The Influence of Parent Media Use, Parent Attitude on Media, and Parenting Style on Children's Media Use.

Parents play a vital role in mediating children's media use, especially at a young age. We examined the link between the media use of younger children and the media use, attitude toward media, and parenting styles of parents. One thousand and twenty parents of children between 4 and 6 years of age completed a questionnaire on their media use, positive and negative attitudes on media, parenting styles, and the media use of their children. Multigroup structural equation modeling was used to analyze the data. The results showed that there was a significant positive relation between the parent's media time and the child's daytime and nighttime media use. Additionally, the parent's positive attitude toward media use was positively related to the child's daytime media use, but not the child's nighttime media use, while the parent's negative attitude toward media was not associated with the child's daytime and nighttime media use. Further, among the seven parenting styles, material rewards and autonomy were positively associated with the child's daytime media use. Discipline was negatively related to the child's nighttime media use, whereas material rewards were positively associated with the child's nighttime media use. Collectively, the parent's positive attitude toward media use was the strongest predictor of the child's daytime media use, and material rewards were the strongest predictor of the child's nighttime media use. These results can be of significant use to inform policymakers, researchers, and parents regarding the development of parental guidelines on children's media use.