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(p. 284) Broadcast Media–Based Approaches to Positive Parenting 

(p. 284) Broadcast Media–Based Approaches to Positive Parenting
(p. 284) Broadcast Media–Based Approaches to Positive Parenting

Carol W. Metzler

, and Julie C. Rusby

Page of

date: 24 March 2019

Mass media communication approaches have considerable potential for promoting positive parenting at a population level through their wide reach and powerful messaging. A media strategy can promote engagement in parenting programs, destigmatize parenting assistance, affect community norms, and directly impart parenting information to those who might not otherwise be reached. To reach parents with parenting messages, a broad range of media options can be utilized, including television, radio, audio and video streaming, social media, podcasts, and embedding parenting into news stories. Experimental studies of television, video, and radio programming have shown a strong capacity to engage parents and positive effects on parents’ parenting practices, children’s behavior, and family functioning. Important considerations include developing relationships with media outlets and knowing their requirements and interests, embedding the media strategy in a larger system of supports, and adapting flexibly to new media platforms and formats to stay current in a changing media environment.

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