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NCJ Number: 151048 Find in a Library
Title: Marketing Violence: The Impact of Labeling Violent Television Content
Author(s): J T Hamilton
Corporate Author: Sanford Institute of Public Policy
Duke Program on Violence and the Media
United States of America
Date Published: 1994
Page Count: 33
Sponsoring Agency: Sanford Institute of Public Policy
Durham, NC 27708
Type: Survey
Format: Document
Language: English
Country: United States of America
Annotation: The impact of viewer discretion warnings on the prime-time movies shown on network television from September 14, 1987 to September 26, 1993 was examined.
Abstract: Even prior to the summer 1993 parental advisory announcement, broadcast networks attached viewer discretion warnings to a fraction of the films shown during prime times. This study analyzed all 2,295 movies with complete listings in TV Guide and ratings information from A.C. Nielsen. A total of 44 movies had the notation that the network advised viewer discretion, and 23 of the 24 advertisements for these movies had printed warnings regarding general parental discretion. Regression analysis revealed that, controlling for many factors that influence the size of a program audience, viewing among children ages 2-11 was lower on movies carrying viewer discretion advisories than on other movies. These results provide the first statistical data from ratings information that parents do act upon information in viewer discretion warnings to discourage children from viewing violent or otherwise objectionable television movies. Notes, tables, and 37 references
Main Term(s): Criminology
Index Term(s): Parental influence; Television programming; Violence on television
Note: Paper presented at the International Conference on Violence in the Media, New York, NY, October 3 and 4, 1994
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