Parent–Child Conflict About Media Use: A Comparison Between Television and Internet

The media diet of youth has grown steadily day by day. Greater exposure to marketing stimuli shown in media sometimes creates different opinions with regard to product preferences in parent and child and leads to parent–child conflict. Thus, this study endeavors to first study the media habits of television (TV) (traditional media) and internet (modern media) of youth across gender and age and second to investigate and compare the parent–child conflict arising due to exposure to TV and the internet. The study used a sample of 714 individuals who are young and are media users between the ages of 15–24. The results of the present study have been analysed through analysis of frequency, χ2 test, EFA and hierarchical regression analysis following SPSS 19.0. The study found significant differences in TV viewing and internet usage across age and gender. Moreover, TV exposure is accountable for parent–child conflict significantly but internet exposure does not increase the incidence of the situation of conflict in the family.