The current paper explores altered behaviour and communication patterns of contemporary Indian children in television advertisements and in households. With the help of FGDs, organized with the young parents of children, it brings forth the major changes that can be witnessed in the behaviour of children. On the one side, these changes indicate children to be better informed, capable of advising elders and helping them in decision making etc. On the other side, they are perceived to be quite pampered too who, at times, try to overshadow the authority of parents and other elders in the family.Apart from television advertisements, other socio-cultural factors playing a key role in the realm have also been discussed.
|Journal||International Journal of Economic Research|