The Motion Picture Association of America (MPAA) provides ratings for the majority of commercially released films. The MPAA system is based largely on estimates of what types of film content may be offensive to most parents. We identify four assumptions that underlie the current rating system and show how these assumptions are inconsistent with social science research regarding the impact of media portrayals on young viewers. Finally, we offer an alternative scheme based on what is harmful to children rather than what is offensive to parents.
The expansion of cable television and the availability of videocassette recorders have increased the diversity of the home media environment for most families (Dorr & Kunkel, 1990). These new media technologies have also increased the possibility that children will view material that is not necessarily considered appropriate for younger age groups. For example, one survey found that up to 77% of the 14-and 15-year-old respondents reported that they had viewed a number of R-rated films supposedly restricted to viewers over age 17, either in the theater or on videocassette (Creenberg et al., 1986).
The vast quantity of adult material now available on cable and on videocassettes places many parents in the position of having to make daily decisions about what their children should and should not view. The Motion Picture Association of America (MPAA) attempts to provide information to viewers, specifically parents, about the content of various movies. This information is conveyed inthe form of ratings that accompany most commercial films and are publicized on most videocassette copies of these 443 444 JOBEM 34:4 Falli 990films. At first glance, the rating system appears to be a useful guide to assist parents in monitoring their children's viewing. The MPAA scheme, however, suffers from a number of problems that limit its utility for parents.We identify four assumptions inherent in the MPAA scheme. We then show how those assumptions are inconsistent with research evidence on the impact of certain media portrayals on young viewers. Finally, we offer an alternative classification scheme that would lead to considerably different ratings than those currently given by the MPAA.