Word: mobilization
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...commercials unbashedly make Mobil's point of view quite clear. Featuring, besides the American Ballet Theater, such performers as the Pilobolus dancers, Shields and Yarnell, and the Lar Lubovitch Dance Company in roles as animals and other fable characters, they present allegories for modern business situations that cannot be considered "subtle." The fables are hard-driving. One declares that "nothing cripples innovation and enterprise like heavy-handed regulation." Another describes an ideal society of animals, played by Lar Lubovitch dancers in sparkling and outlandish costumes. The storyteller for the three-minute dance-and-cartoon visual presentation tells of an elephant...
...commercials are adaptations of Mobil's printed advertisements, which have appeared in the op-ed pages of some newspapers in past months. One newspaper that runs the printed ads is the Washington Post, owner of the three television stations that rejected the commercials...
...Post-Newsweek stations, therefore, aired advertisements like Mobil's, they could be required to allot equal time to parties opposing the opinions expressed in the commercial. The Fairness Doctrine has led many stations simply to refuse to run advertisements that express opinions rather than promote products and services...
Energy Action, a Washington consumer group, is one organization that takes the Fairness Doctrine seriously. They may very well press for equal time at those stations which ran the Mobil ads. "There's a burden on those stations to provide time for opposing points of view," Edwin Rothschild of Energy Action says. If the stations don't provide equal time, Rothschild says, the "economic vastness" of Mobil will allow it to present its opinions unanswered. "They can just about cover every media outlet with their point of view," Rothschild says, "We just haven't got that kind of money...
Officials at Mobil, on the other hand, argue that they are not given enough opportunity in the broadcast media to present their points of view. "It's important to see to it that some views, which should be understood, are indeed brought to the public for recognition, for them to digest," says DeNigro. "It's the idea of creating dialogue," dialogue not fostered by television stations...