DOCUMENT RESUME ED 433 082 PS 027 151 AUTHOR Simpson, A. Rae TITLE The Role of the Mass Media in Parenting Education. INSTITUTION Harvard Univ., Cambridge, MA. School of Public Health. SPONS AGENCY John D. and Catherine T. MacArthur Foundation, Chicago, IL. PUB DATE 1997-07-00 NOTE 83p.; A publication of the Center for Health Communication. AVAILABLE FROM Center for Health Communication, Harvard School of Public Health, 677 Huntington Ave., Suite 334, Boston, MA 02115; Tel: 617-432-1038; Fax: 617-731-8184; e-mail:
[email protected] PUB TYPE Information Analyses (070) Reports Descriptive (141) EDRS PRICE MF01/PC04 Plus Postage. DESCRIPTORS Access to Information; *Child Caregivers; Child Rearing; Computer Software; Information Dissemination; Information Industry; Information Needs; Information Sources; Internet; Mass Media Effects; *Mass Media Role; Mass Media Use; Nonprint Media; *Parent Education; Popular Culture; *Television Research ABSTRACT Although there has been an explosion of information and advice about child rearing in the mass media, little attention has been given to the nature or extent of the media's impact on parents or to ways in which media could be used more effectively. Based on an analysis of books, magazines, newspapers, radio, television, film, videotapes, software, and the Internet, and interviews with over 200 key professionals in fields such as communication research, parent education, journalism, and public relations, this report identifies strengths and weaknesses in media coverage of parenting. The report first reviews historical and social forces that have produced the expanded media interest in parenting. Strengths in the media's role are then identified, including the following:(1) parenting is a staple topic in many print media;(2) parenting initiatives within electronic media are expanding;(3) parental demand for media information is substantial and increasing; and (4) media can have a significant impact.