The Communication Issue in Developing Childcare Services for Children Under Three Years of Age in China: An Analysis...

Background/Objectives: In China, developing childcare services is a key governmental strategy to promote child health under the low-fertility context. However, young couples have poor knowledge and low acceptance of formal childcare now, creating a significant gap between need and actual choice. To fulfil the unmet need and promote the development of childcare services, raising awareness among prospective parents is necessary. Guided by the theory of planned behavior and the theory of cultural transmission and evolution, this study evaluates whether current communication practices address the theoretically important factors pertaining to effective promotion. Methods: Taking provincial capital cities and sub-provincial cities as the study sample, we conducted a content analysis of policy documents related to communication of formal childcare and a social network analysis of practical promotional activities, respectively. Results: There were a series of problems with childcare service communication. First, governmental sectors failed to pay sufficient attention to communication of childcare services, and promotional activities were basically conducted as a campaign rather than a regular style. Second, there was little effective partnership between childcare centers and community committees. Third, promotion was mainly conducted through traditional channels, and new social media were less used. Conclusions: To improve the communication of childcare services to target parents, we recommend that governments (1) strengthen communication efforts through dedicated attention and funding; (2) establish regular communication based on public-private partnership modes; and (3) employ more efficient channels, especially social media.