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TITLE RETROspective: A Parent's Guide to Youth Culture. Building Bridges between Generations. INSTITUTION Substance Abuse and Mental Health Services Administration (DHHS/PHS), Rockville, MD. Center for Substance Abuse Prevention. REPORT NO DHHS-SMA-01-3417 PUB DATE 2001-00-00 NOTE 31p. AVAILABLE FROM National Clearinghouse for Alcohol and Drug Information, P.O. Box 2345, Rockville, MD 20847-2345. Tel: 800-729-6686 (Toll Free). For full text: http://www.health.org. PUB TYPE Guides - Non-Classroom (055) EDRS PRICE MF01/PCO2 Plus Postage. DESCRIPTORS Adolescent Attitudes; Adolescent Behavior; *Adolescents; *Cultural Context; *Drug Use; Generation Gap; Mass Media Role; *North American Culture; *Parent Child Relationship; Parent Materials IDENTIFIERS *Media Literacy; *Youth Culture

ABSTRACT Recognizing expressions of youth culture is a major step toward understanding teens. This understanding can help parents keep lines of communication open between them and their teens. Making it clear that you do not want your child to use alcohol, tobacco, or illicit drugs is a proven factor in reducing youth drug use. RETROspective is designed to immerse the reader in expressions of youth culture by presenting a guided tour through American youth culture from the 1950s to the present. In addition to illustrating expressions of the culture, RETROspective explains what youth culture is and how it is reflected everywhere, its influence on youth's attitudes and behaviors, the role of media and music in the culture, and the importance of media literacy in a media driven society. Lastly, RETROspective includes "Building Bridges," a feature that offers suggestions for starting conversations with youth about various topics, including alcohol, tobacco, illicit drugs, and media influences. (GCP)

Reproductions supplied by EDRS are the best that can be made from the original document. RETRO spective A Parent's Guide to Youth Culture: Building Bridges between Generations

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BEST COPY AVA 3 stand YOPLIthCultures An Introduction to "Building Bridges," a feature parents and caregivers to RETROspective that offers suggestions for continue to discuss alcohol, tely starting conversations with tobacco, and illicit drugs with is 10 o'clock. Do you know youth about various topics, their children early and often. where your child is?" This including alcohol, tobacco, illicit popular slogan was designed to drugs, and media influences. By revisiting the popular culture encourage parents to get of the past and providing a involved in their children's Being a parent is one of the glimpse into the world your lives. Now that we've entered most challenging jobs there is. teen lives in today, a new millennium, a more Parents must feel confident and RETROspective can help you appropriate question could be, comfortable talking to their start a meaningful conversation "It's the 21st century. Do you teens, whether it is about sex, with your teen, and help you know what's influencing your drugs, or other important issues. maintain the open, two-way child?" The choices teens make and communication that is essential the values they adopt can in building strong family con- Recognizing expressions of determine whether they be- nections. youth culture is a major step come happy, productive adults. toward understanding your Ironically, the older a teen Cultural teen. This understanding can becomes, the less likely it is Expressions help you keep lines of commu- that parents will talk to him nication open between you and about these topics. Sometimes hen we witness our ado- your teen. Making it clear that parents may feel intimidated or lescents' "strange" clothing and you do not want your child to unsure of their roles as their behavior (such as tattooing and use alcohol, tobacco, or illicit teens grow more independent piercing), and hear "meaning- drugs is a proven factor in and subscribe to a youth culture less" and provocative (to us) reducing youth drug use. that may be unfamiliar to language and song lyrics, we RETROspective is designed to adults. However, teens still may hope that they are just immerse you in expressions of want and need their parents' passing fads. However, what youth culture by giving you a support and guidance during we are actually seeing and guided tour through American this pivotal period. Ac- hearing are the expres- youth culture from the 1950s to cording to the Substance sions of youth culture. the present. In addition to Abuse and Mental Health illustrating expressions of the Services Administration's Cultural expres- culture, RETROspective ex- 1999 National Household : sions are con- plains what youth culture is Survey of Drug Abuse, almost stantly changing, and and how it is reflected every- 11 percent of youth ages 12 to attempts to describe them where, its influence on youth's 17 currently use illicit drugs. are usually dated before the ink attitudes and behaviors, the New drugs like ecstasy, dries. The following examples role of media and music in the ketamine, and Rohypnol in no way represent a compre- culture, and the importance of commonly known as "club hensive list, but we present media literacy in a media- drugs"are always emerging, them to give adults a "snap- driven society.Lastly, and parents need to stay shot" of some of today's cultural RETROspective includes informed. It is important for expressions of youth. 2D gab 4 Take a trip down memory lane with Clothes Expensive is "in," but the range is vastfrom tattered to the RETRO neatly pressed, from soiled to starched white. Included are timeline. Do you baggy pants, flannel shirts, ripped jeans, athletic shoes, remember the impact these combat boots, bell-bottoms, designer labels, T-shirts with events had on you or your slogans, and exposed underwear. Sometimes clothes reflect a specific interest or life philosophy, such as the Goth look of environment? Ask your teen chains, black clothes, nail polish, and lipstick for males what she thinks of the more and females. recent events. Body Decorations These include earrings for males, as well as tattoos, multiple ear piercings, and other body piercings accommodat- 1954Supreme Court rules ing varying types and sizes of jewelry for both sexes. on Brown v. Board of Hairstyles These include spiked, shaved, brightly and unusually colored, Education, banning dreadlocks, and extensions. segregation in public Music Rap is a combination of words, rhythms, and musical riffs that schools. began among urban black and Latino teens over two decades ago. Some of its messages relate to hip-hop, a prominent December 1955Rosa facet of today's youth culture. Rap and hip-hop are popular Parks is arrested after not across geographic and racial boundaries and are even used to giving up her seat to a white advertise consumer goods to adult, suburban dwellers. Heavy metal began in the psychedelic 1960s and is character- person on a bus in ized by amplification, electronic energy, and a hard beat. Montgomery, Alabama. Electronica music includes techno, jungle, trip-hop, and electro. Followers of ska (sometimes called the grandfather of 1956Elvis Presley appears reggae) enjoy its jazz-influenced rhythms. on The Ed Sullivan Show, but Music Technology Computer-based MP3s, CDs, minidiscs. is only shown from the waist Dancing Baby Boomers may recall astonishing their parents by danc- up due to his seductive ing without touching their partners; now, not even a partner is dance moves. required. Raves, all-night dances held in large venues like warehouses, include a DJ who mixes and synthesizes rapid- 1956Howl, by Allen beat music. This has been described by one (positive) critic Ginsberg, is seized by the as "spasms of noise that sound like assault-weapons fire punctuated by the booms of collapsing buildings." police, but courts later decide that it is not obscene Movies Horror, slasher, disaster, action adventure, teen heroes and heroines. DVD technology. and release the book. The controversy creates Games and Game Technology Arcade, video, and computer games. Children who grew up in the 1980s and 1990s had a very widespread publicity for the different game experience than their parents, who may re- Beat movement. member Pac-Man. Today's games range from complex versions of benign games like baseball to violent (and often May 4, 1957Alan Freed complex) fantasy games and adventures. hosts the first prime-time Sports Pro wrestling, basketball, , , BMX television special featuring biking, , mountainboarding, , rock and roll music. , street-, and snowskating. Some youth engage in "extreme" sports, that is, sports that take partici- July 12, 1957The U.S. pants to the farthest, most extreme edge of danger. Surgeon General reports a TechnologyComputers The availability and use of computers exploded direct relationship between in the 1990s. Computers have become the learning tools, game boards, and entertainment centers for many youth. cigarette smoking and lung cancer. But 60 percent of TechnologyInternet Bursting onto the scene in the 1990s with rapid, colorful images both positive and negative, the Internet may males and 30 percent of represent the most significant cultural divide between Baby females keep right on Boomers and subsequent generations. Teens keep in con- puffing. stant contact through e-mail and instant messaging. are more accessible, cheaper, and more potent. Today's teens TEEnsThrough the are growing up during economi- cally prosperous times, de- creasing divorce rates, and medical advances, but they also DECaCIES face the pressures of the fast- paced technological age. For parents of teens, the young to be war heroes and too generation gap often feels more old to be youthful free spirits. Much of this information came like the Grand Canyon. Al- They paved the way for civil from the book The Fourth though young people through rights and rock and roll. Turning, by Neil Strauss and the ages have faced similar William Howe. challenges, each generation Baby Boom Generation has unique experiences that This generation grew up with y23-4ico helped shape their values, the most idyllic images of attitudes, and behaviors. The American family life (Leave It to Bridges following definitions are a Beaver and Father Knows Best) Remember, youth culture is general guide to the genera- but ushered in a "counter- real and can be defined. Understanding youth culture tions of the past , culture" era of free love, urban riots, and campus unrest. As throughout the decades can NeiAltarobilejoyt4, they matured, idealism made help parents and other adults Silent way for materialism, and the talk with today's teens. Kow, AA"' word "yuppie" was coined. 1925_1942Generation Exercise 1: Rent it Today! Generation X Bitta,t-a, 84-Jet- kiA, Go to the local video store Spik/ Le-e) A-° Generation X grew up fast with with your teen and rent two 'Bain Kul, OktEzaka oLello, Elbsokt, rampant rates of divorce, a rise moviesone that you pick Boomer in single parent families, the which depicts what life was 1943-1960 AIDS epidemic, skyrocketing like when you were a teen- Tom CraijA/14' ,14 youth crime, and unsupervised ager and one that your Generation Hpi4141, , afternoons. They entered the Lazy Li,w,SottacuN teenager feels accurately job market when there were no depicts his/her experience. 1961-1981 jobs, so it's not surprising they Watch them together and talk Moore,Mary are risk takers with their about the positive and/or Li/ A (New 0 hem/ careers and prefer free agency '

U 1958Wham-0 introduces the Frisbee° and the TheMOPEThings Hula-Hoop. May 31, 1959Troubled jazz great Billie Holiday, who was in a coma, dies from Change... complications of cirrhosis of the liver and cardiac failure The1960s and 1970s were since Hawaii's annexation to after a long history of heroin times of rebellion in the streets the United States in 1900. and alcohol addiction. of America and on the battle- fields of Southeast Asia. In By the early 1970s, the wave of 1963, The March on Washing- change and diversity had October 17, 1960Former ton brought 250,000 people to reached Hollywood. Actor star contestant on the TV Washington, DC, in a massive Bruce Lee popularized the quiz show Twenty-One, demonstration for civil rights. Chinese martial art of Kung Fu Charles Van Doren is Six years later, in 1969, the in hit movies before his sudden arrested on charges of Woodstock Music Festival lured perjury. He and 13 other thousands of people to a farm in people told a grand jury they upstate New York. I had not received answers to questions before going on That same year, 3 days of air, when in fact, they had. rioting outside the Stonewall The popular 1990s film Quiz Inn, a Greenwich Village bar, Show was based on this true gave birth to the lesbian/gay rights movement. Cesar story. Chavez emerged as a leader of the farm workers union and 1960--Birth control pills are Chicano rights by spearheading approved for marketing in a 5-year national grape boy- the United States. cott, which ended in 1970 when growers finally signed a 1961Puerto Rican actress contract with workers in the and untimely death at age 33 Rita Moreno (in a role field. Women launched a while filming Enter the Dragon. created on stage by Chita revitalized movement for Shaft and Superfly paved the Rivera, another acclaimed equality in the 1960s, taking up way for an era of black action Puerto Rican performer), the battle for an Equal Rights films, with incredibly popular dances her way to an Amendment that suffragettes sound tracks.In 1977, more Academy Award in the film abandoned nearly a half- than 80 million people were century earlier. The American tuned in to Roots, the Alex version of West Side Story. Indian Movement laid siege to Haley miniseries that told a the village of Wounded Knee in compelling story of African August 5, 1962Marilyn South Dakota in 1973, demand- American history in Monroe dies at 36 of a ing the return of captured personal terms. massive overdose of Indian lands. In the Pacific, the prescription drugs. The "Hawaiian renaissance" ush- The topic of drug use gained coroner's report, and later ered in a renewed cultural and greater media exposure in the official investigations, calls political awakening as young 1960s and 1970s. Marijuana her death a "probable artists expressed themselves in use peaked in 1979. Hallucino- suicide." their native tonguea language gens were promoted as a way to which had been suppressed achieve spiritual enlightenment.

t drug use became clearer. The list of performers who died of drug-related causes kept growing. Jimi Hendrix and Janis Joplin, two performers who talked openly about escapism through drugs, died of highly publicized heroin over- doses. Jim Morrison of The Doors, another vocal promoter I of drugs, died from suspected drug use. Freddie 1 Prinze, a young The emergence of HIV/AIDS as a killer virus in the early 1980s and its links to sex and drugs became a serious concern. In fact, by 1986, a Gallup poll found that drugs were consid- ered the number one problem in schools. Puerto Rican This was the environment in comic who which the parents and grand- parents of today experienced broke their own youth culture. Beatles barriers with songs like his show Chico Yellow Subma- and the Man, rine, Strawberry committed suicide Fields Forever, in 1977, ending a life and Lucy in the Sky tormented by alcohol with Diamonds (the and drug abuse. initials spelled LSD) were interpreted by fans as Rick James hit the charts with celebrations of psychedelic drug pro-drug songs like Give It to experiences.Messages cel- Me, Baby and Mary Jane, then ebrating drug use were common lost it all to cocaine addiction. while factual information on the Comic Richard Pryor nearly died consequences was scarce. after setting himself on fire Head shops operated openly in while freebasing cocaine. most cities, selling drug para- Irreverent comic John Belushi, phernalia, psychedelic fash- known for his work on Saturday ions, and black light posters. Night Live and as one of the Blues Brothers of movie fame, Then, as the 1970s turned into died in 1982 after shooting a the 1980s, pop culture changed speed ball of cocaine and dramatically as the legacy of heroin. 1963The Feminine Mystique by Betty Friedan is published, laying the groundwork for the second TheMOPEThey Stay wave of feminism in the 1970s.

August 1963Martin Luther King, Jr. delivers his "I Have the Same a Dream" speech to over 250,000 people during the Alot has changed across the Civil Rights March on generations. Generation Y has Washington. grown up surrounded by com- puterization and technology November 22, 1963 from automatic teller machines to digital clocks. Radios and President John F. Kennedy is compact disc players are the assassinated in Dallas, size of earphones. Even sneak- Texas. ers are high tech. 1964The Civil Rights Act For today's teens, e-mail is as passes, prohibiting common as the telephone, and employment discrimination Web surfing is a favorite after- based on race, sex, national school activity.Their environ- 1 I I -I origin, or religion. ment is more multicultural than that of their parents and grand- Self-idealism/OptimismMost 1964Patsy Mink (D-HI) is youth believe they are special parents, and images of sex and the first Asian American violence continue to surround and can accomplish whatever woman elected to the U.S. them on a daily basis. To some they desire. youth, the Vietnam war and the Congress. assassinations of John ActivismTeens often play an Kennedy, Robert Kennedy, active role in such issues as 1965Congress passes the Malcolm X, Medgar Evers, and environmentalism and social Federal Cigarette Labeling Dr. Martin Luther King, Jr. are responsibility. Teens are and Advertising Act requiring ancient history.But they do interested in working on a the Surgeon General's know about Iraq's invasion of personal level to improve warning on Kuwait; the attacks at the society. cigarette Oklahoma City Federal Building, packs. the World Trade Center, and the Morality/Sprituality ..e. Pentagon; the suicide of Kurt Today's teens tend to 1966Dr. Cobain; and the murders of speak about the impor- Timothy Leary, a teenagers by fellow students at tance of spirituality and former psychologist Columbine High School in religion. According to Colorado. one study, 50 percent of at Harvard University, teens surveyed said religion advocates LSD as a way to Youth culture is reflected plays an important part in their escape reality. He later went everywhere. lives. to jail, escaped, and fled to There are positive and negative Algeria. aspects to youth culture. Some AuthenticityHonesty is of the most positive youth important to teens. They often values include: perceive that the most authen- tic voices belong to those who have "been there and done that" and who have But obvious pro-drug messages shared experiences aren't the only problem. There similar to their own. are more subtle messages that Amphetamines glamorize substance use and Beans, Bennies, Black Mollies, Crystal, abuse in youth culture. Popular Ice, Star, Speed, Uppers, West Coast Self-RelianceMany Turnarounds. of today's teens have actors and actresses travel back been raised to be and forth from drug rehabilita- Cocaine self-reliant and to tion programs to jail, then Beam, Blanca, Blast, Blizzard, Cecil, believe in their return to star in hit movies or Foo Foo, Nose Candy, Powder, Snort, Snow. own abilities. make chart-topping recordings without any visible loss of Crack Cocaine These positive income or popularity. The same Apple Jacks, B.J.s, Baby T, Baseball, Cloud, Dip, is true for many professional Glow, Hardline, Paste. youth values are good news for athletes, who are admired and Ecstasy/MDMA parents. Yet, emulated by youth. Given all (methylenedioxymethamphetamine) parents still this, it's easy to see why some Adam, E, Eve, Herbal Bliss, Love Drug, Rib, have to con- young people may not fully Shabu, Wafers, X. tend with understand the risks or conse- potentially quences of using alcohol, GHB harmful as- tobacco, and illegal drugs. (Gamma Hydroxy Butyrate) Battery Acid, Date Rape Drug, Fantasy, Liquid G, Liquid pects of youth X, Salty Water, Scoop, Soap, Zonked. culture. Even Youth perception of harm parents who associated with drug use Heroin know their decreased in the 1990s, and Aries, Big H, Black Tar, Crank, Dirt, Dust, Harry, teen's friends youth marijuana use doubled Horsebite, Junk. and carefully during the decade. screen every- Inhalants 1 thing that their That is why it is important for Amy, Bolt, Boppers, Climax, Hardware, Nitrates, Ozone, j Poppers, Snappers, Whippets. teen watches parents to stay informed, keep on television the lines of communication Ketamine and every open, and give their teens clear Bump, Green, Jet Fuel, Honey Oil, K-Hole, Kay Jay, compact disc no-use messages. The 1990s Purple, Special K, Super C. and video game saw a boom in the use of that their teen "designer drugs"modified LSD plays cannot keep versions of illegal drugs that (Lysergic acid diethylamide) were first produced in the Acid, Barrels, Blotter, Cheers, Frogs, ALL negative Mind Blow, Moons, Paper, Tabs. messages at bay. 1960s by underground chem- ists. They were made illegal in Marijuana Much of youth the 1980s, but their use has Ace, Blunt, Chronic, Ganja, Grass, Herb, y culture is brimming now become associated with Mary Jane, Red Bud; Spliff, with symbols. Some of "raves,"all-night dance Whackyweed, Yerba. those symbols may be parties usually held in old warehouses and abandoned To see what these and other drugs look relatively harmlesslike like, log on to the Partnership for a peace signs and logos of buildings. Designer drugs like Drug-Free America's Web site at expensive clothes and ecstasy, GHB, and special K http://www.cirugireeamelica. cars. Other symbols openly (see slang terms) are often more org/druginfcadefauit.asp, promote to youth the use and potent than the original sub- abuse of alcohol, tobacco, and stance they mimic. Even a illegal drugs, like marijuana single dose can cause major leaves or malt liquor logos on brain damage and even death. caps and T-shirts. it *OA sfilL4,0:411,101

:et 0 1967Elizabeth Taylor wins an Academy Award opposite Richard Burton in Who's Ecstasy facts Afraid of Virginia Woolf? Her performance is one of the Ecstasy is taken orally, usually in a tablet or a capsule.Its effects reasons a new movie code, last approximately 3 to 6 hours, though confusion, depression, "suggested for mature sleep problems, anxiety, and paranoia may occur weeks after it is audiences," is put into use. taken. Ecstasy damages neurons in the brain, affecting memory and thought. 1968Shirley Chisholm (D- NY) is the first black woman Ecstasy's stimulant effects, which enable users to dance for elected to the U.S. Congress. extended periods, may lead to dehydration, hypertension, heart or kidney failure, and a marked increase in body temperature.It may also lead to heart attacks, strokes, and seizures. April 4, 1968Martin Luther King, Jr. is assassinated. An additional danger of ecstasy use lies in the fact that drug dealers may substitute other, even more dangerous compounds, June 5, 1968Robert F. sometimes with fatal results. Kennedy is assassinated.

The Monitoring the Future Survey (MTF) showed a doubling from November 1, 1968After 31/2 1991 to 1997 of the 12th graders who thought it would be "fairly years, Operation Rolling easy" or "very easy" to get ecstasy if they wanted some. Thunder in Vietnam comes to an end. More than 800 The 2000 MTF suggests that ecstasy is used by more American pilots are dead or missing, teenagers today than is cocaine. and hundreds more are in captivity.

What's Hot in 1968Nehru Jackets, wide ties, and Levi's c,1 -1-1N for girls are introduced. Tiny Bridges Tim sings Tiptoe Through the Remember, there are similarities and differences across the gen- Tulips. Peggy Flemming wins erations. Explore them with your teen. an Olympic gold medal in figure skating. Exercise 3: Say What?

Divide a stack of blank index cards between you and your teen and June 1969The Stonewall write down different slang terms for drugs, one on each card. You uprising occurs, in which use the terms from your teenage years and your teen should use gays fight police harassment the ones that he hears today. Quiz each other and see how familiar at New York City's Stonewall you are with each other's slang terms. Have any of the terms Inn, giving birth to the gay stayed the same? If not, why have they changed? Have drugs rights movement. (their potency, consumption pattern, popularity) changed? July 1969Neil Armstrong Exercise 4: Fill in the Decade. walks on the moon. Get four blank pieces of paper and write down the decade that describes your teenage years at the top of two (e.g., 1960s) and do August 15-17, 1969The the same for your teenager (e.g., 1990s) on the other two pages. Woodstock music festival Each of you takes a set of the papers and writes down what you draws more than 200,000 know about the decade and the youth culture of that time. After people. you both finish, either switch papers or read your thoughts aloud. Discuss the similarities and differences in your impressions. Y8D6uirifCulturE Today's teen consumer of how influential youth culture jeans as their number one market is the most lucrative it is on youth attitudes and brand in an American Express has ever been. Marketers behavior. Company survey in 2000. recognize this fact and often use elements of youth culture to Remember when Madonna hit The fact is, even though 65 promote their products. Per- the charts with her bra in full percent of teens claim that they haps one of the best examples view while singing about rely on themselves for their of how marketers have capital- 'virginity"? She quickly be- fashion ideas, less than 20 ized on youth culture is came a favorite with many percent of the teen population their use of hip- impressionable teens is innovative enough to drive hop culture across the country to fashion trends, according to the dismay of many research from Teenage Re- parents who saw search Unlimited (TRU), an her style as wild Illinois-based marketing firm. and promiscuous. \ Adolescent The intensification of media girls around effects like virtual reality has the been coupled with a thirst for

\ world 'k began TEENS ARE wearing HEAVILY INFLUENCED their BY \M-IAT THEY SEE under- ! wear outside AND HEAR their clothes.

Fashion designer heightened sensory experience Tommy Hilfiger and risk-taking in youth cul- recognized the power ture. Youth today enjoy the of youth culture when he gave adrenaline rush of "extreme" free clothes away to youth sports like snowboarding and trendsetters like urban rappers skateboarding. Young people According to the Associated in the early 1990s. Hilfiger slam their bodies into each Press, hip-hop fashion alone marketed his brand by giving other in "mosh pits" or dive off generates $750 million to $1 clothes to MTV and VH-1 stages at rock concerts, result- billion annually. Sales of rap personalities and featuring the ing in injuries and even death. music and videos exceed that teen stars of the 1999 movie This thrill-seeking mentality amount, and about two-thirds The Faculty in his print ads. provides the context for drug of all rap purchases are made Picking up on teens' interest in use either as a "high" beyond by whites. computer games, Hilfiger normal experience or an instant sponsored a Nintendo competi- solution to discomfort within a Rap's rise and sustained global tion and installed Nintendo "now'' oriented society. The popularity is a good illustration terminals in his stores. The glamorization of drugs in payoff? Teens rated Hilfiger "heroin chic" fashions promotes September 18, 1970James Marshall 'Willi" Hendrix dies at 27 from a drug overdose. illegal drug use the same way psychedelic paintings, bell- youth-targeted packaging sells bottoms, Dr. Strangelove, and October 4, 1970Janis the idea of alcohol and ciga- hit songs like Curtis Mayfield's Joplin dies at 27 from a drug rettes to children. I'm Your Pusher Man, or Eric overdose. Clapton's Cocaine? We need to "Generations before had war recognize the power of youth 1971The United States stories. We have moshing culture to influence attitudes lowers the voting age to 18 stories." Teenage boy inter- and behaviors. with the passage of the 26th viewed for the ABC Television Amendment to the show 20/20. If we're honest, we'd admit that our idols, youthful styles of Constitution. As adults, we often forget what dress, music, attitudes, and it was like to be an impression- behavior often drove our January 1, 1971Cigarette able teenager. We sigh about parents crazy, advertisers impose a the excesses of today's young too.It's voluntary ban on radio and people and don't think about called the Pet Rock television advertising. the oddities and influences in "Generation for 5clie our own past. Remember Gap." Best Offer July 3, 1971Jim Morrison, "Beatlemania," pet rocks, lead singer for The Doors, dies of a suspected drug overdose.

1973Billie Jean King beats Bobby Riggs in "The Battle of the Sexes," a televised tennis tournament watched Bricige by nearly 48 million people. Remember, youth culture influences youth attitudes and behaviors. 1973The Supreme Court Exercise 5: You Think THAT is Cool? rules on Roe v. Wade and establishes a woman's right Do you ever think back to your high school days and cringe when to a safe and legal abortion. you remember how you dressed or what you used to do for fun? Or maybe you still like to do the same things and laugh at how little 1973The American things have changed. But, what does your teenager think? Ask your teen what she thinks is cool and likes to do for fun. Then Psychiatric Association rules share what you thought was cool and what your interests were that homosexuality is not a when you were a teen. Why were/are these things cool? Is it mental disorder. because everybody else was/is doing it? Are your interests simi- lar? How have your interests changed over the years? Has your 1973Maynard Jackson is teen's interests changed since he was younger? elected first black mayor of Atlanta; Thomas Bradley I I II becomes the first black If you have access to a computer and the Internet, sit down with mayor of Los Angeles; your teen and do a little surfing together. Each of you look up a Coleman Young is named the person you admire(d) as a teenager and see what interesting first black mayor of Detroit. things you can find out. Are your idols anything alike or totally different? What is it about these people that you and your teen admire? Did they or do they have any influence on your attitudes or behavior? The Power of Music When rock and roll started in A contemporary example came the 1950s, it was denounced with the success of the rap by some as "dangerous to group NWAwhose 1989 young minds." Elvis' "gangsta rap" album, gyrations couldn't even be Straight Outta Compton, shown on television, yet he was an early hip-hop hit. went on to become one of The album and the mem- the most celebrated and bers of NWAincluding influential enter- rappers Ice Cube, Dr Dre, tainers of the last and Eazy Ewere Middle America was angered by centuryIn the attacked by many the album's anti-police lyrics. 1960s, adults 0-0 In fact, it was the condemna- AO_ '' tion of the 200,000-member Fraternal Order of Police that brought NWA to national Many attention (and actually spurred sales among its youth audi- parents questioned Afncan-Amencan ence).Nevertheless, teenagers the image and lyncs adults con- demned the loved them, making NWA the of performers like first supergroup of gangsta rap, Bob Dylan, whose group because putting the city of Compton, unkempt appear- of its name and California, on the map, and ance and atonal its glonfication of the ills of taking the album to platinum singing seemed status even though many radio ghetto life like anything but stations refused to play the music, but vaulted him songs. from folk singer to folk hero in the hearts of What many adults did not many Amencan youth recognize was that controversy By the 1970s, music really wasn't a new phenom- defined a whole way enon in the music world. of life with the Protests and references to arrival of the disco drugs, sex, and other clandes- Music has scene tine activities have always always been an been imbedded in all kinds of important, music enjoyed by teenagers. In dynamic, and fact, a song about marijuana galvanizing entitled Reefer Man, by Don force in youth Redman and His Orchestra, culture dates back to 1932. Rap, for example, borrowed or Elvis Presley "sampled" old drug references

4 March 1973The last American combat soldiers leave South Vietnam, though from songs popular in the an environment where un- military advisors and the 1960s and 1970s. These healthy behaviors like drug use Marines, who are protecting "samples" became parts of new are accepted without question. U.S. installations, remain. hit songs. That's why adults should For the United States, the always do a reality check on war is officially over. Of the Why is music so important, the messages that kids hear on more than 3 million anyway? Think back. Al- the radio and see in music Americans who have served videos. though most people can't in the war, almost 58,000 are remember exactly what they dead, and over 1,000 are learned in ninth grade math or Music is powerful and is a English class, they can usually dominant force in youth missing in action. recall the tune and sing the culture. words of a song popular back What's Hot in 1973Bruce then. That's the power of Music is also a good mirror on Lee starts a nationwide music in our memories. While what is going on in society at Kung Fu craze with Enter the we may not recognize it, the large. Rap was a wake-up call Dragon. TV covers the repetition of words and phrases to the realities of urban poverty Watergate hearings. The in music etches ideas in our in the early 1980s as crack United States experiences minds.It happened to us when cocaine infiltrated urban neigh- the OPEC oil embargo. The we were growing up and it's borhoods. With drugs came Mary Tyler Moore Show is one happening to young people increasingly violent gang of the top-rated sitcoms. today. activity, reflected in rap lyrics and the skyrocketing number of August 1974Richard Nixon Repetition.It's why we had to homicides among African memorize sentence structure American males. Popular resigns as President. and math formulas. And it's rappers such as Eric "Easy E" why commercials repeat their Wright and Calvin Broadus 1974Atari develops the messages so often.Similarly, if (a.k.a. Snoop Doggy Dog) used first play-at- a popular singer says smoke, their gang member status as a home video drink, or have lots of sex, those stamp of "authenticity" for their game. messages stick and can create music. Mood rings and VCRs also are new this year.

1975Saturday Night Live debuts on television, starring The Beatles John Belushi, Dan Aykroyd, Jane Curtin, Gilda Radner, and Chevy Chase.

January 1977Roots, an epic about slavery, is watched by over 100 million Americans.

J The 1990s saw a "Latin year -old, lead singer/, Explosion" with the rise in songwriter of the redthot popularity of musical artists grunge band Nirvana who Selena, Marc Anthony, committed suicide in' 1994) Jennifer Lopez, rapper Big and Tupac Shakur (the 26-' Pun ithe first Latino hip-hop, year-old rapper/actor who artist to go platinum), and was killed in a still-un-

Ricky Martin. .Martin's first solved ambush in Las self-titled English language Vegas in 1996). But it's a CD sold .3.8 million units in rare person over age 30 1999 and was the best who can hiun a tune or album debut by a Hispanic repeat the lyrics of a hit artist in Billboard history. song written and performed (Billboard is a leading trade by either of these legends magazine that tabulates of youth culture. And it's a music, and video sales, rare teenager who isn't videci rentals; and radio familiar with their music. play.) The rise in Latino music is indicative of in- These late artists are icons creasing Latino: influence as to many of today's youth the number of Hispanics in who identify. with their the United States_ continues the music world. Elvis. The songs, their artistry, and often to grow. Beatles.Michael Jackson. their lifestyles.'These lifestyles Madonna. Parents and other jncluded drug use (Cobain Many of the youth icons of adults probably recognize 'nearly overdosed on heroin a yesterday and today came from names like. Kurt Cobain (the 27:- week before committing.sui- August 16, 1977Elvis Aaron Presley, the King of Rock and Roll, dies after an cide) and violence (Tupac Forbes magazine's Celebrity apparent heart attack at his Shakur served time for sexual 100 and 1 among hip-hop fans Grace land Mansion home, assault and celebrated the who admire his "do it yourself," where he was found "thug life," tattooing the phrase entrepreneurial, rags-to-riches unconscious in his night on his abdomen). Despite their success story. clothes and rushed to the controversial personas, or hospital. His death was maybe because of them, they Marilyn Manson (the band and believed to be drug related. continue to exert great influ- its lead singer share the same ence over their legions of name) has a loyal following of young fansmuch like youth young fans who view him as a 1978 loot Suit, a play icons of the past influenced crusader for free speech. Critics affirming Chicano identity, earlier generations. Youth denounce the band's mock sets box-office records in Los identify with their favorite depictions of sex, drug use, and Angeles. celebrity icons and begin to Satanism. But Manson's brand regard the artists as peers who of "shock rock" metal, elaborate What's Hot in 1978 share their values, philoso- makeup, and special-effects Biorhythms, torn jeans, and phies, music, style, mode of stage shows struck a major hot tubs. Mickey Mouse expression, and thus, culture. chord with youth, and Manson turns 50. Eight is Enough is has become a mainstream anti- one of the top-rated TV Rapper Master P (Percy Miller) hero. The band's 1996 break- shows. Popular songs: Last through album, Antichrist grew up in what he terms a Dance and My Way. "ghetto" in New Orleans, Superstar, entered the Ameri- Louisiana. Relying mostly on can charts at No. 3, and their word of mouth promotion and concert dates continue to sell 1979Sony introduces the underground publicity, he out around the world. Walkman, a personal, started No Limit Records, a hip- portable radio-cassette hop record store that evolved player. into an independent rap label. He released 1979The sounds of disco, his first solo like Donna Summers' Bad album in 1991, Girls and Y.M.C.A. by the The Ghetto Is Village People, play long into Tryin' to Kill the night at clubs like Studio Me, which 54. Meanwhile, there is a became an new urban sound being underground hitHe has created a business played by New York City empire, churning out musicians like the Sugar Hill movies, producing rap Gang. In a few years, the albums for various music will be known as rap. artists he refers to as "soldiers," and 1979Illicit drug use in the maintaining his own United States peaks. The performance career. number of users reaches He has also 25.4 million, or 14.1 percent branched out into sports of the U.S. population. Sixty management and tried his percent of high school hand as a professional students report having tried basketball player. Earning marijuana at least once. $56.5 million in 1998, Master P ranked 11 on 0 a 4'44;a. is .111 . :1I 1:1.:115 ,

"*. a - # .1.$ Pa./ a " :4 Lauryn Hill is 1.: 11' . a.I : 11:14. a 111/1. as y 71 . a one of the most a ° I a :a . I: . I:10 -1 4:4/1 S : ati : 1"a .141 respected solo /11 #1# 4:0 performers in the a last.a. 04: . hip-hop commu- nity, breaking a a 11-11 aii- at a; new ground with al" Oat' her personal, honest lyrics, a " tafa a as s. a a- 14, .11 positive messages, 4 ' 0:. -- 4" 11 a : a and strong vocals. , a : In 1998, Hill released her solo debut, The 1 .411"0 I aI II at Miseducation of 1 " a a a . 4:1 a' 1 4 a a II " . a :).. 11 a Lauryn Hill, for which ""a 4.41 SOO, a a .110 a she wrote, arranged, and 'I a 104 produced almost every track. In 1999, Hill received 11 Grammy a I.., a . : a a a a 1 a If Award nominations. She a a 111114 4"04 ' . a O. $ a HO .:" walked away with five awards, 4 0 Oa a 11 0 11 44' 4"" .00 9 ! ' ' ' including Album of the Year and "11"1 a" a 'a a. "a ' .4.0 a 1 Best New Artist. a. a '144 a The rap-metal quintet Korn is I I I . . a 'I : ' a Mit #'1,I, a . one of the most popular new . I. a a : a a 0-04". a 'la 0 . II . :», bands of the 1990s, building an a 11.4 0 44 la a a a 111. Oa I 1140 : underground fan base world- a..- a 4 il .1Z - wide through touring and promotions instead of slick a a a 0 4.1 'fa . Ia " : a marketing campaigns. Young a 41 a a 1" fans identify with Kom's themes of angst and alienation. a:t.. 1114 $"410:." a- is" a a In 1998, the group garnered la " e'' a 141. a 'a . massive publicity when a a . IS 1 1 a.a - as at. . a: a. Michigan student who wore a Korn shirt to school was sus- . I 114. pended because his principal a 41-414-a a ; :111 a a believed Kom's lyrics were i. a a : a . 111 a "obscene The band re- a- 11 4 a' sponded by giving away free T- shirts outside the school. In : :- 0.1 a 11 a 1II 1999, the band caused a stir # ' It ; . 41: :1 11 : 'I within the music industry by -I .' a a :# a . offenng an MP3 of their single 1 1 a . 4 1 . 4# 1 a I .I . '1 1 a Falling Away From Me on their Web siteFor each person who a; at!.IfI t 17 a downloaded the song, the band 'at a to :.f - :1.110al - donated 25 cents (up to .87 a I 11 . I 1111 . pa a a a 4. a' a II* S'.14 $250,000) to the Childhelp USA $ 0 . ° a. at1: 'I"' ti and Children of the Night a # *I ,1110 I 41 charities

7i January 11, 1979The U.S. Surgeon General says smoking kills. Dr. Julius Bubble Gum Pop? Fueled by the success of the hit Richmond says "cigarette Some critics may call it saccha- single Bye, Bye, Bye, their No smoking is causally related rin, but sweetness sells in the Strings Attached album sold to lung cancer in both men millennial music business. almost 2.5 million copies its and women." Many of today's top teen acts first week in stores, more than all have "wholesome yet sexy" doubling the ' December 3, 1979Eleven images, good looks, great dance first week sales record. concertgoers are trampled moves, and catchy, feel-good to death in a rush for festival tunes that make them bankable Teen queen Britney Spears successes. (born in 1981) has roots in the seating at The Who concert. Mickey Mouse Club, but she's The Backstreet Boys (Nick now known as a dance-pop March 1981John Hinckley, Carter, , Brian hit-maker. She became a Jr. attempts to assassinate Littrell, Kevin Richardson, and certified teen sensation after President Ronald Reagan A.J. McLean) are part of a new the debut of her Baby One More outside the Hilton Hotel in crop of American boy bands. Time video. Her debut album, Washington, DC, and Formed in Orlando, Florida, ...Baby One More Time, sold manages to wound Reagan's under the management of the more than 12 million copies, press secretary, James boy band guru, Lou Pearlman, and she was nominated for a Brady. the Backstreet Boys blasted Best New Artist Grammy in onto the scene with hits like 1999. However, that Grammy 1981Sandra Day O'Connor went to 20-year-old Christina Everybody. Their 1999 album, is the first woman ever Millennium, made the record Aguilera, another pop song- books, selling more than 1.1 stress who garnered a loyal appointed to the U.S. million copies its first week out. teen following with hits like Supreme Court. What a Girl Wants. Close on Another group formed under Lou their heels is 16-year-old August 1, 1981MTV is Pearlman's tutelage is 'N Sync Mandy Moore, who released launched. (Joshua "JC" Chasez, Justin her second album, New, in Timberlake, Chris Kirkpatrick, 2000. March 5, 1982John , and ). Belushi dies from an overdose of cocaine and O heroin.

Bridge What's Hot in 1983Break Remember, music is powerful dancing is the fad. Sally Ride and is a dominant force in is the first woman astronaut youth culture. and Guion Builford is the first black astronaut in space. Aspartame, a.k.a. Nutrasweet, is approved for Take turns playing deejay the soft drinks. Compact discs next time you and your are made available. The first teenager go for a ride in the Cabbage Patch Kid dolls are car. You play the tapes or sold. Jimmy Connors wins choose the radio station(s) on the U.S. Open tennis singles. the way to someplace, and The Love Boat is a top-rated your teen gets to choose the TV show. music for the ride home. Did you both survive the rides?

15 REadhg E3EtWEE6 thE UnS MEdia litcracg Breaking it Down television shows, movies, For example, a TV news broad- advertisements, or depicted on cast presents information Have you noticed changes in T-shirts and jewelry. differently than a billboard or a media images over the past few bumper sticker does. Those decades? Over the years, the The influence of the media differences in form help shape definition of what is acceptable should not be underestimated. not only what is said but also has changed. On one hand, By mid-adolescence, teens how it is said. important social issues are have watched about 15,000 being given more attention; on hours of televisionmore time The top three steps encourage the other hand, many televi- than they spend with teachers your teen to analyze informa- sion shows, movies, music, and in school. Add to that figure the tion in the media message. In other media have become more hours devoted to surfing the other words, she can make graphic. Internet, playing video games, comparisons, link cause and watching videos and DVDs, effect, distinguish fact from Have you ever thought about listening to the radio, and opinion, and investigate bias the role that media play in attending movies, and the and slant. In doing so, your shaping public perceptions? media's impact becomes clear. teen may begin to understand Have you talked to your teens how messages are constructed about it? They face a barrage of The Media to shape meaning and how the messages from television Literacy Ladder construction process itself is shows and movies, video The media literacy ladder is a shaped by assumptions about games, music, and the visual organizer to help teens culture, gender, race, social Internetall packed with ideas identify, analyze, and evaluate class, and age. about what it means to be media messages. The informa- young, how to handle interac- tion presented in the ladder can Finally, when your teen has tions with others, how to have empower your teen by helping reached the top of the ladder, fun, and how to gain status as her become a critical consumer encourage him to evaluate the an adult. Yet, teens may not be of information. Each step on media message. That is, ask as equipped as we are to the ladder introduces teens to him to draw conclusions and critically examine the parts of one of five basic principles of form opinions about the media the messageits meanings, media education. Ask your teen message. Is the message intent, context, and impact. to pick any media messagea accurate and complete, or is And, because of teens' exten- movie, a magazine article, a TV important information missing sive use of media and other or magazine advertisement, a from the message? You and technology, media have far- T-shirt, or song lyrics. Next, your teen can "climb the ladder" reaching potential to influence starting at the bottom of the together to discuss the latest their values and culture ladder and working to the top, movie, breaking headline, a perhaps more than ever before. ask your teen to answer the favorite music video, hit song, questions at each step on the or advertising campaign. Media literacy can help youth ladder. The first two steps recognize and understand (identifying form and purpose) messagessubliminal or require your teen to identify directdelivered in song lyrics, details in the media message. I

a2 0 1984Federal researchers announce that they've isolated the retrovirus that 5Reality: causes AIDS. -1 Media messages rep- July 17, 1984Congress resent (someone's) social reality. What is raises the national drinking the message maker's age to 21. The President point of view? signs a bill giving States until October 1 to raise their minimum drinking ages to 21 4 Interpretation: or face a 5 percent cut in People interpret media Federal highway funds. messages differently. How does the message September 1984The make you feel? Huxtables of television's The Cosby Show become TV's most popular family ever.

3Construction: 1985Rock Hudson Each media message acknowledges he has AIDS. is a construction. What t: I words, images, or Mid-1980sA crack cocaine sounds are used to epidemic spreads across the create the message? Nation. The use of crack becomes widespread, 2Puzpose: particularly within inner 1 Each media message cities. Violent crime rates has a purpose. Who soar, fueled in large measure created the message by the drug trade. and why? 1985-0prah Winfrey begins her talk show. 1Form: December 10, 1985A Media messages come complete ban on tobacco in different forms. advertising is urged. The Through what medium American Medical is the message deliv- Association says cigarettes ered? kill many people. The U.S. Surgeon General agrees, saying that cigarettes are a greater health risk than anything else in the workplace.

9 P Oh.It sounds like there's a P So why do you think those lot going on in that video. things are in Lumpy Coal's Why do you think you like it video? so much? (Step four: how T They have to make it look does the message make you cool so people will be into it feel?) and buy their CD. T I don't know. It's just fun P So, is drinking alcohol and and I like the song. smoking cool? Is that what P Do you think that's really really happens when young how most young people people get together to have party, or is Lumpy Coal a good time? exaggerating the party T No, but they make it seem scene a bit? (Step five: what that way in the video. is the message maker's point of view?) At this point, you can congratu- T Well, I've never been to a late your teen for coming to this party where everyone is so conclusion. You can use the good looking. And there's opportunity to explain the basic Climb the Ladder usually no smoke-filled fundamentals of media literacy You notice your teen singing rooms like the one in the and take a more academic along to a music video on TV. video. approach to analyzing other You could initiate a conversa- media messages in the future. tion that may go something like this (P is for parent and T is for teen): P Wow, it looks like you are really into that. What are Movies and Music you watching? A recent study showed that almost all of the movies evaluated (98 T It's Lumpy Coal's latest percent of the 200 most popular movie rentals of 1996 and 1997) music video. (This is step depicted substance use. Illicit drugs appeared in 22 percent of one, identifying the mes- the movies, and alcohol and tobacco appeared in more than 90 sage form.) percent of the movies. More than one-fourth of the movies that P Who is Lumpy Coal? (Step depicted illegal drugs contained graphic portrayals of drug preparation two: who created the and/or ingestion. message and why'?) T They are a band, and they have a cool new song. 98% P What is the video about? 90% T It's about partying and having fun with your friends. P Oh. How do they party in the video? (Step three: what words, images, sounds are used to create the mes- sage?) T Ummm. It looks like they're drinking alcohol, dancing, and flirting a lot with some really good-looking people.

2 iralb January 1986Americans watch in horror as the space shuttle Challenger explodes One thousand of the most popular in a ball of flames 1 minute songs from 1996 and 1997 were also after liftoff,In addition to assessed, and 27 percent of them the astronaut crew, the `- were found to contain a clear civilian on board, school reference to either alcohol or illicit teacher ChristaMcAnliffe, is drugs. However, only 2 percent of also killed.; the songs had substance use as a central theme. Substance use was June 19, 1986LenBias , rarely associated with any motivations or basketball Star, dies at 221 consequences, and from a drUg-induced heart only 19 percent of attack. Bias dies after using songs mentioned any cocaine to celebrate his negative conse- lucrative contract with the quences from drugs. Boston Celtics. This, and other similar events, caused management in, professional sporti to lay down toUghei rules to 'prevent drug use by But illegal drug use was players. associated with wealth or luxury in 20 percent of the October 11, 1987-L-The songs in which drugs ap- Names Project Foundation's peared, with sexual activity AIDS Quilt is unfurled for the in 30 percent, and with first time on the Mall in crime or violence in 20 percent. Washington; DC. What'S Hot in 1988Safari

-jackets and ankle length, skirts are faihion stateinents. Mac Computer' experiences the firSt computer virus. A bomb Olt A striking finding from the song analysis study was -1259 peOPle on Pan Arn:Flight the dramatic difference among music categories 103 from Lockerbie, substance use references were more common in rap Scotland. Popular Song's: music (63 percent of all rap songs) than any other Don't Worry Be Happy and type of music, including alternative rock (11 per- cent), hot-100 (11 percent), heavy metal (9 per- One MomentinTime. cent), and country-western (1 percent). April 23, 1988A,ban on smoking on demestic airline 11% 11% ycy, flights takes effect.

J 1989=liundreds of people are killed durinia'student uprising in Tianatimen Square, Beijing, when theChinese army retaliates against their :pretest far deMociacy.

BEST COPY AVAILABLE Talk With Your Teen About Media Literacy

Give them credit. Approach the discussion believing that your teen has given some thought to the image on his own. Adolescents may give the impression that image is everything, but they do look for content. Teenag- ers believe that they are independent thinkers who can reach their own conclusions when presented with the facts.

Be open to learning something yourself. Remember that youth need to be involved in the discovery of information, not just presented with information.

Remain calm and openminded. We often are triggered to action by things that offend our own sensibilities of what is right, beautiful, and logical. If we act on instinct, the outcome is likely to be the opposite of what we intend.

Don't expect immediate results. If you have not been talking to your teen on a regular basis, she may be suspicious of this new media literacy information, measuring it against her "authenticity yardstick." Keep lines of communication open, even if the first session does not go so well. Allow some space for your teen to sort out ideas and images for herself Allik

Seize the moment. Incidental opportunities such as your teen labeling a program "dumb" after viewing) that come up daily may be used to start enlightening discussions.

Talk back to your TV. When appropriate, express opinions about sexism, racism, and unnecessary vio- lence. Challenge commercials and the way they try to sell not only products, but attitudes and lifestyles. And, don't forget to point out positive portrayals as well.

Insist that media literacy be taught in the schools. Providing media literacy in the home and the school reinforces what your teens are learning and gives them more opportunities to practice and perfect their skills. 1989In , the wall separating democratic West Berlin from communist East By helping our teens become them to critically examine what Berlin is torn down by media literate, we can help they see and hear. Remember protestors, ushering in the protect them from pressures to keep probing the answer as uneasy rebirth of democracy from advertising and other this helps young people expand in Eastern Europe. media forms to smoke, drink, their thoughts.This helps use drugs, have sex, or eat them focus and helps us under- January 18, 1990Marion unhealthy foods. We also can stand how they perceive what Barry, Mayor of Washington, help them build communication they view.It doesn't matter so DC, is arrested on charges of skills, encourage them to much what questions you ask; consider multiple interpreta- the important thing is to get possession of crack cocaine. tions of media messages, put youth to express and to chal- portrayals of themselves and lenge what they see and hear. January 1991President others in perspective, and George Bush declares war improve media use habits, such Young people can learn how to on Iraq and the Gulf War as changing ritualistic viewing read between the lines so that begins. behaviors. In addition, we can they can understand exactly improve the media use habits of what music videos, movies, and 1992The first racially- the entire family and promote other forms of communication based riots in years erupt in more proactive behavior among that reach youth are saying to Los Angeles and other cities all family members. them. after a jury acquits L.A. police officers in the Media literacy is not media c-] videotaped beating of bashing; the goal is not to [2u' ridicule the media. Media are Rodney King. dominant forces in our culture Bridge and an important part of our Remember, media play an 1992Lucille Roybal-Allard teenagers' lives.It should be important role in youth (D-CA) is the first Mexican evaluated fairly, not denigrated. culture. American woman and Nydia Media literacy is also no silver Velazquez (D-NY) is the first bullet or magic wand; it will not Exercise 8: Puerto Rican woman elected instantly solve all of our prob- Pass the Remote Control! to the House of lems. But it is our best defense Watch each other's favorite Representatives. in resisting manipulation and keeping a perspective on the television show together at least once sometime during April 8, 1994Nirvana's Kurt images and messages that are Cobain is found dead from a a part of media and youth the same week. Was the show any different than you self-inflicted gunshot to his culture. thought it would be? Did you head. At the time, his blood As you employ these skills at like it? Talk to each other contained 1.52 milligrams of home, remember that the about your impressions. morphine, three times the heart of media literacy lies in lethal dose. the discussion. There are many activities that you can December 1994Chris do with your children, but Mitchell, a Rockland County nothing is more important teenager, dies after being than talking with them about dropped on his head, in a what we watch, hear, and mosh pit, at a Bronx club in read. Keep discussions relaxed; New York. this takes the pressure off of teens to get the "right" answer. Draw out their ideas and guide marketing firm Teenage Re- aearch Unlimited. The U.S. Census Bureau projects the number of teens to hit nearly 35 Million by the year 2008, and experts expect their pur- chasing power will increase as well. Teens also haVe tremen- It is particularly important to market: as buyers themselves, dous influence over their use media literacy skills to as influencers of their parents' family's spending on every- analyze advertising messages. purchases, and as future adult thing from computer equipment The hunt for consumer dollars is consumers. America's 31 and vacation destinations to on, and teens are a prime million teenagers spent $153 fast-food and supermarket target. Many advertisers view billion in 1999, according to the purchases. Manufacriirers and teens as a uniquely profitable retailers have taken notice. A three-in-one variety of productsfrom soft L.4_4'7"74 drinks to athletic shoes to CDs:-, I are marketed directly to teen- .01111110 agers and preteens. However, young people also see advdr- tising for products that aren't for them, like cigarettes-and alcoholads that can be pervasive and convincing..

Advertisements in magazines, on television, and in other media are the most carefully produced pieces of media ever created. For each page of advertising in a magazine or 30-second spot that comes on between television shows, months of planning and mil- lions of dollars have been spent! After all, corporations use advertising to reach poten- 0111111L tial customers. And the strategy workspeople buy the goods and services they see adver- tisedespecially name brands.

While most ads are fairly easy to spot, sometimes it's not always clear that what is presented is really an ad. For example, how many times have you seen a specific product used in a movie? These "prod- uct placement" ads may be as subtle as a handsome actor

2 rgeif 6 1996The Internet, gaining popularity, becomes a feature in coffee houses. smoking a cigar in a movie entertainment vehicle, such as People can "surf" the "Net" scene or an attractive woman a movie or music video. while socializing at these wearing a fur coat in a music Event sponsorshipA cyber cafes. video. Some of the most sponsor's name is displayed powerful advertisements are prominently at event venues, September 13, 1996Tupac the ones that lead us to believe on ticket stubs, or other items Shakur is shot by unknown that "everyone is doing it " associated with a special event. gunmen and dies in Las whatever "it" is. Celebrity endorsementA well-known person is paid to Vegas, Nevada. One style of marketing often promote a product or service. used by companies for con- March 10, 1997Notorious sumer products is popularity by B.I.G. (a.k.a. Christopher association. That's why a E3N.11rldrh-m Wallace, a.k.a. Biggie Smalls) musical artist or athlete pro- is shot dead at the age of 24 motes a product by wearing it Bridget) in Los Angeles, California. rather than actually appearing Remember, advertising plays in an advertisement. Some- a major role in youth culture. April 1997Ellen DeGeneres times the endorser is paid a fee "comes out" on her Exercise 9: Tuning In. and sometimes the trade-off is television show, Ellen. free stuff.It's a low-key sell, not a high-power one. This is a Trade copies of magazines you and your teen like to read April 13, 1997Tiger popular approach because young people tend to be suspi- and pick one advertisement* wins the 61st Masters that catches your eye. Sit cious. The use of celebrities to Tournament and becomes market products, services, or down together and ask each the first black and youngest other the following questions: even good causes can be person to win the Masters. viewed cynically by young 1. What product or lifestyle is people who simply see it as the ad selling/promoting? December 1997Comedian someone "getting paid" to do a Chris Farley overdoses on job and not someone who 2. Why did the company pick cocaine and morphine. really believes in whatever is this particular magazine to being promoted. advertise its product? 1998The Office of National Who is the intended Drug Control Policy launches audience? Some types of advertising its National Youth Anti-Drug include: 3. What does the company Media Campaign, a multi- TraditionalThe product or want you to think or be- dimensional effort designed service is clearly identified, and lieve about the product? to educate and empower a call to action is made (buy this What will using the prod- youth to reject illicit drugs. product, use this service, call uct do for you? this telephone number). 4. Is there anything the 1999About 9,000 people ImageThe company or orga- company might not want attend the fourth annual nization seeks to be associated you to know about the "Boardstock"an end of with a certain feeling, image, or product? Are there any summer party and cause. Products or services are negatives or harms associ- professional wakeboarding not always featured in image ated with using the prod- competition in northern advertising. uct? California. Product placementA com- pany pays for a product or * After you each do this once, message to be featured in an try it again with an alcohol or tobacco advertisement. A Case Study Bill is a recovering alcoholic tobacco, or any other sub- and experimented with stances.I told them that I marijuana, LSD, and other had made bad choices when I drugs when he was in col- was younger, and told lege. As the parent of a 13- them how I am still year -old daughter and 15- paying for those year -old son, he was in a choices today.I bind. On one hand, he read up on some wanted to have frank, open, of the latest and honest discussions with drugs and then his children about drugs, but told them about on the other hand, he was the very real afraid his children might take dangers they his experiences to mean they faced if they used could use drugs when they themincluding were young and still be what their mother happy, productive adults. He and I would do if was also afraid of being cast we ever found as a hypocrite. out!

"My kids will be the first "The fact that I ones to call me on anything if have a I don't follow through. They pretty good know I expect them to be up- relation- front and honest with me, and ship with they expect the same in my kids to return. I've always told them begin with smoking and using drugs definitely were bad as they were made the growing up, but when they hit discussion the teen years, you need to a lot easier. be more specific. You have And, this is by to be able to counter all the no means a one- pressures they face to use shot deal. There are drugs." probably a hundred oppor- Bill decided that avoiding the tunities each subject would not help his day to reinforce children and that they could to them that they benefit from his mistakes. have better "It wasn't an easy conversa- things to do than tion at first," says Bill. "But I drugs.I plan to made it clear that I did not make the most of want them to use alcohol, them." June 23, 2000 Seattle's Experience Music Project (EMP) opens. The guitar- shaped museum tells the story of the "creative, innovative, and rebellious expression that defines Itonclusion American popular music." Grand opening concerts As you've seen throughout take the time to understand the feature Patti Smith, rappers this guide, youth culture can world teens live in today. By have a powerful influence on reading REMOspective and Dr. Dre and Eminem, the Red youth attitudes and behaviors. building bridges with your teen, Hot Chili Peppers, Kid Rock, But in spite of the worries we you've taken a big step toward Rikki Lee Jones, and Joe may have about the potential that understanding. Jackson. negative effects of pop culture and peer pressure, research In addition, there are five basic January 2001 Rep. Jim shows that parents possess a things you can do to help ensure Langevin (D-RI) is the first unique power to help their your teen makes healthy and quadriplegic to serve in the children stay healthy and drug informed decisions: U.S. Congress. He uses a free. Parental influence is the Establish and maintain good battery-powered wheelchair primary reason that youth do and voice-recognition not use drugs. Most teens who communication with your teen. software to dictate letters, do not use alcohol, tobacco, or Get involved in your teen's life. illicit drugs credit their parents legislation, and speeches on his computer. His special for their decision.The fact is Make clear rules and enforce that despite your teen's grow- them with consistency and needs prompted the House ing independence, your paren- appropriate consequences. of Representatives to install tal guidance and support is an accessible voting needed now as much as ever. Be a positive role model. machine and podium.

But how do parents know the Help your teen deal with the need for peer acceptance. right things to say and do? Experts tell us that we have to Monitor your teen's activities.

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