Effects of Mass Media Part II

Case Study: Columbine

Actions: CBS pulled an episode of Promised Land due to a plot about the shooting at a Denver school

WB postpones an episode of Buffy the Vampire Slayer with a schoolyard massacre

Marilyn Manson’s April 30 concert in Denver is cancelled

Nickelodeon created a new intro to a special on senseless violence that had been created for previous school shootings, and began to offer free dubs to all schools interested in obtaining copies

MTV offered to create more programming that would grapple with tough issues for high school kids

WordsSteve Tisch (Forrest Gump, America

History X) “What’s more troubling, a kid with a sawed-off shotgun or a kid with a cassette of The Basketball Diaries? Its not just movies. Lots of other wires have to short before a kid goes out and does something like this. It’s a piece of a much bigger, more complex puzzle.”

Gerald Levin: Time Warner Chairman

“I can’t help but think that television is an easy scapegoat. Where is the cry to stop the proliferation of guns?”

William Baldwin-Creative Coalition president

Responding to claims that violence portrayed in movies and television is a contributing factor to violent acts by kids: “This needs a serious look”

“We have done a considerable amount to address this issue over the last 10 years. What has the gun lobby done?”

Writers Guild of America Included a panel at their 1999

conference entitled “Guns don’t kill people, writers do.”

Marilyn Manson: “It’s tragic and disgusting anytime young people’s lives are taken in an act of senseless violence. My condolences go out to the students and their families.”

Hilary Rosen- president/CEO of the Recording Industry Association

“In the coming days, we may find out more about the cause of this tragedy, but we do know that music does not drive teenagers to violent dispair, nor does it put guns and weapons in the hands of children. It’s too easy to make music a scapegoat.”

Robert Johnson- BET chairman “It think it’s a threat to our First

Amendment rights and the rights of viewers to receive information without government instruction” (in response to questions about V-chip)

1999 Gallup poll: 32% of respondents believed that parental involvement is the single most important key to preventing future killings like those at Columbine

Parenting was ranked twice as important as school security (16%)

42% of Pew Research Center respondents said poor upbringing as main reason kids commit violence

Public expressed concerns over effects of teen use of violent media, it was not by any means their primary fear with regards to the Columbine shootings

4% of American adults felt that controlling media violence was the single most important factor to prevent future school shootings

May 1999: President Clinton would be holding a White House summit that would involve the Internet and entertainment industries

Clinton suggested that “video games like Mortal Kombat, Killer Instinct, and Doom, the very game played obsessively by the two young men who ended so many lives in Littleton, make our children more active participants in simulated violence.”

Clinton: “Parents should take this moment to ask what else they can do to shield their children from violent images that warp young perceptions and obscure the consequences of violence.”

Al Gore: urged Americans to place more pressure on broadcasters to implement the V-chip. He argued that Americans “need to pay more attention to the problem of excessive violence in the media.”

Gore added “If you plant the seeds of violence in most, it won’t have an impact; but in some it does.”

44% of adults felt that violence on TV contributes a great deal to violence in real life

75% of adults surveyed felt that entertainment industry needed to make a serious effort to significantly reduce the amount of sex and violence on television

Public might actually be more concerned by the effects of children’s exposure to sex in the media than violence

46% said they are uncomfortable watching sex on tv with their kids

37% are concerned about watching violence on tv with their kids

Majority of adults think the entertainment industry must reduce the amount of sex and violence in tv

43% of adults said they would be unlikely to actually use the V-chip to block inappropriate programming

23% of surveyed said they would be likely to use technology

Most parents are not aware of the V-chip technology, and they do not exert effort on their own to gather information about their children’s viewing habits

Films that address violence and the media

A Clockwork Orange (1971)Govt tries to cure Alex’s love of

ultraviolence, forced him to watch movie scenes with sex and violence

Lidlockers kept him from shutting his eyes

Natural Born Killers (1994)Society’s obsession with violence

by engaging audiences in the very act it condemns

Can we enjoy this film if we are repulsed by its violence?

Why are we fascinated by violence?

Who is to blame- the news media for glamorizing violent events or the public for their interest in it?

Bowling for Columbine (2002)Documentary initially appears to

be primarily a commentary on gun control, with Moore’s personal stance on the issue unclear due to his membership in NRA

Do the media cultivate fear in America?

Why is the public interested in news stories about violence?

Problems with Violent Media

American Psychological Association- viewing high levels of violence in the media correlate with an increased in acceptance of aggressive attitudes and increased aggressive behavioral patterns

The issues related to media violence are the impact and influence violence in media create amongst the youth. Especially amongst youth that are under represented infested with police corruption, police brutality, inadequate education, gang violence, drugs, unemployment, disintegrated families, and lack of resources

Media is a powerful instrument which can service to create, build, or destroy

While media provides a service, it is tool designed for making money

Media is a mega business and therefore will create for the audiences what sells based on popular demand, regardless of the consequences and impact on our youth

Solutions for youth- murals, community involvement, education, job opportunities

Negative Effects of Music

Violent, racist, homophobic, sexist lyrics in much of today’s popular music could have an impact on impressionable young people who are just developing a sense of identity and self-worth

Studies indicate a preference for heavy metal music may be a significant marker for alienation, substance abuse, psychiatric disorders, suicide risk, sex-role stereotyping, risk taking behaviors

Internet

1st generation to grow up with the Internet as a routine part of their lives

Ahead of adults in their online explorations

94% of young people say they go online from home, compared with 79% in 2001

When students are asked what Internet related subjects they would like to learn about in school, the top choice for 68% is “How to tell if information you find on the Net is true or not.”

Video games

Violent or sexist content of games

Provide a fun and social form of entertainment

Teamwork and cooperation when played with others

Kids feel comfortable with technology- very important for girls, who don’t use technology as much as boys

Increase self confidence and self esteem as they master games

Develop skills in reading, math, and problem solving

Improve eye hand coordination and fine motor skills

Video game sector is fastest growing entertainment industry, 2nd only to music

Not a lot of research available about impact on youth culture

Some children become excessive or addicted

Playing games can trigger release of chemical dopamine in the brain- with is associated with pleasurable sensations and has been linked with addiction

Parents have concerns over kids lives completely taken over by role playing virtual worlds

3.5 million people around the world play these games

EverQuest- was one of the most popular online games, played by more than 350,000 around world, spend an average of 20 hours a week playing the game

Online gaming is one of the few profitable businesses on the Web- hopes to attract and even larger mainstream audience

Violence in Video Games

Prime audience for video games is boys ages 7-14

Most popular games with this group are the “action adventure” and “sports” genres, both of which often contain violence

60% of male teens who are heavy players prefer video games with lots of action and fighting

Interactive media too new to know how people will be affected

Growing evidence though that performing violent actions repeatedly in video games may promote aggression in some kids, especially those who already exhibit high levels of anger and hostility

Each new generation of video games ups the ante for realism and violence

Mature rated game Grand Theft Auto 3 was even banned in Australia because of its graphic violence and sexual content

Trend is going away from traditional good versus evil theme in video games

Players have now become the bad guys, acting out criminal fantasies and earning points for attacking and kiling innocent bystanders

Not difficult for children to access games with violent content

Many retailers rent and see adult rated games to minors

Gender Stereotyping in Games

Most video games are designed by males, for males

Almost half of the top-selling console video games contain negative messages about females

Games examined promoted “unrealistic body images and stereotypical female characteristics, such as provocative sexuality, high-pitched voices and fainting.”

Female characters are there only to provide sexual titillation- Dead or Alive: Xtreme Beach Volleyball features bikini clad volleyball players cavorting on a beach

Women in Mature rated games are often portrayed as sex trade workers- prostitutes and strippers

Developers of BMX XXX (extreme biking game) were forced to add clothing to their topless female riders when retailers refused to carry the product- product offers video clips of real women stripping

Violence with sexual content- DukeNukem 3D, the male uses X rated posters for target practice, gets extra points for shooting prostitutes and strippers who are pleading “Kill me”

Grand Theft Auto 3: one of world’s top selling games- players are street thugs who beat prostitutes to death with baseball bats after having sex with them

Some games feature strong female characters- Lara Croft from Tomb Raider

Don’t offer a health alternative because they are simply highly sexualized females who engage in the kind of violent, aggressive actions usually associated with male characters

Racial Stereotyping in Games

White male characters dominate in the majority of popular games

Non white characters often play the traditional supporting roles of sidekick or villain

2001 study: depictions of African American, Asian, Hispanic and Native American males were rare and white female characters outnumbered female characters of every racial group

Majority of heroes were white males (86%)

80% of African American males were portrayed as competitors in sports games

Latinos only appeared in sports games, mostly baseball

70% of Asian characters were fighters or wrestlers

86% African American females were victims of violence in the games surveyed

Victimization rate was almost twice that of white females

79% of African American males engaged in physical and verbal aggression compared to only 57% of white competitors

Issues for Girls

70% of players of games written for consoles are male

Games that appeal to girls are hard to find

Girl games promote stereotypical interests such as makeup and fashion

Issues for Young Children

Young children have difficulty distinguishing reality from fantasy- makes them more vulnerable to effects of media violence, may become more aggressive and fearful if they are exposed to high levels of violence in video games

Violence in video games usually has no consequences and is often there for the sake of humor

Children have easy access to violent computer and video games

Entertainment industry aggressively markets violent media to young children

Almost every video game company investigated regularly marketed violent M-rated games to children

Toys based on action characters from games meant for mature players are often marketed to young children. Duke Nukem (for 17 and older) marketed action figures to children under 8

Issues for Teens about Games

1998 study- 25% of teens who play video games feel addicted to them, troubled by lack of control over their behavior

Study: teens who play violent games do worse in school than teens who don’t

At risk teen boys spend 60% more time playing games, prefer more violent games than other teens

Youths who prefer violent video games are more likely to get into arguments with their teachers and even physical fights- whether boys or girls

Music

One of most popular and powerful forms of media

Identity, self esteem, sexuality, alienation, anger

Parents tend to pay less attention to their children’s music as they become teenagers

Explicit Lyrics

Attractive to young peopleHeavy metal, shock rock, rap-

received the most criticism for lyrics with graphic references to drugs, sex, violence, and hate aimed at women, minorities, and homosexuals

Hate filled “rage” music has entered mainstream of popular culture and has become the cash cow of the music industry

Eminem, Limp Bizkit, etc giving direction to anger and aggression in mostly male adolescent audiences

Chris Brown

Christina Aguilera and Britney Spears before sold “girl power” but what they were really selling is adult sexuality

Katy PerryKe$ha, etc

Parental Advisory Labels

1990- identify music containing explicit lyrics, including depictions of violence and sex

System has drawbacks- can’t always assume that music without a label will be appropriate

Retail industry inconsistentK-Mart and Walmart will not carry

stickered products, but others don’t have restrictions to stop children from buying CDs with advisory labels

Federal Trade Commission released a report in 2000 showing how media industries market to young children for media meant for adults

55 music recordings with explicit labels were studied by the FTC- all were targeted to children under 17

Music Videos

Combine energy of music with powerful visual images

Great impact on childrenAmerican Academy of Pediatrics did

a study- 75% of music videos contain sexually suggestive material

Women are often portrayed in a sexist manner, alcohol and tobacco use is popular

More than 50% contain violence, which is usually against women

AAP stated that the sexist and violent portrayals in music videos could “distort adolescents’ expectations about conflict resolution, race, and male-female relationships”

Advertising

We see minimum 3000 ads per day

At gas pumps, movie theatre, restroom, during sporting events, cars, taxis, buses, store floors, elevator walls, park benches

Russian space program even launched a rocket with a 30 foot Pizza Hut logo on it

Celebrities wear products in public

Turning public spaces into ads- naming rights for arenas, theatres, parks, schools, museums, subways

Product placement1982 film ET featured Reece’s

Pieces- sale of candy jumped 65%

TiVo, etc allows consumers to edit TV commercials

Marketers Target Kids

Advertising to children in 1990 was $100 million, in 2000 it was at $2 billion

Parents are more willing to buy more for their kids because of smaller family size, dual incomes, and waiting to have children until later in life

Guilt can play a role in spending decisions- time stressed parents substitute material goods for time spent with kids

Pester Power: children’s ability to nag parents into purchasing items

Brand loyalty: mid 1980’s, Nike, Calvin Klein, Tommy Hilfiger, etc

Create an image for their brand nameBabies as young as 6 months form

mental images of logos and mascotsBrand loyalties can be established by

age 2

Fast food-Commercialization in education-

schools need cash (vending machines, etc)

Supplying schools with technology in exchange for high company visibility

Deals with fast food, soft drink companies

Contests and incentive programsSponsoring school events