Reactions to Messages about Preventing Child Corporal Punishment: a Qualitative Study of Parents with Low Income and Education Level

This study examined responses to three intervention messages aimed to prevent corporal punishment (CP) in low-income, low-education families. The sample included 50 parents with low income and education, identifying racially as Black (n = 20) and White (n = 30), stratified by locale (urban/rural). Data were analyzed in Nvivo 14 using thematic analysis. Message 1 discussing research findings on negative effects of CP was viewed as overly simplistic across all groups. Black parents, especially in rural areas, reacted strongly to the term “aggression,” citing historical racial overtones, and emphasized the need for relatable alternatives to spanking. They wanted evidence from research with samples reflective of these parents’ racial groups showing that CP was ineffective and harmful. Message 2 advocating for a never spank position was the least appealing across all groups, generating strong negative reactions due to its controlling tone. Message 3 contained a narrative story, which was found by Black parents as relatable, empathetic, and reflective of their experiences. Urban White parents were the most critical, dismissing the message as unnecessary and emphasizing that parents should already know how to keep babies safe without resorting to CP. Results inform CP intervention campaigns aiming at low-income parents of young children. Effective messages should include clear strategies for managing behavior and have logical structure. For Black parents, messages should avoid terms with negative racial overtones and use empathetic, relatable story formats. For Black and rural parents, messages should cite contextual research with samples representing their communities.