Study finds TV fuels parent-child conflict more than Internet in Punjab

With increasing exposure to both traditional and digital media, young people in Punjab are growing more influenced by what they watch and consume.

In a recent study published in June 2025, Amritsar-based researchers Manisha Behal and Pavleen Soni have found that television exposure—after controlling for age and gender—has a stronger correlation with parent-child conflict than internet exposure under similar conditions.

The two researchers, who have over two decades of combined experience and more than 20 published research papers on youth media consumption, conducted their study across three cities in Punjab—Amritsar, Jalandhar, and Ludhiana—over a period of more than one and a half years.

Titled Parent-Child Conflict About Media Use: A Comparison between Television and Internet, the study explores the impact of both media types, television and internet, on family dynamics. “Television, long considered the most penetrative form of media in Indian households, continues to be a dominant source of entertainment and information.

However, the rapidly emerging internet has swiftly transformed the media landscape. Contrary to what most research findings suggest, television rather than internet emerged as the more indicative factor for parent-child conflict,” said Manisha Behal, assistant professor at Khalsa College.

Her co-researcher, Pavleen Soni, is also an academic and currently serves as assistant professor at the University School of Business, Guru Nanak Dev University (GNDU). The study presents a comparative investigation into the influence of these two major platforms on youth in an increasingly multimedia-driven world.

The findings suggest that television, being a more entrenched medium, has an expected and stronger influence on parent-child conflict, as reflected in earlier studies. In contrast, the internet, though rapidly growing, is still in a transitional phase, with its impact on familial relationships being more variable.

Another important dimension of the research delves into the rise of materialism among youth as influenced by both television and internet content. “We can attribute television and internet to the cultivation of materialism among youth. One of the major outcomes of this influence is the rise of materialistic values in the younger generation. With continuous exposure to advertisements, influencers and branded content, young people are developing aspirational desires often shaped by what they see online and on TV,” said Manisha.

Equally noteworthy is the role of parental mediation in mitigating these effects. “As media becomes more immersive and persuasive, parents are increasingly finding themselves in a position where they must guide, filter, or even regulate media content to prevent potential negative impacts on their children,” she added.

The study does not merely identify emerging challenges but also examines the antecedents and consequences of media consumption, offering a nuanced understanding of the shifts in behaviour caused by exposure to both television and the internet.

Likely the first of its kind in India conducted with such empirical depth, this research contributes significantly to existing media studies. It also provides valuable insights for marketers and policymakers seeking to understand and responsibly engage with young media consumers.

wuw

Jalandhar