PRESSURE GROWS ON VIOLENT GAMES, MOVIES, MUSIC

DAN ALAIMO

In the aftermath of the video game industry's biggest trade show and yet another school yard shooting, public pressure on state and federal legislators is increasing to address the issue of violence in entertainment products, such as games, movies and music. Meanwhile, the game industry is trying to head off regulation by strengthening its game ratings efforts.

During the Electronic Entertainment Expo in Los Angeles, last month, the hottest topic was the game violence issue, and leaders took the opportunity to defend the industry. Since then, the Interactive Digital Software Association, Washington, D.C., which owns E3, has begun working with retailers to enforce the age limits stipulated by the industry's rating code. Also in the state of Washington, the Washington Retail Association, Olympia, has developed a "pledge to parents" for retailers to sign in-store materials that highlight the ratings efforts.

But in spite of the game industry's efforts, legislative efforts are moving forward, often linked with gun control bills aimed at decreasing youth violence, and coupled with politically-charged rhetoric. The week after E3, the U.S. Senate approved a juvenile justice bill that attempts to curb violence in movies, music and games, along with its gun control provisions. The bill directs the Federal Trade Commission and the Justice Department to look into whether the entertainment industry is marketing violent products to kids, directs the National Institute of Health to study the effect of violent entertainment products on children, and regulates the use of federal property in making ultraviolent movies. The bill passed 73-25.

Another proposal calls for the creation of a commission to consider whether the federal government should regulate violence and pornography in movies. "This would seem to me to be an unconstitutional move, but it certainly reflects the depth of feeling on Capitol Hill," said Jack Valenti, president, Motion Picture Association of America, Washington, D.C.

"There is clearly frustration in Congress over violence in our country," Valenti said. Following the Senate vote, Valenti convened a private meeting of top-level Hollywood executives "to talk about what's going on in the country -- the perceptions and the realisms -- and mainly how we can do something positive to be part of any national crusade, if one is mounted, to lessen youth violence," Valenti said. No specifics were agreed up and three more such meetings will be held soon, according to press reports.

"There is a perception of rabid violence in the country that is contradicted by the numbers, which show that youth violence is going down. However, perception is what really counts in this world," Valenti said.

At the state level, at least 24 legislatures were considering bills related to the school shootings. Most are directed at gun control, but video games are being specifically targeted in Pennsylvania, New York, Minnesota, Arkansas, Alabama, Ohio, Florida and Washington. The state initiatives include calls for research, bans and enforcement of the rating system.

In Pennsylvania, Rep. Peter Daley, D-Pa., has introduced a bill for the state to establish a video game rating panel to review games and require consumers to be "carded" before they could purchase certain games. "It's time to draw a line, a reasonable line, in the sand over a clearly commercially-driven exploitation of violence as an entertainment form and its prurient pandering to children," Daley said.

In Colorado, Rep. Scott McInnis R-Colo., called for the recall of violent video games, specifically targeting the title, "Kingpin," from Interplay, Irvine, Calif. McInnis has asked the Consumer Product Safety Commission to investigate the effect of violent games on children.

But the game industry also has its defenders. A recent on-line survey by PC Data, Reston, Va., found that 57% of consumers disagree with the idea that playing violent electronic games is likely to make people become violent. The study included 12 to 18 year olds and their parents. In addition, weekly sales data tracking violent video and computer games remained steady over April and May, indicating that consumers continued to buy these products, PC Data concluded.

Meanwhile research has surfaced that shows, despite the high-profile school yard shootings, there is a decline overall in school murders.

"The facts are that schools remain safer than the streets and many American homes, sadly," said Kathleen Fisher of Pennsylvania State University at a meeting of the American Psychiatric Association last month. In the 1992-1993 school year, there were 55 in-school murders, 51 in 1993-1994, 20 in 1994-1995, 35 in 1995-1996, 25 in 1996-1997, 40 in 1997-1998, and 20 so far this school year, she said.