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2 M arketing Violent Ent ertainm ent to Children : A Six - M onth F ollow - Up Review of In du stry Practices in th e M otion Picture, Mu sic Recordin g & Electronic Gam e In du stries. M arketin g Violent Entert ainm ent t o Children : A Six - M onth F ollow - Up Rev iew of In du stry P ractices in the M otion P icture, Mu sic Recordin g & Electronic Gam e In du stries by F ederal T rade Com m ission F ederal T rade Com m ission A ll right reserv ed.

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10 10 (3) 39 3) (1) 40 (2) 43 (3) : 47 1) ) (1) 48 (2) 49 3) ) ) (1) 52 (2) 53 (3) ) : 59 1) ) (1) 6 1

2. 5 1 1) 2000 9 5 1 2) 2000 9 52 (1) 52 (2) 53 (3) 53 54

11 11 (2) 62 3) ) ) (1) 66 (2) 68 (3) ) A. 78

12 12 II , (the Senate Commerce Committee) (Federal Trade Commission) (the September 2000 Report).,, (A Review of Self-Regulation and Industry Practices in the Motion Picture, Music Recording & Electronic Game Industries).,,. FTC , R-,, M-,,..,

,, (A Review of Self-Regulation and Industry Practices in the

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14 14 II 25%, 22%, 40.,.. /. 40%... M-. ( ).. 80%. 17 M % ( , 17 45% )...

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16 16 II , (Federal Trade Commission) :,, (Marketing Violent Entertainment to Children: A Review of Self-Regulation and Industry Practices in the Motion Picture, Music Recording Electronic Game Industries). 1). ( )..., 1) Federal Trade Commission, Marketing Violent Entertainment to Children : A review of Self -Regulation and Industry Practices in the Motion Picture, Music Recording and Electronic Game Industries ( ) ( : September 2000 Report). &

Self-Regulation and Industry Practices in the Motion Picture, Music Recording Electronic Game Industries). 1). ( ).

17 I. 17, R- M-.,,.,.,, (target). 2),, 2),. 17 R- /M- /. R- M-,,, R M-. 17 (,,, ) Id. at 54.

18 18 II. 3),. 4) , (the Senate Committee on Commerce, Science, and Transportation). 5) ) 3. R- /M- /.,., R- /M- /.,. Id. at 55 4),,..,...,,. I d. 5) Marketing Violence to Children : Hearing Before the Senate Comm. on Commerce, Science and Transp., 106 ( ); Marketing Violence to Children II : Hearing Bef ore the Senate Comm. on Commerce, Science and Transp., 106 ( ).

5) Marketing Violence to Children : Hearing Before the Senate Comm. on Commerce, Science and Transp.

19 I ) (The Motion Picture Association of America[MPAA]) 12. MPAA., G- R-., R-., R-., (compliance officer)., R-, (the Senate Judiciary committee) (antitrust exemption). Antitrust Law and the Marketing of Violent Entertainment to Children : Hearing Bef ore the Senate Comm. on thejudiciary, 106 ( ). 6)., (the Federal Commission Act)., FTC.. Robert Pitofsky (Chairman of the Senate Comm. on Commerce, Science and Transp) John McCain ( ),

Antitrust Law and the Marketing of Violent Entertainment to Children : Hearing Bef ore the Senate Comm. on thejudiciary, 106 (2000.

20 20 II.,. 7). 8) (the National Association of Theater Owners [NATO]) 12. 9) R- NC-17 NATO. NATO G PG- R-. PG-13., NATO. (the Recording Industry Association of America [RIAA]) ) MPPA the Walt Disney Company, Metro-Goldwyn-Mayer, Paramount Pictures, Sony Pictures Entertainment, Twentieth Century Fox Film Corp., Universal City Studios Wanner Bros.. Dreamworks SKG MPPA. Motion Picture Association of America, A Response to the FTC Report ( ). 8) Generally Marketing Violence to Children : Hearing Before the Senate Comm. on Commerce, Science and Transp., 106 ( ), 2000 WL ; Marketing Violence to Children II : Hearing Before the Senate Comm. on Commerce, Science and Transp, 106 ( ), Fed. News Serv., LEXIS, Legis Library,. 9) National Association of Theatre Owners, Response of the National Association of Theatre Owners to the Report and Recommendations of the Federal Trade Commission ( ) ( ).

Motion Picture Association of America, A Response to the FTC Report (2000. 9. 26). 8) Generally Marketing Violence to Children : Hearing Before the Senate Comm. on Commerce, Science and Transp.

21 I. 2 1.,.,., RIAA, BMG Music Artemis Records CD. 10) (the Interactive Digital Software Association[IDSA]) (task force). 11), IDSA M- 10) Marketing Violence to Children II : Hearing Before the Senate Comm. on Commerce, Science and Transp., 106 ( ), Fed. News Serv., LEXIS, Legis Library,. 11) IDSA,, M-, M- (ESRB ). IDSA Douglas Lowenstein FTC ( ) ( ). IDSA :... Id. IDSA.. Id. IDSA, FTC. Id.

22 22 II.,,. 12) (the Entertainment Software Rating Board[ESRB]). ESRB,,,,,,,. ESRB ESRB. 13) , John McCain, Ernest Hollings, Max Cleland Sam Brownback.,,. 14) 12) IDSA Douglas Lowenstein FTC ( ) ( ).,,,. Id. 13) ESRB Dr. Arthur Pober FTC ( ) ( ). 14) John McCain, Ernest Hollings,

23 I. 23., R-,, M-,, ) 4.,.,,,,,,,. 16),. 17., Max Cleland Sam Brownback Robert Pitofsky ( ) ( ). 15) Id. 16),.. September 2000 Report,,.

24 24 II TV. 17) (Nielsen) ( ) 10 18) ( A )., ) 17) Video Monitoring Services( VMS) , VMS 8. 8 < Malcolm in the Middle>, < Seventh Heaven>, < That '70s show>, < > (The Simpsons), < Titus>, < Total Request Live>, < WWF Heat> < WWF Smackdown>.. 9. A (Data Collection Methodology and Television and Print Demographics). 18),,,,, < Friends>, < Seinfeld>, < Drew Carey>, < Home Improvement >, < Spin City>, < Seventh Heaven>, < Moesha> < > (The Simpsons) A. 19) DC Comics, Electronic Gaming Monthly, GamePro, Metal Edge, Right On!, Seventeen, Teen, Teen People, Thrasher, Tips and Tricks, Unofficial PlayStation Magazine, Vibe, WWF Magazine YM. September 2000 Report September 2000 Report I 14. A.

25 I. 25, R- G PG PG-13.,,,. 20).., ) 20) A. 19.,. Computer Gaming World, Nintendo Power, Official SEGA Dreamcast, PC Gamer, Rolling Stone, Teen Celebrity, Teen Movieline The Official U.S. Playstation Magazine. 21) September 2000 Report,.. September 2000 Report,. September 2000 Report., 1, 2. R-,

26 26 II, , M-.

27 II : 1) , 17 R- (targeting)... 22), R ), MPAA R-. 24) 22) September 2000 Report at ) Id. 24) Motion Picture Association of America, A Response to the FTC Report, Marketing Violence to Children II : Hearing Bef ore the Senate Comm. on Commerce, Science and Transp., 106 ( ). (Sony Pictures Entertainment (Chief Operating Officer) Mel Harris )(MPPA ), 2000 WL (the Directors Guild of America) ( ). David Robb,

28 28 II., MGM, Warner Bros., Dreamworks, the Walt Disney Company Twentieth Century Fox R ) 3, MGM Warner Bros. Twentieth Century Fox 17 R-. 35%. 26), Disney Twentieth Century Fox ABC Fox R-. 27) DGA Calls for Industry Code on Marketing, Hollywood Reporter, , ( ). 25) Marketing Violence to Children II : Hearing Before the Senate Comm. on Commerce, Science and Transp., 106 ( ), Fed. News Serv., LEXIS, Legis Library,. 26) Id. MGM 35%.. Id. (MGM COO Chris McGurk ) 27) Disney 9. The Walt Disney Co., The Walt Disney Company Announces Policies f or Marketing Its Motion Pictures, ( ). Disney Touchstone, Hollywood Pictures Miramax Film. Id., Fox 35% 17 R-., News Corporation, news/newscorpplan.html ( ) ( ). 9 (the Federal Communications Commission) FCC 6 10

29 II. 29 2) ( 1 ) ,. 28) ,, ( ). 29), R R-., < 2000> (Dracula 2000), < > (Hannibal), < > (Proof of Life), < Shadow of the Vampire>, < > (Snatch), < > (The Gift), <The Pledge>, < > (Traffic) < > (Valentine) 30) < Friends>, < Drew. 28) September 2000 Report at ) Id. at ) VMS, R Artisan < > (Book of Shadows) < Blair Witch 2>, Paramount < > (The Gift), Warner Bros < 3000 > (3000 Miles to Graceland), < > (Proof of Life) <

30 30 II Carey>, < Seinfeld>, < Home Improvement >, < Spin City>, < Moesha> < > (The Simpsons).. 31) R- ( 8 9 ), 32) , ABC 9 R-, Dimemsion Film( Miramax) 8 9 > (Valentine). A. 31) (< Friends>, < Drew Carey>, < Seinfeld>, < Home Improvement >, < Spin City>, < Seventh Heaven>, < Moesha>, < > (The Simpsons))., < 2000> (Dracula 2000), < > (Hannibal), < > (Proof of Life), < Shadow of the Vampire>, < > (Snatch), < > (The Gift), < The Pledge>, < > (Traffic) < > (Valentine) 6. 32) VMS, 3 R- (< (Snatch), < 2000> (Dracula 2000), < > (Traffic)). Miramax < 2000> (Dracula 2000) < That '70s show>, < > (The Simpsons) < Titus> 6. Sony Pictures < > (Snatch) < WWF Heat> (2 ), < That '70s Show> < WWF Smackdown> 4. USA Films( MPAA ) < > (Traffic) < WWF Heat>, < That '70s Show>, < Titus> < Total Request Live> A.

31 II. 3 1 Fox < That' 70s Show>, < > (The Simpsons), < Titus> < 2000> (Dracula 2000). 33), R-, Fox R-. 34) MTV < Total Request Live> R- (< > (Traffic)) R-. 35) ( 2 ), DC Comics, Electronic Gaming Monthly, GamePro, Metal Edge, Unofficial PlayStation Magazine, Right On!, Seventeen, Teen, Teen People, Thrasher, Tips and Tricks, Vibe, WWF Magazine YM. 36) R- 33) Miramax < 2000> (Dracula 2000) Fox < That '70s Show>, < > (The Simpsons) < Titus> 6. 34), News Corporation, )( ). 35) < > (Traffic) MPPA USA Films. 36) A.

32 32 II. 37) ) ( 3 ) ,. 39) , MPAA DVD G- R-. Paramount MPAA PG- R ) (The National Association of Theatre Owners) FTC. G PG- R-. 37) R- DVD., MGM Vibe < >(Silence of the Lambs)(R- ) < > (Raging Bull)(R- ). netflix.com Tower Records R- DVD. 38) September 2000 Report at ) September 2000 Report at September 2000 Report, (National Association of Theatre Owners)[ NATO], ( ). 40) Marketing Violence to Children II : Hearing Before the Senate Comm. on Commerce, Science and Transp., 106 ( ), Fed. News Serv., LEXIS, Legis Library,.

33 II ) PG-13 MPAA NATO R- PG-13 PG G-,, < Monkeybone> (PG-13), < > (See Spot Run)(PG), < Recess : School's Out > (G) ). G PG- R-. 43), R- PG-13 41) NATO.. NATO G, PG, PG-13 R- NC ) 1 3 G- PG-. 43) 2 Regal G- < Recess : School's Out> R-, Paramount < > (Along Came a Spider)( R- ). 17 < Recess : School's Out> PG-13 Universal < 2> (The Mummy Returns) Buena Vista < > (Just Visiting) 2 < Recess : School's Out>. Twentieth Century Fox 2 R- (< Freddy Got Fingered> < Say It Isn't So> ) Cinemark PG- < > (See Spot Run). < > (See Spot Run) 18

34 34 II < Monkeybone>, 44) PG-13 MPAA. MPAA, < Monkeybone> ( PG-13 ) R- PG-13 R- NATO. 45) 3) , 8, 3 PG-13. MPPA., ) < Enemy at the Gates> ( R- ), < Freddy Got Fingered> (, R- ), < House of 1000 Corpses> ( NC-17 ), < Say It Isn't So> (, R- ), < > (Tomcats)( R- ) < Monkeybone>. 45) Regal < Enemy at the Gates> ( R- ) < Monkeybone>. AMC < House of 1000 Corpses> ( Universal Picture NC-17 ) < Monkeybone>. Patrick Goldstein, Horror Flick Scares Off Universal, L.A. Times, calendar/ /t html( ), h1kcrelease.html ( ).

35 II. 35 R-. 17 R-, MTV BET TV, 35% ( ) R-. 46),., R-..., 17., Miramax < 2000> (Dracula 2000), MGM < > (Hannibal), Warner Bros. < > (Valentine) Paromount < Lucky Numbers> ) Miramax < 2000> (Dracula 2000) MTV < Total Request Live> 46) A. 47) Robert W. Welkos, Studios Cut Back Marketing of Violent Movies to Teen, L.A. Times, , ( ).

36 36 II. 48) Paramount < Lucky Numbers> John Travolta < Total Request Live>. 49) MGM, 9 MTV, < > (Hannibal). Warner Bros. 11 MTV < > (Valentine). 50) 2. 1) ,. 10 MPAA 48) Id., Miramax., < 2000> (Dracula 2000). 49) Id. 50) Id.. < > (Hannibal). Sharon Waxman, Marketing Curb on Gory Films May Slash Profits, Wash. Post, at Al, ( ).. Rachel Uslan, Does the Ad Say It All?, L.A. Times, , ( ).

37 II. 37,. MPAA R- ( ). 51) MPAA. 52), MPAA ) ( 1 ),,. R- PG-13 51) Motion Picture Association of America, A Response to the FTC Report, Disney, MGM, Warner Bros. R-. Greg Schneider, Studios Make Limited Vows on Violence, Wash. Post, , ( ). 52) Motion Picture Association of America, A Response to the FTC Report,

38 38 II. 53) R R-. 54) PG ),.,.,., MPAA. MPAA. Warner Bros. < > (Miss Congeniality)., 53) 18 A., MTV < Total Request Live> Paramount Pictures PG-13 < Save the Last Dance on> ( ).. 54) R ), PG

39 II. 39,,. ( 2 ),. 56). 57) PG-13 R- 1,000 (1,006 ). MPAA.,. 58) Sony Picture 56) ). Atlanta Journal-Constitution (01/5/1, 01/1/12, 01/1/26), Chicago Sun-Times (00/12/15, 00/12/22, 01/1/5, 01/1/12, 01/1/19, 01/1/26), Chicago Tribune (00/12/15, 00/12/22, 00/12/29, 01/1/5, 01/1/19, 01/1/26), Dallas Morning News (00/12/15, 00/12/22, 00/12/29, 01/1/5, 01/1/12, 01/1/19), Los Angeles Times (00/12/15, 00/12/29, 01/1/5), New York Times (00/12/15, 00/12/22, 00/12/29, 01/1/5, 01/1/12, 01/1/19, 01/1/26), The [Cleveland] Plain Dealer (00/12/8, 00/12/15, 00/12/22, 00/12/29, 01/1/5, 01/1/12, 01/1/19, 01/1/26), Seattle Post-Intelligencer (00/12/15 00/12/21, 00/12/2 2 00/12/28, 01/1/5 01/l/11, 01/1/19 01/1/25), Seattle Times (00/12/15, 00/12/29, 01/1/5, 01/1/12, 01/1/19), Washington Post(00/12/15, 00/12/22, 00/12/29, 01/1/5, 01/1/12, 01/1/19, 01/1/26). 58) 1, DVD R- PG

40 40 II Columbia Picture Screen Gems, Touchstone(Disney ), Universal Warner Bros.., ),. 60) ( 3 ) ,.. 13., Universal Pictures ( ). Sony Columbia Tri-Star Pictures DVD. 59) Rachel Uslan, Does the Ad Say It All?, L.A. Times, , ( ), Graphic Orb. Universal, MGM Columbia.. MPPA Laura Noble. USA Films < > Paramount Classics < Company Man> Los Angeles Times. 60)

41 II %.., MPAA R-. mpaa.org filmrating.com. parentalguide.org.., PG-13 R ), )

42 42 II 75%. 62).. 63). 64). 75%(35 26 ) MPAA 62) (86%), %(46 41 ),. 63), Universal < > (The Watcher) watchermovie.com (pop-up window)..., MGM < > (Original Sin) originalsin.com,. Twentieth Century Fox < > (Quills) com/quills/options.htm.. < > (Quills).. 64) , Lion Gate Films < Shadow of the Vampire> USA Films < 7> (Series 7 : The Contender) < Shadow of the Vampire>. < 7> (Series 7 : The Contender) MPPA,.

43 II ) ) 8 (AMC, Carmike, Cenemark, General Cinemas, Loews Cineplex, National Amusement, Regal, United Artists). 2 (Carmike General Cinemas) NATO. NATO / 65) 18 MPPA 26 MPAA , ). < > (Quills). New Line < > (Blow) :..,,.., 6. (Children's Online Privacy Protection Act), 15 U.S.C (1999)

44 44 II. 67),. 25% ) NATO NATO MPAA MPAA MPAA.org. filmrating.com parentalguide.org United Artists. R- 67) National Association of Theatre Owners, Response of the National Association of Theatre Owner to the Report and Recommendations of the Federal Trade Commission ( ) ( ). AMC NATO. NATO, NATO. 68)....

45 II ) , R-. 70), (Amazon.com. Bestbuy.com, Reel.com, SamGoody.com, Towerrecords.com) 5 R- (< > (Hollow Man), < > (Scary Movie), < > (Shaft), < > (The Matrix), < : > (The Patriot)). 71) 5 MPAA. (Restricted) ) moviefone.com. R-. 17 R-. 70) September 2000 Report H. M-. 71) Bestbuy.com Cdnow.com 5.

46 46 II. Amazon.com R ) ,...,..

47 III : 1) ) (anti-targeting). 73), (Recording Industry Association of America[RIAA]) 16 ( 50% ). 74), RIAA. RIAA. 72),. 73), September 2000 Report 5. 74)

48 48 II. 75) RIAA. 76) 2) ( 1 ), 8. 77) 7, 75) Recording Industry Ass'n of America Mitch Glazier FTC ( ) ( RIAA March 2001 Letter). 76), RIAA.. (Warner Bros., Sony, Universal) R- ( Warner Bros. ). (National Association of Recording Merchandisers)( NARM) 16 RIAA ( ).. NARM Pamela Horovitz FTC ( ) 5 ( NARM March 2001 Letter). 77) 7. MTV < Total Request Live>, < WWF Heat >, Fox < > (The Simpsons), < Malcolm in the Middle>, < That '70s Show>, < Titus>, WB < 7th Heaven> UPN < WWF Smackdown>. 17.

49 III. 49 MTV. Universal Music Group Recording[UMG] Sony Music Entertainment[Sony Music] Blink 182, Crazy Town, DMX, Ja Rule, Rage Against the Machine, SPM, Wu-Tang Clan, Xzibit < 2000> (Dracula 2000) The Source Hip Hop Hits Volume 4 MTV < Total Request Live> < WWF Heat >. 78) 2000 Up in Smoke Tour < WWF Smackdown>., BMG Entertainment[BMG] EMI Recorded Music, N.A.[EMI], Sony Music, UMG Warner Music Group[WEA]) 5 MTV <Total Request Live>, BET < Top 10 Live> UPN < WWF Smackdown>. 79) MTV < Total Request Live> ( 2 ), 78) VMS, 21 7 MTV. 79) VMS, BMG < WWF Smackdown> < Top 10 Live>. EMI < Top 10 Live>. Sony Music < Total Request Live>, < Top 10 Live> < WWF Smackdown>. UMG < WWF Smackdown>, < Top 10 Live>, <Jackass> < Total Request Live>. WEA < Top 10 Live>. A.

50 50 II ),. Metal Edge, Right On!, Thrasher, Vibe. 81) 3) RIAA. 80) Metal Edge (00/12 01/1 3), Right On! (00/12 01/1 3), Seventeen (01/1 3), Teen People (01/1 3), Thrasher (00/12 01/2 3), Vibe (00/12 01/1 3). 81) Seventeen Teen People. BMG Right On!, Thrasher Vibe 20. EMI Metal Edge, Right On!, Thrasher Vibe 15. Sony Metal Edge Vibe 10. UMG Metal Edge, Right On!, Thrasher Vibe 25. WEA Metal Edge Vibe 7.

51 III ) ,. 82)., RIAA.,,,. RIAA ( ). 83) RIAA,. 82) September 2000 Report 83) RIAA March 2000 Letter at 4. NARM. NARM March 2001 Letter at 2.

52 52 II,. 84) RIAA ( ) FTC... 85) 2) ( 1 ), RIAA FTC.. ( ) 23 (The Mark, Tom, Travis Show : 84),, 2001, RIAA. 85) RIAA March 2000 Letter.,..,, ( parentalguide.org).,. RIAA. NARM parentalguide.org. NARM March 2001 Letter at 4.

53 III. 53, 2000 :, the Source Hip Hop Hits Volume 4 : ).,. ( 2 ) FTC RIAA, ( Metal Edge, Right On!, Rolling Stone, Seventeen, Spin, Teen People, Thrasher, Vibe ) ), (31%).,. 8. Shyne(BMG), Amen and Fatboy(EMI) Disturbed and Slimm Calhoun(WEA). ( 3 ),. 40 / 86) 19, Spin Rolling Stone ( , 2, 3 ).

54 54 II.,. 87) 40 88) 38 CD (39%) ) ) % % 38? 95% 2 5%?(38 ) 15 40% 23 61%?(15 ) 2 13% 13 87%? 18 45% 22 55%? 15 38% 25 63%? 32 80% 8 20%? 29 73% 11 28%? 23 58% 17 43% w ww.parentalguide.org? 0 0% %? 0 0% % 88) ) RIAA. RIAA March 2000 Letter at 3.

55 III (45%). CD ( the Nelly, Ludacris, Cypress Hill, Crazy Town ). 90), (38%) ), /.. RIAA. 92) 5 Amazon.com, Bestbuy.com, Samgoody.com, 90),.. 91)... NARM parentalguide.org. NARM March 2001 Letter at ) NARM.,.,.. Id. at 2. NARM. Id. at 2-3.

56 56 II Towerrecords.com. 93) 4.,, PA( (Parental Advisory) ). Amazon.com RIAA 93) Amazon Best Buy CDNow SamGoody Tower Records ?? 1? ? ? ,,?,, PA ** PA ** ? ? *.. ** PA.

57 III. 57. BestBuy CDNow Towerrecords PA. 94) Samgoody.com,. Amazon Best Buy CDNow Sam Goody Tower Records ?? ? ? 3) ,. 3 94) Best Buy.. CDNow.,,. Tower Records. PA.

58 58 II ( ). /.. 95) , RIAA. 96) RIAA. 95) , ) RIAA March 2000 Letter at 4.

59 IV : 1) , M-. 97)., (the Interactive Digital Software Association[IDSA]) IDSA 17 M ) 17 ( ) M-. M- 70% % 17,,. PC (26%) (72%).

60 60 II M-. FTC. 98) 3, IDSA 45% 17 35% 17 M-. 99) 98) Marketing Violence to Children : Hearing Before the Senate Comm. on Commerce, Science and Transp., 106 ( ) (Interactive Digital Software Ass'n Douglas Lowenstein ( IDSA testimony), 2000 WL , at * 68. Mr. Lowenstein, Nickelodeon SI for Kids M-. FTC. FTC. 18 GamePro. 59% 17 Electronic Gaming Monthly M-. Sega of America COO Peter Moore Acclaim Entertainment CEO Gregory Fischback. Id. at 78, ). : 45% 17 35% 17,

61 IV ) ( 1 ) , M-., M-. 100) 10 TV 8 (< Total Request Live>, < WWF Heat >, < > (The Simpsons), < Malcom in the Middle>, < That '70s show>, < Titus>, < 7th Heaven>, < WWF Smackdown> ) 7, M-. (< Friends>, < Drew Carey>, < Seinfeld>, < Home Improvement >, < Spin City>, < Moesha>, < > (The. 35%.. Guidelines Addressing Marketing of Mature Rated Games to Persons Under 17, IDSA Douglas Lowenstein FTC ( ) ( M-rated Game Ad Guides) ( ). 45% 17. M- 3 M-. 100) 8 VMS (MTV : < Total Request Live>, < WWF Heat >, Fox : < > (The Simpsons), < Malcolm in the Middle>, < That '70s Show>, < Titus>, WB : < 7th Heaven>, UPN : < WWF Smackdown> ). A.

62 62 II Simpsons)) M-. T(Teen)- E(Everyone)-.., M-. M-, 101) M-. ( 2 ) , M- GamePro Electronic Gaming Monthly. 102). 40% ), 101) VMS, M- THQ < Evil Dead> MTV. 102) Newsweek GamePro Electronic Gaming Monthly. Barbara Kantrowitz & Pat Wingert, The Truth About Tweens, Newsweek, at 62. GamePro. GamePro. 33% 18, 58% 12 17, 9% %. Editor's Letter, Shape and Savage, GamePro, at ) GamePro 58% 16. IDSA Electronic Gaming Monthly

63 IV. 63 M- GamePro Electronic Gaming Monthly 4 ( )., M-. M- 13% 21%. 104). 41% 16. IDSA Testimony, 98. M , ), (Rating Pending : RP). IDSA (Advertising Code of Conduct[Adcode]) RP. Adcode ( ) at V.D

64 64 II, 8 105) 4 12 M- 41. Activision < Blade>, < 3 > (Quake III Arena), Capcom < 2> (Dino Crisis 2), < Onimusha : Warlords>, < : > (Resident Evil Code Veronica), < Spawn : In the Demon's Hand> ), Eidos < Fear Effect 2 : Retro Helix>, 106) FOX Interactive < Alien Resurrection>, Infogrames < Unreal Tournament > ), 107) Konami < Silent Scope>, Sierra Studios < > (Half-Life), THQ < Evil Dead : Hail to the King>. 108), GamePro 4 M-. GamePro. IDSA M- GamePro M % Electronic Gaming Monthly. 109) 105) 8 6 September 2000 Report. 106) Eidos < Legacy of Kain>, < Soul Reaver 2 > 2 GamePro Electronic Gaming Monthly. ESRB RP. < Legacy of Kain>, < Soul Reaver> M-. 107) Infograme < Unreal Tournament > (M-,, ) GamePro. 108) M-. 109) Electronic Gaming Monthly M- 4. M-

65 IV. 65 3) ,.., 17. M ) ,. ( ). M-rated Game Ad Guides, 99.

66 66 II. 110). Adcode. 2) ( 1 ), 4 ( ) 4 ( GamePro, PC Gamer, Computer Gaming World, Electronic Gaming Monthly ). 111), ESRB. (47%) ESRB (15%), 112) ESRB 110) Adcode VII. A. 111) PC Gamer Computer Gaming World ).,.,.,.,,,., RP, ESRB ESRB. ESRB ( ).,.

67 IV. 67 (32%). 113) 10 (Atlus, Bethesda Softworks, Black Isle Studies, Blue Byte, Jo Wood Production, NC Interactive, Rage Games, Sqaresoft, Take 2 Interactive, The Learning Company) Adcode, ) ), Adcode 113) ESRB.,,. 114) Agetec, Capcom, Eidos, Electronic Arts, Gathering of Developers, Hasbro, InfoBank, Infogrames, Innerloop, Interplay, LucasArts, Microsoft, N'Lightening, Rockstar, Sega, ShoLodge, Sierra, Sony Computer Entertainment, Tecmo, THQ Westwood Studios ) Agetec (5), Gathering of Developers (6), Infogrames (4), Interplay (4), Microsoft (4), Sega (5).

68 68 II.. 116), Adcode. (Best Buy, Electronics Boutique, Wal-Mart, Babbages/Funcoland, R20games.com, Target, Chips & Bits, Inc.).,. 117) Chips & Bits, Inc. 118). ( 2 ) ,. Adcode. 119) 116) < Dark Ore> ShoLodge. 117) Electronic Gaming Monthly Best Buy 5 Capcom M- < > (Resident Evil). (Zombies),. M ) Chips & Bits.. ESRB. 119) Adcode at VII. A. M M-. ESRB 22 ( ).

69 IV. 69. ( 3 ) Adcode. ESRB. 120), /. 121) , ) 4 3 ESRB. 30% 9%. 123) 120) Adcode at VII B, D.. 121) Adcode at VIII. C. 122) 5 ( IDSA ).. Adcode. Adcode ESRB,. Adcode.. 123) , Adcode Adcode.

70 70 II, 40 M ESRB. 124) 9%. 19% ( 25% ). 125),., Tecmo < Deception III : Dark Delusion> 126) CapCom < Onimusha Warlords> 127). Acclaim < Turok 3 : Shadow of Oblivion> 128).. 129) 124) ) 6. ESRB. ESRB. 126) ( ). 127) ( ). 128) ( ). 129) Sierra < > (Gunman Chronicle) ESRB. ESRB,. ( ). Infogrames < Koudelka>. ( ). Electronic Arts < > (Amrican Mcgee's Alice) M-..,,

71 IV. 7 1 ( ). ( ). 130) 1999,..,. 131)., ESRB ) Electronic Art < > (American McGee's Alice) M-. ( ). < > (American Mcgee's Alice) M-. 130) M-. Acclaim < Turok 3> ! ( ). ( ). 131) Electronic Arts ( ). Sony < Syphon Filter 2> ESRB. ( ).

72 72 II EA.Com. 133) Adcode ESRB? % ESRB? %? %? %? % ESRB? % ESRB? % ,. M-.., 6 (Amazon.com, EBWorld.com, Express.com, Outpost.com. BestBuy. 132), ), Electronic Arts < > (Alice), ( ).

73 IV. 73 com, ToysRus.com). 134), ESRB. 135). 136). 137) 134) 6 6. < 2> (Diablo II), < : > (Resident Evil : Code Veronica), < 3 > (Quake III : Arena), < Eternal Darkness>, < Parasite Eve II>, < Turok 3 : Shadow of Oblivion>, < : > (Half Life : Counter Strike), < Fear Effect 2 : Retro Helix> < > (Metal Gear Solid). 135) Interactive Entertainment Merchants Association[IEMA], IEMA (K-B Toys ) ESRB.. ESRB (Commitment to Parents) 17 M-, IDSA ESRB M-. ESRB 7 (Babbages, Electronics Boutique, Funcoland(Babbages ), Kmart, Hastings, Shopko, Toys R Us).. September 2000 Report, % M % M-. 136) Outpost.com 6 2 M-,. 137)

74 74 II. 17. ToysRus.com( Amazon.com ) 138). 139) ToysRus.com, 17 Amazon.com ESRB. 140) , Express.com <Turok 3 : Shadow of Oblivion> ( ). Amazon.com (6 4). ESRB. Amazon.com ESRB.... ESRB. 2, EBWorld.com Amazon.com ESRB. 138) Toys R Us, , < 2> (Diablo II), < > (Metal Gear Solid), < 3 > (Quake III : Arena), < Turok 3 : Shadow of Oblivion> < > (Half Life : Counter Strike), ToysRUs.com Amazon.com. 2 Amazon.com. 139) Amazon.com ToysRUs 5. Amazon.com Amazon.com.

75 IV. 75 3) , ) ESRB Adcode..,. 140) Amazon.com M-. M- < 2> (Diablo II)(Blizzard Entertainment ) ToysRus. Toys R Us, Toys R Us, M-. September 2000 Report 304., ESRB ( ). M-. 141) September 2000 Report, , IDSA,

76 76 II , R- M-., , R-,, M ,..., 17.

77 V

78 78 II A.., R- M-. 1., , ,. (Nielsen) 25 ( ). 17

79 A ),,., % 80% ,., 17 25%. 35% , 17 35%. 2),, 17 35% % 18. 3) 17 22% 1) September 2000 Report at 15, 33, ) id. September 2000 Report I.

80 80 II. 4)., 17 35%., 17 M ) ) September 2000 Report I., 18 37%. Id % ) September 2000 Report at n ) GamePro, GamePro. Teen Research Unlimited 20%( ) 1999 GamePro. Editor's Letter: I'll Take GamePro to Win, GamePro, at 26. GamePro 60%

81 A TV. 17. R ) Video Monitoring Services([VMS]).. VMS < Malcolm in the Middle>, < Seventh Heaven>, < That '70s Show>, < > (The Simpsons), < Titus>, < Total Request Live>, < WWF Heat > < WWF Smackdown>. < Malcolm in the Middle>, < Seventh Heaven>, < That '70s Show>, < > (The Simpsons), < Titus> < WWF Smackdown>,

82 82 II % 36%. MTV < Total Request Live> < WWF Heat >..., 18 < Total Request Live> (58%) ) VMS < A- 1> ( ) Malcolm in the Middle(FOX) 2,264,000 15,062,000 31% Simpsons(FOX) 2,189,000 15,342,000 30% Titus(FOX) 1,364,000 9,896,000 24% That '70s Show(FOX) 1,342,000 11,272,000 22% WWF Smackdown!(UPN) 1,323,000 7,392,000 36% Seventh Heaven(WB) 1,270,000 7,271,000 32% WWF Heat(MTV) 453,000 2,449,000 35% Total Request Live(MTV) 283, ,000 58% 6). 9.

83 A 83 < A-1> ),., < Friends>, < Seinfeld>, < Drew Carey>, < Home Improvement >, < Spin City>, < Seventh Heaven>, < Moesha> < > (The Simpsons). 7) ( 4 8 ),,,,, , 17 7) < > (The Simpsons).. < > (The Simpsons) , 3, 1. September 2000 Report I., < > (The Simpsons).

84 84 II % 39%. < A-2>. < A- 2> Friends 897,000 8,678,000 20% Drew Carey 627,000 5,154,000 23% Seinfeld 624,000 7,671,000 16% Seventh Heaven 436,000 2,437,000 37% Home Improvement 428,000 3,380,000 27% Spin City 402,000 4,345,000 20% Moesha 312,000 2,024,000 39% 3) (First Airing), ( )., VMS. R-,, M- 8), 8), M-. THQ < Evil Dead> MTV.

85 A 85,,.,., R- R- < A-2> < A-3>. 9) 6 9. < A- 3> R-,, 3000 W arner Brothers (3000 Miles to Graceland) Drew Carey Book of Shadows : Blair Witch 2 Artisan Friends Book of Shadows : Blair Witch 2 Artisan The Simpsons (Proof of Life) W arner Brothers Friends 9),.

86 86 II (Proof of Life) (The Gift) (Valentine) (Valentine) (Valentine) W arner Brothers Friends Paramount Friends W arner Brothers Friends W arner Brothers The Simpsons W arner Brothers Friends, 35% 58% TV. < A-4>. < A- 4> ( ) WWF Smackdown (UPN) 1,323,000 7,392,000 36% Jackass (MTV) 357,000 1,217,000 35% Total Request Live (MTV) 283, ,000 58% Top Ten Live at 106 & Park (BET) 112, , % : < A-5> )

87 A 87 < A- 5>,, Awake Gidmack/UMG WWF Smackdown Awjuswannaseing Musiq Soulchid /UMG BET's Top Ten Live (106th & Park) BET Awjuswannaseing Musiq Soulchid /UMG BET's Top Ten Live (106th & Park) BET Back For the First Time Ludacirs/UMG BET's Top Ten Live (106th & Park) BET Back For the First Time Ludacirs/UMG BET's Top Ten Live (106th & Park) BET Checkmate B.G/UMG BET's Top Ten Live (106th & Park) BET Chocolate Starfish and the Hot Limp Bizkit/UMG Dong-Flavored Water WWF Smackdown Da Baddest Trina/WEA BET's Top Ten Live BET (106th & Park) Damizza Presents: Where I Wanna Be Various/WEA BET's Top Ten Live BET (106th & Park) Dracula 2000 Soundtrack Various/Sony WWF Smackdown Ghetto Postage Master P/EMI BET's Top Ten Live (106th & Park) BET H.N.I.C. Prodigy of Mobb Deep/Sony BET's Top Ten Live (106th & Park) BET H.N.I.C. Prodigy of Mobb Deep/Sony BET's Top Ten Live (106th & Park) BET Holy Wood Marilyn Manson /UMG Total Request Live (TRL) MTV Lights Out BET's Top Ten Live Lil' Wayne/UMG (106th & Park) BET No Limit Records Various/EMI BET's Top Ten Live BET (106th & Park) Nothin' But Drama Profyle/UMG BET's Top Ten Live BET (106th & Park) 10) 9 < WWF Smackdown> 9 10.

88 88 II Pleezbaleevit Snoop Dogg Presents Doggy's Jackass MTV Angels/TVT Reflection Eternal Talib Kwell & Hi-Tek/EMI BET's Top Ten Live (106th & Park) BET Renegades of Funk Rage Against the Machine/Sony Total Request Live (TRL) MTV Restless Xzibit/Sony BET's Top Ten Live (106th & Park) BET Stankonia Outkast/BMG BET's Top Ten Live (106th & Park) BET Stankonia Outkast/BMG WWF Smackdown Stankonia Outkast/BMG WWF Smackdown Take a Bite Outta Rhyme Various/UMG Total Request Live (TRL) MTV The Mark, Tom & Travis Show Blink 182/UMG Total Request Live (TRL) MTV The Reunion Capone-N-Noreiga BET's Top Ten Live /ADA (106th & Park) BET The Gift of Game Crazy Town/Sony Total Request Live (TRL) MTV The Dynasty-Roc a Familia Jay Z/UMG BET's Top Ten Live (106th & Park) BET The Understanding Memphis Bleek/UMG BET's Top Ten Live (106th & Park) BET The Last Meal Snoop Dogg/EMI BET's Top Ten Live (106th & Park) BET The W Wu Tang Clan/Sony BET's Top Ten Live (106th & Park) BET The W Wu Tang Clan/Sony Total Request Live (TRL) MTV Told You So Sparkle/UMG BET's Top Ten Live (106th & Park) BET TP-2.com R. Kelly/BMG BET's Top Ten Live (106th & Park) BET

89 A ) ,, ( ) DC Comics 00/12, 01/1, 01/2 Electronic Gaming Monthly GamePro Metal Edge Unofficial Playstation Right On! 00/12, 01/1, 01/2, 01/3 00/12, 01/1, 01/2, 01/3 00/12, 01/1, 01/2, 01/3 16.8( ) 18 47%, 21, % 21 01/1, 01/ % 00/12, 01/1, 01/2, 01/3 71% 18, 58% 16, 16, Seventeen 01/1, 01/ %, 18.8 Teen 00/12, 01/1, 01/ , ,

90 90 II Teen People Holiday'01, 01/ % Thrasher 00/12, 01/2, 01/3 Tips and Tricks 01/1, 01/2 Vibe 00/12, 01/1, 01/2, 01/3 WWF Magazine 00/12, 01/1 17.5, 16.3 ( ) %( ) %( ) % YM 00/12, 01/1, 01/ % 2) ( ), 14.,. 11) Computer Gaming World 00/12, 01/1, 01/3 Nintendo Power 00/12, 01/2 Official SEGA Dreamcast 2000 Holiday PC Gamer 00/12, 01/1, 01/3 Rolling Stone 00/12, 01/1, 01/2, 01/3 11).

91 A 9 1 Spin 01/1, 01/3 Teen Celebrity Teen Mocieline The Official U.S. Playstation Magazine Atlanta Journal-Constitution Chicago Sun-Times Chicago Tribute Dallas Morning News /12, 01/1, 01/2 01/1/5, 01/1/12, 01/1/26 00/12/15, 00/12/22, 00/12/29, 01/1/5, 01/1/12, 01/1/19, 01/1/26 00/12/15, 00/12/22, 00/12/29, 01/1/5, 01/1/19, 01/1/26 00/12/15, 00/12/22, 00/12/29, 01/1/5, 01/1/12, 01/1/19 Los Angeles Times 00/12/15, 00/12/29, 01/1/5 New York Times The Cleveland Plain Dealer 00/12/15, 00/12/22, 00/12/29, 01/1/5, 01/1/12, 01/1/19, 01/1/26 00/12/8, 00/12/15, 00/12/22, 00/12/29, 01/1/5, 01/1/12, 01/1/19, 01/1/26 Seattle Post-Intelligencer 00/12/15-00/12/21, 00/12/22-00/12/28, 01/1/5-01/1/11, 01/1/19-01/1/25 Seattle Times 00/12/15, 00/12/29, 01/1/5, 01/1/12, 01/1/19 Washington Post 00/12/15, 00/12/22, 00/12/29, 01/1/5, 01/1/12, 01/1/19, 01/1/26

92 Flor ida St a t e Univers i t y (2000, ) ( 1998) ( 1997, ) ( ) : : : T EL : (02) , 5287 F AX : (02) : T EL : (02)

세계표준과 동떨어진 낡은 족쇄가 마침내 풀렸습니다. 안녕하십니까? 대통령실 국정기획수석비서관 박재완입니다. 방송법, 신문법, 인터넷멀티미디어방송사업법(IPTV법) 등 이른바 미디어산업발전법 개정안이 7월 22일 국회를 통과했습니다. 이로써 1980년대 군사정권의 언론통

세계표준과 동떨어진 낡은 족쇄가 마침내 풀렸습니다. 안녕하십니까? 대통령실 국정기획수석비서관 박재완입니다. 방송법, 신문법, 인터넷멀티미디어방송사업법(IPTV법) 등 이른바 미디어산업발전법 개정안이 7월 22일 국회를 통과했습니다. 이로써 1980년대 군사정권의 언론통 미디어 산업 강국으로 도약합시다! 2009. 8. 4 청와대 소식 2009년 2월 23일 창간 펴낸이 박형준 홍보기획관 엮은이 이동우 홍보1비서관 대통령실 서울 종로구 청와대로 1번지 이 책은 저작권법에 따라 보호받는 저작물이므로 이 책 내용의 일부 또는 전부를 인용하려면 출처를 명기하여야 합니다. 비매품 대통령실 세계표준과 동떨어진 낡은 족쇄가 마침내 풀렸습니다.