Witness Testimony

Good morning, Mr. Chairman and Members of the House Energy and Commerce Subcommittee on Telecommunications and the Internet. I am Jeff McIntyre and am honored to be here in Chicago to represent the American Psychological Association.

I have conducted years of work related to children and the media as a negotiator for the development of a television ratings system, as an advisor to the Federal Communications Commission's V-Chip Task Force, as a member of an informal White House Task Force on Navigating the New Media, as a member of the steering committee for the Decade of Behavior Conference on Digital Childhood, and most importantly, as a representative of the research and concerns of the over 150,000 members and affiliates of the American Psychological Association. I also have an appointment on the Oversight Monitoring Board for the current television ratings system.

At the heart of the issue of children and the media is a matter long addressed by psychological research - the effects of repeated exposure of children to violence. The media violence issue made its official debut on Capitol Hill in 1952 with the first of a series of congressional hearings. That particular hearing was held in the House of Representatives before the Commerce Committee. The following year, in 1953, the first major Senate hearing was held before the Senate Subcommittee on Juvenile Delinquency, who convened a panel to inquire into the impact of television violence on juvenile delinquency.

There have been many hearings since the 1950's, but there has been only limited change -- until recently. Media violence reduction is fraught with legal complications. Nevertheless, our knowledge base has improved over time, with the publication of significant and landmark reviews. Based on these research findings, several concerns emerge when violent material is aggressively marketed to children.

Foremost, the conclusions drawn on the basis of over 30 years of research contributed by American Psychological Association members - including the Surgeon General's report in 1972, the National Institute of Mental Health's report in 1982, and the industry funded, three-year National Television Violence Study in the 1990's - show that the repeated exposure to violence in the mass media places children at risk for:

• increases in aggression;
• desensitization to acts of violence;
• and unrealistic increases in fear of becoming a victim of violence, which results in the development of other negative characteristics, such as mistrust of others.

If this sounds familiar, it is because this is the foundation upon which representatives of the public health community - comprised of the American Psychological Association, the American Academy of Pediatrics, and the American Medical Association issued a joint consensus statement in 2000 on what we absolutely know to be true regarding children's exposure to violence in the media.

Certain psychological facts remain are well established in this debate. As APA member Dr. Rowell Huesmann stated before the Senate Commerce Committee, just as every cigarette you smoke increases the chances that someday you will get cancer, every exposure to violence increases the chances that, some day, a child will behave more violently than they otherwise would.

Hundreds of studies have confirmed that exposing our children to a steady diet of violence in the media makes our children more violence prone. The psychological processes here are not mysterious. Children learn by observing others. Mass media and the advertising world provide a very attractive window for these observations.

The excellent children's programming (such as Sesame Street) and pro-social marketing (such as that around bicycle helmets) that exists is to be commended and supported. Psychological research shows that what is responsible for the effectiveness of good children's programming and pro-social marketing is that children learn from their media environment. If kids can learn positive behaviors via this medium, they can learn the harmful ones as well.

The role of ratings systems in this discussion merits attention. There continues to be concern over the ambiguity and implementation of current ratings systems. It appears that ratings systems are undermined by the marketing efforts of the very groups responsible for their implementation and effectiveness. That, Chairman Upton and members of the Subcommittee, displays a significant lack of accountability and should be considered when proposals for industry self-regulation are discussed.

Also undermined here are parents and American families. As the industry has shown a lack of accountability in the implementation of the existing ratings system, parents have struggled to manage their family's media diet against misleading and contradictory information. (For instance, marketing an R rated film to children under 17.) While the industry has made some information regarding the ratings available, more information regarding content needs to be made more accessible, more often. As with nutritional information, the content labeling should be available on the product and not hidden in distant websites or in the occasional pamphlet.

Generally speaking, most adults see advertising as a relatively harmless annoyance. However, advertising directed at children, especially at young children, that features violence generates concern. The average child is exposed to approximately 20,000 commercials per year. This is only for television and does not include print or the Internet. Much of this is during weekend morning or weekday afternoon programming. Most of the concern stems not from the sheer number of commercial appeals but from the inability of some children to appreciate and defend against the persuasive intent of marketing, especially advertising featuring violent product.

A recent Federal Trade Commission report on the Marketing of Violence to Children heightens these concerns. As a result of the "Children's On-Line Privacy Protection Act" the Federal Trade Commission has ruled that parents have a right to protect their children's privacy from the unwanted solicitation of their children's personal information. We would argue that, based on the years of psychological research on violence prevention and clinical practice in violence intervention, parents also have the right to protect their children from material that puts them at risk of harm. With the considerations in place for children's privacy, the precedent for concern about children's health and safety is well established.

Decades of psychological research bear witness to the potential harmful effects on our children and our nation if these practices continue. Chairman Upton and Subcommittee members, thank you for your time. Please regard the American Psychological Association as a resource to the committee as you consider this and other issues.