Reducing Underage Drinking A Collective Responsibility (2004) / Chapter Skim
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8. Entertainment Industries
8. Entertainment Industries
Pages 145-157
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From page 145... ...
At the same time, it must also be recognized that images and lyrics depicting underage drinking in a favorable light or otherwise glamorizing alcohol consumption affect the perceptions and attitudes of children and teenagers toward alcohol consumption and that exposure to those images and lyrics is associated with youthful drinking. Despite abundant correlational data from cross-sectional studies, however, there is no definitive evidence that youthful exposure to alcohol content in the entertainment media has a causal effect on underage drinking (Grube, 2004)
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From page 146... ...
Recommendation 8-1: The entertainment industries should use rating systems and marketing codes to reduce the likelihood that underage audiences will be exposed to movies, recordings, or television programs with unsuitable alcohol content, even if adults are expected to predomi nate in the viewing or listening audiences. By "unsuitable alcohol content," the committee means to include lyrics, images, depictions, or messages that portray underage drinking in a favorable light; that portray intoxication or otherwise excessive alcohol use by anyone in an attractive way; or that promote or glorify alcohol use in high-risk situations, such as while driving.
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From page 147... ...
The FTC also conducted undercover shopping operations to retailers and movie theaters with unaccompanied teens (aged 13-17) ; the young shoppers were able to buy M-rated electronic games and "parental advisory" labeled music recordings 85 percent of the time and to purchase tickets for R-rated movies 46 percent of the time.
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From page 148... ...
Recommendation 8-2: The film rating board of the Motion Picture Association of America should consider alcohol content in rating films, avoiding G or PG ratings for films with unsuitable alcohol content, and assigning mature ratings for films that portray underage drinking in a favorable light. MUSIC RECORDINGS Music is a popular form of entertainment for young people: 11- to 13year-olds spend 11.2 hours per week and 14- to 18-year-olds spend 9.3 hours per week listening to music on radio, compact disks (CDs)
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From page 149... ...
The FTC's follow-up reports in 2001 and 2002 found that advertising for explicit-content labeled recordings continued to appear on television programs popular with teen audiences. Although there have been some recent improvements, these advertisements frequently failed to indicate that the advertised product had a parental warning label; even when this information was indicated, it was often too small to be read.
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From page 150... ...
Recommendation 8-3: The music recording industry should not mar ket recordings that promote or glamorize alcohol use to young people; should include alcohol content in a comprehensive rating system, simi lar to those used by the television, film, and video game industries; and should establish an independent body to assign ratings and oversee the industry code. Unlike the movie and video game industries, the music recording industry has not committed itself to meaningful self-regulation.
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From page 151... ...
. rating board should classify any recording with unsuitable alcohol content, including name-brand reference of alcohol products, as appropriate only for "mature' audiences.
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From page 152... ...
has no separate governing body that rates the content of their industries products. MPAA's rating board and the IDSA's ESRB are both governing bodies established by their respective industry associations to provide nonbiased review and ratings of products for the purpose of educating parents.
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From page 153... ...
A recent content analysis of prime-time television from the 1998-1999 season, for example, showed that 71 percent of episodes sampled from prime-time programs depicted alcohol use, typically in a positive light, and that 77 percent contained some reference to alcohol (Christensen et al., 2000)
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From page 154... ...
Parents, by the rating, are alerted to be very careful about the attendance of their under-teenage children. A PG-13 film is one which, in the view of the Rating Board, leaps beyond the boundaries of the PG rating in theme, violence, nudity, sensuality, language, or · TV-Y -- appropriate for all ages · TV-Y7 -- appropriate for ages 7 and above · TV-Y7-FV -- suitable for ages 7 and up but containing some elements of fantasy violence · TV-G -- appropriate for most children
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From page 155... ...
A film's single use of one of the harsher sexually-derived words, though only as an expletive, shall initially require the Rating Board to issue that film at least a PG-13 rating. More than one such expletive must lead the Rating Board to issue a film an R rating, as must even one of these words used in a sexual context.
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From page 156... ...
.1 Recommendation 8-4: Television broadcasters and producers should take appropriate precautions to ensure that programs do not portray underage drinking in a favorable light and that unsuitable alcohol con tent is included in the category of mature content for purposes of parental warnings. ACCOUNTABILITY The committee believes that standards to minimize underage exposure to lyrics, images and depictions with unsuitable alcohol content should be implemented on a voluntary basis by the pertinent industry trade associations and individual companies.
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From page 157... ...
The results of these reviews should be reported to Congress and the public. The Secretary of Health and Human Services should include this information in the Annual Report on Underage Drinking recommended in Chapter 12.
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