The Media Are Commercial
and political participants. Given that, is there some ethical middle grow1d where
\v€ recognize at one and the same time, their value as consumers
as citizens? Then too, we might ask, in our capitalist economy, is this unique to the
The truth is, hOl,vt:'ver, that the oppressed are not
... living "outside" society.
They have alWi:lys been "inside"-inside the structure v'lhich made them
ings for others." The solution is not to integrate them into the structure of op-
pression, but to transform the structure so that they can become "beings for
The marketplace of ideas, the belief that "the best way to discover truth is through robust
competition of a multitude of voices," is a metaphor deeply entrencheq in American cul-
ture and democracy.'8 In the introduction to this cijapter, we noted that,because our media
system is advertising-supported, media routinely craft their content to draw audiences
that advertisers find desirable. As such, entire
population may be ignored;
they are not participants in the marketplace ofideas.
This case explores the marketplace of ideas from another pers,pective, examining",;3';,'
medium's power to reject advertising
ing) for whatever reason it chooses. Certain'ly, this has economic implications for
Tar advertisers, making it difficult if not
for them to have Vb1<::7:}nthe econornk