The portrayal of violence in the guise of entertainment is a serious and growing social problem says children’s advocate Virginia Smith.  Smith’s comments come in response to recent findings that the United States entertainment industry systematically targets children in its marketing of violent films and video games. 

“Violence in Hollywood pays in terms of economic profits, but the minds of children are infinitely more valuable,” says Smith, spokesperson for children’s issues for the Seventh-day Adventist Church worldwide.  “Lets get our priorities straight.”

A study, released September 11 by the Federal Trade Commission (FTC), concluded that the entertainment industry is engaged in a “pervasive and aggressive marketing of violent movies, music and electronic games” to children.  The study, which is the culmination of a year’s investigation by the FTC, found that children were targeted even when entertainment products were rated for mature audiences only.

“Every childhood experience is filtered through a child’s mind and impacts the way that child thinks and acts and understands the world,” says Smith. “It’s imperative that children are provided with a simple, comfortable and safe environment, protected from fear and violence. Smith adds that another important factor in a child’s development is “lots of positive interaction with adults.”

The net result of the entertainment industry’s marketing practices, says Smith, is that “we are desensitizing children by constantly exposing them to violent images and themes.”

The FTC investigation into the marketing of 44 R-rated movies revealed that 33 were tested on audiences that included under-17s. In eight cases, 12-year-olds were members of test audiences, while in one instance, a ten-year-old was included.

The report cited one studio marketing plan which stated that the goal was to “find the elusive teen target audience and make sure everyone between the ages of 12 to 18 was exposed to the [R-rated] film.” 

The FTC also concluded that of the 118 computer games studied by investigators, 83 were directly marketed to younger teens, even though they were rated as unsuitable for the under-17 age group.

Smith notes that computer use among young children is on the rise around the world and adds a new, more urgent dimension to the problem of violent media. “This is not just a Western issue,” says Smith. “During my travels, I have seen children from Algeria to Africa to Asia, all being exposed to the same images and ideas on the computer monitor.  Access to violent entertainment has entered a new era.”

The children’s ministries department of the Adventist Church worldwide, headed up by Smith, works to “broaden and deepen the spiritual nurture provided for children” and produces a range of resources for adults who interact with children.