vulgar entertainment. Networks are also struggling to entertain "shockproof" viewers who have choices such as Internet pornography, R-rated movies, Cable TV . It becomes difficult to excite viewers who have "seen it all". Only nearly half of viewers report being shocked by anything theyve seen on the networks. The groundbreaking shows which take language and sex the furthest have usually been the award-winning and Emmy nominee shows. (Levin, 1999) Writers competing for high ratings know they need to be aggressively shocking to get attention. Network shows are obviously being aimed at winning back their audiences from more uncensored viewing. First, a close look at specific strategies used to attract young viewers shows that writers try to stick close to what kids are saying in homes all over America. The violence and vulgarity seen in professional wrestling has certainly escalated in the past 15 years. Some people believe it has gone over the edge lately. Some big name advertisers are yanking ads because they dont want to be associated with violent, foul-mouthed warriors and lewd story lines. The largest sponsor to do this was Coca-Cola Co., who yanked its ads in 1999. Their spokesman said "We felt the WWF had crossed the line in terms of content and language." (McKay, 1999). Children are imitating programs, causing injuries and in at least one case, an accidental death. Scenes of wrestlers pouring gasoline on one another, the crowd shouting at villains, wrestlers using crowbars and chairs, and a porn-type invitation into a wrestlers bedroom are pushing far beyond the limits. Kids in schools are using the same vocabulary, doing the same gestures as TV wrestlers. School administrators are agreeing that the problems are escalating. Kids are being discouraged from wearing wrestling T-shirts to school because of provocative and inappropriate messages. (Graydon, 1999). There is a double standard between cable and the networks regarding cont...
