A Study of the Portrayal of Bullying in Magazines for Parents: It is Everywhere and it is Growing

The purpose of this research is to describe and explain the portrayal of bullying in three parenting magazines from 2000 to 2014. Heightened awareness and recording of the problem of bullying began after the Columbine school shooting in 1999. Recently cyber‐bullying has become a grave concern. This study found that stories focused on parental responsibility. Parents are exhorted to be constantly alert to evidence of a child being involved in bullying and to intervene as soon as possible. Bullying was frequently represented as caused by and causing psychological pathologies in individuals. Theoretical explanations of these findings include intensive parenting, risk society, medicalisation and criminalisation.