small screen News Digest of Australian Council on Children and the Media (trading as Young Media Australia) ISSN: 0817-8224 No. 251 March 2009 Baroness Greenfield: life via screens is literally physically vicious as opposed to wanted an end to the current loophole that being just socially vicious, where red stuff allows alcohol advertising if it is associ- Baroness Susan Greenfield, Professor and coming out really is someone bleeding and ated with a sporting event on weekends eminent brain expert who commands enor- someone hurting rather than just a colour and public holidays even though such ad- mous respect in her field, was in Adelaide and an image, a “yuck” or a “wow” im- vertising is not allowed during children’s in March to raise funds for the first inter- age that you just show someone else. I just viewing times. Alcohol experts agree that national adjunct to the Royal Institution in wonder to what extent someone exposed advertising makes drinking socially accept- Adelaide. to a cyber world for the best part of most able for young people and the association days actually has a grasp of reality in the with sporting heroes doubly so. Only the Due to open in October 2009, the Royal sense that we understand it.” industry believes, or pretends to believe, Institution of Australia (RiAus) will be the that advertising makes no difference. first international “satellite” of the world- http://www.abc.net.au/7.30/content/2009/ renowned Royal Institution of Great Brit- s2521076.htm for full interview The government’s view is that sponsorship ain. (http://www.riaustralia.org.au/) . of sports is worth up to $1.25 billion per
Errol Simper, commenting on the inter- annum (of which alcohol sponsorship is In 2004 Baroness Greenfield was the South view in The Australian (A Certain Scribe part) and, if this were withdrawn, it would Australian Government’s“Thinker in Resi- 30/3), said undermine sport financing at all levels. Ac- dence”, under a program that brings two tually, this sponsorship is mainly directed or three world-class thinkers to Adelaide “She feared a generation might be com- at professional sports and its withdrawal each year. While here in March, she raised ing along that was all but unable to handle would make some of the rich codes poorer. much interest with her challenging inter- face-to-face communication, that could not Should we be concerned if some footballers view with Kerry O’Brien for the ABC TV deal with non-screen realities. She seemed and administrators are paid a bit less? 7.30 Report. Professor Greenfield sounded to be saying a screen culture was quietly a cautionary note about the screen culture evolving a bland, virtual reality existence, Fielding was prepared to compromise on of the computer age that she says may be one that could come to be as controlling as the timing, offering the government until changing our brains in ways that could any totalitarian regime. The screen culture 2012 to shut down the loophole. have a serious impact on personality and was embedding a “distanced and remote” behaviour. personality type that precluded confronta- Fielding had already flagged his views at tion and interaction.” the inquiry into the Alcohol Toll Reduction Here’s an extract: Bill 2007 (2008) conducted by the Senate http://www.theaustralian.news.com.au/ Standing Committee on Community- Af “KERRY O’BRIEN: Do you have a view on story/0,25197,25259675-14622,00.html fairs. The majority of the Committee, in the observation that kids seem to have a thrall to the sporting and alcohol interests, capacity to be quite vicious to each other Baroness Greenfield will be back in- Aus recommended that the Bill not be passed. on the chat rooms, than again perhaps they tralia later this year. Senator Fielding’s minority report noted might have been face-to-face? Senator Fielding and the alcopops the view of the World Health Organisation SUSAN GREENFIELD: .... they’re just debacle: was Fielding the villain? that ‘alcohol is the third most avoidable suggestions.... If you hadn’t had the expe- cause of death and disability in developed rience of someone saying something to you This article first appeared in the Australia societies like Australia . [A]lcohol is not an directly, to you as a person, and it upsetting Institute’s online publication Between the ordinary commodity and should not be you, or you haven’t had of experience of ac- Lines on 27 March 2009. It is reproduced with treated as one’, and also noted that binge tually saying something to someone’s face permission. drinking is highly prevalent among teen- and seeing them burst into tears, or go red agers and young adults in Australia. and be upset, clearly, palpably upset, and Senator Fielding’s single vote cost the gov- that changing your relationship - if you ernment the ability to continue the 70 per We need to be doing something about these haven’t had those experiences, you’ll live cent tax increase on alcopops, costing $1.6 problems. Spending money on educa- in a word, a rather sanitised world where billion in the forward estimates and neces- tion and other mitigation programs while no-one is hurt, where everything is just a sitating a $300 million refund to distillers. allowing advertising to continue unabated game, where everything is reversible, a bit The tax was said to have already had some is perverse in the extreme. like cartoon characters. .. I also - and this success in reducing teenage drinking, and Senator Fielding has this one right. The is even more severe and more sinister and some of this money was earmarked for industry lobbyists have already lost the still more speculative - wonder why this preventative health measures. The govern- battle on advertising cigarettes and they monstrous and I would say inhuman habit ment had acceded to some of Fielding’s re- need to lose the same battle on alcohol. It or phenomenon of people who bash each quests, including heal th labels on alcohol would be a sensible start if the government other up or stab each other and then show products and an advertising campaign. On the face of it, Fielding was the bad guy. were to cave in on this issue. that on YouTube - whether they truly know what they’re showing, whether that again But what was the sticking point? Fielding http://www.tai.org.au.
BARONESS GREENFIELD: EDITORIAL: COMPUTER GAMES SENATOR FIELDING & THE LIFE VIA SCREENS COULD BE USED FOR GOOD ALCOPOPS DEBATE ACMA FINDS BREACHES: 9 & 10 NICKELODEON GREEN CAMPAIGN VOODOO PENCILCASE WITHDRAWN small screen March 2009 p2
EDITORIAL
Computer games- could be used for good. and technological change. But good intentions like these won’t steer kids no. 251 March 2009 Word has it that around 80% of computer games from a steady stream of violence if on the market have violence as a theme. And there aren’t enough serious games small screen if we allow an R18+ classification for games designed specifically for kids, or if (for which the industry and some gamers are Editor: Barbara Biggins OAM kids find them too boring to bother Barbara Biggins Compiler: Caroline Donald pushing), we’ll get even more of them, and of a with” OAM Hon CEO Editorial Board: Barbara Biggins, more extreme nature. Jane Roberts, Judy Bundy, That sounds like a sensible direction: Elizabeth Handsley. Why on earth do we want that? The evidence is better use of everyone’s time and creativity, and mounting that violent computer games increase healthier for our children. small screen is published at the the risks of players using violence to solve beginning of each month and conflict; to be desensitised when confronted reports on the events of the with violence in real life; and to become skilled Craig Anderson’s visit previous month 11 issues per at using guns and other means of aggression. year (Dec/Jan double issue) Distinguished Prof Craig Anderson, of Iowa And we have eminent scientists like Baroness Published by State University, and world expert and research- Greenfield issuing cautions about the impacts of er on violent video games, was in Australia for Young Media Australia repeated game playing on understanding of the PO Box 447 a week from March 14. He is pictured below consequences of hurting someone. Glenelg 5045 meeting with SA Attorney General, Michael South Australia It was refreshing to read the article “Gaming Atkinson in Adelaide. The State,Territory and [email protected] Federal AGs meet in Canberra on April 16/17 www.youngmedia.org.au for a Higher Cause: An emerging genre of Tel: +61 8 8376 2111 video games puts social evolution in the palm and will discuss the release of a public discussion Fax: +61 8 8376 2122 of your hand.”by Tom Huston in
Nickelodeon Australia has launched The Big The Australian Communications and Media Au- Green Help, a multiplatform pro-social campaign thority will require Network Ten licensees to en- designed to entertain, inform and encourage kids sure program promotions are correctly classified Young Media Australia’s to participate in earth friendly and energy saving and display the correct classification symbols. Web Page and daily activities. This follows ACMA’s finding that promotions for Big Brother Big Mouth, Animalia, Friends and Don’t Broadband access The Big Green Help focuses on themes such as Forget the Lyrics did not comply with the Com- are supported by its recycling, energy and water conservation and cli- mercial Television Industry Code of Practice. Internet Service Provider mate control. Nickelodeon will air green-themed messages and promotional spots throughout The full release can be found at: Internode programming breaks, all day long over the next http://www.acma.gov.au/WEB/STANDARD/ month, as well as introduce a series of origi- pc=PC_311667 nal, environmentally themed online games. ACMA also found that General Television Cor-
poration Pty Ltd, the licensee of Melbourne’s Publication and Prior to launching The Big Green Help, Nickelo- GTV 9, breached the Industry Code of Practice printing of small screen deon Australia carried out an extensive research 2004 in a segment broadcast during A Current Af- is sponsored by a project conducted by The Australian Kids and fair on 23 July 2007 by failing to present factual donation from Family Panel to discover more about kids and material accurately, and by failing to correct sig- the environment. The survey was conducted in Nickelodeon nificant error of fact at the earliest opportunity. October 2008 with over 120 children (aged 8 - 15 years) and 80 parents taking part. The full media release can be found at http://www.acma.gov.au/WEB/STANDARD/ The Big Green Help website can be found at pc=PC_311677 http://www.biggreenhelp.com.au Clips ‘n’ Cuts small screen no. 251 March 2009 small screen March 2009 p4 small screen March 2009 p5 small screen March 2009 p6 small screen March 2009 p7 NEW PUBLICATIONS
ADVERTISING Journal of Criminal Law, Vol. , No. 4, Arredondo, E; et al (2009) Pp1467-1499 Schmidt, ME; et al (2009) Brand name logo recognition of fast Television viewing in infancy and food and healthy food among children. MEDIA EFFECTS - HEALTH child cognition at 3 years of age in a US Journal of Community Health, Vol. 34, No. Vadiveloo, M; et al (2009) cohort. 1, Pp73-78 Diet and physical activity patterns of Pediatrics, Vol. 123, No. 3, Pp e370-e375 school-aged children. Levine, Michael P; et al (2009) Journal of the American Dietetic Association, Wonderly, M (2009) “Everybody knows that mass media Vol. 109, No. 1, Pp145-151 Children’s film as an instrument of are/are not (pick one) a cause of eating moral education. disorders”: a critical review of evidence Woolford, SJ; Clark, SJ (2009) Journal of Moral Education, Vol. 38, No. 1, for a causal link between media, Tailored mobile phone text messages Pp1-15 negative body image, and disprdered as an adjunct to obesity treatment for eating in females. adolescents. VIDEO GAMES Journal of Social & Clinical Psychology, Vol. and Hart, GM; et al (2009) 28, No. 1, Pp9-42 Kell, B (2009) Effects of video games on adolescents and adults. Macmullan, Justin (2009) The strengths and limitations of Cyberpsychology & Behavior, Vol. 12, No. 1, New media, same old tricks: A survey the Internet as a health information Pp63-65 of the marketing of food to children on resource for adolescents. food company websites. and Bijvank, MN; et al (2009) www.junkfoodgeneration.org Eisenberg, ME; Neumark-Sztainer, D (2009) Age and violent-content labels make Does TV viewing during family video games forbidden fuits for youth. Ford, John (2009) meals make a difference in adolescent Pediatrics, Vol. 123, No. 3, Pp870-876 Comments - Effects of advertising on substance use? children. Journal of Adolescent Health, Vol. 44, No. 2, VIOLENCE International Journal of Advertising, Vol. 28, Suppl. 1, Pp5 - 22 Boxer, P; et al (2009) No. 1. The role of violent media preference Danner, Fred W (2008) Wilde, P (2009) in cumulative developmental risk for A national longitudinal study of the Self-regulation and the response to violence and general aggression. association between hours of TV concerns about food and beverage Journal of Youth & Adolescence, Vol. 38, No. viewing and the trajectory of BMI marketing to children in the United 3, Pp417-428 growth among US children. States. Journal of Pediatric Psychology, Vol. 33, No. Powell, C (2009) Nutrition Reviews, Vol. 67, No. 3, Pp155- 10, Pp47-53 Violent video game effects on children 166 and adolescents: Theory, research, and Strasburger, Victor C (2009) Ford, J (2009) policy. Why do adolescent health researchers Effects of advertising on children. Journal of Youth & Adolescence, Vol. 38, No. ignore the impact of the media? International Journal of Advertising, Vol. 28, 3, Pp483-485 Journal of Adolescent Health, Vol. 44, Pp203- No. 1, Pp169-170 205 Fanti, KA; et al (2009) Desensitization to media violence over COMPUTERS & INTERNET Thompson, AM; et al (2009) Sharples, M; et al (2009) a short period of time. Are overweight students in grades 3, 7, Aggressive Behavior, Vol. 35, No. 2, Pp179- E-safety and Web 2.0 for children aged and 11 less physically active than their 187 11-16. healthy weight counterparts? Journal of Computer Assisted Learning, Vol. International Journal of Pediatric Obesty Vol. 25, No. 1, Pp70-84 4, No. 1, Pp28-35 CONFERENCES ACMA Media Release 25/2009 Dwyer, GM; et al (2008)
Online skill levels essential to maximise What do parents and preschool staff benefits from the Internet and minimise tell us about young children’s physical Reclaiming Childhood risks. activity: a qualitative study. in the 21st Century www.acma.gov.au/WEB/STANDARD/ International Journal of Behavioral Nutrition pc=PC_311656 & Physical Activity Vol. 5, AR 66. 15-17 May 2009 NSW Youth Advisory Council (2008) Manly, NSW Report to the Minister for Youth on MEDIA EFFECTS - SOCIAL cyberbullying. Romer, D; et al (2009) http://www.netoosh.org.au www.youth.nsw.gov.au/youth_advisory_ Building social capital in young people: council The role of mass media and life outlook. ****** Political Communication, Vol. 26, No. 1, Valkenburg, PM; Peter, J (2009) Pp65-83 Social consequences of the Internet for World Summit on Media adolescents: A decade of research. Funk, JB; et al (2009) for Children & Youth
Current Directions in Psychological Science, Parents of preschoolers: Expert June 14-18, 2010 Vol. 18, No. 1, Pp1-5 media recommendations and ratings Karlstad, Sweden Russell, G (2009) knowledge, media-effects beliefs, and Pedophiles in wonderland: censoring monitoring practices. http://www.wskarlstad2010.se/ the sinful in cyberspace. Pediatrics, Vol. 123, No. 3, Pp981-988 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 Movies and smoking telling them the point of their lives is to at- They have also awarded a Badge of Hon- tract boys. our to Weet-Bix Kids for being a healthy Yet another study has linked early exposure For more details go to the website at children’s cereal that does indeed live up to to smoking in films with smoking in adult- http://www.hardygirlshealthywomen.org/ its marketing claims. hood. As one US media list participant put newsandevents.php#dora it, So many studies . . . one wonders how the For more details see the website http:// advertisers and their apologists can still get up Voodoo pencil case withdrawn www.parentsjury.org.au/tpj_browse.asp?C in the morning. ontainerID=fdcereals Julie Gale from the organisation Kids Free The latest study, in the April edition of the 2B Kids has successfully protested about journal Pediatrics found that Exposure to a voodoo doll pencil case made by the KIDS’ TV movie smoking at ages 10-14 is not only Smiggle company. The pencil case came in associated with initiation of smoking, but the shape of a doll with a space to put the A selection of children’s programs may also promote progression to more photo of a chosen target and pins for stick- screened on TV during the period advanced stages of smoking. The authors ing into the canvas body. ABC conclude that reducing children’s exposure to Adrenalini Brothers; Storm Hawks; movie smoking may be a key factor in prevent- In a letter written to Smiggle, Julie said Jibber Jabber; Shaun; Secret Show; ing long-term adverse health consequences. This ‘toy/pencil’ case could be seen as a tool Being Ian; Willa’s Wild Life; Lazy Town; for nastiness, vindictiveness and bully- Chuggington; Charlie and Lola; Ellen’s Dalton, M et al ‘Early exposure to movie ing. Given that a large proportion of your Acres; Play School; Koala Brothers; smokingpredicts established smoking by customers are primary and early secondary Roary; Classic Tales; Scorpion Island; older teens and young adults’ Pediatrics, aged girls - selling products like this could Total Drama Island; BTN Daily. 123,4, Pp 551-e558. be seen as a social/public condoning of such SEVEN behaviours. My Friends Tigger & Pooh; Saturday Let’s Go: No Makeover for Dora Disney; Mickey Mouse Clubhouse. The pencil case has since been withdrawn NINE She has been a bilingual world explorer from sale. Hi-5; The Shak; Lab Rats; Kids’ WB; and a problem-solver extraordinaire. She’s Shaggy & Scooby Doo; G2G; Saddle shouted, “Let’s go!” and set off with her To hear Julie talking to Neil Mitchell about Club; Ben 10. compass, backpack, and sidekick monkey. this on Radio 3AW in Melbourne and read TEN Dora Explorer has been a brave, adventur- responses from the public to what she says Toasted TV; Totally Wild; Puzzle Play; ous, resourceful girl, seen as a good role go to The Elephant Princess. model for young girls. However, now Mat- http://www.3aw.com.au/blogs/3aw-ge- NICKELODEON tel is apparently giving Dora a complete neric-blog/voodoo-doll-promotes-bully- Penguins of Madagascar; Spongebob makeover, and the new Dora features a ing/20090317-9077.html Squarepants; iCarly; True Jackson, VP; new shape, longer hair, jewelry, eyeshad- Iron Man; Wolverine; Naked Brothers ow and a wardrobe of dresses. Parents Jury names cereal offenders Band; Avatar; Back at the Barnyard; The Penguins of Madagascar; The Fairly The US organisation Hardy Girls Healthy The Australian-based Parents Jury have OddParents; Mighty B; Big Green Help. Women has launched a petition drive investigated member nominations, and DISNEY CHANNEL aimed at convincing Mattel to leave Dora have named Nutri-Grain, Milo and Cocoa Kim Possible; I Got A Rocket; Phineas & alone! The Let’s Go: No Makeover for Dora Bombs as the Cereal Offenders that are Ferb; Wizards of Waverly Place campaign wants Mattel to recognize the heavy on marketing spin and light on good The Suite Life of Zack & Cody; Hannah truth that girls don’t need one more doll nutrition. Montana; The Suite Life on Deck.