National Institute on Media and the Family
Encyclopedia
The National Institute on Media and the Family (NIMF), founded by psychologist Dr. David Walsh in 1996 and closed in 2009 was a non-profit organization
based in Minneapolis, MN
. It was a nonsectarian advocacy group
which sought to monitor mass media
for content that it deemed is harmful to children and families. The group characterized itself as "an international resource center for cutting-edge research and information" and denied playing any role in media censorship
.
. David Walsh is notable as the spokesperson for the NIMF, having given numerous interviews to national news programs and newspapers in this capacity.
-based assessment of the Entertainment Software Association
's efforts to regulate the sales of video games to minors.
The 2005 MediaWise Video Game Report Card criticized the Entertainment Software Rating Board
's system of rating video games for age-appropriate conduct in its annual series of report cards, noting the scarcity of "Adults-Only" rated games and citing the perceived inadequacy in retailer enforcement. Several days after the report was released, the United States National Parent Teacher Association
issued a press release condemning it, stating that "[the report card] contained erroneous statements about National PTA's position on the Entertainment Software Rating Board's (ESRB) rating system. In fact, National PTA does not endorse NIMF's report. Further, it does not agree with the report's characterization of ESRB and its rating system."
-themed game titled Stubbs the Zombie in Rebel Without a Pulse. Dr. Walsh was asked about this in a podcast interview with Dennis McCauley, owner of gamepolitics.com
. During the interview Dr. Walsh did not acknowledge the NIMF's apparent error, instead claiming that video gamers tricked him into thinking there was cannibalism in the game.
In late 2003 Walsh proposed the coining of a neologism to fill what he sees is a gap in English vocabulary: killographic, to be defined as the "graphic depiction of brutal violence." This is intended as an analogy to "pornographic
", which he defines as the "graphic depiction of sexual acts". This term has been the subject of considerable public debate. Doug Lowenstein, head of the Entertainment Software Association
, described it as a "clever phrase", but noted that the average age of video gamers is 28, and that "as adults they should be allowed to pick their entertainment."
On December 6, 2005, The ESRB assigned a failing grade of "F" to NIMF for its seriously flawed Video Game Report Card released the previous week. The ESRB cited inaccuracies, incomplete and misleading statements, omission of material facts, and flawed research as key factors in assigning the failing grade. In addition to the overall failing grade, NIMF was given a demerit for elevating its political and media agenda over their stated concerns for consumer welfare, particularly those of kids and teens.
Non-profit organization
Nonprofit organization is neither a legal nor technical definition but generally refers to an organization that uses surplus revenues to achieve its goals, rather than distributing them as profit or dividends...
based in Minneapolis, MN
Minneapolis, Minnesota
Minneapolis , nicknamed "City of Lakes" and the "Mill City," is the county seat of Hennepin County, the largest city in the U.S. state of Minnesota, and the 48th largest in the United States...
. It was a nonsectarian advocacy group
Advocacy group
Advocacy groups use various forms of advocacy to influence public opinion and/or policy; they have played and continue to play an important part in the development of political and social systems...
which sought to monitor mass media
Mass media
Mass media refers collectively to all media technologies which are intended to reach a large audience via mass communication. Broadcast media transmit their information electronically and comprise of television, film and radio, movies, CDs, DVDs and some other gadgets like cameras or video consoles...
for content that it deemed is harmful to children and families. The group characterized itself as "an international resource center for cutting-edge research and information" and denied playing any role in media censorship
Censorship
thumb|[[Book burning]] following the [[1973 Chilean coup d'état|1973 coup]] that installed the [[Military government of Chile |Pinochet regime]] in Chile...
.
MediaWise movement
The MediaWise movement is the publicity and community outreach arm of the NIMF. Through it the organization sponsors speaking engagements given by its staff throughout the country, although most events take place at educational and religious institutions in the state of MinnesotaMinnesota
Minnesota is a U.S. state located in the Midwestern United States. The twelfth largest state of the U.S., it is the twenty-first most populous, with 5.3 million residents. Minnesota was carved out of the eastern half of the Minnesota Territory and admitted to the Union as the thirty-second state...
. David Walsh is notable as the spokesperson for the NIMF, having given numerous interviews to national news programs and newspapers in this capacity.
Video Game Report Cards
The primary publication of the MediaWise movement is an annual report on the marketing, distribution, and impact of video games to minors. This "Video Game Report Card" comprises results to national surveys, summaries of recently completed research projects, and a gradeAcademic grading in North America
Academic grading in North America varies from country to country and even within countries.-United States:The most commonly used index in the U.S. educational system uses five letter grades. Historically, the grades were A, B, C, D, and F—A being the highest and F, denoting failure, the lowest...
-based assessment of the Entertainment Software Association
Entertainment Software Association
The Entertainment Software Association is the trade association of the video game industry in the United States. It was formed in April 1994 as the Interactive Digital Software Association and renamed on July 16, 2003...
's efforts to regulate the sales of video games to minors.
The 2005 MediaWise Video Game Report Card criticized the Entertainment Software Rating Board
Entertainment Software Rating Board
The Entertainment Software Rating Board is a self-regulatory organization that assigns age and content ratings, enforces industry-adopted advertising guidelines, and ensures responsible online privacy principles for computer and video games as well as entertainment software in Canada, Mexico and...
's system of rating video games for age-appropriate conduct in its annual series of report cards, noting the scarcity of "Adults-Only" rated games and citing the perceived inadequacy in retailer enforcement. Several days after the report was released, the United States National Parent Teacher Association
Parent-Teacher Association
In the U.S. a parent-teacher association or Parent-Teacher-Student Association is a formal organization composed of parents, teachers and staff that is intended to facilitate parental participation in a public or private school. Most public and private K-8 schools in the U.S. have a PTA, a...
issued a press release condemning it, stating that "[the report card] contained erroneous statements about National PTA's position on the Entertainment Software Rating Board's (ESRB) rating system. In fact, National PTA does not endorse NIMF's report. Further, it does not agree with the report's characterization of ESRB and its rating system."
Controversies
In 2005 the NIMF made the controversial claim that the video game industry was promoting cannibalism after analyzing stills and video clips from a zombieZombie
Zombie is a term used to denote an animated corpse brought back to life by mystical means such as witchcraft. The term is often figuratively applied to describe a hypnotized person bereft of consciousness and self-awareness, yet ambulant and able to respond to surrounding stimuli...
-themed game titled Stubbs the Zombie in Rebel Without a Pulse. Dr. Walsh was asked about this in a podcast interview with Dennis McCauley, owner of gamepolitics.com
GamePolitics.com
GamePolitics.com is a blog about the politics of computer and video games started by freelance journalist Dennis McCauley.Frequent topics include video game legislation, the effects of media coverage on video games and gamer culture, and stories about high-profile critics and/or supporters of the...
. During the interview Dr. Walsh did not acknowledge the NIMF's apparent error, instead claiming that video gamers tricked him into thinking there was cannibalism in the game.
In late 2003 Walsh proposed the coining of a neologism to fill what he sees is a gap in English vocabulary: killographic, to be defined as the "graphic depiction of brutal violence." This is intended as an analogy to "pornographic
Pornography
Pornography or porn is the explicit portrayal of sexual subject matter for the purposes of sexual arousal and erotic satisfaction.Pornography may use any of a variety of media, ranging from books, magazines, postcards, photos, sculpture, drawing, painting, animation, sound recording, film, video,...
", which he defines as the "graphic depiction of sexual acts". This term has been the subject of considerable public debate. Doug Lowenstein, head of the Entertainment Software Association
Entertainment Software Association
The Entertainment Software Association is the trade association of the video game industry in the United States. It was formed in April 1994 as the Interactive Digital Software Association and renamed on July 16, 2003...
, described it as a "clever phrase", but noted that the average age of video gamers is 28, and that "as adults they should be allowed to pick their entertainment."
On December 6, 2005, The ESRB assigned a failing grade of "F" to NIMF for its seriously flawed Video Game Report Card released the previous week. The ESRB cited inaccuracies, incomplete and misleading statements, omission of material facts, and flawed research as key factors in assigning the failing grade. In addition to the overall failing grade, NIMF was given a demerit for elevating its political and media agenda over their stated concerns for consumer welfare, particularly those of kids and teens.