Mass media and prevention: Guidelines for family life professionals.

The potential preventive impact of mass media on family life is tremendous. Yet, many social scientists are reluctant to become involved in mass media programming, and those who do often have few guidelines, standards, or training to help them utilize mass media. Categories of problems discussed include: a) communicating with and understanding media professionals; b) establishing and maintaining professional standards; c) dealing with an unsophisticated public obsessed with facts; and d) recognizing and programming for the characteristics of mass media audiences. Recommendations for social scientists are presented for each category.