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G-rated animated film violence: An issue waiting to be managed.

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Author(s): Tamara L. Wandel

Journal: PRism Online PR Journal
ISSN 1448-4404

Volume: 3;
Issue: 1;
Date: 2005;
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Keywords: reputation | movie public relations | film public relations | publicity

ABSTRACT
This paper compares secondary data from a major study by the Harvard Center for Risk Analysis assessing violence in G-rated animated movies, with primary survey data from parents and caregivers of preschool-aged children. The comparison identifies a significant mismatch between actual violence levels and parents' understanding of violence levels. Further,parents were found to hold a misconception as to the meaning and administration of ratings,and to hold movie studios responsible for the violence watched by their children. This paper argues that entertainment franchises need to recognise parental misconception about ratings as an issue to be managed, and shows how this could be approached using issues management tools and quadrant analysis.
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