Boston -- Sooner or later, most Americans become card-carrying members of the counterculture. This is not an underground holdout of hippies. No beads are required. All you need to join is a child.
At some point between Lamaze and PTA, it becomes clear that one of your main jobs as a parent is to counter the culture. What the media delivers to children by the masses, you are expected to rebut one at a time.
The latest evidence of this frustrating piece of the parenting job description came from pediatricians. This summer, the American Academy of Pediatrics called for a ban on television food ads. Their plea was hard on the heels of a study showing that one Saturday morning of TV cartoons contained 202 junk-food ads.
The kids see, want, and nag. That is, after all, the theory behind advertising to children, since few 6-year-olds have their own trust funds. The end result, said the pediatricians, is obesity and high cholesterol.
Their call for a ban was predictably attacked by the grocers' association. But it was also attacked by people assembled under the umbrella marked ''parental responsibility.'' We don't need bans, said these ''P.R.'' people, we need parents who know how to say ''no.''
Well, I bow to no one in my capacity for nay-saying. I agree that it's a well-honed skill of child-raising. By the time my daughter was 7, she qualified as a media critic.
But it occurs to me now that the call for ''parental responsibility'' is increasing in direct proportion to the irresponsibility of the marketplace. Parents are expected to protect their children from an increasingly hostile environment.
Are the kids being sold junk food? Just say no. Is TV bad? Turn it off. Are there messages about sex, drugs, violence all around? Counter the culture.
Mothers and fathers are expected to screen virtually every aspect of their children's lives. To check the ratings on the movies, to read the labels on the compact disks, to find out if there's MTV in the house next door. All the while keeping in touch with school and in their free time, earning a living.
In real life, most parents do a great deal of this monitoring and just-say-no-ing. Any trip to the supermarket produces at least one scene of a child grabbing for something only to have it returned to the shelf by a frazzled parent. An extraordinary number of the family arguments are over the goodies -- sneakers, clothes, games -- that the young know about only because of ads.
But at times it seems that the media have become the mainstream culture in children's lives. Parents have become the alternative.
Barbara Dafoe Whitehead, a research associate at the Institute for American Values, found this out in interviews with middle-class parents. ''A common complaint I heard from parents was their sense of being overwhelmed by the culture. They felt their voice was a lot weaker. And they felt relatively more helpless than their parents.''
''Parents, '' she notes, ''see themselves in a struggle for the hearts and minds of their own children.'' It isn't that they can't say no. It's that there's so much more to say no to.
Without wallowing in false nostalgia, there has been a fundamental shift. Americans once expected parents to raise their children in accordance with the dominant cultural messages. Today they are expected to raise their children in opposition.
Once the chorus of cultural values was full of ministers, teachers, neighbors, leaders. They demanded more conformity, but offered more support. Now the messengers are Ninja Turtles, Madonna, rap groups and celebrities pushing sneakers. Parents are considered ''responsible' only if they are successful in their resistance.
It's what makes child-raising harder. It's why parents feel more isolated. It's not just that American families have less time with their kids, it's that we have to spend more of this time doing battle with our own culture.
It's rather like trying to get your kids to eat their green beans after they've been told all day about the wonders of Milky Way. Come to think of it, it's exactly like that.
Ellen Goodman is a syndicated columnist.