No Shame, No Guilt, Just Awareness and New Position

"No Apologies from the Mobile Enhancement Retail Association (MERA) for all the Boom Cars that Plagues our Neighborhoods…"
By Michael W. Smith

The Mobile Enhancement Retail Association (MERA) is an organization made up of Manufacturers and Retailers of aftermarket Car Audio and Video Equipment amongst other members.

MERA released a statement entitled "MERA Takes Stance on Noise Ordinances" concerning advertising/promotional practices by its members on April 5, 2004 regarding Car Audio Equipment and how Noise Pollution Activists could be using said advertising practices against the Car Audio Industry. This essay will breakdown each statement in the press release and offer fair comments to its content.
"INDIANAPOLIS, IND. - The Mobile Enhancement Retail Association (MERA) said that activity by organizations seeking to strengthen noise ordinances is on the rise and could negatively impact the car audio industry."

Americans have been listening to music from their car radios since the first radio was installed in automobiles many decades ago. Why should "organizations', Noise Pollution Activists, need to strengthen noise ordinances unless there is a new noise problem that current noise ordinances don't address? Noise Ordinances was first initiated, or modified, back in the 1980's with the introduction of Boom Boxes that blasted obnoxiously loud music through out entire neighborhoods. By the 1990's this noise menace found its way into motor vehicles known as Boom Cars. The Car Audio Industry, and its many competitive members, pulled out all the stops in research and development of intense hi-powered car audio equipment. With the passing of every year this audio equipment gets louder and more intense, not to mention cheaper. With the use of amplifiers and multiple subwoofers, now superwoofers, our neighborhoods are being terrorized by intense Infrasound generated at extreme decibel levels without discrimination. In 2003 it was boasted that enough amplified car audio equipment was being sold to equip one million Boom Cars a year in America. I truly believe Noise Pollution Activists have just cause in seeking stricter noise ordinances.

"MERA director Rick Mathies claimed that activist groups "are gaining momentum around the country," and that one pending bill in the New York State legislature is of particular concern. The 2003 N.Y. State Bill No. 5811 would prohibit noise from a vehicle at 70dB, A-weighted, if it is beyond 25 feet from a vehicle, said Mathies. Typical noise ordinances regulate noise more than 50 feet from the vehicle. "They are trying to add to the bill, requiring that everyone who gets a vehicle inspection has to have the maximum level of their stereo tested. If it is in violation, they don't get their emissions sticker," Mathies said. He noted that any factory car stereo would likely be in violation."

MERA director Rick Mathies does not say why it is so important for music to be heard, or felt, outside the vehicle. The many forms of music are a personal choice and if played in a vehicle then that personal choice of music should stay within the confines of the vehicle. Furthermore, he does not criticize emissions testing for loud exhaust? Moreover, human speech starts around 55 decibels and ranges to approximately 65 decibels. Any source of noise over 65 decibels makes conversations hard to conduct without shouting. Even at 70 decibels, as stated by Mr. Mathies, which is around five (5) times louder than human speech. New York State Bill 5811 states "A-weighted" thus does not take into consideration that harmful Infrasound is being generated that an A-weighted dB meter will not accurately measure at any distance. Infrasound, below 20Hz, is sound pressure waves that is felt and not heard. Amplified subwoofers intentionally generated Infrasound well below 20Hz. But, when those sound pressure waves hit the exterior walls of buildings then acoustic coupling occurs that turns those exposed walls in to loudspeakers themselves. It is the blatant intention of anyone utilizing amplified subwoofers to generate body-shaking Infrasound from intense bass music. Until recently, factory car stereos did not have amplifiers and subwoofers included as standard equipment. The mere use of amplified subwoofers is admission of guilt that the individual knowingly wants to generate excessive BASS, thus, knowingly disturbing the peace of other innocent people.

"MERA is concerned that some of the "extreme" advertising run by car audio suppliers may be giving noise ordinance activists a reason to the attack the industry. "There are a lot of advocacy groups attacking our industry as irresponsible. If our ads are being used by advocacy groups against us, we need to clean this up. We have confirmation that CEA is going to back this," said Mathies."
"A spokesman for CEA said he was not aware of this specific case, but it sounded like something CEA would endorse."

Culture spies, such as MTV Networks, markets "Cool" trends to Corporate America, to include the Car Audio Industry, that will appeal to the appropriate demographic. In this particular case, the appropriate demographic is males between the ages of 16 and 24 years old as boasted by many in the Car Audio Industry. Knowing that the youth culture deems anti-social themes, and activities, as "Cool" the Car Audio Industry promotes "extreme" advertising regardless the social impacts. Moreover, misguided young people are wrongfully influenced by such extreme advertising as they deem it socially acceptable conduct. It is abundantly clear that neither MERA nor CEA has researched the adverse impacts on society that their extreme advertising is promoting. Nor do they offer any apologies for all the suffering they have caused. This is not only "irresponsible" but is "gross negligence" on the part of the Car Audio Industry. I find it hard to understand that MERA only states "we need to clean this up" and they don't involve in-depth social research on the topic. It is abundantly clear that the Car Audio Industry could care less how their products are used, and abused, regardless the social impacts as they promote anti-social behavior.

"The ads in question are run by many suppliers. Some cited on the Web site (click on boomcars) have tag lines such as "Got Loud? Get Louder;" "Hate your Neighbors;" and "Shake the Living/Wake the Dead." MERA has adopted a position statement on manufacturer or retailer promotions as follows: "…promotions should not use symbols, messages or suggest behavior that would adversely affect the industry. Irresponsible promotion could negatively impact the perception of our industry by the public at large and could be used against us by activists or government to regulate our products and activities."

The few examples of anti-social ads that MERA offers above are mild in comparison to the many more that young people are viewing everyday from the Car Audio Industry. A long list of "extreme" anti-social promotions has been compiled and is being used as "Legislative Evidence". I must reiterate some of the above statements: "…promotions should not use symbols, messages or suggest behavior that would adversely affect the industry." They say nothing about the adverse affects that their equipment has on society. All they care about is making money regardless the paramount harm that their products have on innocent victims. Nor do they suggest warning labels for products. "Irresponsible promotion could negatively impact the perception of our industry by the public at large and could be used against us by activists or government to regulate our products and activities."" What a crying shame it would be to regulate "Acoustic Weapons" that are used without discrimination on innocent victims day and night across America. It is abundantly clear that MERA and CEA wishes that no one stand in their way as they inflict terrible harm on tens of millions of innocent victims for the sake of the almighty dollar. And they say "perception of our industry", tens of millions of victims are very aware of their industry everyday of their lives.

Members of MERA play on the weak-mindedness and the anti-social misconduct of the youth culture to make the almighty dollar regardless the social impacts.
No Apologies offered, all MERA worries about is how their industry is perceived.
Noise victims in America perceive MERA as VERMIN spreading the plague.