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Unformatted text preview: focus of this marketing creates a special problem.
Much of the concern about how violence in entertainment media is affecting children can be
traced back to the deregulation of children's television in 1984 by the Federal Communications
Commission. With deregulation, it became legal to sell toys and other products linked to specific
TV programs for the first time. As a result, the toy and television industries quickly joined together
to develop toy-linked TV shows. Within one year of deregulation, 9 of the 10 best-selling toys were
connected to TV shows (Carlsson-Paige & Levin, 1990).
Deregulation opened the door for mass marketing to children. In a climate with little government
regulation, media corporations consolidated, making marketing to children, especially through the
cross-feeding of single themes, an appealing practice to those looking for profits. An environment
in which children were deluged with violent media images grew; these images rapidly became
central in the culture of childhood and were almost impossible to avoid. As the rest of this article
will assert, the violent media culture ever since that time has had far-reaching, harmful effects on
children, families, and society (Cantor, 1...
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- Fall '14