The world of media and communication

March 25, 2013

The call for tougher media regulation in Australia

Filed under: Uncategorized — by ash91blog @ 7:28 am

The amount of media content that has become available to Australians on a daily basis has grown exponentially due to the creation of the web 2.0. Technological convergence allows different types of content to be stored in the same or to be executed in different platforms (Olawuyi, J, Friday M 2012) allowing greater accessibility for all individuals to view media content.

In addition the media industry has faced a significant amount of criticism for misleading conduct and unethical practices evident in the phone hacking scandal in the UK (Flew T 2012). One sector of the media industry that is increasingly placed under scrutiny is the film industry, which authorities are questioning the role the media industry carries out in society. The media industry regulation is explored quite extensively in the article ‘Media Classification: content regulation in an age of convergent media’ (Flew, T 2012).

There is an abundance of films worldwide that do not have the appropriate classification for children such as the Pirates of the Caribbean 3. Dr Mark Kermode provided a comprehensive review of the Walt Disney Production. It is viewed the first scene is quite dark and heavy in which a conveyor belt of pirates to be passively harmed is viewed (Kermode, M 2007). More notably, one of the pirates is as young as 9 years old who was killed for no other reason than being a pirate. So why does this violent scene have a PG rating rather than the M rating?

The movie was highly targeted towards children, in which the success of the movie is due to the notion of corporate paedophilia (Lumby C et al 2010). As Kermode (2007) suggested the subsequent layering of the film insulted their intelligence, as they were not able to discern the difference between what was happening throughout the movie (Kermode, M 2007).

The movie in this perspective takes advantage of children, and promotes negative and violent images that children should be protected against in society. The community standard is to protect children from negative imagery, in order to allow children to grow up in a society where there is only exposure to positive imagery; thus, not rob them of their childhood. For this to occur stronger regulation on these types of movies needs to be addressed.

The reading by Flew (2012) identifies the need for the reform of the classification in Australian media to avoid the inconsistencies of classification under the current scheme. Seven key recommendations were provided however, in this case the one that I feel is important to protect children against violent imagery includes:

1/ Classification board benchmarking and community standards- is merely focused on decisions that reflect community standards and classification categories that reflect community standards (Flew T 2012).

In my opinion this would be appropriate to address large media productions that tailor movies to target children.  Pirates of the Carribbean had comparative ease with its classification, in which the children deserve better. This does not reflect community standards especially for Walt Disney who is for the children. In enforcing this recommendation and placing harsher restrictions on media industries is necessary for the reasons mentioned above.


Flew, T (2012) ‘Media Classification: Content regulation in an age of convergent media Media International Australia incorporating Culture and Policy, 143 May : 5 – 15

Kermode, M 2007 ‘Mark Kermode reviews Pirates of the Caribbean 3’ accessed 25/3/13,

Lumby, C and Albury, K (2010) ‘Too Much?: Too Young?: The Sexualisation of Children Debate in Australia’ Media International Australia, Incorporating Culture & Policy, No. 135, May 2010: 141- 152

Olawuyi, J., Friday, M 2012, ‘Technological convergence’, Science journal publication, accessed 25/3/12


Leave a Comment »

No comments yet.

RSS feed for comments on this post. TrackBack URI

Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

Blog at

%d bloggers like this: