The Impact of Mass Media Entrepreneurship Education on Entrepreneurial Mindset and Intentions

The existing research has focused on the role of traditional entrepreneurial education in promoting entrepreneurship. This study suggests that mass media radio entrepreneurial education, which is underexplored, fosters the development of an entrepreneurial mindset and intentions. As such, this study investigated how mass media entrepreneurial education influences entrepreneurial intentions through the development of entrepreneurial mindsets. Cross-sectional quantitative research was conducted on a final sample of 702 potential entrepreneurs in South Africa. Correlation analysis and structural equation modeling were used to analyze the data. The results of the study showed a strong positive relationship between some dimensions of mass media entrepreneurial education, an entrepreneurial mindset, and intentions. Entrepreneurial mindset derived from mass media education had a significant impact on entrepreneurial intentions. In addition, the entrepreneurial mindset mediates some dimensions of mass media entrepreneurial education and entrepreneurial intentions. The study showed alternatives to traditional entrepreneurial education programs. Mass media can be used as an alternative when formal entrepreneurial education is limited.