many researchers believe adults, especially parent and coaches, are the main cause of too much aggression in children's sports . they believe children copy aggressive adult behavior. this behavior is then further reinforced through both positive and negative feedback. parent and coaches are powerful teachers because children usually look up to them . often these adults behave aggressively themselves,sending children the message that winning everything. at children's sporting events, parent may yell insults at other players or cheer when their child behaves aggressively. as well, children may be taught that hurting other players is acceptable, or they may be pushed to continue playing even when they are injured . in addition, the media makes violence seem exciting. children watch adult sports games and see violent behavior replayed and over on television