Everyday Parenting Information-Seeking Behavior of Mothers in Rural China

Abstract The purpose of this paper is to investigate the daily parenting information-seeking behaviors of rural mothers in China, to elucidate the mechanisms that drive their interactions with information, and identify the barriers they face during this process. This study employs ELIS (everyday life information seeking)as its methodological framework and utilizes a fieldwork methodology to explore the parenting information needs, the information sources, and the process of information screening and utilization among thirty-four rural mothers in their everyday lives. The interview data was analyzed using qualitative data coding analysis to extract insights and draw conclusions. This study reveals that the parenting information needs of rural mothers concentrate on childrens’ nutrition and schooling, and their emotional and psychological well-being have often been neglected. Regarding information source selection, there is a rising trend in the use of short video searches, however, rural mothers generally prefer offline, interpersonal sources of information. During the information screening process, a notable herd mentality is observed. Rural mothers’ use of information is often influenced by feudal superstitions from the older generation. The findings provide a guideline to assist information providers, government agencies, and other stakeholders about the parenting information needs of rural mothers. This research also suggests ways in which stakeholders may improve parenting information services to better understand and serve rural mothers.