Media Violence and Community Mobilisation Impacts of Screen Overexposure on Young People's Heath : the Facts, the Damages, the Solutions Montreal, May 4 th 2011

Yet, powerful industries promotes unhealthy food and behaviors to them with huge budgets Children & teens asked to become responsible citizens

Two groups are obeying opposing interests  On one side, school was created to educate all young people so that they can participate in society  On the other side, TV was created to attract audiences to be sold to advertisers  The more people in the audience, the highr the price to be sold

No surprise if screen exposure linked to numerous & various marketing related diseases Screen exposure is used to turn young people into consumers while schools educate citizens

Most recent knowledge in psychology & neurology is used to take advantage of their vulnerability Marketers pay TV in order to use screens to target kids & teens as consumers

Patrick LeLay, CEO of TF1 Purpose of TV: «sell brain time to Coca-Cola» Purpose of TV: «sell brain time to Coca-Cola» TV must not only attract more viewers... TV must not only attract more viewers......programs must also prepare viewers to welcome commercials...programs must also prepare viewers to welcome commercials

7 Research found evidence that screen exposure is linked to... Sedentarity, overweight, obesity Sedentarity, overweight, obesity Aggression, verbal & physical violence Aggression, verbal & physical violence Tobacco, drugs & acohol use Tobacco, drugs & acohol use Poor nutrition, anorexia, boulimia Poor nutrition, anorexia, boulimia Unhealthy body image & early sexualisation Unhealthy body image & early sexualisation Risky sexual behaviour and attitudes Risky sexual behaviour and attitudes Lost of empathy, compassion Lost of empathy, compassion Depression, low self esteem Depression, low self esteem Fears, phobias, nightmares, sleep perturbation Fears, phobias, nightmares, sleep perturbation Criminal car driving Criminal car driving School performance and drop-out School performance and drop-out Attention deficit disorder & hyper-activity Attention deficit disorder & hyper-activity

8 When advertisers and TV networks informed about MRDs  They deny responsibility  They finance PR efforts to cover their influence & distract the public  They finance media awareness networks that avoid blaming them  They portray themselves as victims of possible censorship by politicians

9 Youth violence increasing  Number of elementary school students with behavioural difficulties increased by 300% ( , Qc, CSE, Feb 2001)‏  Violent crime rate of years old doubled in 20 years + twice as high as adults (Public Safety Dept)

10 Canadian Youth Crime Rate (2006) Ron Melchers, Criminology Professor, Ottawa University Trends: minor assaults decrease Trends: minor assaults decrease More serious ones — with weapons — increased More serious ones — with weapons — increased Increase faster w teens Increase faster w teens Rate of teens accused of homicide highest since 1961 Rate of teens accused of homicide highest since 1961 Aggravated assaults increased even more Aggravated assaults increased even more

11 Non violent and violent crime rates (2006, statcan) Canada's overall crime rate lowest in over 25 years Canada's overall crime rate lowest in over 25 years Youth violent crime rate highest in 45 years Youth violent crime rate highest in 45 years

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13 Effect of exposure to media violence Imitation Imitation Dishinibition Dishinibition Approval for violent behaviour Approval for violent behaviour Desensitization (reduction of empathy)‏ Desensitization (reduction of empathy)‏ Conditioning reflexes (videogames rewarding kids for acting without thinking)‏ Conditioning reflexes (videogames rewarding kids for acting without thinking)‏

14 Screen exposure vs overweight + obesity (ICIS octobre 2009) ‏   25% of 0-16 years old affected   70% increase in 20 years   Boys & girls prefer TV   Girls prefer computers   Boys video games

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16 From a public health point of view Julie Mandeville, Statcan, Le Devoir «Cheaper to attract people away from TV than favoring physical activity»

17 TV lowers metabolism Statcan june 2008/E nergy spent w 6 activities – – Unpacking grocery 2,5 – – Typing / computer 1,8 – – Play cards 1,5 – – Reading 1,3 – – Watching TV 1,0 – – Sleeping 0,9

18 Efforts by Civil Society For over ½ century, parents, teachers, scientists, health professionals, academics For over ½ century, parents, teachers, scientists, health professionals, academics Researched, documented, petitioned Researched, documented, petitioned Requested legislation to regulate the use of media violence to entertain (abuse) children Requested legislation to regulate the use of media violence to entertain (abuse) children As in most fields of human activity, legislation seemed efficient way to reduce child abusive advertising & entertainment As in most fields of human activity, legislation seemed efficient way to reduce child abusive advertising & entertainment Most efforts have been ignored, silenced, countered, neutralised... Most efforts have been ignored, silenced, countered, neutralised... WHY and HOW ? WHY and HOW ?

19 Media industry : powerful enough to block child protection legislation By lobbying and bullying public deciders By lobbying and bullying public deciders By accusing opponents of favouring censorship and endangering freedom of expression By accusing opponents of favouring censorship and endangering freedom of expression By promising codes of conduct & self regulation as smokescreens while increasing toxic doses By promising codes of conduct & self regulation as smokescreens while increasing toxic doses By using the V-Chip as a way to transfer responsibility for monitoring public airwaves to (individual) parents By using the V-Chip as a way to transfer responsibility for monitoring public airwaves to (individual) parents By funding media literacy organisations as part of a strategy to protect corporate image and countering independent media education initiatives By funding media literacy organisations as part of a strategy to protect corporate image and countering independent media education initiatives By blaming parents for not raising their kids properly By blaming parents for not raising their kids properly

, Dr Thomas N. Robinson Health Research Center Stanford University: SMART program Student Media Awareness to Reduce Television Student Media Awareness to Reduce Television 4-5 th graders, San Jose, California 4-5 th graders, San Jose, California Results published in 2000 Results published in 2000 Journal of the American Medical Association Journal of the American Medical Association

21 Reduction of screen exposure Decrease physical and verbal violence by 40 and 50% Decrease physical and verbal violence by 40 and 50% Decrease of obesity Decrease of obesity Decrease kids’ request for toys (nag factor)‏ Decrease kids’ request for toys (nag factor)‏

22 10-Day Screen-Free Challenge created in Québec in April 2003 (inspired by SMART)‏ Public Safety Departments of Canada and Québec funded the Parents Association of Quebec Region Public Safety Departments of Canada and Québec funded the Parents Association of Quebec Region 11 elementary schools experienced the Challenge one secondary school 11 elementary schools experienced the Challenge one secondary school Evaluation by parents, students & teachers made public in June 2004 Evaluation by parents, students & teachers made public in June 2004

23 Winning strategy must include Teachers and parents to adopt a joint game plan Teachers and parents to adopt a joint game plan 3 competencies for children 3 competencies for children Capacity of expression (emotions and opinions)‏ Capacity of expression (emotions and opinions)‏ Critical viewing skills Critical viewing skills Empathy & compassion Empathy & compassion

24 Game plan for screen reduction Students introduced to new game Students introduced to new game Students of whole school belong in same team Students of whole school belong in same team Opponents include all screens: TV, video game, computer, Gameboy Opponents include all screens: TV, video game, computer, Gameboy Will face professionals working behind screens for 2 industries Will face professionals working behind screens for 2 industries

25 Preparing the Screen-Free Challenge requires : 3 months training 3 months training 3 workshops with all students 3 workshops with all students 3 presentations with teachers + staff members 3 presentations with teachers + staff members Follow up activities by teachers with their class ‏ Follow up activities by teachers with their class ‏ 3 conferences to parents 3 conferences to parents Parents & community offered to help students win the game Parents & community offered to help students win the game

26 K-3 students training workshops 4 exercises to become BRAVE : tell (fear, anger, pain) console, answer, click fear out 4 exercises to become BRAVE : tell (fear, anger, pain) console, answer, click fear out Follow-up by teachers (each morning + after recess)‏ Follow-up by teachers (each morning + after recess)‏ Class activities (drawing a movie scene that scared me, drawing myself exercising to become brave) Class activities (drawing a movie scene that scared me, drawing myself exercising to become brave) Cooperation between older and younger students Cooperation between older and younger students

27 Workshops with 3-6 th graders Analogy between bacteria carried by food and by media: television, video game, music videos, film videos, songs. Analogy between bacteria carried by food and by media: television, video game, music videos, film videos, songs. Introducing 3 major bacteria : V V, P V, Fear. How do they find their way into us ? Where do they hide ? Introducing 3 major bacteria : V V, P V, Fear. How do they find their way into us ? Where do they hide ? Students search for intoxicated productions in 4 categories and pick the most influential in their own school & community Students search for intoxicated productions in 4 categories and pick the most influential in their own school & community Students offered to classify some of media teachers such as : Howard Stern, Jackie Chan, Jerry Springer, Jackass, Rambo, 50 Cent, Bart Simpson, Terminator, Snoop Dog, Britney Spears, Eminem, South Park, American Pie, etc. Students offered to classify some of media teachers such as : Howard Stern, Jackie Chan, Jerry Springer, Jackass, Rambo, 50 Cent, Bart Simpson, Terminator, Snoop Dog, Britney Spears, Eminem, South Park, American Pie, etc. Students write most frequent verbal abuse heard everyday in their own school resulting from desensitization by MEVE Students write most frequent verbal abuse heard everyday in their own school resulting from desensitization by MEVE

28 Workshops / 7-12 graders Analogy between Titanic and human brains. Analogy between Titanic and human brains. Underestimating the non visible part of icegerg (power of media) and overestimating the resistance of ship (your brain). Underestimating the non visible part of icegerg (power of media) and overestimating the resistance of ship (your brain). Media include television, videogame, music video, movies, radio, advertising, etc. Media include television, videogame, music video, movies, radio, advertising, etc. Introducing 3 major bacteria carried in kids: V V, P V, Fear: how did they find their way into us, where did they hide ? Introducing 3 major bacteria carried in kids: V V, P V, Fear: how did they find their way into us, where did they hide ? Introducing 3 more bacteria with teens : sexism, racism, consumerism. Introducing 3 more bacteria with teens : sexism, racism, consumerism. Students search for intoxicated productions in 4 categories and name the most influential. Students search for intoxicated productions in 4 categories and name the most influential. Students offered to classify Howard Stern, Jackie Chan, Eminem, South Park, Jerry Springer, Jackass, Rambo, 50 Cent, Terminator, Snoop Dog, Britney Spears, Visa ads, WWE, etc. Students offered to classify Howard Stern, Jackie Chan, Eminem, South Park, Jerry Springer, Jackass, Rambo, 50 Cent, Terminator, Snoop Dog, Britney Spears, Visa ads, WWE, etc. Workshops include frequent pauses allowing students to talk & write their own answers. Workshops include frequent pauses allowing students to talk & write their own answers. Students write the most frequent hurting words heard everyday in their school resulting from desensitization. Students write the most frequent hurting words heard everyday in their school resulting from desensitization. Students testify about kids, teens & adults imitating models used by media to attract viewers: language, behaviour, clothing, food, alcohol & smoking, etc.‏ Students testify about kids, teens & adults imitating models used by media to attract viewers: language, behaviour, clothing, food, alcohol & smoking, etc.‏ What could a bystander do if not desensitized ? Advice to aggressors, targets, bystanders, teachers, principal, police. What could a bystander do if not desensitized ? Advice to aggressors, targets, bystanders, teachers, principal, police. What could our school choose to do to improve empathy ? What could our school choose to do to improve empathy ? How could we, as a community, oppose the commercial culture used to abuse children and reduce empathy in society ? How could we, as a community, oppose the commercial culture used to abuse children and reduce empathy in society ?

29 Impacts of the 10-Day Challenge was evaluated by students, parents and staff J-R Elementary School

30 Number of answers 653 children attended J-R in children attended J-R in 2007 Kindergarten : 159/180 parents Kindergarten : 159/180 parents 1-6th grade : 193 parents 1-6th grade : 193 parents 3-6 th grade : 249 students 3-6 th grade : 249 students Total : 352 parents, 249 students, 41 staff Total : 352 parents, 249 students, 41 staff

31 Participation in the Challenge and success in the turn-off 96,5% of students participated 96,5% of students participated Average performance: 8.8 days Average performance: 8.8 days Two thirds of students succeeded in turning off all screens for 10 days Two thirds of students succeeded in turning off all screens for 10 days

32 Was the Challenge found to be useful ? (N = 336 Parents, 243 children, 39 staff)

33 Mood of Children during the Challenge in % (n = 335 parents, 240 children, 38 staff)

34 Physical activity & sports / Reading (n = 335 parents, 246 children, 321 parents)‏ Physical activity & sports / Reading (n = 335 parents, 246 children, 321 parents)‏

35 Parents and staff (%) noticed improvement of children’s health and well being ?

36 Did the Challenge modify children’s involvement in family chores ?

37 Attention of children in class, parents implication w the Challenge and quality of homework (n = 26 staff)‏

38 Homework quality improved ? (N= 299 parents, 238 children, 18 staff)‏

39 Increase of time spent together (parents-children) according to P & C, and time spent w friends (P) in %

40 Reduction of fights and mean words at school / home (N=235, 233, 239, 235 children) in %

41 Physical violence and verbal violence in class and during recess according to staff in % (N=34-31)‏

42 Increased children’s critical viewing skills (33 staff and 303 parents) in %

43 Exposure to TV and videogames (%) following the 10 days (n = 244 c 326 p)‏

44 Parents agree to keep exposure under 7 hours per week (N=313)‏

45 Would they repeat the Challenge ?

46 Good news For parents (empowers family government) For parents (empowers family government) For teachers (better learning + less time for conflicts, class climate improved)‏ For teachers (better learning + less time for conflicts, class climate improved)‏ For children and teens (+ viewing skills + awareness + protection)‏ For children and teens (+ viewing skills + awareness + protection)‏ Researchers (studies become known)‏ Researchers (studies become known)‏ For activists (reduce the toxic influence of media + responsibility by governments)‏ For activists (reduce the toxic influence of media + responsibility by governments)‏ Experience must be shared across North America and Europe Experience must be shared across North America and Europe

47 Welcome to Montreal Conference May 4-6, 2011 Impacts of Screen Overexposure on Young People's Health The facts, the Damages, the Solutions Hosted by YWCA Montreal, Edupax and ACME

48 Thank you ACME, Boston, April Comments and questions welcome at