ONLINE MEDIA LITERACY OF INDIAN ELDERLY: PERCEPTIONS AND CHALLENGES

Purpose: New media and technology have become imperative for us for every walk of life. While we hear that India is the youngest nation, we somehow tend to neglect the population that is not younger. Our senior citizens – those above 55 are also an equally important part of the society.  With improved medical conditions and increased life expectancy, they are usually in an earning and healthy state. Technology to them does not come as naturally as it does to the youth, who were sort of born into it. The purpose of this study is to find out if the senior citizens are keen to learn the digital ways of life and whether they have an environment conducive for them to do so.

Design/ Methodology/Approach: a mix of quantitative and qualitative research methods was employed to gain an in depth understanding of the objectives. Observation and informal interviews at four mobile stores and cyber cafes gave elementary peep into the behaviour of the senior citizens at these hubs. Four focus Group Discussions were conducted with eight participants – four males and females each, with non-users and users of the internet. Sixteen in depth interviews were used to have a detailed deliberation

on the online usage behaviour, perceptions, reactions and willingness. An online survey was conducted with 150 respondents of all age groups and genders.

Findings: Senior citizens are keen to learn and use the online media on their phones and computers for day today activities involving work, entertainment and connectivity. The challenge is dearth of learning opportunities and lack of time with their family members to teach them. The government needs to have policies to give the senior citizens opportunities and push towards learning and using the new media and technology.