The Culture War Against Kids

By Mike Males, AlterNet. Posted May 22, 2001.

In 1988, R.J. Reynolds introduced its Joe Camel cartoon icon designed to market Camel cigarettes. Everyone from Ralph Nader and anti-tobacco groups to the Centers for Disease Control to conservative tobacco-state lawmakers insisted cigarette ads, especially Joe Camel, lure teens to smoke. Yet, none mentioned the startling fact that in the four years after Joe's advent, every survey showed teenage smoking declined -- down 19 percent among high schoolers from 1988 to 1992, twice as fast as the drop among adults.

Further, the biggest decline came among the youngest group (12-13). It wasn't until 1993, when cigarette ad spending fell and market analysts agreed Joe Camel was old hat, that teenage smoking went up.

Surprisingly, over the last 25 years, teen smoking and smoking initiation rates are negatively associated with cigarette advertising and promotion spending -- that is, the more companies spend, the less teens smoke, and vice-versa. That fact doesn't fit the needs of the "culture war." Researchers and officials expend strenuous effort (including one dubious study that branded nearly all teens as smokers and denied family and peers have any influence) but have never produced evidence that ads make kids smoke.

Or take the Center for Science in the Public Interests' claim that the marketing of sweet-alcohol beverages, like Budweiser's famous bullfrogs, stimulate teenage drinking. So what? Since these alcohol promos appeared in the early 1990s, high schoolers' drunken driving crashes, binge drinking, and alcohol overdoses plummeted. Under today's simplistic "correlation equals causation" assumption (that is, cultural expression A must be the cause of proximate behavior B), Joe Camel and alcohol ads should be praised for reducing teen smoking and drinking.

	"In rising panic, culture warriors left to right indict explicit video games, television, gangsta rap music, R-rated movies, Internet images, and 'toxic culture' for causing teenage violent crime, drug abuse, sex, and unhealthy behavior."

But reality doesn't matter to America's raging "culture war," where wild exaggeration and just making things up overwhelm sound social-problem analysis. Leftist warriors sound like their rightist counterparts.

"Teenage women today are engaging in far riskier health behavior than any prior generation," teenage binge drinking "is at record levels" and smoking is "soaring," as ads foment a rebellious "national peer pressure" to defy parents' values, declares progressive media critic Jean Kilbourne (just like right-wing virtuist William Bennett).

"The profound transformation over the last thirty years in the way children look and act ... seem connected to some of our most troubling and prominent social problems," echoed the conservative Manhattan Institutes Kay Hymowitz, blaming "anticultural forces."

Suburban chronicler Patricia Hersch brands the entire younger generation "an insidious...tribe apart." The media's newest youth-violence expert, psychologist James Garbarino, warns the "epidemic ... of lethal youth violence ... has spread throughout American society ... We have twice as many kids who are seriously troubled as we did 25, 30 years ago and those kids have access to a wide range of dark images, on the Internet, through the videos, video games." Clinicians William Pollack and Mary Bray Pipher label today's youth "lonely, troubled, depressed, confused."

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