Sight, sound and sense

Reading a book can be like watching the movie, but a lot better with some imagination. Life experience also helps, because unless you have actually been in a similar setting or experienced a similar situation, you loose some of the intended atmosphere to a particular scene, whether it be in a book or a movie. For example, if you are watching soldiers in training in a movie, or reading about it, if you have been a soldier in training, it changes the way you experience the scene. You can almost get the senses of smell and touch involved in the experience. However, if you have not been there done that, the most part of the atmosphere is lost in translation.

With that in mind, imagine the future of entertainment being able to include in the experience, the actual atmosphere to a level of our 5 senses, but without direct contact. Imagine watching a movie, or reading a book while the atmosphere around you changes to suit the part. Darkness falls, or snow blows in and cold air fills the room, the scene changes with a chapter end to go to a desert, hot and dry. The list is endless, but just imagine it, imagine the possibilities for education.

But, what kind of impact would that have on us socially? What would future society look like in that future? How would it impact tourism for example? It starts to look quite scary if you think about it.

What are your thoughts about the E-TV Promo "Sex Tips for Girls"? Well, here's ours and theirs...

We sent a letter to the Broadcasting Complaints Commission of South Africa with regards the E-TV Promo "Sex Tips for Girls", raising an objection about the content of the trailers that were being screened at that time. We were shocked to read what their response was. Let us know what you think...

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From: Kim Erentzen [mailto:Kim@nabsa.co.za]
Sent: 02 March 2010 09:55 AM
To: bccsa
Subject: BCCSA: LATEST BCCSA ADJUDICATION

To whom it may concern

Attached, please find the BCCSA’s latest adjudication, which pertains to the e-tv Promo “Sex Tips for Girls”. 
We thank you for your assistance and cooperation in the matter. 
Yours Sincerely

KIM ERENTZEN

Secretary: BCCSA

Tel: 27 11 325 5755

Fax: 27 11 325 5736

E-mail Address: bccsa@nabsa.co.za

Website: www.bccsa.co.za

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ADJUDICATION NO: 10/A/2010

ADJUDICATION:                                               25 February 2010

DATE OF BROADCAST:  Various dates in January 2010 (including 7, 8, 10, 11, 12) at different times during the day, ranging from 10:55 to after 20:00.

BROADCASTER:                                               e.tv

COMPLAINANT:                                               Dave Waugh and others

ADJUDICATOR:                                                 BCCSA COMMISSIONER

COMPLAINT

Alleged inappropriate promos containing sexual messages, broadcast during family viewing time when young children may be expected to be part of the audience.

          APPLICABLE RULE

Clause 21 of the Broadcasting Code of Conduct:

Promotional material and music videos which contain scenes of violence, sexually explicit conduct and/or offensive language intended for adult audiences shall not be broadcast before the watershed period.

_______________________________________________________________________

        

ADJUDICATION

[1]           The BCCSA received sixteen complaints concerning the contents of a number of promos advertising an upcoming drama series on e.tv, entitled 4Play, which was to start flighting on 2 February 2010.  The promos were entitled Sex Tips for Girls and were broadcast at various times during the day throughout January 2010.  

[2]           The promos contained hardly any visuals, but the following are examples of the messages that were read verbally while appearing on screen in a written format as well:

                Sex tip #1
                The secret to pleasure lies within.
                Sex tip # 17
                Why look for Mr Right, when Mr Right Now will do?

                Sex tip # 24
                Every man is the perfect size.
                Sex tip # 42
                If it seems too good to be true, it usually is.
                Sex tip # 53
                Find your inner excitement.

 

 [3]          The complaints:

           

                Mostly the complainants were concerned about the sexual undertones of the messages that were considered inappropriate and unsuitable for children and the fact that they were broadcast at various times throughout the day during family viewing time (before the watershed) when young children could form part    of the audience.  Some of the complainants felt that the messages are promoting pre-marital sex in a time when abuse, abduction of children, and HIV are rife.

[4]           The response of the broadcaster was as follows:

               

                Contrary to allegations contained in the complaints, the promos publicise a new drama series called 4 Play that propagates a very serious message about responsible lifestyles among young South Africans.  The drama is essentially about relationships between and within the lives of four women (hence the title 4Play) in their 30’s.  When the promo says “sex tips for girls”, it refers to these women.  Research shows that South African women aged 19 to 29 are most at   risk of contracting HIV.  The promos draw the attention of these women.

                The promos contain no offensive visuals, neither can the written tips be said to amount to offensive language given the target audience the promos aim at.

[5]           I watched the promos and found no portrayal of sexually explicit conduct in them. Sexually explicit material would include copulation, fondling of nude female breasts, oral sex and so on.  I have to agree with the broadcaster that the promos also did not contain offensive language.  Although the messages were ambiguous, a distinction should be drawn between sexually explicit messages and innuendos.   While innuendos may be in questionable taste, usually younger children would not understand the word-play or sexual connotations in them. Clause 21 of the Code makes no provision for sexual innuendos.  The words as such were not of a sexual nature, and the meanings ascribed to them should be attributed entirely to the formulation of the headings, namely Sex Tips.   Although the promos were screened at times when children might have formed part of the audience, the target audience for the programme that was advertised, was not young children.  Moreover it is the responsibility of parents or caregivers to ensure that children are not exposed to material that they might regard as unsuitable. 

[6]           Nevertheless, I understand that it might have been embarrassing for parents or caregivers who had to answer questions about the meaning of the messages.  Unfortunately in our media-saturated society children are often exposed at an early age to matters relating to sexuality by way of advertisements, etc.  For this reason broadcasters are continuously urged to be more cautious regarding the broadcasting of promotional material before the watershed.

 [7]          Regarding the broadcasting of material that may be offensive to sensitive members of the audience, it should always be borne in mind that Section 16 of the Constitution guarantees broadcasters freedom of expression. South Africa is a democracy, and a cornerstone of such a system is freedom of expression and tolerance of views that one may not agree with, and which may even be offensive.  In fact, the Constitutional Court has held that the right to freedom of expression includes the right to offend within reasonable limits.  The objective standard that is used in such cases is that of a reasonable viewer who is broadminded, balanced and not overly sensitive.  The media play an important role in keeping citizens informed and in doing so they may cover topics that certain people may find inappropriate and even offensive.   However, citizens are entitled to be exposed to different views on a wide range of topics, and to form and express opinions.  Although some of these topics may be disturbing and controversial, this is not sufficient grounds to amount to a contravention of the Broadcasting Code.  On the one hand the BCCSA strives to protect the rights of the public to complain and to seek redress against ethical and professional lapses by the media, while on the other hand it strives to preserve media freedom.

                Judged on the facts, I could not find a contravention of the Code.  In the result the complaints are not upheld.

DR. LINDA VENTER

BCCSA COMMISSIONER