Tenth
Annual Video Game Report Card Released
in Washington, DC
Senator Lieberman speaks at
the release of the 10th Annual
MediaWise Video and Computer
Game Report Card. Photo courtesy
of Senator Lieberman's office.
On November 29, 2005, Institute President
David Walsh was joined by Senator Joe Lieberman
to release the 10th Annual MediaWise®
Video and Computer Game Report Card. After
a decade of research and monitoring by the
National Institute on Media and the Family,
the Video Game Report Card gives the video
game industry a cumulative grade of D+.
“There has been significant industry
progress and reforms over the last decade,
but ever more violent and sadistic video
games are still ending up in the hands of
children,” said Dr. Walsh. “We
feel the Entertainment Software Rating Board,
which is owned and operated by the video
game industry, is beyond repair and needs
to be overhauled. That is why the National
Institute on Media and the Family will be
convening a Ratings Summit this year with
leading parent, health and child welfare
groups to recommend video game ratings reform.”
Dr. Walsh also raised concerns about the
results of the Institute’s secret shopper
survey. The survey found that boys as young
as 9 years old were able to purchase M-rated
video games 42 percent of the time and girls
were able to purchase M-rated games 46 percent
of the time. In 2004, girls were only able
to purchase these games eight percent of
the time.
“In 2003, the Interactive Entertainment
Merchants Association promised the public
they would enforce policies preventing the
sale of M-rated video games to children
under the age of 17,” said Dr. Walsh.
“Unfortunately, retailers are not making
good on that promise.” One exception
is Best Buy Corporation, which implemented
its policy in 2005 and scored a perfect
100 percent in clerk enforcement in all
of the Institute’s retail stings.
Other areas of special concern in the Video
Game Report Card include: M-rated video
games are more popular than ever among students;
the widening gap between what kids do and
what parents know; and an update on the
arcade industry’s development, implementation,
and enforcement of its rating system. Similar
to previous years, the Video Game Report
Card also provides parents a list of recommended
video games and games to avoid.
National
Institute on Media and the Family Celebrates
Ten Years of Making a Difference
In 2006, the National Institute on Media
and the Family is celebrating its tenth
year as the world’s leading and most
respected research based organization focused
on the impact of media on children and families.
Over the past ten years, the Institute has
been building healthy families and communities
through the wise use of media.
The Institute’s accomplishments during
the last ten years include: initiating the
popular and widely-covered Annual MediaWise
Video and Computer Game Report Card; developing
Kid- Score, an easy-to-use ratings system
for parents about kids’ media; generating
calls to action and recommendations for
the entertainment industry with positive
results for children and families; and creating
the MediaWise movement to help parents everywhere
“Watch What Your Kids Watch.”
Despite
its many accomplishments, the National Institute
on Media and the Family knows its work is
not finished. In the coming decade, the
Institute is committed to protecting children’s
health and welfare. The Institute will continue
to provide parents, public officials, business
leaders, and communities with cutting edge
research, resources, and industry recommendations
that help the public understand the impact
of media, especially video games, on children’s
development. The Institute’s most important
goals for the next decade include: developing
a greater body of research on the impact
of video games; an independent universal
ratings system; bedrooms as “media-free”
zones; building MediaWise communities and
organizations; and educating parents about
the need to supervise their children’s
media use.
The National Institute on Media and the
Family is deeply grateful for all of the
support given to it over the past ten years
and looks forward to implementing MediaWise
during the next ten years.
What's New from
Switch™
Switch, the National
Institute on Media and the Family’s
groundbreaking community health
and fitness program, is off to great
in start in Lakeville, Minnesota
and Cedar Rapids, Iowa!
The
goal of Switch is
to promote and increase the health
and fitness of third, fourth, and
fifth grade children and their
families by Switching
up physical activity; Switching
on veggies and fruit; and Switching
down screen time.
Approximately 1,300 families and
children in these grades are participating
in the program and are beginning
to make healthier choices at school,
at home, and in their communities.
Each month, parents and children
receive tools that make it easier
to set goals, track what they do,
chew, and view and increase overall
family wellness.
Switch Lakeville is
made possible by the generous support
of Fairview, the Medica Foundation
and the Healthy and Active America
Foundation. Switch
Cedar Rapids is made possible by
the generous support of Cargill
and the Healthy and Active America
Foundation.
Institute
Recognizes the Exemplary Work
of Three Service Learning Students!
The Institute would like to recognize
the hard work that three University
of Minnesota Service Learning Students,
Ian MacFarlane, Stephanie Jakoblich,
and Daryl Pinto, put into the 2005
Video and Computer Game Report Card.
This year’s report featured
more national surveys than ever
before, offering a complete and
accurate snapshot of the gaming
industry for our tenth anniversary
of the report. All three students
put in many hours to ensure the
surveys were done well -- in addition
to helping with Switch and KidScore
when they had a spare moment. We
extend a huge thank you to these
three capable students for their
effort and enthusiasm!
Ian
MacFarlane is a senior wrapping
up a major in psychology and a minor
in family violence prevention.
Stephanie
will graduate this May with a degree
in family social science and minor
in family violence prevention.
Daryl Pinto is a sophomore studying
political science and sociology.
Check out the
new and improved MediaWise Network!
Check out the new MediaWise Network, an online
resource from the National Institute on Media and the
Family. You may notice that since the last time you
were at our Web site things look a little different.
That’s because we’re responding to the changing
needs of parents and caregivers by creating more online
opportunities for action and interactive resources that
enable you to share your ideas and learn from others.
With the MediaWise Network you will still have access
to the MediaWise Action Guide and Action Kits and
coming soon:
New ideas on how to bring the MediaWise message
to your community.
Write your own movie and video game reviews and
ratings.
Search for other Network members in your area.
Share your ideas and solutions with other parents
on online message boards. Let other parents know
when you watch a great movie for kids!
Online polls that let you know what other Network
members think.
New action kits available only to members of the
MediaWise Network.
Click on “Take Action!” at www.mediafamily.org
to register and get started today. Remember to keep
checking back in -- we are creating new materials right
now!
**Please note that if you signed up for the MediaWise
Network before November 28, 2005, you will need to sign
up again in order to access the new site. We apologize
for the inconvenience, but we promise it is worth it!
MediaWise
Profiles
As
one of the few female movie reviewers in the Twin Cities
area, Linda Thomas provides the National Institute on
Media and the Family reviews and family-friendly ratings
for movies PG-13 and under. As part of her reviews,
Linda rates films using Kid- Score®, the Institute’s
innovative content-based ratings system that focuses
on age-appropriateness.
Jeremy
Gieske is currently a training consultant with the National
Institute on Media and the Family. Jeremy initially
became involved in the Institute as video game reviewer.
As a long-time student of media, especially electronic,
Jeremy has been deeply involved with the study and development
of media, including the historical, social, and cultural
impact of video games.
Go to www.mediafamily.org,
click on ‘Movie Reviews’ to find Linda’s
reviews and ratings of the latest movies; click on ‘Video
Game Reviews’ to find Jeremy’s.
The National Institute on Media and the Family thanks
Linda and Jeremy for their contributions to the MediaWise
movement.
You can help us help families
Future research and outreach efforts would not be possible
without continued support.
The Institute accepts donations via mail, telephone, and
online:
Editor:
Monica Walsh
Writing and Design:
New School Communications
National
Institute on Media and the
Family
606 24th Avenue South, Suite 606, Minneapolis,
MN 55454 Toll-free 888.672.5437
Fax 612.672.4113 Web site www.mediafamily.org
Individuals and organizations are encouraged
to print and distribute copies of this newsletter.
Please call for permission to republish any
of this material.
The Institute’s mission is to maximize
the benefits and minimize the harm of
media on children and families through research,
education, and advocacy.
Our
media culture is changing how kids learn. Donate Now!
Despite
its many accomplishments, the National Institute
on Media and the Family knows its work is
not finished. In the coming decade, the
Institute is committed to protecting children’s
health and welfare. The Institute will continue
to provide parents, public officials, business
leaders, and communities with cutting edge
research, resources, and industry recommendations
that help the public understand the impact
of media, especially video games, on children’s
development. The Institute’s most important
goals for the next decade include: developing
a greater body of research on the impact
of video games; an independent universal
ratings system; bedrooms as “media-free”
zones; building MediaWise communities and
organizations; and educating parents about
the need to supervise their children’s
media use. 
The
goal of Switch is
to promote and increase the health
and fitness of third, fourth, and
fifth grade children and their
Ian
MacFarlane is a senior wrapping
up a major in psychology and a minor
in family violence prevention. 
Stephanie
will graduate this May with a degree
in family social science and minor
in family violence prevention. 
As
one of the few female movie reviewers in the Twin Cities
area, Linda Thomas provides the National Institute on
Media and the Family reviews and family-friendly ratings
for movies PG-13 and under. As part of her reviews,
Linda rates films using Kid- Score®, the Institute’s
innovative content-based ratings system that focuses
on age-appropriateness. 
Jeremy
Gieske is currently a training consultant with the National
Institute on Media and the Family. Jeremy initially
became involved in the Institute as video game reviewer.
As a long-time student of media, especially electronic,
Jeremy has been deeply involved with the study and development
of media, including the historical, social, and cultural
impact of video games. 
