Video game violence and our youth by Andy Yost

Video Game Violence and Our YouthBy: Andy Yost

Introduction

• Millions of men, women, adults and children play video games. However most gamers don’t realize that these video games can have a underlying effect on our mind and morals, especially on our youth.

• There is no punishment for repeated violence or aggression, it becomes a continuous cycle of reward.

• The violence is presented as justified and without punishment.

• What effect does this violence have on the developing brain of a child or a young adult. Will they mimic these behaviors in society?

Executive Summary

• Everyday adults and parents buy these violent video games without sufficient information as to what kind of content is in the game or what affect the game might have on their children.

• To inform parents that there are potential side effects.

• My mission is to provide them with information on ways to prevent exposure to such content and better ways to monitor their children.

Secondary Research

• To truly get an understanding of the topic I looked at literature reviews and did extensive secondary research.

• I used this research so I can better inform my target audience• The research pointed out three main areas of concern for

children and young adults playing violent video games.

Areas of Concern:1. Awareness2. Possible side effect of continued exposure3. General Statistics

1. Awareness

• Parents are not aware of what they are buying their children.

• Parents are not aware of the ESRB rating system much like the TV rating system for video games.

• Parents lack information about the types of video games and their content.

2. Side Effects

• Desensitization Theory - Through time we become less sensitive to violent things we see or hear about because we are so exposed to it in a certain medium. Continued exposure to content makes the child less sensitive to the material they see.

• Modeling Theory - A child models what they see on the TV or in video games.

3. General Statistics

• 45 % of all video game players are under the age of 18, that means that of the 146 million gamers in the United States, 65.7 million are children and teens. 20 million video game players are 12 and under, according to a Wall Street Journal survey (10/14/02).

• 78 % of unaccompanied children ages 13–16 were able to buy Mature-rated games at retail stores, according to a secret shopper survey conducted by the Federal Trade Commission in 2001. (Smith)

3. General Statistics (cont.)

• The number of violent interactions in a 10-minute play period ranged from 2 to 124. (Smith)

• In 98 % of the games surveyed, aggression went unpunished. In fact, in more than half the video games the perpetrators were rewarded for their aggressive actions. (Smith)

This secondary research makes it apparent that there should be a clear concern about our youth and violence in video games.

Situational Analysis

Strengths• Existing ESRB rating system• Employees of retail stores

aren’t aware of the importance of the ESRB rating system

Weaknesses• Rating system is not stringent

enough• Rating system is not being

enforced by retail store owners

Situational Analysis (cont.)

Opportunities• Stricter punishment for volition of selling mature games to

underage persons.• PSA informing video game players of possible psychological

impact such as aggressive behavior especially among children.

Threats• ESRB age limit adjustment.• Continued lack of parents involvement in monitoring their

child's gaming.

Key Message

• To inform, educate and raise awareness among adults so they have a better understanding of the content and affects violence in these games could have on their children.

• Give parents resources to better monitor their children's game play.

Target Audiences

• My campaign is not geared toward one audience.

• My goal is to reach out to primary and secondary audiences, which include but are not limited to parents and the local media.

Primary Audiences

Parents• Since parents are the purchasers of video

games for their children they will be my primary audience.• My campaign will directly reach out to

parents in the Jacksonville, FL metropolitan area

Secondary Audiences

Local Media• Violence in video games and its relationship to our youth

should be a major concern not for our parents but also the community.

• Target local Jacksonville station (TV, Radio).• Create public service announcements and press releases

about violence in video games and give them to local electronic and print media.

Campaign Outline

Objective 1: Raise 5000 parents awareness towards video game violence between the months of December 1st and March 1st.

Tactics:1. Distribute pamphlets with information on violence in video games.• Take pamphlets to a video game store.• Pass pamphlets at the St. Johns Towncenter.

2. Contact local news media• Pitch the campaign idea to TV and Radio that appeal to my target audience.• Have newspaper run an article including my research.

3. Create a Blog• Include video game feedback with player rating the amount of violence in a

particular game on a scale of 1-10.• Use statistics, charts and graphs that pertain to video game violence.

Campaign Outline

Objective 2: Educate 300 parents as to the effect violent content can have on their children in the month of December.

Tactics:

1. Community Meetings• Hold 5 community meetings discussing the different theories involved with continued

exposure to violent video games in young adults.• Inform parents of the ESRB rating system and why it is used.

2. Newsletter• Print out 200 newsletters and put them in doors at my apartment complex.• Print out 200 newsletters and put them in near by subdivision mailboxes.

3. Family Fun Night• Post flyers to educate parents about the affects violent content can have at local YMCA

and Boys and Girls Club and also promotes family fun night.• For parents and kids to play non-violent video games together.

Campaign Outline

Objective 3: Educate 500 parents about the ESRB rating system in the month of January.

Tactics:

1. Video Game Stores• Ask sales associates to put a ESRB rating scale in customers bag after purchase.• Had out a list of the ESRB ratings outside of the store.

2. Localize the efforts of esrb.org• Create a website that includes information about the ESRB rating system.• Provide a link on the website to the ESRB website.

3. Use Social Media• Create a Facebook group for parents to post updates to one another about ESRB

updates and content.• Create a Twitter account that parents can follow to keep updated with the latest

ratings assigned by ESRB.

Evaluation Method

• Number of TV viewers and Radio listeners at the time broadcast.

• Number of hits on blog.• Turn out to community

meetings.• Number of visits to website.• Number of active Facebook

group members.• Number of Twitter followers.

Conclusion

Works Cited

• Smith, S.L., Lachlan, K.A., & Tamborini, R. (2003). Popular Video Games: Quantifying the Presentation of Violence and its Context. Journal of Broadcasting and Electronic Media, 47 (1).