Mass media and sexual behaviour: a study of generation gap

Type Working Paper - EXCEL International Journal of Multidisciplinary Management Studies
Title Mass media and sexual behaviour: a study of generation gap
Volume 3
Issue 8
Publication (Day/Month/Year) 2013
Page numbers 133-140
The “generation gap” between adolescents and their parents in contemporary Indian society reflects a real and serious conflict of interest. Indian adolescents in many cases are not very much in synch with their parents. Media is influencing social components of human personality as well as social relation. It is mainly targeting on how human feeling, behaviour and emotions can be changed. This research examined of mass media on sexual behaviour impact generation gap. The study was conducted in Bihar and Delhi with a purposive sample of 400 respondents (form 200 households comprising 200 adolescents and 200 parents). Findings of this study indicated that mass media viz., print media, advertisements, newspapers/magazines, cinema/movies, television and internet influenced overall opinions of adolescent and their parents about mass media and HIV/AIDS. The role of mass media in creating generation gap on the matter of sex and related issues was supported by the findings of this study. Media was perceived as responsible for increasing sexual behaviour and generation gap. They gradually promoted a particular kind of sexual behaviour among teens. Mass media were influencing decision making related to sexual behaviour. Media which once was the inspiration for the society with its various roles in character building of the youth for the nation was perceived by most of the respondents as promoting fashion, vulgarity and the mad hunt for money, power and for their name and fame. The study also demonstrated that media increased awareness about psycho-social behaviour, HIV/AIDS, unhealthy practices and other related issues.

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