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Media Regulation Case Study
Video Games Advertisement Regulation
What is the nature of contemporary media regulation compared with previous practices?
Contemporary media regulation is the move to self-regulation and co-regulation, staying oppositely to the traditional regulatory approach. Self-regulation refers to the media industry regulating itself through the specific rules and codes of conduct. While co-regulation and the partnership between media industry and external regulatory legislations and agencies, for example like the Federal Communication Commision.
This shift into self-regulation and co-regulation is explained by the rapid growth of digital media. Media regulation focused on protecting consumers and promoting diversity of media content, not on following standards of decency and protecting public morals.
Overall, contemporary media regulation is more complex and nuanced than previous practices, reflecting the changing nature of media and the diverse range of stakeholders involved in the regulation process.
In sum, the media regulation is a complex and nuanced practice, which illustrates the changing nature of current media.
What are the arguments for and against specific forms of contemporary media regulation?
The one main argument for media regulation is that it is able to protect consumer’s meta; state and ensure that media content is of a high quality. As the authors of "Internet regulation as media policy: Rethinking the question of digital communication platform governance" claim that media play regulation plays a crucial role restricting the potentially harmful or offensive content. They suggest that regulation can also encourage the range of opinions and views represented and create the freedom of diversity.
On the other hand, the argument against media regulation connected to government intervention. The authors note that “critics argue that media regulation can stifle creativity and innovation”. However, government intervention in the media industry can be prone to abuse and political interference. Authors believe that self-regulation and co-regulation create flexibility in the media industry (Terry, et al; 2019). The content regulation is controversial, because it could be difficult to balance the protection of the audience and the importance of freedom of expression.
How effective are regulatory practices?
The regulatory practices are limited by a lack of accountability. The media companies must disclose information about their content moderation practices, and user data policies, in order to promote greater responsibility.
The collaborative approach, which involves multiple interested sides , such as government agencies, civil society organizations, and industry groups is a more effective way, than a solely restriction. In such a way it will be possible to operate more accurately with the users interests.
What are the wider social issues relating to media regulation?
Freedom of expression: The media regulation is able to limit the opportunities of journalists, other media professionals, or assets to report and comment on important issues, or publish personal, delicate opinions.
Quality of information: The regulation seeks to ensure that the media provide qualitative and reliable information that does not spread misinformation.
Protection of vulnerable groups: The media regulation is targeted mostly to protect sensitive groups and unstable mentally groups, such as kids from harmful and inappropriate content proposing violence, hatred, pornography, and discrimination.
Diversity and plurality: The media regulation concerned about plurality in different opinions and perspectives. This also included the representation of different views, range of sources of information and preventing the ownership concentration.
Public interest: The regulations ensure that the media provide coverage of important problems such as politics, health, and the environment. The regulations prevent media from infocube by commercial or political interests that are usually against the public and society.
Advertising regulations for Video Games
Background of Topic
In the 1990s the concern about the effect of violent video games on children led to increased regulation of the game industry. This included restrictions on game advertising. The industry responded with creation of the Entertainment Software Rating Board (ESRB), which assigns the age, content rating, and guidelines for advertising.
Currently, game advertising is regulated by the federal and state powers. The Federal Trade Commission guidelines that video games advertisers must provide truthful and accurate information about the game. Moreover, some states have restricted the promotion of violent video games to minors.
Nevertheless, the regulations are not always clear and fair, therefore the ongoing debate about the effectiveness of these regulations exists. There are arguments that regulations should be stricter in terms of preventing exposure to children of violent and inappropriate content, while at the same time, other sides argue that such restrictions may violate the free speech and the rights of the game developers, publishers, and game market.
Arguments
Arguments for regulations for advertising video games:
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Protecting children: Video game advertising targeted to children, therefore the Regulations such as COPPA and the ESRB rating system ensures the warning about inappropriate content.
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Consumer protection: Regulations must ensure advertisements of the game are truthful, this may lead to the informed consumers decision for the purchase game.
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Industry standards:
Regulations establishing specific standards for industry. It helps publishers to preserve the same guidelines and level.
Arguments against regulations for advertising video games:
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Free speech: Regulations may violate the First Amendment right to free speech. Some believe, video game publishers should have the ability to advertise their games freely.
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Limiting creativity: Regulations could limit the creativity and artistic freedom of video games by restructuring the different types of content. It can reduce the innovation, and inspiration in the creative industry.
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Cost: The compliance with regulation is expensive and may be a problem for small game publishers. It can limit the competition in the industry.
How are social issues/groups impacted by regulations
Regulations are having a significant impact on social issues. According to the study published in the Journal of Children and Media, regulations are able to limit the marketing abilities, which can reduce aggressive behavior in youth.
Moreover, the restricting of violent content can address issues to gender and race representation. For example, the same study about video games usually propose the gender stereotype that lead to negative attitude toward women.
The authors of this study suggest that regulations requiring more diverse and unique representations in video games advertising can help to fight with harmful gender stereotypes and promote equality.
Advertisement for Assassin's Creed and Resident Evil games
The advertisement videos for the games like Assasin's Creed and Resident Evil was created with a goal to present various gameplay features, such as fight mechanics, exploration, investigation, customization. Certainly, the Resident Evil and Assassin's Creed are big hranshized with released a range of related games. These games contain violence, gore and mature themes and contexts. Therefore, advertisements must follow specific rules to preserve the mental safety of consumers.
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Truth in Advertising: games advertisements must provide truthful and accurate information. Advertisers must not exaggerate the game's features, graphics, or gameplay.
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Social Responsibility: The mature themes and violent content, should not promoted directly and in a way that glorifies violence or makes it seem acceptable. In the case of Resident Evil and Assassin's Creed, the game contains violence and gore, which may not be suitable for all audiences. Moreover, Assassin Creed proposes several scenes with sexual context, therefore advertisers must also take into consideration the mental and emotional impact the game may have on players and the wider society, and must ensure that their advertisements do not trivialize these effects.
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Target Audience: Advertisements for Assassin's Creed and Resident Evil are targeted towards more mature audiences. Advertisements must not be directed towards children or young teenagers who may not be able to handle the game's mature themes and violent content. In the case of Resident Evil, the game is rated specifically 'M' for mature audiences. This means that advertisements for the game must not be shown during the daytime when children are likely to be watching TV.
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Endorsements: If an advertisement for Assassin's Creed Valhalla features an endorsement from a celebrity or influencer, the advertiser must ensure that the endorsement is genuine and not misleading. The celebrity or influencer must disclose their relationship with the game's developer or publisher, and the endorsement must not exaggerate or misrepresent the game's features or content.
Assasin's Creed Valhalla trailers
Cinematic Trailer
Gameplay Trailer
Resident Evil 4 Remake Trailers
Cinematic Trailer
Gameplay Trailer
Over the years, the franchise has released many video games, and with each release, there have been advertisements to promote the game. In the same way as "Assassin's Creed", Resident Evil games must follow specific rules in video games advertisement regulation. Both games have different trailers for presenting the lore, characters and atmosphere of the game and for showing the real gameplay. Cinematic and GamePlay trailers have different purposes as they showing different perspectives of the games, however both types of trailers should follow the regulatory rules for advertisement. All trackers having an age disclaimer. proposing what games may have gore and vioennt scenes. In case of Assassin's Creed game disclaimer notified game may have nudity, following the regulatory procedures trailer did not illustrate these scenes.
Sources:
Baranowski, T., & Funk, J. (2021). The impact of video games on youth: A review of the literature. Journal of Behavioral Addictions, 10(3), 269-283. https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9368282
Council of Europe. (2019). The changing paradigm in media and information: A report on media freedom in the digital age. https://rm.coe.int/the-changing-paradigm-in-media-and-information-11-oct/1680990a58
Entertainment Software Rating Board. (2021). Principles and guidelines. https://www.esrb.org/ratings/principles-guidelines/
Gibson, D. (2022, August 10). Regulatory considerations for virtual worlds and gaming platforms. Lexology. https://www.lexology.com/library/detail.aspx?g=bdc911bf-bc31-4781-937f-fa284450b6e6
Justia. (n.d.). Video game law. https://www.justia.com/entertainment-law/video-game-law/
Media Theory Keywords. (n.d.). Video game. University of Chicago. https://lucian.uchicago.edu/blogs/mediatheory/keywords/video-game/
Martin, F., Lew, T., & Suzor, N. (2019). Regulating the platforms: Creating a regulatory framework for the new digital environment. Journal of Digital Television, 10(1), 33-49. https://intellectdiscover.com/content/journals/10.1386/jdmp.10.1.33_1
West, D. M. (2022, November 1). Transparency is essential for effective social media regulation. Brookings Institution TechTank. https://www.brookings.edu/blog/techtank/2022/11/01/transparency-is-essential-for-effective-social-media-regulation/
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