Abstract
Digital parenting today is shaped by shifting guidelines, moralised discourse, and often unstable institutional advice, leaving families navigating uncertainty without meaningful support. Drawing on governmentality theory and media studies, this piece examines how screentime discourse can position parents as primarily responsible for risks that are in part, produced by systems outside the home. Using the Australian policy reversal on YouTube as a case study, it highlights how inconsistent guidance can erode parental confidence and at times sustain cycles of shame and surveillance. Rather than consistently addressing structural factors such as platform design and algorithmic amplification, media and policy narratives displace responsibility onto families. The commentary argues for reframing of digital parenting as a relational practice embedded within sociotechnical systems, rather than a purely private moral challenge. It calls for clear, co-designed, and contextually relevant guidance developed collaboratively by platforms, educators, and public health bodies. By centring collective care and shared responsibility, the piece advocates moving beyond compliance-focussed directives towards frameworks that empower parents as partners in children’s digital wellbeing. In doing so, it invites broader reflection on how digital governance, media narratives, and health communication can more justly support families navigating complex digital environments.
Document Type
Journal Article
Date of Publication
1-1-2026
Publication Title
Media Culture and Society
Publisher
Sage
School
School of Education
Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 License.
Comments
Milford, S. C. (2026). Between guidelines and guilt: Parenting through the chaos of screen-time discourse. Media Culture & Society. Advance online publication. https://doi.org/10.1177/01634437251400650