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Images of children in mass media are used to symbolise everything from hope for the future to fear of moral decay. This book explores visual and discursive images of children published in a monopoly daily newspaper over a 12 month period. The findings include a disparity in the degree of overt and vernacular criticism of children and that permitted for other minority population groups; and an over-representation of marginalised children in compromising news reports. The extensive use of children in promotional contexts was found to be partially obscured by the 'public service' function of many non-commercial promotions and newspaper campaigns. Conflicts between news values and a duty of care for children were predictive of outcomes that favoured the interests of a target audience; negative outcomes for disadvantaged children; and consistent collateral benefits for the newspaper. Possibilities for challenging unhelpful representations of children are identified in new media and interactive forms of mass communication. This book will be of interest to media analysts and educators; children's advocates; and anyone who seeks a better understanding of media effects.