Defining the Dialogue
The side that frames the argument usually wins. As long as media attention focuses on "violent video games making kids more violent," few parents will think of playing the games with their kids. Our worthy task is to elevate the discussion. Some early steps to take:
1. Lobby
First, the industry must quiet the "Hot Coffee" noise while it crafts a new image. Some politicians occasionally take stands on principle, but fortunately, the current anti-game demagogues are routine opportunists. Buying legislators grows more efficient (if not cheaper) with each passing administration. Publishers can shut off the Congressional heat with campaign contributions to the noisiest grandstanders. Ideally, the industry would secure and foster actual government support, in the same way the Korea Culture & Content Agency has partnered with the Korea Game Development Institute industry trade group. Currently an American equivalent seems impractical, but over time ...?
2. Sponsor research
As Jonathan L. Freedman of the University of Toronto says in "Evaluating the Research on Violent Video Games," there's far too little formal psychological research into videogames. Freedman cites a meta-analysis paper that identifies "35 research reports that included 54 independent samples of participants. Of these, 22 were published. And of these, only 9 studies dealt with aggressive behavior. In other words, conclusions about whether playing violent video games causes aggressive behavior must be based on nine published experiments. I cannot think of another important issue for which scientists have been willing to reach conclusions on such a small body of research. Even if the research had been designed and conducted perfectly, there is far too little evidence to reach any firm conclusions. And [...] the research is far from perfect."
This slight foray into research doesn't examine parents who game with their children. We need to hire some postdocs and fund studies.
3. Market!
A good industry-wide marketing strategy and public relations offensive can transform society. It's easy to screw it up, as Hasbro did with its less than thrilling "Family Game Night," but the electronic game world is stronger and more interesting than the Hasbro boardgame line. Hire a PR agency, find a celebrity spokesperson (Vin Diesel! He plays D&D!), and sponsor events and conferences.
Still, changing parenting techniques is hard. "There have been marketing efforts around 'the family that plays together stays together,'" Donna observes. Aside from Hasbro "the same pitch is made for T-ball and peewee football. All of them have trouble. Most messages to that end ('get involved with your kids') are weak at best. Parental involvement is difficult, regardless - which is just tragic.
"I'd work with the notion that in games, you are in control. I'd liken it to Tivo and mobile phones - entertainment you control. Then I'd toss in a higher-level appeal to both parents and kids that says, 'When you get to make the decisions, where do you want to go?'"
Has this industry answered that question for itself? If so, we're ready to start asking parents. It's worth a try.
Allen Varney designed the PARANOIA paper-and-dice roleplaying game (2004 edition) and has contributed to computer games from Sony Online, Origin, Interplay, and Looking Glass.
