Intergenerational communication in India: the moderating role of media

Intergenerational communication in India plays a pivotal role in transmitting cultural values from older to younger generations by means of socio- environmental factors, including familial structures and cultural values, which significantly determine individuals' attitudes and behaviors towards older adults. Furthermore, media messages significantly shape our perceptions of societal norms, influencing how intergenerational relationships are developed and cultural values are transmitted. To investigate the interplay of these factors, data were collected from a sample of 175 Indian youth aged 15 to 25. The study assessed how media portrayals of older adults moderate the influence of socio- environmental factors on younger adults’ attitudes and behaviors towards Intergenerational communication (accommodative and non-accommodative). The findings of this study underscore the significance of media portrayals in shaping intergenerational communications among young individuals in India. By fostering positive media representations of older adults, it is possible that respectful and accommodating communication between younger and older generations can be promoted.