Responsible Advertisers: A Contractualist Approach to Ethical Power

Abstract

American democracy depends on the free exchange of ideas to create a rational and well informed public, which, in turn, makes decisions that benefit society as a whole. Unfortunately, media reliance on advertising may be eroding the necessary free flow of information. This article addresses the proper role of advertisers in the media. Certainly advertisers enjoy some degree of economic power over the media, but should that influence be used to control media content? Arendt's (1986) view of communicative power demonstrates how advertisers' power originates with the public. Donaldson's (1982) social contract theory of business explains why that power entails responsibility and why advertisers are obligated not to abuse it.