctoral Student (Sociology),
L. N. Gumilyov Eurasian National University
2 Satpayev Str., Astana, 010008,
Republic of Kazakhstan
sabyrov_nurlan@mail.ru
ORCID ID: https://orcid.org/0000-0001-5255-2753

Gulnar Assylkhanova
D.Sc. (Social Sciences),
Associate Professor,
Innovative University of Eurasia
45 Lomov Str., Pavlodar, 140000, Republic of Kazakhstan
student-pavlodar@mail.ru; Assylkhanova_gl@mail.ru
ORCID ID: https://orcid.org/0000-0002-9490-4275

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

Abstract. 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.

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

JEL Classіfіcatіon: I12; I18; L31; O19; O35

Acknowledgements and Funding: The authors received no direct funding for this research.

Contribution: The authors contributed equally to this work.

Data Availability Statement: The dataset is available from the authors upon request.

DOI: https://doi.org/10.21003/ea.V208-06

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Received 4.12.2023
Received in revised form 27.01.2024
Accepted 29.01.2024
Available online 28.04.2024