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Behavioural Impact, Joint Media Management (Parent Co-viewing) and Knowledge Management of Parents among Children in Chennai


  • School of Management Studies, Vels University, P. V. Vaithialingam Road, Velannagar, Pallavaram, Chennai – 600117, Tamil Nadu, India


Objectives: Television an entertainment media has made its own strong impact among youth right from the day of its discovery. Children watching television has always landed in negative outcomes in aspects relating behaviour, their outcomes in the exams have always been negative and simultaneous lot of health related issues also arose because of continuous watching of television. The main objective of the article concentrates on parent co-viewing television programs along with children and there after their behavioural effects with the family members have a big effect. On the other hand due to Parent co-viewing the kind of programs children watch with their parents and their knowledge enhancement is also considered. Methods/Statistical Analysis: The study is based on convenience sampling of 33 children in Pammal area a sub-urban area in the city. It is based on the parental reports regarding children watching television for long hours, its impact on their scoring in exams, parent co-viewing programs with children, children behaviour with family relatives after watching television programs, parents’ knowledge enhancement level on health issues of television watching children are considered. Findings: The behaviour shown by the children while watching television with their parents’ ie joint media engagement or parent co-viewing is significant. Knowledge enhancement by parents on obesity, eye problems and impact of watching tv on marks scored in exams by children are proved to be insignificant. Applications/Improvement: the findings suggest that joint media engagement or parent co-viewing is not popular in India but the children rash behaviour can be made proper if parent co-viewing is done along with children because children rash behaviour and parent co- viewing are associated with each other.


Joint Media Engagement, Knowledge Enhancement, Parent Co-viewing

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