News Digestsmall of Australian Council on Children and the Media (tradingscreen as Young Media Australia) ISSN: 0817-8224 No. 241 April 2008 Community vocal at Senate inquiry into reaction of US media lecturer and academ- to assess if they adequately provided sexualisation of children ic Jean Kilbourne. Ms Kilbourne said, “ I protection from harm. YMA found that thought I was way beyond being shocked the new provisions in the AANA Code The Senate Environment, Communications by anything after my 30 years of research did not address the real issues concern- and the Arts Committee has completed on media images - but many of your im- ing the community YMA strongly sup- taking written submissions and hearing ages shocked me. It seems the situation in ported the Australia Institute’s call in its evidence at public hearings in relation to Australia might be even more dire than it 2006 report Letting children be childrenfor its Inquiry into the sexualisation of chil- is here. “ a cross media unit which had oversight dren in contemporary media. and input into the development of all me- The AANA quoted the World Federation Community groups and individuals were dia regulation as it impacted on children. of Advertisers Managing Director as say- prominent in the list of 163 submissions YMA also argued for support for its own ing ”the issues of the sexualisation of chil- received by the closing date of 18 April, one-stop-shop for media information. dren in advertising as recently reported in and several of these were invited to give Australia is not such a matter of concern The Senate committee has been asked oral evidence at the public hearings held in other countries”. The AANA claimed to report to Parliament by 23 June 2008. in Melbourne and Sydney on April 29 and that its newly issued Code made “further A full list of submissions to the inquiry 30th. regulation of advertising and marketing with links to PDF versions can be found at Among the list of submitters were commu- communications …neither a necessary, http://www.aph.gov.au/senate/committee/eca_ reasonable nor warranted response to cur- nity based organisations such as Kf2bK: ctte/sexualisation_of_children/submissions/ Kids Free to be Kids, Bravehearts, Tas- rent concerns in the community …” sublist.htm manian State School Parents and Friends, Joe Tucci of the Australian Childhood National Council of Women Australia, Transcripts of the public hearings held as Foundation tabled ongoing research done Australian Childhood Foundation, Wom- part of the inquiry can be found at by the Foundation on children’s stresses ens’ Forum Australia, the Australian Fam- and anxieties, and said that many chil- http://www.aph.gov.au/senate/committee/eca_ ily Association, and Young Media Austral- dren felt that the adult world was intrud- ctte/sexualisation_of_children/hearings/index. ia. Children’s Commissioners from several ing too much into their lives, leaving them htm states including NSW, Vic and WA, sent concerned and worried. The Foundation submissions, as did the Human Rights and was of the view that the preponderance of David Jones drops case Equal Opportunity Commission. Profes- sexualised messages is contributing to an David Jones Limited has dropped its case sional organisations such as the Australian increase in the number of children who against The Australia Institute and its Psychological Society, the Australian Edu- are engaging in problem sexual behaviour former executive director Clive Hamilton cation Union, and Screen Producers Asso- with other children. over the institute’s controversial 2006 pa- ciation of Australia took part, along with per “Corporate paedophilia -- sexualising the Anglican Archbishop of Melbourne The Australian Psychological Society said children by advertising and marketing”. and the Catholic Archdiocese of Sydney. that “ the values implicit in sexualised images are that physical appearance and Of the companies named in the report for Industry views were submitted by the beauty are intrinsic to self esteem and so- using sexualised images of children in their AANA, Free TV Australia, the Austral- cial worth, and that sexual attractiveness is advertising, only David Jones pursued the ian Children’s TV Foundation, Pacific a part of childhood experience”. Referring matter, an action which the Crikey website Magazines, and the Advertising Standards to the cognitive effects of exposure to an ar- claims has backfired badly in linking the Board. ray of sexualising messages, the APS said company with the term “corporate paedo- philia’ in the minds of the public. While a considerable range of views was “Girls learn to see and think of their bod- expressed about the nature of the harms, ies as objects of others’ desire, to be looked The publicity surrounding the report about how to define them, and about the at and evaluated for its appearance.” They appears to have had positive conse- deficiencies of the current regulatory sys- found that research links sexualisation to quenes. According to the Crikey web- tems in dealing with the impacts, noone three of the most common mental health site, Clive Hamilton says that he has could dispute the evidence supplied by Ju- problems of girls and women: eating dis- noticed a change in the way that some lie Gale of Kf2bK: Kids Free to be kids, who orders, low self-esteem, and depression or of the more ‘respectable’ advertisers presented items bought from many family depressed mood. present children in their advertisements. style stores in and around Melbourne. Young Media Australia focussed on More details about this can be Ms Gale, who recently presented some the definitional and regulatory issues, found on the Crikey website at: of her evidence at a seminar in the US on arguing that it was important to devel- http://www.crikey.com.au/Business/20080507- issues related to the premature sexualisa- op an agreed definition of what sort of DJs-drops-corporate-paedophilia-case.html tion of children, run by the Coalition for a portrayals and experiences constituted and on the ABC website at: Commercial Free Childhood, quoted the “the sexualisation of children”, and to re- http://www.abc.net.au/pm/content/2008/ view all of Australia’s regulatory systems s2238364.htm Community vocal at Guest editorial: Too Violent video games Senate inquiry young to be sexy as teachers

DJs DROPS CASE Food labelling campaign Cameras for toddlers small screen April 2008 p2

GUEST EDITORIAL

Too young to be sexy with sexual imagery from an early age has a devastating effect on mental no. 241 April 2008 YMA gets many requests for interviews which and physical health,” says Democrats assist students at both secondary and tertiary level, senator, Lyn Allison, in a statement. small screen and sometimes we receive a copy of the outcomes. “We need to restore the concept of Editor: Barbara Biggins OAM Michelle Mc Donald, a Master of Journalism student innocence.” Compiler: Caroline Donald from the University of Wollongong forwarded us Michelle Editorial Board: Barbara Biggins, her completed assignment, and we welcomed it (in How are children prematurely McDonald Jane Roberts, Judy Bundy, abbreviated form) as an appropriate guest editorial sexualised in the Australian media? Elizabeth Handsley. for this issue. Michelle is a Brisbane based writer What are the impacts? What needs to be done about it? These are the primary questions of the small screen is published at the interested in Majority World socio-politics and the beginning of each month and representations of women and children in the global Senate Inquiry, due to report by June 23. reports on the events of the media. Honorary CEO of Young Media Australia, Ms previous month 11 issues per year (Dec/Jan double issue) ‘Glossies’ wallpaper the front aisles at a local Barbara Biggins, welcomes the Senate Inquiry, Published by newsagency. but remains sceptical of the Inquiry’s capacity to address the indirect sexualisation of children Young Media Australia “Practise the perfect pout” and avoid meat in the media. PO Box 447 and dairy products monthly to ensure Glenelg 5045 “The Inquiry seems to be focused on the issues “smooth skin” suggests one magazine South Australia of sexualised representations of children in the [email protected] helpfully. A free “bling ring” entices potential media,” comments Biggins. “While this is very www.youngmedia.org.au purchasers of another, which advertises a important, there are problems with children’s Tel: +61 8 8376 2111 perfumed ‘Bed Wand’ and Body Shop blusher exposure to overly sexualised adult images in areas Fax: +61 8 8376 2122 on its “Get back to girly glamour” page. where children have every right to be.” Helpline: 1800 700 357 In the one with a sultry kohl-eyed Avril Lavigne Women’s Forum Australia (WFA) director, Ms YMA is a national, non-profit on the cover, a reader, “Confused”, asks the community organisation. Melinda Tankard Reist, is especially critical of Its mission is to promote a guest celebrity advisor, “How do boys act when explicit billboards, and she calls for the Federal quality media environment for they have the hots for you?” “Confused” is Government to ban them. Australian children. asking about ‘boys’ because she is a ‘tween’. “At a time when it is illegal to put up naked...

girlie pin ups in the workplace, why is it okay to No part of this publication Each of these magazines, Bratz Magazine, have hyper sexualised images on billboards, seen may be reproduced without Total Girl and Girl Power respectively, targets by everyone, including children?” asks Tankard permission of the Editor. six to thirteen year olds who form the ‘tween’ Reist. “This is a form of sexual harassment. It Contributions are welcome. marketing demographic. also contributes to giving boys distorted views Independent think tank, The Australia Institute’s of women by sexually objectifying them.” (TAI) 2006 Corporate Paedophilia report The self-regulation of advertising and marketing Young Media Australia’s condemns this directly sexualising content in industries makes limiting children’s exposure services are supported ‘tween’ magazines. to sexualising images difficult. by grants from the “The extension of this genre of magazine to “The Senate Inquiry is important because it has the younger ages reflects...their earlier association power to look at the issues across all media,” says The South Australian into the popularised teenage world of fashion, sex Biggins. “Australia’s media regulatory system is Attorney General’s and pop stars,” write report authors, Dr Emma fragmented and some media such as advertising Department Rush and Ms Andrea La Nauze. “Girls are also and marketing practices...are outside the main and encouraged to view men and boys as sexual objects.” regulatory systems.” the Morialta Trust In local 7-Elevens, Zoo Weekly and Australian The self-regulating Australian Association of Penthouse magazines, featuring digitally National Advertisers (AANA) incorporated a perfected and barely clad cover models, seminal section on the sexualisation of children are shelved at children’s eye level. Next to in its code just days before the Inquiry’s Young Media Australia’s the two High School Musical links on girl. commencement. Web Page and com.au, you will find another to “Sexy, Hot, “Among the major changes is a direct prohibition Broadband access Single Women”. Semi-naked ‘bum clapping’ against the sexualisation of children or the use are supported by its females draped over rappers spitting of sexual imagery in advertising/marketing Internet Service Provider sexist lyrics appear after the weekend’s communications to children,” states the AANA’s “C” rated morning television programs. website. Internode TAI, WFA and YMA’s Inquiry submissions TAI argues that these kinds of adult images and demand that the Federal Government references sexualise children indirectly, and establishes a body to oversee all media with a Publication and contribute to eating disorders, negative body division dedicated to administering children’s printing of small screen image, depression, sexual violence toward interests. is sponsored by a women and children, opposite sex objectification and lowered academic performance. If the Senate approves these recommendations, donation from perhaps the children’s division could ask why Nickelodeon Following TAI’s 2006 investigations, the primary aged girls need to practise pouting, Australian Democrats successfully initiated omit healthy food groups, smell good in bed, the Senate to conduct an inquiry into the buy adult makeup and seek sexually implicit sexualisation of children in the media. relationship advice from celebrities. “Sexualisation of children is very real and contact Clips ‘n’ Cuts small screen no. 241 April 2008

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The Weekend Australian, 12-13 April 2008 small screen April 2008 p7 NEW PUBLICATIONS

ADVERTISING Associatione, Vol. 42, No. 1, Pp137-153 Smith, NEI; et al (2008) Sinclair, J; Wilken, R (2007) Exploring moderators of the Super size me: Accounting for Young, K (2008) relationship between physical activity television advertising in the public Toward a model for the study of behaviors and television viewing in discourse on obesity. children’s informal Internet use. elementary school children. Media International Australia, No. 124, Computers in Human Behavior, Vol. 24, No. American Journal of Health Promotion, Vol. Pp45-56 2, Pp173-184 22, No. 4, Pp231-236

Potter, A (2007) Slonje, R; Smith, PK (2008) VIOLENCE Junk food or junk TV: How will the Cyberbullying: another main type of Assenza, GB; Assenza, D (2007) UK ban on junk food advertising affect bullying? Do the media contribute to violence children’s programs. Scandinavian Journal of Psychology, Vol. 49, in society? Lessons from international Meia International Australia, No. 125, Pp5- No. 2, Pp147-154 research. 14 Mason, KL (2008) New Educational Review, Vol. 13, No. 3-4, Cyberbullying: A preliminary Pp23-61 Warren, R; et al (2007) assessment for school personnel. Food and beverage advertising to Psychology in the Schools, Vol. 45, No. 4, Gunter, B (2008) children on US television: Did national Pp323-348 Media violence - is there a case for food advertisers respond? causality? Journalalism & Mass Communication Smith, PK; et al (2008) American Behavioral Scientist, Vol. 51, No. quarterly, Vol. 84, No. 4 , Pp795-810 Cyberbullying: its nature and impact in 8, Pp1061-1122 secondary school pupils. Maher, JK; et al (2008) Journal of Child Psychology & Psychiatry, Savage, J (2008) Racial stereotypes in children’s Vol. 49, No. 4, Pp376-385 The role of exposure to media violence television commercials. in the etiology of violent behavior. Journal of Advertising Research, Vol. 48, No. Valkenburg, PM; Peter, J (2008) American Behavioral Scientist, Vol. 51, No. 1, Pp80-93 Adolescents’ identity experiments on 8, Pp1123-1136 the Internet- consequences for social Buijzen, M; et al (2008) competence and self-concept unity. Comstock, G (2008) Associations between children’s Communication Research, Vol. 35, No. 2, A sociological perspective on television television advertising exposure and Pp208-231 violence and aggression their food consumption patterns: A American Behavioral Scientist, Vol. 51, No. household diary-survey study. 8, Pp1184-1211 Appetite, Vol. 50, No. 2-3, Pp231-239 MEDIA EFFECTS - SOCIAL Beullens, K; Van den Bulck, J (2008) News, music videos and action movie Murray, J (2008) COMPUTER & VIDEO GAMES Media violence: the effects are both real Wang, EST; et al (2008) exposure and adolescents’ intentions to and strong. The relationship between leisure take risks in traffic. American Behavioral Scientist, Vol. 51, No. satisfaction and life satisfaction of Accident Analysis and Prevention, Vol. 40, 8, Pp1212-1230 adolescents concerning online games. No. 1, Pp349-356 Adolescence, Vol. 43, No. 169, Pp177-184 Glymour, B; et al (2008) Crosnoe, R; Trinitapoli, R (2008) Watching social science-the debate Parker, L; King, D (2008) Shared family activities and the about the effects of exposure to Life after pong. transition from childhood into televised violence on aggressive The Age Green Guide, 24 April 2008, Pp29 adolescence. behavior. Journal of Research on Adolescence, Vol. 18, American Behavioral Scientist, Vol. 51, No. Porter, G; Starcevic, V (2007) No. 1, Pp23-48 Are violent video games harmful? 8, Pp1231-1259 Australasian Psychiatry, Vol. 15, No. 5, Walsh, SP; White, KM; Young, RM (2008) Pp422-426 Anderson, JA (2008) Over-connected? A qualitative The production of media violence and exploration of the relationship between Ravaja, N; et al (2008) aggression research - a cultural analysis. Australian youth and their mobile The psychophysiology of James Bond; American Behavioral Scientist, Vol. 51, No. phones. 8, Pp1212-1230 Phasic emotional responses to violent Journal of Adolescence, Vol. 31, No. 1, Pp77-92 video game events. Emotion, Vol. 8, No. 1, Pp114-120 Moriguchi, Y; et al (2007) Disinhibition transmits from television EVENTS COMPUTERS & INTERNET to young children. Jang, KS; Hwang, SY; Choi, JY (2008) Psychologia, Vol. 50, No. 4, Pp308-318 Internet addiction and psychiatric National Child Protection Week symptoms among Korean adolescents. MEDIA EFFECTS - PHYSICAL Journal of School Health, Vol. 78, No. 3, Epstein, LH; et al (2008) Pp165-171 A randomized trial of the effects of CHILDREN SEE CHILDREN DO reducing television viewing and Lee, L (2008) computer use on body mass index in The impact of young people’s Internet young childen. 7 - 13 September 2008 use on class boundaries and life Arch. of Pediatrics & Adolescent Medicine, trajectories. Vol. 162, No. 3, Pp239-245 Sociology-Journal of the British Sociological www.napcan.org.au Membership rates $Aus (inc GST) YOUNG MEDIA AUSTRALIA Organisational Membership/Subscription Application National $210.00 Tax Invoice State $75.00 Individual $55.00 small screen subscription (for non-members) Name: ______In Australia $66.00 Organisation: ______Outside Australia $66.00 Address: ______New membership Renewal ______small screen subscription ______Donation (tax deductible $2 & over) ______Postcode:______Total

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WORLD NEWS Food labelling campaigns Cameras for toddlers KIDS’ TV In May and June, The Parents’ Jury is Big toy companies like Disney and Fisher- running a Campaign for Improved Food Price are making digital cameras for tod- Labelling Systems aimed at informing and dlers. The cameras are designed to be dura- A selection of children’s programs empowering Australian parents to learn ble and easy to use and the Disney models screened on TV during the period about the types of information that appear can place Disney characters into photos. on food packaging, to understand labelling ABC regulations and to practice reading food The marketers are arguing that they are Louie; Finley the Fire Engine; Elmo’s labels at home with their families. filling a need in the market place after see- World; Dragon; Bear in the Big Blue ing preschoolers trying to take photos with Clear nutrition labelling on food packag- House; Five Minutes More; Play their parents cameras, but early childhood School; Little Robots; Miss BG; Lazy ing helps families to make healthy choices. educators see this as a further step in tak- Purchasing decisions are often made on the Town; Frankenstein’s Cat; BTN Daily; ing children away from direct engagement RollerCoaster; The Save-Ums; basis of the information provided on food in creative play. packets, including any claims about nutri- SEVEN tion and health benefits, or endorsements http://www.eschoolnews.com/news/ from external organisations. It’s Academic; My Friends Tigger & top-news/news-by-subject/technologies/ Pooh; Brandy & Mr Whiskers; Kim ?i=53699 The current campaign provides parents Possible; Stanley; W.I.T.C.H. with • education information Violent video games as teachers NINE

• handy hints & advocacy tips The Backyardigans; Go, Diego! Go!; US academics, Douglas and Ronald Gen- • resources to help them become Dora the Explorer; Kids’ WB; Dogstar; tile argue that video games use at least more savvy consumers and make Ben 10; Maddigan’s Quest; Hi-5; The seven of the pedagogical techniques that better choices for their families Shak. are listed by educational psychologists as promoting excellent learning. For more details of the campaign, contact TEN The Parents Jury. I got a Rocket; Puzzle Play; Totally Wild; PH 03 9667 1759, After testing two hypotheses based on ped- Scope; Toasted TV. [email protected] agogical principles with elementary, high school and college age students they found http://www.parentsjury.org.au/ NICKELODEON that students who played multiple violent Ricky Sprocket; All That; Catscratch;

video games were more likely to learn ag- As Told by Ginger; The Angry Beavers; It’s not too late! gressive behaviours and that playing such The X’s; The Fairly Odd Parents; games more frequently over time also in- Teenage Robot; Viva Pinata; Wayside; Your end-of-financial-year tax creased learning of aggressive cognitions Unfabulous. deductible donations can help and behaviours. They suggest that educators can learn from us continue our work. Use the CARTOON NETWORK the successful instructional design features My Gym Partner’s a Monkey; Teen form above or download the of video games support form from our website Titans; Codename: Kids Next Door; Gentile, D & Gentile JR(2008) Violent video The Grim Adventures of Billy & Mandy; games as exemplary teachers: A conceptual Courage the Cowardly Dog; Dragon Ball. http://www.youngmedia.org.au analysis. Journal of Youth & Adolescence, Vol. 37, No. 3, Pp 127-141.