Impacts of Screen Overexposure on Young People's Health
the Facts, the Damages, the SOLUTIONS

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Les actes du colloque

Le 4 mai 2011

Qui Brodeur Jacques • anglais
Biographie JB was a physical educator for 30 years. In 1986, U.N. International Year for Peace, he organised with colleagues a war toy collection in 13 schools in Charlesbourg -suburb of Quebec City- and found out that most toys were named after most violent TV programs on the air : GI Joe with 84 acts of aggression/hour, Transformer with 81 per hour. The TV series and the toys had been produced by Hasbro. Violence had actually been used as a powerful marketing ingredient, as part of child abusive advertising strategy, all this in the only jurisdiction in North America where advertising to kids was illegal since 1980. For an entire decade, 1990-2001, Brodeur mobilized educators with the Youth Vote, to increase young people's critical viewing skills. He retired from teaching in 2000, and 3 years later, he created Edupax's Violence Prevention program. Since then, he used the 10-Day Screen-Free Challenge to mobilize schools and communities for the purpose of reducing students' screen time exposure + verbal and physical violence.
Titre MEDIA VIOLENCE & COMMUNITY MOBILISATION
Sujet Reducing screen time exposure allowed schools to reduce physical & verbal violence.
Résumé Thousands of studies have found evidence that screen exposure to violence (on TV, films, video games) have a deep impact on youth: increase of the number of kids with troubled behaviour in elementary schools, increase of adolescents' violent crime rate. 70% of Canadians and Quebecers think that TV violence influence children's behaviour and 80% would support governement regulation of the use of violence on screens. Signing petitions for public deciders' action is not enough. Parents and teachers have joined efforts to organise in their schools a new media education program: the 10 Day Screen Free Challenge. It was inspired by the SMART program experienced in California by Dr Thomas Robinson: «Student Media Awareness to Reduce Television». Since 2003, the Challenge has been experienced in Quebec in over 100 schools. Since 2008, over 50 schools have tasted it in France. It has been evaluated by students, parents, and teachers. Reducing screen time exposure not only helps reducing physical and verbal violence by 40% and 50%, it can also prevent obesity and reduce requests for toys.
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Qui Décary-Gilardeau, François • anglais
Biographie Mr Décary-Gilardeau works as Agri-Food Analyst for Option consommateurs. His work primarily consists in promoting and defending consumers' interests. His areas of expertise include food safety and commercial law & practices in the food industry. Before joining Option consommateurs, Mr. Décary-Gilardeau worked for the Chaire de responsabilité sociale et de développement durable at Université du Québec à Montréal (UQAM).
He earned a degree in Political Science from Université de Montréal, and is currently pursuing post-graduate studies at UQAM's Institut des sciences de l'environnement. He is trilingual, and has studied in Mexico and the United States. He also participates in many working groups and committees, such as the Food Regulatory Advisory Committee, the Standard Committee on Organic Agriculture and other food safety working group. He is board member of la Table de concertation sur la faim et le développement social du Montréal métropolitain and sits on the Steering committee of Food Secure Canada. Thanks to his expertise and his work, he is regularly invited to lead workshops, speak at conferences, and comment on current events.
Titre CHILD PROTECTION FROM ADVERTISING IN QUÉBEC
Sujet What is illegal in Québec and what is not. How could we provide better protection for children?
Résumé For years, Option consommateurs has been concerned by marketing to children. Years of struggle have led to the current Québec’s ban on advertising to children under 13 years old. Although not perfect, Quebec’s model could and should influence Canada’s legislation on marketing to children. The Government of Canada needs to step in to provide protection for children. The industry led self regulation and voluntary model lack efficiency, credibility and are not robust. Furthermore, while the agrifood industry places much emphasis on media and health litteracy, many doubts that actions adressed to individuals will solve such a collective challenge. In this conference, Mr Décary-Gilardeau will present some legislative tools that could help provide better protection for vulnerable Canadien children from unwanted publicity.
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Qui Feasby, Janet • anglais
Biographie Janet Feasby is Vice President of ASC, Advertising Standards Canada. ASC is the advertising industry’s national self-regulatory body. ASC is responsible for the administration of the Canadian Code of Advertising Standards and the complaint procedures under the Code. Madame Feasby has an extensive background in regulatory affairs, policy development, and government relations. Prior to joining ASC in 1999, she spent ten years in the Ontario government as Manager, Gaming Policy with the Alcohol and Gaming Commission of Ontario, and as Senior Policy Analyst with the Ministry of Consumer and Commercial Relations. Feasby holds a B.A. in Political Studies and a LL.B from Queen’s University at Kingston.


Titre ADVERTISING TO CHILDREN IN CANADA
Sujet The role and actions of Advertising Standards Canada (ASC)
Résumé Abstract
Advertising Standards Canada (ASC) is the independent not-for-profit advertising industry self-regulatory body. Founded over 50 years ago with the mandate to foster public confidence in advertising, ASC sets and maintains responsible standards for advertising in the Canadian Code of Advertising Standards. Through its national and regional Consumer Response Councils, ASC accepts, adjudicates and reports on consumers’ complaints about Canadian advertising. As well, ASC administers a robust self-regulatory framework for advertising to children, which applies to all of Canada, except for Quebec. This includes administration of The Broadcast Code for Advertising to Children, preclearance of children’s advertising, and administration of the Canadian Children’s Food and Beverage Advertising Initiative.
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Qui Forget-Marin, Francine (FMC) • anglais
Biographie Francine Forget Marin, P.Dt., MBA, is currently Director Health Promotion and Research at the Heart and Stroke Foundation of Québec (Fondation des maladies du Coeur du Québec). Prior to her work at the Heart and Stroke Foundation, Francine has been working as a clinical dietitian, Chief clinical dietitian and Head of the dietetic department in an acute care hospital in Montreal. Francine is a clinical dietitian, she holds a B. Sc. in Dietetic and Nutrition and a Master in Business Administration (MBA).
Titre COMING SOON IN QUÉBEC: THE SCREEN SMART PROGRAM CONTEXTUALIZED BY THE HEART AND STROKE FOUNDATION OF QUÉBEC
Sujet Collaboration between the Childhood Obesity Foundation in British Columbia and the Heart & Stroke Foundation of Québec, an initiative spearheaded by the Canadian Partnership Against Cancer and the Public Health Agency of Canada.
Résumé The Heart and Stroke Foundation of Québec is currently working on the adaptation and translation of the Screen Smart program and will assure its promotion and rollout in elementary schools in 2012.
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Qui Goldfarb, Lilia (Eng) • anglais
Biographie Lilia Goldfarb is the Director of the Leadership Department at the YWCA Montreal. For the past twenty years, Lilia has worked on strengthening community capacity with a particular attention to issues affecting girls and women. She holds a graduate diploma in Community Economic Development and a M.A. in the Special Individualized Program from Concordia University. Her thesis, published in 2008 by Verlag Dr. Muller, explored the sexualization of preteen girls in the context of twenty-first century capitalism.

Titre EARLY SEXUALISATION AND YOUTH AWARENESS
Sujet Montréal YWCA's prevention program
Résumé In the past ten years, the YWCA Montreal Leadership Department has worked directly with over 2000 girls, 700 mixed youth groups, and trained over 1000 professionals working with youth. As a result, we are especially concerned with the long-term consequences of the sexualization of preadolescent girls and its links to the hypersexualization of the social space. Our consumer society encourages very little girls to form their identity according to the external diktats proposed by commercial media. Toys and other cultural artifacts destined for girls promote sexualization to the detriment of the development of their own skills, qualities and talents. In so doing, premature sexualization restricts girls’ agency and reinforces the various forms of violence on which this socialization is based.

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Qui McCannon, Bob (Albuquerque, New Mexico) • anglais
Biographie Bob McCannon was Co-Founder and President of the Action Coalition for Media Education (ACME). Recently, the American Academy of Pediatrics’ honoured him as Media Educator of the Year. Bob has done thousands of workshops worldwide at conferences, public and private schools, and other organizations.
Bob taught high school and graduate school for 30 years, authored over 40 texts, videos and DVDs. Bob’s pioneering skills programs and methods are found in many states and countries. They cover a wide range of media issues.
After building the country’s most successful state media literacy non-profit, Bob founded the Action Coalition for Media Education (ACME), the only national media education group which is completely independent of Big Media.
In 2008, he published the first review of ME/ML research in Children Adolescents and Media, 2nd edition - college text, July, 2008. It sheds needed light on how to --and how not to-- do media education. His e-mail: mccannon@flash.net.

Titre INDEPENDENT MEDIA EDUCATION : WHY DO SCHOOLS AND SOCIETY NEED IT ?
Sujet Introduction of media education activities to save the world from a perfect storm of propaganda
Résumé Abstract
Our corporate-dominated media system is a monopoly, and monopoly is the opposite of free enterprise and democracy. It does a poor job of creating citizens. Today's media barrage censors knowledge, simplifies culture and motivates kids toward games, violence, sports, consumerism, celebrities and idiots. As Bob McChesney puts it, "A solution is real media education that doesn't just make people more informed consumers, but active citizens who understand the system and work to reform it."
This presentation utilizes humor, scholarship and examples in a manner that demonstrates how to do media education. It makes the point that whatever "issue" one values, media reform must take place if one is to succeed with that issue. Most importantly, only media education creates media reformers.
Come and enjoy saving the world.


Qui Paulsen, Kristine (Michigan) • anglais
Biographie
Titre BENEFITS FROM IMPLEMENTING A MEDIA EDUCATION PROGRAM SCHOOL & COMMUNITY WIDE
Sujet implementing, media education, school, community, lessons, preschool, elementary, middle school, high school, evaluation
Résumé This session provides an overview on successfully implementing a media education program school wide and community wide. Stanford University Prevention Research Center developed the Student Media Awareness to Reduce Television (S.M.A.R.T.) curriculum for 3rd or 4th grade students to reduce the negative effects of excessive television, movies, and video game use. This research-based curriculum has shown a significant reduction in student aggression and a decrease in obesity and weight gain. In 2003 Delta-Schoolcraft Intermediate School District (Michigan) began developing "Take the Challenge", a preschool - high school media education program that includes the S.M.A.R.T. curriculum and other resources including integrated reading, writing, math, science, and technology activities. Delta-Schoolcraft ISD implemented "Take the Challenge" in over thirty schools and conducted playground observations in nine schools. The average decrease in student aggression on the playground was 55%. There was also a 48% decrease in negative classroom behavior. Schools that were implementing the curriculum during the state assessment saw an increase in math and writing achievement at the elementary level. A Youth Correctional Center implemented the program and saw a 43% decrease in aggressive incidents. Workshop participants will receive training and materials on how to implement the program at the preschool, elementary, and secondary level as well as how to engage the community. Learn about effective strategies for engaging the community in media education.
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Qui Pellerin, Suzie (Eng) • anglais
Biographie Madame Pellerin is Manager and Spokesperson for the Quebec Coalition on Weight-Related Problems. She launched her career in politics, and then moved on to various roles in communications management. In 2007, she decided to focus on children’s health by joining CHU Sainte-Justine. She was then hired to pursue this vocation within the Weight Coalition, an initiative sponsored by the Association pour la santé publique du Québec. Her functions at the Coalition combine all her interests and allow her to tangibly take action and impact quality of life for future generations.
Titre Regulating advertising to Children : A public health and obesity Issue
Sujet
Résumé ABSTRACT. Children are exposed to over 40,000 commercial messages every year. Research has demonstrated the negative effects of overexposure on youth's health and the World Health Organisation recommends that advertising of unhealthy foods, especially, be regulated. In Quebec, a legislation was enacted 30 years ago to ban commercial advertising directed at children under 13 years of age. This regulation is based on the nature of the product, the characteristics of the ad, air time schedule, and audience composition. However, the advertising industry keeps targeting children despite the law. In response to this situation, the Quebec Coalition on Weight-Related Problems has lodged many complaints to the Office de la protection du consommateur. Following the complaints, some companies pleaded guilty for advertising to children in Quebec: General Mills (Lucky Charms); Saputo and P2P Promotion Publicité; Burger King; and McDonald's.
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Qui Phillips, Peter (California) • anglais
Biographie Peter Phillips was Director of Project Censored from 1997 to 2010. He is now President of the Board for Media Freedom Foundation/Project Censored.
Titre Quality journalism : a response to a global truth emergency and managed news
Sujet CORPORATE CENSORSHIP (, quality journalism, mind control, project censored, toxic, cultural, environment)
Résumé The neoliberal forces of capital privatization, including the IMF, World Bank, and core Central Banks, represent a transnational corporate class of powerful people who are seeking nothing less than complete control and domination of the world. The US/NATO Military Industrial Media Empire is the police force for this transnational corporate class. This police force operates at both a physical repressive level and a deep psychological/cultural one. Wars of aggression and occupation seek to achieve not only control of vital resources, but through psychological tactics of intimidation to achieve a paralysis of fear, embedded in hyperreal ENTERTAINMENT ENVIRONMENT.
We are facing an international Truth Emergency created by news empires of power. At the same time there are emerging emotionally delirious tea party and science deniers harking back to a feudal state of mind ever ready to give full allegiance to the new royalty of corporate elites. Arguably, the root of these aforementioned problems within democracy chiefly resides in the controlling of public information and education, and access to it.
Thomas Jefferson once offered a possible solution to these issues when he wrote, “The functionaries of every government have propensities to command at will the liberty and property of their constituents. There is no safe deposit for these but with the people themselves, nor can they be safe with them without information. Where the press is free, and every man able to read, all is safe.”
The focus then is to achieve a TRULY FREE PRESS and a LITERATE CITIZENRY in maintenance of DEMOCRATIC GOVERNMENT. The time to unite, face reality, and act to rebuild a new and relevant democracy on the foundation of a truly free press is upon us today.

Qui Potvin Kent, Monique • anglais
Biographie Dr. Potvin Kent is a researcher at the Institute of Population Health at the University of Ottawa. She has a background in population health, psychology and political science, and has been doing research on marketing directed at children in Canada for the past five years.
Titre Comparing advertising to children in Canada and Quebec
Sujet comparing, food, advertising, seen, children, quebec, canada, study, recommendations, ontario
Résumé Abstract
Is advertising policy in Canada and Quebec having an impact on children’s exposure to food and beverage advertising? Children’s exposure to food/beverage marketing is associated with childhood obesity. Policy options to limit this marketing are currently being sought in Canada and abroad.
In this presentation, research results that examine the influence of advertising self- regulation by industry in Canada (with the exception of Quebec) and the child-directed advertising ban in Quebec will be reviewed.
The amount and different types of food and beverage marketing on television seen by English-speaking children in Ontario, and French and English-speaking children in Quebec during their preferred viewing hours will be described and compared. The healthfulness of food and beverage marketing in Ontario and Quebec will also be evaluated.
Finally, research results comparing the marketing activities on television of companies participating in The Children’s Food and Beverage Initiative to those that are not participating will be presented. Policy recommendations based on these findings will be made.
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Qui Rivera, Sheryl & Adam Kenner (NY) • anglais
Biographie Sheryl Rivera and Adam Kenner, Horace Mann School, Technology Department. They are co-founders of the Action Coalition for Media Education, New York Chapter. They have been speakers and consultants in the fields of Technology, Media and Education. They have been been technology and media educators, for over 20 years. They have taught courses, seminars and workshops and addressed city, state and national conferences. Adam has been teaching technology at Horace Mann School in New York since 1986. He served as chairman of the Computer Department from 1988 to 1997, when he became Horace Mann’s first Director of Technology. Adam is a founding member and former chairperson of the New York Consortium of Independent School Technologists (NYCIST) and a member of the New York State Association of Independent Schools (NYSAIS) Technology Committee. Sheryl has been providing computer consulting and support services to businesses and schools since 1992 when she co-founded RiveraTechnics, Inc., a computer and network consulting firm. She has been working in the Technology Department and at Horace Mann since 2002. Sheryl is the President of the New York City Chapter of the Action Coalition for Media Education, an independent clearinghouse and consortium for media educators and organizations. Adam and Sheryl developed an acclaimed, comprehensive and highly adaptable Media Analysis curriculum for Middle and High School courses in 2004. They have helped raise other schools’ awareness of this exciting, engaging and critically important component of today’s curricula. Their insightful and entertaining media literacy presentations showcase the culture-creating effects of mass media and inspire participants to be educated and savvy media analysts and consumers.
Titre Disney's product is people
Sujet Disney, reputation, children, media industry, business, commercial
Résumé ABSTRACT. This session demonstrates how Disney markets people instead of products and how the rapidly changing image of female actors promotes sexualization of young girls who are fans of Disney's programming. Also shown is how the cross-promotion between shows, bands, live events, and other programming accelerates the development of actors and audience members.

Qui Warshawski, Tom (B.C.) • anglais
Biographie Dr Warshawski is a consultant pediatrician practicing in Kelowna, British Columbia. He is an associate clinical professor of Pediatrics with the University of B.C. and is the current chair of the Childhood Obesity Foundation and a member of the Healthy Active Living committee of the Canadian Pediatric Society. He is a past president of the B.C. Pediatric Society and of the Society of Specialist Physicians and Surgeons of B.C. Dr Warshawski spearheaded the development of Sip Smart and is one of the leaders in the development of Screen Smart. For these efforts he has received the Judith Hall Award from the BC Pediatric Society, a Certificate of Merit from the Canadian Pediatric Society and a Special Achievement Award from the American Academy of Pediatrics.
Titre SCREEN TIME REDUCTION IN CANADA : WHAT BENEFITS CAN WE EXPECT ?
Sujet What will the Obesity Foundation offer to Canadians ?
Résumé This session will outline what is known regarding the screen time habits of Canadian children and youth as well as the effects screen time likely has on their behaviour. Next, a novel Canadian, school based intervention to reduce screen time amongst children - Screen Smart- will be introduced. Finally, a dissemination and amplification strategy for screen time will be discussed.
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