Title: The mediating role of parental mediation in the relationship between media use and materialism

Authors: Manisha Behal; Pavleen Soni

Addresses: Department of Commerce and Business Management, Khalsa College Amritsar, Punjab, India ' University Business School, Guru Nanak Dev University, Amritsar, India

Abstract: The present research endeavours to firstly examine and compares the direct relationship of materialism initiated by television and internet use and secondly, as how use of multiple parental mediation strategies simultaneously mediate the effect of TV and internet on cultivation of materialism among youth. The findings of the present study reveal that media to inculcate materialism in youth but the magnitude of the impact of television is stronger in promoting materialism as compared to internet among youth. Besides, the results of parallel multiple mediation models reveal that co-viewing and restrictive styles of parental mediation fully mediate the relationship between TV exposure and materialism, while, internet exposure was partially mediated by path that involved active co-use and monitoring styles of parental mediation styles. The role of parents endorses in the present study could help children in developing their attitude towards media content and enable them to become mature media users.

Keywords: youth; media; materialism; parental mediation; India.

DOI: 10.1504/IJBIR.2020.110964

International Journal of Business Innovation and Research, 2020 Vol.23 No.3, pp.283 - 297

Received: 14 Mar 2019
Accepted: 11 May 2019

Published online: 08 Oct 2020 *

Full-text access for editors Access for subscribers Purchase this article Comment on this article