Sharinne B. Crawford

The media plays a powerful role in shaping health‐related attitudes and behaviours. We investigated media reports about children's independent mobility (CIM) and associations with parental attitudes towards CIM. CIM‐related media reports (newspaper, online, television) during a 3‐month period were extracted from two databases. Concurrent parental attitudes were collected via telephone interview from 1779 parents of children aged 9–15 years. Media reports were overwhelmingly negative: 94% mentioned only risks and 6% mentioned benefits. There was no association between media reports and parental attitudes. Parental CIM attitudes are often complex and pervasive and may not be shifted by media coverage alone.