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BUSINESS ETHICS (UECM/UECH/UECB1105)

TUTORIAL 5

CASE STUDY 2:

In January 2001, religious and conservative pressure groups worldwide (i.e. America, Europe,
Australia and Asia) protested strongly against the airing of Temptation Island, a TV show. The
show, belonging to the genre of reality TV, was made by the US media house, Fox TV. It was
designed to test the fidelity or faithfulness of four unmarried but committed couples, who were
taken to an exotic island, where 26 singles tried to lure them so that they would cheat on their
partners. Whoever succeeded in remaining faithful to his or her partner was declared the
winner.

Critics of the programmed emended a ban on it the grounds that it promoted illicit sex and
endangered the relationship between participating couples. A spokesman for the American
Family Association, Randall Murphree, remarked, ‘even the trailers for the show were enough to
upset conservative organizations and various groups’. The activists in their campaign publicized
the advertisers’ identity and encourage the public to compel the advertisers to boycott the show.

Though Fox TV authorities argued that they focus of Temptation Island was on exploring the
dynamics of serious relationships and not sex, the fact that Fox screened all contestants taking
part in the show for sexually transmitted diseases weekend its arguments. Many family
associations accused it of capitalizing on the entertainment value of sex and infidelity. The
controversy deepened when it was discovered that one of the four couples had an infant son.

Though Fox TV pleaded ignorance and removed the couple from the series, the protesters
argued that Fox TV could have broken up a family. Melissa Caldwell of Parents TV Council, a
division of Media Research Centre, said,’ I think a lot of people are appalled at the concept of
trying to break relationships for the purpose of entertaining millions of viewers’.

The programme attracted similar reactions on other countries, especially in conservative

countries such as Japan, Taiwan and India. In Taiwan, the show was scrapped even before a
single episode was aired. In India, though the programme was aired, it faced severe opposition
and the START TV network had to give up the idea making an Indian version of the programme.

Case questions:

1. State any three (3) ethical issues in this case.

2. Several Asian Countries decided to ban Temptation Island from being shown on
television. Apply Utilitarian, Kantian and Virtue Ethics theories to assess and justify
whether banning action is a rightful action.
3. Is the reality show promoting social justice? Justify your answer.

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