Parenting in the media fast lane: The impact of new and traditional media on Australian mothers of young children
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At no time in history have Australian families had more media interaction and “screen time” (ScreenAustralia, 2011; Nielsen Online, 2008). This fact alone – the omnipresent nature of different media inAustralian households – impacts parenting. This is a critical reflection on a formative study into theuse and impact of both new and traditional media on parenting. Motivated by an opportunity topresent our insights to the State’s leading agency for parenting matters in 2010, the researchersinvited a group of Australian mothers to share their insights, concerns and highlights concerningparenting advice and the perceived impact of the media on their parenting. In this paper we reflectcritically on literature surrounding parenting and the media, and the outcomes of a focus group and aparenting in the media workshop before moving on to outline a proposed programme of study,focused on the role (particularly new) media plays in influencing mothers’ parenting.Findings indicate that parents – in this case, mothers – cannot avoid engaging with both new andtraditional media. However, mothers use different information channels for different types ofinformation. Mothers are time poor but also depend on the media, in particular the internet, forparenting information and support. These findings have implications for marketers, keen to engagewith parents, but also for government departments, whose role it is to deliver accurate, factual andoften life-saving information.
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