Document Details

Publication Title Beyond Children Directed TV Advertising: Violence, Values, and the Electronic Media Environment

Author First Name S

Author Last Name Eagle, L, de Bruin, A, Bulmer

Origin/Publisher Massey University, Auckland, New Zealand

Country Specific New Zealand

Issue Children and the new media, Social values in advertising to children, Taste and decency in advertising

Source of Publication Academic Source

Abstract or Full Text Abstract, Full

Link to Web Site

File Reference Violence, values, electronic.pdf

Document Language English

Industry Sector N/A

Date Published Year: Month: Day:

Editorial

Abstract This paper is the third of three stand-alone papers, intended to help inform debate on
public policy issues surrounding the current review of New Zealand broadcasting
policy (earlier papers are Eagle and de Bruin, 2000, de Bruin and Eagle, 2000).
Public debate on the review has frequently centered on calls to ban advertising in
children's television programmes. This narrow focus ignores the impact of the wider
viewing environment. A major focus of this paper is on the potential detrimental
effects on children of exposure to violence and negative values in the electronic media
environment. We review the literature relating to this; examine the presumed
linkages between exposure to violence and the propensity for children to act
aggressively; then report on the findings of a study of parental perceptions regarding
the impact of violence and of negative values on their children. We conclude with a
discussion of the role of marketing communication in this environment.

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Publication Title	Beyond Children Directed TV Advertising: Violence, Values, and the Electronic Media Environment
Author First Name	S
Author Last Name	Eagle, L, de Bruin, A, Bulmer
Origin/Publisher	Massey University, Auckland, New Zealand
Country Specific	New Zealand
Issue	Children and the new media, Social values in advertising to children, Taste and decency in advertising
Source of Publication	Academic Source

Abstract or Full Text	Abstract, Full
Link to Web Site
File Reference	Violence, values, electronic.pdf
Document Language	English
Industry Sector	N/A
Date Published	Year: Month: Day:
Editorial
Abstract	This paper is the third of three stand-alone papers, intended to help inform debate on public policy issues surrounding the current review of New Zealand broadcasting policy (earlier papers are Eagle and de Bruin, 2000, de Bruin and Eagle, 2000). Public debate on the review has frequently centered on calls to ban advertising in children's television programmes. This narrow focus ignores the impact of the wider viewing environment. A major focus of this paper is on the potential detrimental effects on children of exposure to violence and negative values in the electronic media environment. We review the literature relating to this; examine the presumed linkages between exposure to violence and the propensity for children to act aggressively; then report on the findings of a study of parental perceptions regarding the impact of violence and of negative values on their children. We conclude with a discussion of the role of marketing communication in this environment.