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Vol. 1: This Issue
Unplug Your Kids video
wins a 1997 Parent's Choice Approval Award
 Unplug
Your KidsTM, a 15-minute video that helps parents
understand and manage the impact of TV on children, was
awarded a 1997 Parents’ Choice Approval Award.
 Unplug Your
Kids was selected from more than 3,000 videos, books, magazines,
toys, movies and audio and computer programs by Parents’
Choice, sponsor of the annual awards.
Parent educators can order this award-winning video and
discussion guide, which easily fits into an existing parent
education curriculum. Cost is $79.95.
No more thumbs
KidScore ratings offer a whole lot more
 Parents can now get better information
about what children see on screens everywhere. The National
Institute on Media and the Family’s rating tool, KidScore,
gives parents unbiased information about TV, movies, rental
videos and computer games.
With more than two years invested in the development of
a content-based, scientifically designed rating system,
KidScore earns top grades from parents.
“Parents realize the entertainment industry’s
own rating systems do little to help adults make informed
decisions about the violence, sexual content and inappropriate
language children and teens are seeing,” explains Dr.
David Walsh, the Institute’s founder and nationally
recognized expert on the topic.
KidScore ratings look at the content of media products
in terms of violence, fear, harmful or illegal behaviors
such as glamorized tobacco, alcohol and drug use, nudity,
sex, language and age appropriateness. KidScore evaluates
content, not the entertainment value of a product.
Why is Jell-O® brand pudding selling?
Bill Cosby talks about TV’s influence
Actor and best-selling author Bill Cosby knows first
hand the influence TV has on children. “The networks
say they don’t influence anybody. If that’s true,
why do they have commercials? Why am I sitting there with
Jell-O brand pudding?”
Parents and adults can become agents of change, according
to Cosby, just by watching their TV choices — especially
the choice for young children. “If there’s violence
and sex (on your TV), it’s because you turn it on,”
Cosby says.
Cosby spoke to 1,500 people gathered at the National Institute’s
unveiling of KidScoreTM in Minneapolis [in October
of 1997].
Classroom tool for grades 5 through
8
Tobacco Prevention curriculum in final testing
 Smoke
and Mirrors: Media Literacy & Tobacco®,
takes a different approach to preventing kids from using
tobacco. This new tool teaches kids in grades 5 through
8 how the media lures them into smoking and helps them make
smart decisions in spite of the glamorous portrayal of tobacco.
The curriculum is designed to build awareness and skills
necessary for students to critically analyze the tobacco
industry’s messages. Students participating in the
Smoke and Mirrors program will realize they are being exploited
and learn how to refuse the powerful techniques used by
the tobacco industry to recruit them as customers. In addition,
the curriculum teaches the students about the health risks
associated with tobacco use.
The curriculum activities are interdisciplinary in
approach and include science, language arts, art, social
studies and health education. The curriculum also contains
a performance package that educators will be able to adjust
to fit their specific district requirements.
The program consists of 16 one-hour sessions with hands-on
exercises. [The program is now available.]
Teacher training opportunities will be available in
Minnesota later this year. Check the web or call 888-672-4537
for more information.
Managing the media beyond your yard
 Observations by
Dr. David
Walsh, President of the National Institute on Media
and the Family.
I was in my yard a while back when I heard two boys
talking. One boy—a polite, but shy nine year old—enthusiastically
described to his friend his accomplishments with a video
game called Mortal KombatTM. After hours of practice,
the boy was able to cut off the enemy’s head, rip out
his heart, and snap his spine. Both were excited and hurried
off to “play.”
There are thousands of incidents like the one I observed
in my own back yard. It illustrates what I describe as the
gap between individual and societal values. As individuals,
we fear increasing violence. Day after day we say it must
stop. And yet, as members of the larger society, we encourage
it by tolerating its promotion to children through media.
What’s behind this gap between society and our
own back yard? It’s simple. Society, and the mass media,
is motivated by money. Violent entertainment is aimed at
children because it is profitable. Questions of right and
wrong, beneficial or harmful, are not considered at the
societal level.
When we say society is transmitting negative values,
we are talking of ourselves. Society is us. The only way
for society to change its course is for individuals to speak
out and take action, and not limit our concerns solely to
what happens in our own back yards.
We would be interested in your feedback so please send us an email.
You can support critical work
The Institute is making an impact
Individuals, organizations and
corporations can support the ongoing research, media ratings,
parent education, curriculum development and national communications
undertaken by the Institute with a tax-deductible contribution.
Call 888-672-5437 for a kit describing the Institute's work,
or send us an email.
Concerned about how media violence and disrespect affects
your family?
What:
Support the important work of the National Institute
on Media and the Family.
Why: Kids
need your help. The Institute is a nonprofit organization.
Your gift helps us help parents and educators help children.
How: Send
your tax-deductable gift to:
National Institute
on Media and the Family
Riverside Professional Building
606 24th Ave. South, Suite 606
Minneapolis, MN 55454-1438
Who: YOU
can make a difference for our children.
Also:
How you
can help
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