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When this research project was first announced, we received an enormous amount of public response. Letters, phone calls and faxes came in from all over the world. Many offered helpful advice, some provided constructive feedback and a few warned of potential hurdles. Most, however, wanted to be sure that we understood their definition or concept of media violence. Some insisted that the key problem rests with entertainment television, particularly prime time dramas and movies. An equally fervent view was advanced by those who say the real problem is not gun play or fist fights in prime time drama, but children's animation where no one really gets hurt. Others pointed out, with equal conviction, that the real problem with television is news, especially local news with its barrage of rape, murder and terror. Still others warned that indeed, it is prime time television's more realistic use of guns and fists commonly found on non-fiction reality shows that makes it difficult for the audience, particularly children, to make distinctions between reality and fantasy. Everyone agreed that this report could become an important step in dealing with media violence if only we would address the right part of the issue. Given the range of perspectives, it is unlikely that we will satisfy everyone. But this report represents our effort to address the right part of the issue.
From the very beginning, we realized that media violence is an issue about which everyone has an individual view. While it may take advanced training to conduct meaningful, original research in this area, television is so accessible and important in most people's lives that each person has a view about the unique relationship between individuals and their televisions. No matter what we say or how well we support it, this is a project that may contradict individual beliefs about the way in which the medium affects society.
During the past year as we have conducted this study, nothing has happened to diminish the importance of this issue. During his January, 1995 State of the Union address before Congress, President Bill Clinton received the longest and loudest standing ovation when he identified media violence as a cause of great concern to the country. In late May Senator Robert Dole (R-Kan.) attacked the messages that Hollywood sends out to the nation in its films, music and television programs. Over the summer, Congress and the nation debated the merits of technological solutions to the media violence issue. Television computer chips barring violence, sex and offensive language dominated much of the media news. Vice President Al Gore convened a conference on families and media in Nashville in July and almost all of the participants agreed that something needs to be done about the content of America's media. Both President Clinton and Vice President Gore indicated their support for the use of a computer chip (V-Chip) in all new television sets.
Media violence is a subject of passionate concern to many parents, Congress and the television industry itself. National polls clearly demonstrate that this is an issue about which people have strong opinions regarding what should be done. This report is intended to be completely accessible to all citizens, especially parents. While our methodologies and techniques are sound, the conclusions will only be fully meaningful if they are understood and used by the public. Although what we say will be closely scrutinized by members of the government, the television industry, the academic community and those who have a stake in the issue of violence, our most important audience is the American public.
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