Since the beginning of broadcasting the image created, for the sake of gaining more viewers, is morally effecting our society. Men and women are being presented in a way that people are pointing to popular culture as a measure of the nation's moral health. Partial nudity, sexually

suggestive body language, as well as sexually explicit conversation is has integrated into the greater

populace when watching movies, commercials, playing video games and now even television shows televised exclusively for teens. Parents are rightfully concerned. The impact it is having on our children is staggering. If todays children are our future, what will become of it? Live broadcasts need a higher level of scrutiny and censorship. Our society as a whole, especially our children, are at risk.

Advertising using sex to sell products exploits consumers and corrupts their morals.

Some experts argue, the entertainment industry is purposely conditioning Americans to

tolerate immorality and abandon restraint. “Much of what passes for culture today is, in fact,anti- culture,” contends analyst Don Eberty (2005). “Our chief aim is to emancipate, not restrain; to give free reign to human appetite, not moderate it. The role of entertainment is to:

challenge and stretch standards. ‘Break the rules!’ ‘Have no fear!’ ‘Be yourself!’ are the common themes within mainstream cultural programming, and they are designed to discredit
traditional forms of authority.” The mental manipulation is demoralizing. The morally sound individual has just cause for concern.

The connection between sex and television is not new. In the 1950’s sexual content began a Political debate. Toward the end of the 1950’s a new “pill” called “the birth control pill” got the media’s attention. This was not just any pill. It had the ability to minimize pregnancies.

The possible side effects were cancer, stroke, depression and sterility, however, they knew the new product it would revolutionize people's sexual freedom, so they promoted it. “The pill became far and away ... the most influential factor in moving American society full tilt into the
Sexual Revolution” (Streitmatter, 2004). The pill no doubt promoted sex, however, additionally fascinating was that the pill had an incredible partner, the media. The media "have not merely reflected the remarkable changes in sexual attitudes and sexual practices," he writes, "but they
have helped propel those changes. When the nation's leading magazines and newspapers began promoting the pill as a form of contraception, women started requesting that their doctors, in a phrase they picked up from the media would say “put me on the pill” (Streitmatter, 2004).

After the event was publicized sexuality than “lurked as a background issue” (Streitmatter, 2004) sliding into arenas such as talk television.

During the 70’s more taboo reality shows such as: bigotry, racism, homo-sexuality and rape

were introduced. The 80’s brought about unregulated adult fare on cable and video initiating the competition between commercial broadcasters.

The year 2000 continued the “pushing of the envelope” (Economist, 2005) from broadcasters nationwide. Bills were passed March 2004 and fines were increased from the
Senate and the House against indecency. The infractions went from $27,500 per infraction to as much as $500,000 per infraction.

Videogames have additionally proven to have sexual content. Discovery of a hidden sex
scene in the best-selling videogame, “Grand Theft Auto” took many by surprise. This game
was very popular among pre-teens and teenagers at the time and has been ever since.
Video games have also been a huge source of controversy over the years regarding their impact on our children. Now the issues at hand are not only violence, but sexual content as well. "Sex and violence sells; that's the bottom line. Mature titles are doing very well. The market is not
penalizing them, it's supporting them." says Yankee Group analyst Michael Goodman.Ratings on video games have been mandatory for a while, however, now the question is are
advertisers nonchalantly sneaking “sex scenes” into video games for enticement purposes?
Today the amount of sexual exploitation is out of control. When changes are made we will experience a moral incline versus the decline we are spiraling down now, as a nation. In the mean time, what is a parent to do to protect his or her children from the down fall of morality in
the United States? Not allow them to watch tv? Even cartoons are evolving. We live in a time where a person can not afford to ignore what is going on around him or her. We need to
stand up for what we believe in. The underlying question is, do Americans prefer immorality over morality? If not, what are we willing to do to promote moral justice?