Two of the most
famous figures in the Democratic Party, Senators Joseph Lieberman and
Hillary Clinton, have introduced the Media Marketing Accountability
Act of 2001, which, among other things, would make it illegal to
market or promote adult-rated rap and rock-and-roll albums to kids
under 17 and would empower the Federal Trade Commission to decide
which R-rated films may be marketed to minors.
In April,
Senator Clinton said, "If you label something as inappropriate for
children and then go out and target it to children, you are engaging
in false and deceptive advertising." And this summer Democrats,
occasionally joined by some Republicans, have browbeaten
entertainment-industry leaders at Congressional hearings, accusing
them of evading the rating system and selling salacious material to
young people. But the R rating on films doesn't mean kids under 17
shouldn't see them; it means they shouldn't see them without an
adult. Many parents want their kids to see such R-rated films as
Billy Elliot and Erin Brockovich. As for records, the
"parental advisory" sticker informs the buyer that the record
contains profanity, but it does not have an age
recommendation.
Lieberman disingenuously says, "We're not
asking the FTC to regulate content in any way, or even to make
judgments about what products are appropriate for children." But
that's precisely what his radical bill does. It empowers the FTC to
"establish the criteria" for new ratings for records and films, and
would legally require record companies and film studios to create and
implement "an age-based rating or labeling system." Marketing would
be deemed to be targeting minors if "the Commission determines that
the advertising or marketing is otherwise directed or targeted to
minors." With the FTC defining marketing to minors on the basis of
FTC-mandated ratings criteria, backed by the crippling financial
penalties for "unfair or deceptive acts or practices," it would be
able to decide which music and movies could be mass-marketed and
thus, by and large, which ones would be released.
Lieberman and Clinton apparently believe that federal
bureaucrats are the ideal arbiters of the appropriateness of
entertainment for teenagers. Lieberman told Inside.com, "We
know the difference between Schindler's List and Saving
Private Ryan and some of the slasher flicks that are aimed at
teenage boys. That's a decision best left to the administrative
agency."
Two days before the legislation was introduced,
the FTC issued a surreal report that criticized record companies for
advertising stickered albums on the World Wrestling Federation TV
show SmackDown! because 36 percent of its audience is under
18. So according to the FTC it's OK for younger teens to watch guys
knocking the living daylights out of each other, but it's not OK to
sell rap music to those same kids! Not surprisingly, more than 70
percent of the albums the FTC monitored were by African-American
artists. (The FTC also included the rock band Rage Against the
Machine, whose lyrics are frequently political, on the list.) At the
Hip-Hop Summit in June, attended by African-American leaders
including Cornel West, Martin Luther King III, Louis Farrakhan and
several black members of Congress, even those who criticized the
content of certain albums agreed that this legislation is dangerous
and unfair.
While the FTC investigation was conducted in
response to the Columbine murders, Lieberman is a one-man slippery
slope who makes no bones about his desire to regulate nonviolent
dirty words, complaining that "the leading music companies...have
been doing little if anything to respond to the FTC report and curb
the marketing of obscenity-laced records to kids."
Although
the Washington elite focuses its rhetoric on corporations, young
people view these outbursts as attacks on youth culture. Just as baby
boomers didn't view Bob Dylan and the Beatles as "products" of CBS
and EMI, today's young people view rap and rock music as their own
culture, which appears to be precisely what middle-aged pundits hate
about it. George Will, for example, castigated rap lyrics last
September on ABC's This Week. Six months later, Will lavished
praise on Sopranos executive producer David Chase for his
creation. Both Eminem's Slim Shady and Chase's Tony Soprano are
violent, bigoted characters whose humanity and contradictions are
nonetheless illuminated by their creators. The primary difference is
that rap is the cultural language of young people.
Obviously, people of good will disagree about culture, and
there is nothing wrong with fierce criticism of any genre. But
Lieberman et al. want to go far beyond criticism. They want
government to have veto power over the marketing, and thus the
economic viability, of entertainment.
By supporting this
legislation Democrats may pick up a few "swing voters" who like the
symbolism of entertainment-bashing, but in doing so they risk
alienating young voters, fans of pop culture of all ages and civil
libertarians. It is hard to imagine the young people who still turn
out in the thousands to hear Ralph Nader speak at campuses being
attracted by Lieberman's approach. Voter turnout among young people
is at an all-time low, around 28 percent; and according to Voter News
Service, while Clinton had a 12-percentage-point margin over Bush
among 18-29 year olds in 1992 and a 19-percentage-point margin in
1996, Gore-Lieberman won this demographic by a mere 2 percent in
2000. None of the published postelection analyses by Democrats have
focused on restoring turnout or Democratic margins among young
voters.
Condescending to, alienating and demeaning young
people is bad morally and bad politically. No progressive movement
has ever succeeded without young people. Continued culture-bashing by
Democrats opens the door for more erosion of their natural base to
culture-savvy libertarians like Jesse Ventura.
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