How Does Media Affect Children

Family Viewing

A report on parents, children and the media

by Lucy McCarraher

for the Parenting Education & Support Forum

in association with the NSPCC, Family Circle magazine and Glasgow Media Group

Parenting Education & Support Forum

The Parenting Education & Support Forum brings together those concerned with or working

in the field of preparation, education and support for parents. It promotes and maintains a

high profile for parenting education and support, where education means learning in the

fullest sense: of growing in knowledge, skills, understanding and personal development. The

Forum presses for effective policies and practice at local and national level вЂ" with the aim of

serving the best interests of all children and their families.

The Forum’s five working groups вЂ" on training and accreditation, media, research and evaluation,

inter-agency collaboration, and parenting education in schools вЂ" explore current issues

and develop guidelines and projects. Regular seminars provide the opportunity for debate and

information exchange.

A quarterly newsletter published by the Forum features articles on issues of practice in work

with parents and families, book reviews, information on research and evaluation and on forthcoming

events and conferences.

Produced by National Children’s Bureau Enterprises Ltd, the trading company for the National Children’s

Bureau, 8 Wakley Street, London EC1V 7QE. Registered Charity Number 258825

Ð'© Parenting Education & Support Forum, September 1998

Printed by MCP Litho, London.

Family Viewing

A report of the research project into

parents, children and the media

researched and written by

Lucy McCarraher

study initiated and managed by

Eileen Hayes, Parenting Advisor, NSPCC

and Chair, Parenting and Media Working Group,

Parenting Education & Support Forum

survey questionnaire devised by

Lucy McCarraher, Greg Philo, Glasgow Media Group

and Gillian Drummond, Family Circle magazine

survey analysis by

Glasgow Media Group

survey questionnaire published in

the May 1998 issue and results published in the

November 1998 issue of Family Circle magazine

published by

PARENTING

EDUCATION

& SUPPORT

F O R U M

Contents

Foreword

Key messages

Children and the media

Parents and the media

1. Children and the media

Pressure to buy

Influencing behaviour and attitudes

2. Parents and the media

Television and radio

Magazines and newspapers

Role models

Wish list

3. Conclusions

The media and children

The media and parents

4. Recommendations

To Government

To broadcasters and publishers

Appendix

Methodology and sample

Researcher and author

Questionnaire

References

3

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30

2

Foreword

I have never had any doubt about the power of the mass media to shape attitudes and possibly

even influence behaviours. I have experienced many times the impact on the public of a radio

or television appearance, translated into enquiries and requests for information. I have been

involved over the past few years in trying to persuade the media to carry more information and

support for parents, as a writer and frequent broadcaster in the field, in my role as Parenting

Advisor to the NSPCC and most recently as Chair of the Parenting Education & Support

Forum’s Media and Parenting Group. This working group, one of several in the PESF, was

launched in 1996 by a seminar at the NSPCC which was well attended