THE KANSAS CITY STAR
May 10, 1999 Monday METROPOLITAN EDITION
SECTION: NATIONAL/WORLD; Pg. A1
Public 'fed up' with TV violence
Summit will focus on effects on youth
By AARON BARNHART, The Kansas City Star
When representatives of the gun industry join religious leaders, parents,
educators and entertainment executives at the White House today, they could
be in for a mild shock: For once they may not be the biggest pariahs in
the room. Public anger directed against the entertainment industry has
matched or exceeded that directed against the gun lobby since two teen-agers
went on a rampage in Littleton, Colo. Politicians, in turn, are
mulling several initiatives aimed at the purveyors of violent TV shows,
movies and video games.
"You can really sense that since Littleton the scene has changed,"
said Sen. Sam Brownback, Republican of Kansas, who planned to attend today's
White House summit on youth violence. "People are fed up."
At the youth violence summit in Washington, the entertainment industry
will be represented by the leaders of the Motion Picture Association of
America, the Recording Industry Association of America, the National Association
of Broadcasters, the National Cable Television Association and the Interactive
Digital Software Association. The chief executive of America Online also
is expected to attend.
Although gun industry representatives are planning to participate, the
National Rifle Association will not be at the gathering. The NRA issued
a statement saying it was not invited. In the weeks since the Colorado
siege, much criticism has focused on television, even though
Eric Harris and Dylan Klebold, the gunmen, were noted more for their tastes
in rock music and video games. What
sets television apart is its pervasive role in American life. It is on
seven hours a day in the average home, and the typical child watches it
four hours a day.
"None of us wants to resort to regulation," Sen. Joseph Lieberman, a
Connecticut Democrat and one of the entertainment industry's most outspoken
critics, told a Senate hearing Tuesday. But if nothing is done about the
current level of media violence, Lieberman said that the government will
act.
In a "town meeting" April 29 on MSNBC, Vice President Al Gore said that
if a TV network "persists in putting out gratuitous and explicit violence,
I personally believe that boycotts of advertisers ought to be fully available."
Gore also called for expediting the V-chip, a device that blocks certain
programs. It is not expected to go into mass production until late this
year. In response, Time Warner chairman Gerald Levin told a media gathering,
"I can't help but think that television is an easy scapegoat."
Steve Brenner, an executive at cable's top-rated USA Network, endorsed
Levin's remarks in a trade magazine. Echoing a refrain heard throughout
the TV industry, Brenner said, "How two deeply disturbed kids in a small
town in Colorado acted - who knows what went into that? "We may know more
than most TV executives care to admit. "The question, 'Does television
make kids aggressive? ' is a dead issue in academic circles," said psychologist
Madeline Levine, author of the book Viewing Violence. "It would be like
continuing to ask, 'Do cigarettes cause cancer? ' "
More than 3,000 studies have been done on the effects of television
on children, making it one of the most researched topics in psychology,
and the findings are unequivocal: a heavy diet of television reinforces
aggressive tendencies. Long-term studies, some conducted over two decades,
found higher levels of criminal activity, domestic abuse and alcoholism
among adults who watched excessive amounts of television as children.
Even allowing for different household incomes and education levels,
the link holds up, according to L. Rowell Huesmann of the University of
Michigan, one of the foremost authorities on media violence and youth.
The case of Harris and Klebold, Huesmann said, was a "convergence" in
which rage-filled teens were drawn to entertainment that supplied them
with "scripts of retaliation. " As they became further alienated from their
peers, Huesmann said, Harris and Klebold would have found comfort in these
scripts.
Televised violence does not even need to be gory or graphic; so long
as it is depicted as fun or satisfying, it can reinforce aggressive tendencies
in viewers. Huesmann said this effect, known as justification, is well-documented
in the literature on youth and television.
"We don't need another long-term study to know we need to do something,"
Huesmann said.
But do what? Brownback, who led a Senate hearing on media and youth
violence last week, wants the entertainment industry to stop peddling violent
content to minors. But he emphasized in an interview that he does not want
to resort to legislation.
Brownback thinks media companies can be shamed into voluntarily raising
their standards.
"Too many times we try to solve something. We pass a little bill and
think we've solved it," Brownback said. "These kids in Littleton
that did this - they had a depraved heart. There were a lot of factors
involved, and we're looking at just one facet."
Some groups are pressing for more media literacy training to help children
and parents understand the potential effects of violent media on their
own behaviors.
MediaWise, a Kansas City-based media literacy group, has reported a
sharp increase in calls from parents and educators frustrated about media
violence and wanting their children to know more about it. But simply teaching
children to recognize and avoid violent media won't have much effect, say
psychologists who compare media literacy to the failed approach of anti-drug
campaigns.
"My concern with media literacy is that it shifts the onus onto the
viewer," said Kathryn Montgomery, president of the Center for Media Education
in Washington. "Yes, you have to be responsible as a viewer, but companies
have to be responsible too." Increasing credence has been given to the
idea of boycotting television altogether. Last month an estimated 6 million
Americans took part in TV-Turnoff Week, according to the group that sponsored
it. The campaign also secured a key endorsement from U.S. Surgeon General
David Satcher.
But experts doubt such a tactic would work for most parents. "It is
very hard to control your kids' viewing habits," said Stuart Kaplan, director
of child psychiatry at St. Louis University. "Television is set up to create
temptation for kids that override parental prohibitions."
Most parents don't even try. Carol Rothwell, community relations director
for Time Warner Cable in Kansas City, holds regular "critical viewing"
seminars with parents. Although most say they are concerned about what
their children watch, only about one in 10 actually monitors the family's
TV habits. And only a small percentage of parents understood and used the
on-screen ratings that accompany TV shows, according to a 1998 poll by
the Annenberg Public Policy Center. So it is likely that young viewers
will continue to see violence on television unless the networks reduce
their reliance on violent programming.
Twenty-five years ago, a group called the National Citizens Committee
for Broadcasting monitored TV shows for levels of violence. The committee,
led by former Federal Communications Commission member Nicholas Johnson,
then published a list of the "10 Bloodiest Corporations" - companies that
advertised most often on violent TV shows.
Johnson, now a law professor in Iowa, said violence levels measurably
declined after that list came out. He recalled one company receiving 300,000
letters as a result of making the list. "Ad agencies were telling their
clients that they were losing as much as 5 percent of their market share
as a result of our doing this," Johnson said. "Companies don't care about
violence. They care about not looking bad for any reason."
- To reach Aaron Barnhart, television writer, call (816) 234-4790 or
visit the TV Barn web site at www.tvbarn.com
Minding what kids watch
Things parents can do to help reduce the impact of media violence, according
to child advocates and medical experts:
Discuss TV shows and movies children watch. Even if the adults have
not seen them, talking about the violent or scary scenes can
reduce their adverse effects. Don't ignore content ratings. Read the
warning labels on video games and music CDs. Watch the on-screen ratings
that accompany TV shows. Consider buying a TV set with a V-chip. Children
under 12 are the most vulnerable to negative messages in the media. Know
exactly what they will be seeing before allowing them to attend a movie
rated PG-13 or higher.
- The Kansas City Star
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