Since my last column, The V-Chip Controversy, the battle lines are being drawn. Here is a look at the public's response to this high tech "on/off" switch. A poll of 1010 adults was commissioned by The Hollywood Reporter. It found that the American public is overwhelming in favor of the V-Chip technology which prohibits violent or sexually explicit programming from being shown on a TV set, by a whopping 82%. And, 72% said they would use the V-Chip if it were in their TV sets at home. Furthermore, 78% felt that "violence depicted in movies and music contributes [somewhat, or a lot] to crime in America." 79% either strongly or somewhat "agree with the politicians' assertion that the entertainment industry is accountable for putting profits ahead of 'common decency.'"
One would assume that with such popular support, there would be little opposition to the V-Chip. But, there is. And its from the conservatives who are worried about too much government intervention. The Media Research Center, a conservative watchdog organization with Rush Limbaugh on its advisory board declares, "From a conservative perspective, mandating the installation of the chips is hardly a business-friendly measure..." They proceed to quote only those notables who nix the proposition; from network executives (kel suprise'), to Don Wildmon, President of the American Family Association, who said, the chip "sounds like a good step on the surface, but in the long run would absolve the entertainment industry of [its] responsibility." Conservative magazine The American Spectator prophesied, "There is not the slightest chance that broadcasters will, or can, develop a uniform rating code." They deduce that a "government committee would be sure to step in. Bureaucrats would apply their own standards to determine what is appropriate for the rest of us to watch."
Those accounts sound ominous, assuming the prognosis is accurate. Time has shown that, given the proper government "incentive," any industry can practice the most amazing degree of self-control. Would you and I have seat belts to buckle if passenger safety had been left to car makers? Or, in a related issue, would there be Parental Advisory labels on television programs if politicians hadn't set deadlines for the television industry to self-regulate? Speaking of Parental Advisory labels, the broadcasters must already have a pretty good sense of what content is "too violent" for certain audiences. Otherwise, how would they know today which programs to label?
On one hand, the conservatives are right. If the government decides what content the V-Chip should block, that's censorship. If, on the other hand, the industry will knuckle down and do some radical soul searching about its program content, something good can happen. Programmers should consider changing their ways, not because of Congressional mandates, but in response to the public's outcry. If the networks are willing to consider establishing voluntary guidelines, The Dove Foundation, a nonprofit organization free from commercial influence, is willing to help.
The greater question is, "Why engage in this mad dash downhill toward the lowest common denominator?" The debate has focused on, "How raunchy can a movie or song be before its considered too obscene?" Or, "How much obscenity will the market consume?"
Let's stop playing "moral limbo" (How low can you go?) -- and take a serious look at the other end of the content spectrum. For nearly five years, The Dove Foundation has been encouraging producers of wholesome family entertainment and helping them promote their wares. We invite the entertainment industry to join with Dove and take the high road. DreamWorks cofounder, Jeffrey Katzenberg admonished Hollywood to "make more movies that elevate rather than denigrate."
I wonder how much our nation's social climate would improve if writers, producers, directors, actors, recording artists and we, the viewing public, agreed to rally around a standard that promotes virtue, rather than vice, and celebrates good rather than evil. If the pollsters are right, most Americans might prefer a "D" (for Dove) Chip - a device that filters in wholesome programs, instead of one that filters out violence and pornography.
Contact The Dove Foundation via e-mail: movies@dove.org. Or on the INTERNET at: http://www.dove.org
If you wish to be added to the Dove mailing list, call: 1-800-218-DOVE(3683).
Dick Rolfe is Chairman of The Dove Foundation a nonprofit organization whose mission is to encourage and promote the creation, production and distribution of wholesome family entertainment. For more information about wholesome films and videos, write: 535 E. Fulton, Suite 1A, Grand Rapids, MI 49503, or call (616)454-5024.
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Updated by: Scott RolfeCopyright © 1995, The Dove Foundation. All rights reserved.