you don't even know what they did. she asked me the whole thing, and i didn't even do -- what --
i'm like an elephant, okay? if i walk into a room, it's, like, okay, he's in there. [ speaking
tv proving that these days, it's always happy hour somewhere. as you can see and as we all know, there's lots and lots of drinking on tv and in movies these days. no news flash there. what's interesting is what's happening on screen compared to smoking. check out the charts from a new jama pediatric study, in the year since the tobacco history took a heat with the master settlement, that ban the the
, there's been a decline in smoking, and meantime, an increase for boozing in fill s rated for teens and below. of course, we have to backspin on this. you know what, the cultural shifts make a difference. there's a lot of studies that show putting
like "will & grace" like "ellen" to help change the way americans saw
. so viewership makes a difference, and i'm happy to see tv and movies to stop being a proxy for smoking, and it used to be that to be cool in a movie, you had to smoke, right? and we had to get away from that. and
was fully complicit, to say, hey, smoke in your movies,
paid for larks to be smoked. rjr paid
$10,000 for winston and campbells to smoke in "never say never again." so getting away from that is good for america.
yeah, when you see
is huge. in looking at the segment, i looked at a study from
that showed proof/correlation between watching a movie with alcohol in it and kids being more likely when they grew up to drink alcohol. and that was even controlling for other factors like whether their friends drank, which obviously is an impact. so you have that cultural predicate. you see it here as .37, the correlation on the chart. this is a real documented thing. which makes intuitive sense. if you see something enough, if it's cool, like, what's happening, then maybe you want to do it. the settlement you mentioned, toure, was important, because the
got tobacco to not only pay up for the daniels but also pulled back from this, which they knew -- they didn't need a study, they knew how to get people smoking. it reminded me something of senator moynihan said, the central conservative truth, which is culture -- not politics -- determines the success of a society. and central liberal truth is culture can save it from itself. what we're seeing here when the government or
get involved and try to extract what they consider negative habits out of the culture is politics changing culture. i think it worked. but i also have really mixed feelings about it, because i don't want it micromanaged. i don't want the government telling eze he can't promote oe.
i didn't think he would get in the segment, but he really did.
he went there. and i agree with you about the government micromanaging -- are you just going to stall -- while i'm -- thanks, i appreciate that. anyway, i have mixed feelings about the government micromanaging it in that way. picking and choosing what things can be shown, what product placements can air. but one other idea that i actually got from
, he did the documentary, "wonderful presents the greatest movie" to raise awareness about the
. some of them are blatant. some you don't realize. one idea is to have the transparency in
. if you are a parent who doesn't particularly want their kid watching a lot of drinking in the movies, underage or otherwise, there would be -- you would be able to access that information of what companies have paid to have their products placed in the movie. and in another vein, from are also certain companies that maybe they have practices you don't support. so you don't want to watch a movie that is promoting those companies, also. so i think full transparency in that regard would be a good idea.
yeah, i'm with you guys. i don't love the idea of government tweaking culture. because that all depends on the kind of government that you like at the time.
who's in charge of that. i don't think that's a good idea. however, i don't get to make the choice of how powerful culture is. it's very, very powerful. it's powerful politically and otherwise. and so, for that reason, i think we have to make that acknowledgement, and then ask more of it. and what i always think about when it comes to this -- in addition to smoking and
drinking and driving
, for example -- is
. and i feel like we've really thrown in the towel on
in many ways. we've said, oh, they're going to do it, so let's give them birth control at age 12 and the morning-after pill. i don't think that's the way to go. if we could get hollywood and culture to shame
the way it shamed teen smoking and make it less cool to get pregnant, instead of giving pregnant teens a
show, i think that might go a long way and actually change the culture. i'm not ready to give up on that yet. i still think there's good work to do there.
i think the government makes cultural micro decisions all the time. one of the things you see is
. you used to not see. now, everybody gets in the car, and they throw on the
in the television, movie business.
yeah, with the nudging, the government will always have some government impact.
up next, we talked on thursday about the increasing number of female bread winners, but there's another trend creeping across america. the diy movement. women and some men staying at home to knit, bake, and pickle. how can both be