“Sober Message to Parents”: Representations of Parents in Australian News Media on Youth Drinking

Traditional news media can both reflect and shape public perceptions, including expectations relating to alcohol and parenting. This paper examines representations of parents in Australian news media reporting on youth drinking to understand how parental standards related to alcohol are constructed and articulated. 150 news articles were sampled from a larger study of youth drinking, in which we identified four representations of parents—parents as to blame, good parents, parents as lost and parents as victims. These four representations of parents reflect dominant neoliberal ways of governing, which promote parental education, best practice standards and responsibility as solutions to concerns around youth drinking. We examine the way politicians, research findings and legal directives (most commonly secondary supply laws) were deployed to attribute parental responsibility and standards of care. While parents as “to blame” or as irresponsible was concretely established in the articles, good parents were far more elusive and strategically individualized in ways that abdicated responsibility from the state, industry and structural burdens. As such, while media representations were able to define and moralize bad parents and parenting practices when it came to youth drinking, what it meant to be a “good parent” was often an ambiguous ideal. We suggest these media representations contribute to intensive parenting standards by providing another platform in which parental behaviors can be publicly scrutinized and moralized.