In this paper, we present findings of a study that investigated parents’ implementation of parental guidance (hereafter PG) of their children’s Television (TV) viewership in Kenya. TV remains one of the most preferred media by children and parents are expected to guide their children during viewership; yet, the nature of this guidance is not previously researched especially in Africa. The study adopted a mixed approach involving a survey and multiple case studies. The survey involved 170 families selected through a stratified random sampling while the case studies involved 16 families selected through purposive sampling from the survey phase. Findings of the study in specific relevance t
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