National Institute on Media and the Family www.mediafamily.org ...

MediaWise
<strong>National</strong> <strong>Institute</strong> on Media and the Family
www.mediafamily.org

Mission
Statement
To maximize the benefits and
minimize the harm of media on
children and families through
research, education, and
advocacy.

Spheres of Influence
Society
Community
Family

Revolution-something
that is
such a big deal that it
changes the world.

The Pace of the Revolution
(e.g. video games)
• 1999 350,000 polygons/ second
• September, 1999 3 million polygons/ second
• October, 2000 38 million polygons/ second
• November, 2001 125 million polygons/ second
• 2005 (PS 3) 1 billion polygons/ second

Another Example: Digital TV
HDTV
Erases the lines between media
types, i.e. “convergence”
Layered---interactivity
Broadcasting to “Broadcatching”
Customized and asynchronous

Media in Kids’ Lives
•Internet
•Cable TV
•Instant Messaging
•Video Games
•Movies
•Music Lyrics
•??????

“I believe television is going to
be the test of the modern world,
and that in this new opportunity
to see beyond the range of our
vision we shall discover either a
new and unbearable disturbance
of the general peace or a saving
radiance in the sky. We shall
stand or fall by television.”
E. B. White
Harper’s 1938

Media Are Everywhere
• 99% of households have a television set
• The average household has 2.6 sets
• 63% of school-age children have television
sets in their own bedrooms
• 25% of babies under two have TVs in their
bedrooms.
• 93% of American kids play video games on
a regular basis

A Week in the Life of an
American School-Age Child
Alone with Father
Alone with Mother
Homework
Reading
(non-school)
Computer/
Video Games
Watching TV
0.5
0.5
2.5
2.2
9
0 5 10 15 20 25
Time Spent in Hours / Week
Sources: a, b, -1995 Carnegie Council Report on Adolescent Development; c-1999 Time Magazine;d--cited in Cunningham & Stanovich, 1998; e,
f: <strong>National</strong> <strong>Institute</strong> on Media and the Family, 1999
25

“I like to watch TV. If I
could not watch TV, I
would pretend to
watch TV.”
- Steve Henrikson
grade 6

“When TV gets me hooked
on it, I get in trouble
because I forget to do my
chores and then that gets
me in my room for the
night. But that’s no trouble.
I have a TV in my room.”
- Jessica Henke
grade 5

“If I had no TV for two
weeks, I would get my
casket ready and start
inviting my relatives to my
funeral. I love TV.
No TV- no Tim.”
-Tim Rodine
grade 4

Media Are Powerful
“Whoever tells the stories defines the
culture.”
David Walsh, Ph.D. Founder, <strong>National</strong>
<strong>Institute</strong> on Media and the Family

Primary Goal of Television
“Any channel can deliver
eyeballs. How many can
include hearts and minds?”
MTV Marketing Brochure

J.P.S. Factor
Jolts
Per
Show

The J.P.S. Factor-
Ever Upward
•Desensitization
•Increased Competition
•Remote Control

How to Increase the
J.P.S. Factor
•Increase the frequency
•Increase the intensity
•Combine the jolt factors

Media Can Be a Positive Force
•Engage
•Entertain
•Inspire
•Educate

Media Can Harm
•Aggression and Violence
•Physical Health
•Literacy and School Performance

Video Game Violence
• Violence has
become a common
theme in video
games.
• 87% of teen boys
play M rated video
games.
• 77% own M rated
video games.

Physical Health
• Incidence of obesity increased by 2% for every
additional hour of television watched each
week. (Dietz, 1985).
• Children with televisions in their bedrooms are
at 31% greater risk for overweight or obesity.
(Dennison, et al., 2002).
• A recent Canadian study reported that “more
than 60% of overweight incidence can be
linked to excess TV viewing time." (Tremblay and Willms,
2003).

Media Use and Teens
• Teens who watch sexually oriented TV
programs (e.g. Friends, MTV, etc) were
almost twice as likely to initiate sexual
intercourse. Pediatrics, 9/07/04.
• Teens who played violent video games
got into more physical fights, more
arguments with teachers, and did not do
as well in school.

Literacy
“You can fool all of the people some
of the time. You can fool some of
the people all of the time. But if they
can’t read, you can fool them
anytime you want.”

Reading Vs. Electronic Media
• Delayed Gratification
• Language based
• Sustained attention
without sensory
stimulation
• Active imagination
• Instant Gratification
• Picture based
• Short attention spurts
triggered by constant
stimulation
• Passive imagination

Minutes/Day
Reading Outside School
70
60
50
40
30
20
10
0
98% ile 80% ile 50% ile 20% ile
Minutes/Day

“Values are not, and
will not be, inculcated by the
family, the Church, or other
social institutions in either the
present or the future. They are,
and will be, inculcated by the
electronic and visual media.”
-Lester Thurow"The Future of Capitalism: How Today's
Economic Forces Shape Tomorrow's World." New York,
Penguin Books USA, 1996. p. 277.

Contrasting Sets of Values
• Violence is funny
• Instant gratification
• Anything for
money
• “In your face”
• Me first
• Violence is tragic
• Perseverance
• Justice, fairness
• Respect,
cooperation
• Responsibility

Awareness
Knowledge
Action

Awareness
“When you are not
teaching your
children, who is?”

Knowledge
• Kids with TVs in their bedrooms watch 5.5
hours more per week, are 31% more likely to
be overweight, and don’t do as well in
school.
• Children who watch entertainment TV during
preschool years do more poorly on prereading
skills at age 5.

Action
Change media behaviors to increase school
performance, increase test scores, improve
student behavior and school climate

MediaWise <strong>Institute</strong>
• On-site training for teachers, parents, and
other community leaders
• Customized school or district plan
• Tools and resources
• Ongoing consultation

“Children are the
purpose of life. We
were once children
and someone took
care of us. Now it is
our turn to care.”
A Cree Indian Elder

As parents we need to support one
another to make the kind of changes
that will be necessary.

Your resource: The <strong>National</strong>
<strong>Institute</strong> on Media and the Family

Remember:
Whoever tells the story defines the culture.

What story are you telling?
Our kids are our most precious asset. Our work
together has started tonight. We want your
voice, your support, and your commitment to
help us provide our kids with the tools they
need to become healthy and responsible adults.