The primary focus of this study was to explore into the changing discourse of ”practical and ideal parenting” in contemporary Taiwan as well as to understand what resources the being-parents were able to obtain from mass media over the years, and the limitation they may have experienced. A content analysis was conducted by using the parenting-related coverage of the United Daily News in the past 30 years (1978-2008) as the sample. Among the major hypotheses, the hypothesis concerning about ”parenting representation varied with structural changes” was generally supported, while ”making parenting public” was not. The results regarding ”gender differentiation of parenting” were mixed with absent fatherhood being still common; however, an emerging new father image was found. The study at the end also discussed about how the media discourse of parenting could strengthen or challenge the existing gender relations.