Matt Simoneau, University of Wisconsin-Stout - From Norway to Wisconsin, Children Want to be Social Media Influencers When They Grow Up

Being an influencer has become a popular career goal for young people.

Matt Simoneau, professor of career and technical education at the University of Wisconsin-Stout, explores why.

Faculty Bio:

Dr. Matt Simoneau is a professor of Career and Technical Education at the University of Wisconsin–Stout. His research explores how young people develop career aspirations, with a particular focus on the influence of social media, career education, and vocational pathways. He collaborates with researchers in the United States and Norway to study how students imagine their futures and how schools can better support career development. His work has been featured in The Conversation and has been presented at national and international education conferences.

Transcript:

When a second grader in Norway drew a YouTube logo instead of writing down a career, my colleagues and I asked why. The child simply replied, “Because YouTubers are famous and make lots of money.”We expected that answer to be unique. It wasn’t.When we asked second graders in Wisconsin the same question, many gave remarkably similar responses. They also wanted to become YouTubers or social media influencers.Since 2021, my colleagues and I have been studying how children and teenagers in the United States and Norway imagine their futures.What we found surprised us.More than 60 percent of the middle and high school students we surveyed said social media influenced their career aspirations. For many young people, TikTok, YouTube and Instagram have become powerful sources of career information, second only to family members, teachers and friends.Social media isn’t always a negative influence. Some students told us they discovered careers like marine biology, filmmaking or engineering through videos they watched online.The challenge is that schools often rely on career assessments and planning programs developed before social media transformed how young people learn about work. Many students described these activities as repetitive or disconnected from the careers they were actually considering.One student even called a required career survey a “waste of time” because it recommended becoming a truck driver after she had already been accepted into nursing school.Young people are clearly thinking about their futures. But increasingly, those futures are being shaped not only in classrooms and counseling offices, but also through the content they scroll past every day.Understanding where students get their career ideas may be just as important as helping them decide where those ideas should lead.

Read More:

[The Conversation] - From Norway to Wisconsin, children want to be social media influencers when they grow up

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