THE ‘X–BOX’

DESENSITIZING OUR YOUTH

‘BARTLAM, JUST 14, WAS LOCKED UP FOR 16 YEARS YESTERDAY FOR BATTERING HIS MUM ALICE, TO DEATH WITH A HAMMER AFTER BECOMING HOOKED ON X-RATED VIDEO GAMES.’ www.mirror.co.uk/news/uk-news/kids-act-out-computer-games

INTRODUCTION

THE CLIENT

THE AUDIENCE

THE MESSAGE

CLIENT’S MOTIVATION

AUDIENCE’S MOTIVATION

THE COMPETITION

DESIRED RESPONSE

01

03

05

06

08

10

14

18

CONTENTS

INTRODUCTION

‘CHILDREN ARE EXPOSED TO 10,000 VIOLENT MEDIA ACTS PER YEAR’http://videogames.procon.org/

Video games are a multibillion-dollar industry. While some video games promote learning, problem solving, and help develop co-ordination, many of the popular games emphasize negative themes and content such as; the killing of people or animals, the use and abuse of drugs and alcohol, criminal behaviour, disrespect for the law, sexual exploitation and violent acts, racial, sexual, and gender stereotypes, and foul language. There is extensive research on the effects of violent video games on children, especially those who play excessively. Recent studies of children exposed to violence have shown that they become: “immune” or numb to the horror of violence, imitate the violence they see, and show more aggressive behaviour.

CLIENT: MEDIA MATTERS

THE VISION: A MEDIA ENVIRONMENT IN NZ THAT IS SAFE FOR ALL: FREE OF GRATUITOUS SEX, VIOLENCE, AND OFFENSIVE LANGUAGE.

Media Matters is a non-profit organization based in New Zealand. Their mission is to promote media responsibility, identify and advocate against violence in electronic media and to increase public awareness.

‘At a Government Commerce Committee hearing, several researchers have testified that there are indeed valid reasons, both theoretical and empirical, to be concerned about exposing youths to violent x–rated video games.’

www.lionlamb.org/media-violence-video-games.htm

http://videogames.procon.org/

PARENTS CAREGIVERS & SCHOOLS

THE AUDIENCE

From infancy, humans learn how to perceive, interpret, judge, and respond to events in the physical and social environment. Various types of knowledge structures for these tasks are developed over time. They are based on day-to-day observations and interactions with other people, real (as in the family) and imagined (as in the media). Each violent-media episode is essentially one more learning trial. As these knowledge structures are rehearsed, they become more complex, differentiated, and difficult to change.

Targeting parents, caregivers and schools is the perfect way to ensure that children’s observations, interactions and knowledge structures will be taught, maintained and encouraged.

‘A primary school teacher watched four and five year olds out on the playground, throwing themselves out of the window of their ‘play-car’ in slow motion and acting out blood spurting from their bodies.’

http://videogames.procon.org/

THE MESSAGEViolent video games are desensitizing children; they have been blamed for school shootings, increases in bullying, obesity, social exclusion, loneliness, physical fitness and violence towards women. Critics argue that these games inure players to violence, reward players for simulating violence, and teach children that violence is an acceptable way to resolve conflicts. ‘VIOLENT VIDEO GAMES ARE

INCREASING AGGRESSIVE BEHAVIOUR. THE INTERACTIVE QUALITY REQUIRES THE PLAYER TO BECOME THE DEADLY CHARACTERS THEY CONTROL, BLURRING THE LINE BETWEEN FANTASY AND REALITY.’

www.lionlamb.org/media-violence-video-games.htm

I PLAYED THIS GAME AND WENT DOWN THE STREET TO THIS CLUB THAT’S FUN SO I GO IN AND SHOOT THIS WOMAN IN THE HEAD AND PEOPLE ARE SCREAMING AND RUNNING ALL OVER AND THERES BLOOD EVERYWHERE. THERE’S THIS COP NEXT TO ME, WHO SEES WHAT I DID, HE’S GOT BODY ARMOUR SO I CAN’T SHOOT HIM SO I THROW GASOLINE ON HIM, AND LIGHT IT AND HE SCREAMS AND RUNS AROUND, THEN DIES. THERE’S THIS PROSTITUTE AND THEY’RE SUPER HARD TO KILL SO I GRAB A MACHETE AND CUT HER HEAD OFF.’

6 year old boy nathan describes his favourite video game ‘Grand Theft Auto’

www.youtube.com/watch?v=Kx7MwrBv8kM

of children surveyed claimed that they had never been limited with their time spent playing video games.

of children surveyed claimed that they had never been limited with their time spent playing video games.

of children’s parents have ever prevented a purchase of a video game based on it’s rating

of children surveyed revealed that their favourite video games are of violent nature.

89%

90%

79%CLIENT’S MOTIVATION

IS FAR MORE POWERFUL THAN ANYTHING IN THE MEDIA, SAYS EDUCATIONAL TECHNOLOGY CONSULTANT JENNIFER BORSE. IF THE PARENTS’ ARE RAISING THEIR CHILDREN WELL, THEY CAN MAKE KIDS MORE AWARE OF WHAT THEY ARE SEEING AND THE EFFECT IT HAS ON THEM.’

‘STUDIES SHOW THAT PARENTS HAVE NO IDEA ABOUT WHAT THEIR CHILDREN ACTUALLY VIEW. THEY NEED TO KNOW AND GUIDE THE INGREDIENTS IN CHILDREN’S MEDIA DIETS, JUST AS THEY SUPERVISE HEALTHY FOOD AT HOME.’

AUDIENCE MOTIVATION

‘PARENTAL INFLUENCE

COMPETITION

Academic researchers can point to decades of study about movies and TV, in comparison video games are relatively new and change rapidly with technology. What little research exists quickly becomes outdated as new games enter the marketplace. Despite an increasing mass of statistics, scientific case studies, and information highlighting the dangers of violent video games, the video game industry still disagree. They argue that game players know the difference between the game and real life, and that studies of video games and violence have found only short-term effects.

‘NUMEROUS EDUCATIONAL, NON-VIOLENT STRATEGY AND SPORT GAMES EXIST, BUT THE MOST HEAVILY MARKETED AND CONSUMED GAMES ARE VIOLENT ONES.’

DESIRED RESPONSE

EDUCATEINCREASE AWARENESS EMPOWER

CLIENT’S MOTIVATION