Violence Essay, Research PaperTitle: Industry Slow To Reform Marketing Violence To Kids. ( screennarrative )Subject ( s ) : Violence in mass media & # 8212 ; United States ; SOUND enteringindustry & # 8212 ; United States ; ADVERTISING & A ; youth & # 8212 ; United States ;UNITED States.
& # 8212 ; Federal Trade Commission ; LIEBERMAN, Joseph & # 8212 ;Political & A ; societal positionsBeginning: Billboard, 05/05/2001, Vol. 113 Issue 18, p1, 2p, 1cAuthor ( s ) : Holland, BillAbstraction: Looks at reaction to a follow-up survey released by theUnited States Federal Trade Commission ( FTC ) which criticized therecord industry for non offering reforms to forestall the selling ofviolent merchandises to kids. Remark from Senator Joseph Liebermanabout the Recording Industry Association of America ; Information abouta measure the would authorise the FTC to supervise and ticket amusementindustries that deceivingly market adult-rated stuff to kids ;Associate in nursing: 4382343ISSN: 0006-2510Database: Academic Search PremierBest PartIndustry SLOW TO REFORM MARKETING VIOLENCE TO KIDSDateline: WASHINGTON, D.C.Officials from mental wellness, kids & # 8217 ; s, and public involvement groupsmade scathing indictments of record industry functionaries after theFederal Trade Commission ( FTC ) issued an April 24 followup surveycaning the industry for non doing reforms to forestall theselling of violent merchandise to kids.& # 8220 ; I & # 8217 ; m surprised and disappointed in the record industry, & # 8221 ; Sen.
JosephLieberman, D-Conn. , told Billboard April 26 after the proclamation ofa measure, co-sponsored by former first lady and Sen. Hillary Clinton,D-N.
Y. , and Herb Kohl, D-Wis. , that would authorise the FTC to superviseand all right amusement industries that deceivingly market adult-ratedstuff to kids. & # 8220 ; Especially since the two other industries, thefilm studios and the video-game industry, have made paces tobetter their selling in the last six months. & # 8221 ;Lieberman said the Recording Industry Assn. of America ( RIAA ) has& # 8220 ; unhappily been MIA & # 8221 ; & # 8211 ; i.e. , losing in action.
& # 8220 ; Six months [ after the FTC study ] , we can see who has responded tothe study and who has failed to reply the call, & # 8221 ; Clinton said at thejoint proclamation of the measure. & # 8220 ; We are establishing this [ measure ] on a reallysimple premiss: If you label something as inappropriate for kids,so you go out and seek to lure our kids to purchase your merchandise orsee it, you have engaged in false and delusory advertising. & # 8221 ;The measure, if passed, would give the FTC the authorization to punishcompanies with civil mulcts of up to $ 11,000 per discourtesy.
RIAA senior executive VP and general advocate Cary Sherman commentedthat the measure & # 8220 ; raises serious constitutional red flags & # 8221 ; and & # 8220 ; wouldhold the unwilled consequence of detering engagement & # 8221 ; in theindustry & # 8217 ; s voluntary stickering plan.That proclamation of the measure follows an April 24 statement from thepresident of the Commerce Committee, Sen. John McCain, R-Ariz. , andPots. Ernest Hollings, D-S.
C. ; Sam Brownback, R-Kan. ; and Max Cleland,D-Ga. , critical that the industry stopped short of legislative redress.The FTC & # 8217 ; s & # 8220 ; snapshot & # 8221 ; update looked at what had changed since itsinitial September 2000 study on force and media ( Billboard, Sept.23 ) . The FTC found that the film and video-game industries hadinstituted reforms but that the record industry had non made good onpromises.Andrew Schwartzman, president of public involvement jurisprudence house the MediaAccess Group, believes the industry has brought the unfavorable judgment uponitself.
& # 8220 ; There is a difference between what one has a right to make andwhat is socially responsible, & # 8221 ; he says. & # 8220 ; It appears they have targeteda mass audience for this stuff, and so they & # 8217 ; re & # 8216 ; horrified & # 8217 ; whenit & # 8217 ; s discovered what they & # 8217 ; ve done. They & # 8217 ; re being ambidextrous & # 8211 ; in theterminal, they & # 8217 ; re lying.
& # 8221 ;He continues, & # 8220 ; They say they & # 8217 ; re non marketing to childs, but they are.If they say one thing and make another, some people are traveling to reasonthat that & # 8217 ; s an unjust trade pattern in misdemeanor of the jurisprudence. Sothey & # 8217 ; re traveling to hold to accept the effects, and the effectsare traveling to be contrary to creative persons & # 8217 ; involvements and their ain long-runinterests. & # 8221 ;Jeff McIntyre, federal personal businesss officer for the American PsychologicalAssn.
, says, & # 8220 ; Basically, it & # 8217 ; s cowardly if you & # 8217 ; re non traveling to standbehind your word and non believe in your creative persons & # 8217 ; merchandise sufficiency todo gross revenues without holding to endorse down behind Congress & # 8217 ; s back and somark this material at preadolescents. & # 8221 ;Dr. Michael Rich, spokesman for the American Pediatric Assn. & # 8217 ; scommission on instruction, says he & # 8217 ; s non surprised by the FTC & # 8217 ; s findings.
& # 8220 ; I didn & # 8217 ; t acquire a sense from [ RIAA president Hilary Rosen ‘s ] testimonyat the original hearing in the autumn, or from what has happened since,that there & # 8217 ; s much attempt in any echt sense to make anything aboutit. & # 8221 ;Rich besides continues to be alarmed by the inaccessibility in shops ofalleged sanitised versions of vocals that kids hear on wireless.& # 8220 ; I & # 8217 ; ve gone into Tower and HMV [ in Boston ] , and you can & # 8217 ; t acquire airplayversions. In fact, it & # 8217 ; s considered condemnable in some shops toeven carry sanitized versions. & # 8221 ;RIAA PLAN WITHDRAWNThe FTC criticized the RIAA for retreating a program to keep back adsfrom media with an under-17 audience of more than 50 % . The trade groupexplained it did so because of the suggestion by some federallawgivers last autumn that companies could be prosecuted for enforcementweaknesss.Pam Horvitz, president of the National Assn. of Record Merchants( NARM ) , says the case & # 8220 ; serves as a perfect illustration of what couldgo on to [ label and retail merchants ] & # 8211 ; exposing us to liability for neglectingto implement voluntary guidelines.
& # 8221 ;The RIAA had announced its guidelines Sept. 1, shortly before theoriginal Senate hearing ( Billboard, Sept. 13 ) . They included threemajor updates: that advertisement for labelled records should non lookin publications or Internet sites where 50 % of the audience is under17, that all consumer print ads of explicit-content albums display theconsultative spine, and that E-tailers clearly display notice ofstickered stuff through all stages of the dealing.At the clip the RIAA announced the guidelines last September, Rosen’sresponse to the undermentioned twenty-four hours & # 8217 ; s FTC study included her statement, & # 8220 ; Nogood title goes unpunished. & # 8221 ; Reacting on April 25 to FTC unfavorable judgmentthat, some six months subsequently, the RIAA had non yet implemented its ainpromised guidelines, Rosen stated, & # 8220 ; Any statute law that references avoluntary plan creates a disincentive to follow. It winds upturn outing that no good title goes unpunished. & # 8221 ;Confronted with the visual aspect the RIAA was seeking to hold things bothways, Mary K.
Engle of the FTC & # 8217 ; s Bureau of Consumer Protection andmanager of the survey told Billboard the committee & # 8217 ; s sweep camebecause the RIAA either withdrew or didn & # 8217 ; t follow through on all itsain recommendations.& # 8220 ; They gave us three, and we were looking at all three, & # 8221 ; Engle says.& # 8220 ; Then they merely withdrew one of them & # 8211 ; non puting ads in media with a50 % under-17 audience. But they didn & # 8217 ; t retreat the other two & # 8211 ; andthey didn & # 8217 ; t act on those two. & # 8221 ;VIOLENT SONG ADS ON TelevisionThe FTC shows that U.S. record companies continue to publicize violentvocals on Television through such mercantile establishments as BET, MTV, and the WWF Smackdownwrestling show. The ads appeared during the after-school andearly-evening hours when kids were most likely to be watching.
The FTC besides found that the five major labels placed ads for albumswith expressed content in such adolescent oriented magazines as Vibe andRight On, which focus on blame and R & A ; B, and Thrasher and Metal Edge,which celebrate metal stone music. Universal Music Group placed moreadvertizements & # 8211 ; 25 & # 8211 ; for stickered albums in young person magazines than anyother label. Warner Music Group had the fewest, with seven ads.Merely 45 of 147 ( 31 % ) print ads reviewed for labeled recordingsdisplayed any parental consultative label, the FTC noted, and those wereoften & # 8220 ; a black-and-white fuzz, frequently excessively little or inconspicuouslyplaced to be noticed or seen.
& # 8221 ;The study besides found that:* There were few consultative label revelations on Television ads. A topographic point chequefound that merely five of 23 ads showed the consultative label, and nonewere clearly legible.* On record company Web sites, & # 8220 ; less than half of the sites providednotice of a recording & # 8217 ; s explicit content.
& # 8221 ; Few were legible.* Such E-tailers as Amazon, Bestbuy.com, and CDnow did better insupplying & # 8220 ; some information & # 8221 ; about the expressed nature of therecordings. Merely Amazon complied to the full with warnings in & # 8220 ; big,easy-to-read print, conspicuously displayed. & # 8221 ;The survey besides said that & # 8220 ; neither the RIAA nor any of its members,nevertheless, is willing to supply content description in advertisement orlabeling. & # 8221 ;MUSIC INDUSTRY RESPONSERosen said in a written statement that the RIAA didn & # 8217 ; Ts have clip toupdate its two staying reforms: & # 8220 ; Unfortunately, the FTC studyfollowed excessively rapidly on the heels of our execution of these newefforts. & # 8221 ;Michael Greene, president/CEO of the National Academy of RecordingHumanistic disciplines and Sciences, says the RIAA is & # 8220 ; acquiring a natural trade & # 8221 ; from the FTCfor the withdrawn program to forbear from puting stickered-product adsin youth-oriented media.Greene says, & # 8220 ; To hold some of the provinces and private persons & # 8211 ; andso even the illation that the FTC legal advocate themselves & # 8211 ; weretraveling to look into delivery charges because that voluntary procedure wasnon being implemented efficiently plenty, what did they anticipate theRIAA to make? Of class they pulled it back.
& # 8221 ;Danny Goldberg, chairman/CEO of Artemis Records, says that while theFTC is right in naming for updated stickering policies, it crossed aline. & # 8220 ; The FTC made two chief points: one reasonable, that the industryshow parental spines in ads, and one unreasonable & # 8211 ; the FTC seems tohold made a dictatorial determination that kids under 17 shouldn & # 8217 ; t beallowed to purchase stickered albums. This is non appropriate. & # 8221 ; Goldbergsays that & # 8220 ; while I wholly respect the positions of those who choose nonto let their kids to listen [ to such albums ] , they have no rightto set that value system on the whole country. & # 8221 ;But Noah Stone, freshly hired executive manager of the RecordingArtists Coalition ( RAC ) , says the RAC believes & # 8220 ; that while creative personsacross the board are First Amendment advocators, because creative persons aren & # 8217 ; Tinvolved in the selling of their albums, they want the labels to makeso in a true and appropriate manner. & # 8221 ;NO VISUAL CORRELATION?While the FTC recognized the attempts of the film and video-gameindustries to turn to the FTC & # 8217 ; s concerns, Engle asserts that the RIAA& # 8220 ; ignored all of our suggestions, & # 8221 ; such as traveling to aone-size-fits-all warning label.Many record industry officials- & # 8211 ; and some lawgivers & # 8211 ; believe that alabel that describes ocular media and offers age demands, such asfor films, pictures, and picture games, can non be applied to soundrecordings. & # 8220 ; There & # 8217 ; s merely no correlativity between visuals and wordss,which can be interpretative, & # 8221 ; Goldberg says.
Yet other perceivers have frequently noted that the music industry has spenttwo decennaries assisting back up the ocular media of music pictures and musictelecasting webs to both interpret and advance the sale of specificmusic recordings via telecasting.Engle besides takes the RIAA to task for whirling Numberss in itspost-study statement, which says that the original FTC study inSeptember states that 75 % of parents are satisfied with the RIAA & # 8217 ; svoluntary parental consultative plan.& # 8220 ; They have misinterpreted what we reported, & # 8221 ; she says.
& # 8220 ; That 75 %figure was merely of the parents who were cognizant of the system. You haveto deduct out the parents who had ne’er even heard of the system.And when you do that, the figure of parents who said they wereslightly satisfied or satisfied beads to about 54 % .
& # 8221 ;The FTC survey head besides took single record companies to task fornon stepping up to the home base with reforms. & # 8220 ; Just because the tradeassociation didn & # 8217 ; t institute alterations doesn & # 8217 ; t intend that personmember companies couldn & # 8217 ; Ts have done so. & # 8221 ;Meanwhile, the FTC & # 8217 ; s Engle was pleased by one aspect of Rosen & # 8217 ; s writtenstatement, which read, & # 8220 ; We agree that we need to make a better occupation offollowing our ain guidelines.
& # 8221 ;Engle says, & # 8220 ; I was glad to read that. She & # 8217 ; s ne’er said that before. & # 8221 ;