WestminsterResearch http://www.westminster.ac.uk/westminsterresearch Do media play a role in promoting vocational education and training? The case of MasterChef Di Pietro, G. This is an accepted manuscript of an article published by Taylor & Francis in Policy Studies, DOI: 10.1080/01442872.2017.1410879. The final definitive version is available online: https://dx.doi.org/10.1080/01442872.2017.1410879 © 2018 Taylor & Francis The WestminsterResearch online digital archive at the University of Westminster aims to make the research output of the University available to a wider audience. Copyright and Moral Rights remain with the authors and/or copyright owners. Whilst further distribution of specific materials from within this archive is forbidden, you may freely distribute the URL of WestminsterResearch: ((http://westminsterresearch.wmin.ac.uk/). In case of abuse or copyright appearing without permission e-mail
[email protected] Do media play a role in promoting vocational education and training? The case of MasterChef Abstract It is often suggested that vocational education and training (VET) could be key to cut youth unemployment. VET programmes may provide young people with specific professional qualifications that enable them to successfully compete in the labour market. However, despite the great emphasis placed by governments and other institutions on these programmes, VET appears to be far from reaching its full potential in many countries. One barrier preventing students from pursuing this type of education is the stigma associated with VET. This paper looks at the role of media in changing the negative social perceptions of VET. Specifically, it examines whether in Italy the growing popularity of the cooking television reality show MasterChef has led to an increase in the number of students willing to study for a vocational qualification in hospitality and catering.