(This resource corresponds to Module 4.)

Partnering with Parents
Effective media literacy initiatives involve parents in the process of protecting young people from the media’s negative influence. Parents who are encouraged to become more literate about the mass media can be directly involved in children’s media use in two important ways:

• Structuring children’s media use. Parents can structure their children’s television, Internet, and video game use by setting limits on how much children can watch or play, when they can do so, and which programs are consistent with the family’s values.¹



• Co-viewing. Parents can watch television, use the Internet, and listen to music with their children, and share their views about the content. Referred to as "co-viewing" or "parental mediation," this practice can shape children’s attitudes and behaviors toward the media they use.

Connecting with the Community
Media literacy initiatives have the flexibility to operate in multiple settings—a characteristic of good prevention. A community-wide approach could involve, for instance, lessons in the schools’ curricula, presentations to parent groups, materials promoted at libraries, and a special series that examines media literacy approaches in print and broadcast media. Toward this end, here are two suggestions:

• Partner with other school and community organizations. It is best to involve multiple groups in presenting media literacy activities to young people. This enables your community to promote these skills without depending too much on one person or organization.² Appropriate groups might include the Boys and Girls Clubs, Boy Scouts, Girl Scouts, school parent-teacher organizations, and local chapters of MADD and SADD. These groups can also work to integrate media literacy into their activities.



• Involve health care providers. Involving pediatricians in your efforts can be very effective, since they are concerned about the overall health and well- being of children and adolescents and are knowledgeable about substance use. Pediatricians are also increasingly concerned with the environmental aspects of child development and can offer useful media information during regular visits with families or by speaking at school, community, or parent groups. Through the leadership of the American Academy of Pediatrics, many physicians are already calling attention to the harmful aspects of media on developing children through newspaper editorials, online mailing lists, and speaking engagements.

References

1. AAP Committee on Communications (June, 1995). Media Violence. Pediatrics, 95(6) and Myers-Walls, J. (1993). Suggestions for parents: Children can unlearn violence. Media and violence. Part one: Making the connections. Media & Values, 62, 1–24.



2. Centers for Disease Control and Prevention et al. (1997). MediaSharp: Analyzing tobacco and alcohol messages (Leader's Guide). Washington, DC: Centers for Disease Control and Prevention.