Media manipulation

Suppose it came to light that the execs of one of the major networks had put the word down through the organization that all shows should be aiming to hit targets of "pro-corporate" messages in order to make their sponsors happier. Nothing pro any particular brand, mind you. Just general "Ain't capitalism great? Look at how rich we all are compared even to how things were a couple generations ago! Life is wonderful! Celebrate human achievement and the great folks who help to make it happen!"

I'd expect nonstop coverage on CNN of Naomi Klein's gang with the cameras waiting for spontaneous combustion. It wouldn't be met with kindly.

But how many of you had heard this one?

In just one week on NBC, the detectives on "Law and Order" investigated a cash-for-clunkers scam, a nurse on "Mercy" organized a group bike ride, Al Gore made a guest appearance on "30 Rock," and "The Office" turned Dwight Schrute into a cape-wearing superhero obsessed with recycling.

Coincidence? Hardly. NBC Universal planted these eco-friendly elements into scripted television shows to influence viewers and help sell ads.

The tactic—General Electric Co.'s NBC Universal calls it "behavior placement"—is designed to sway viewers to adopt actions they see modeled in their favorite shows. And it helps sell ads to marketers who want to associate their brands with a feel-good, socially aware show.

The last thing I'd ever want would be some government agency overseeing and banning this kind of thing. But it's interesting what kinds of media manipulation draws outrage and what kinds are, well, mostly ignored.