LAST FALL the Federal Trade Commission released a report
showing what most parents already knew from every trip down the aisle of
Toys R Us and every look at prime time television: Entertainment companies
routinely market R-rated movies, computer games, and music to children.
The highly publicized report detailed many of the abuses of these
companies-one particularly egregious example was the use of focus groups
of 9- and 10-year-olds to test market violent films-and it unleashed a
frenzied week of headlines and political grandstanding, all of it speaking
to Americans' alarm over their children's exposure to an increasingly
foul-mouthed, vicious, and tawdry media. But are parents really so alarmed? A more careful
reading of the FTC report considerably complicates the fairy tale picture
of big, bad wolves tempting unsuspecting, innocent children with ads for Scream
and Doom and inevitably raises the question: 'Where were the
parents?" As it turns out, many youngsters saw the offending ads not
when they were reading Nickelodeon Magazine or watching Seventh
Heaven but when they were leafing through Cosmo Girl, a junior
version of Helen Gurley Brown's sex manual Cosmopolitan, or
lounging in front of Smackdown!-a production of the World Wrestling
Federation where wrestlers saunter out, grab their crotches, and bellow
"Suck It!" to their "ho's" standing by. Other kids
came across the ads when they were watching the WB's infamous teen sex
soap opera Dawson's Creek or MTV, whose most recent hit,
'Undressed," includes plots involving whipped cream, silk teddies,
and a tutor who agrees to strip every time her student gets an answer
right. All of these venues, the report noted without irony, are
'especially popular among 11 - to 18-year- olds." Oh, and those focus
groups of 9- and 10-year- |
olds? It turns out that
all of the children who attended the meetings had permission from their
parents. To muddy the picture even further, only a short time before the
FTC report, the Kaiser Family Foundation released a study entitled Kids
and Media.- The New Millennium showing that half of all parents have
no rules about what their kids watch on television, a number that is
probably low given that the survey also found that two-thirds of American
children between the ages of eight and eighteen have televisions in their
bed- rooms; and even more shocking, one-third of all under the age of
seven.
In other words, one
conclusion you could draw from the FTC report is that entertainment
companies are willing to tempt children with the raunchiest, bloodiest,
crudest media imaginable if it means expanding their audience and their
profits. An additional conclusion, especially when considered alongside Kids
and the Media, would be that there are a lot of parents out there who
don't mind enough to do much about it. After all, protesting that your
10-year-old son was subjected to a trailer for the R-rated Scream while
watching Smackdown! is a little like complaining that he was bitten
by a rat while scavenging at the local dumpster. Neither the FTC report nor Kids and the Media makes
a big point of it, but their findings do begin to bring into focus a
troubling sense felt by many Americans-and no one more than teachers-that
parenting is becoming a lost art. This is not to accuse adults of being
neglectful or abusive in any conventional sense. Like always, today's
boomer parents love their children; they know their responsibility to
provide for them and in fact, as Kids and the Media suggests, they
are doing so more lavishly than ever before in human history. But
throughout that history, adults have understood something that perplexes
many of today's parents: that they are not only obliged to feed and
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