The results of the studies support a cognitive- developmental theory that predicts the age range during which children demonstrate their greatest emotional sensitivity to media violence. The theory and data on children's fright responses to media violence suggest that parents, educators, members of the film industry, and members of the broadcasting industry should become much more sensitive to the potential emotional harm induced by violent programming. Parents should abandon the common household viewing rule that permits more exposure to media violence just because a child is older, because emotional reactions to media violence pose a greater risk for older children than they do for younger children. When exposure to media violence causes emotional upset, the calm and assuring disposition of a parent can help the child. Educators can also have an important role in minimizing the emotional effects of violent media. News broadcasters should also be aware of the potential of their broadcasts for causing extensive fright, upset, and anxiety among children. Finally, the film industry rating system desperately needs revision regarding media violence. 25 references