Tragedies of the Broadcast Commons: Consumer Perspectives on the Ethics of Product Placement and Video News Releases

This article explores cynicism as an ethical issue associated with the blurring of content and advertising in mass media. From a communitarian perspective and adapting Hardin's (1968) metaphorical use of “commons” to the domain of broadcasting, we surveyed the attitudes of individuals toward two phenomena of media saturation (product placement and video news releases) and three constructs (cynicism directed toward government, cynicism directed toward marketers, and the individual's assessment of their marketing literacy). Respondents were highly cynical about government regulation of advertising and nearly as cynical of the ability of marketer's to self-regulate.