VATICAN CITY - Pope John Paul II on Saturday decried violence and "distorted" images of the family that appear in the media and popular culture and urged those in the business to act more responsibly.
In a speech to Italian communications and culture executives, the pontiff also called for clear rules to guarantee "pluralism" of the media so that it isn't used indiscriminantly by a powerful few.
Those comments appeared directed to the situation in Italy, where Premier Silvio Berlusconi maintains a virtual monopoly over the television market. He controls state-run RAI and also owns private broadcaster Mediaset, which is the larget private network in the country.
"The absence of control and vigiliance isn't a guarantee of freedom — as many want to make us believe — and rather ends up favoring in an indiscriminate use of powerful instruments, which, if used badly, produce devastating effects in the conscience of people and in social life," the pope said.
"In a system of communications increasingly more complex and by extention worldwide, clear and just rules are also useful to guarantee pluralism, liberty and the participation and respect of the users," he said.
He urged executives to recognize the power of the media and use it responsibly, always remembering the importance the Church places on the "digity of the person."
"Those who operate in the media and make culture, believers and non-believers, must have another understanding of their responsibility, particularly concerning the most defenseless subjects, who are often exposed, without any guidance, to programs full of violence and distorted visions of man, the family, and life."
He urged public authorites and viewers' associations to consider as a high priority that the media is a service to society.
The 82-year-old pope has been an avid user of the media to spread Church teachings around the world, using books, compact discs and the Internet to get out his message during his 25-year pontificate. He has frequently spoken out, however, about the need for responsibility in the industry.