Content Control: The Motion Picture Association of America's Patrolling of Internet Piracy in America, 1996-2008

Abstract

This historical and political economic investigation aims to illustrate the ways in which the Motion Picture Association of America radically revised their methods of patrolling and fighting film piracy from 1996-2008. Overall, entertainment companies discovered the World Wide Web to be a powerful distribution outlet for cultural works, but were suspicious that the Internet was a Wild West frontier requiring regulation. The entertainment industry's guiding belief in regulation and strong protection were prompted by convictions that once the copyright industries lose control, companies quickly submerge like floundering ships. Guided by fears regarding film piracy, the MPAA instituted a sophisticated and seemingly impenetrable "trusted system" to secure its cultural products online by crafting relationships and interlinking the technological, legal, institutional, and rhetorical in order to carefully direct consumer activity according to particular agendas. The system created a scenario in which legislators and courts of law consented to play a supportive role with privately organized arrangements professing to serve the public interest, but the arrangements were not designed for those ends. Additionally, as cultural products became digitized consumers experienced a paradigm shift that challenged the concept of property altogether. In the digital world the Internet gives a consumer access to, rather than ownership of, cultural products in cyberspace. The technology granting consumers, on impulse, access to enormous amounts of music and films has been called, among many things, the "celestial jukebox." Regardless of what the technology is called, behind the eloquent veneer is the case in point of a systematic corrosion of consumer rights that, in the end, results in an unfair exchange between the content producers and consumers. What is the relationship of the MPAA to current piracy practices in America? How will Hollywood's enormous economic investment in content control affect future film distribution, exhibition, and consumer reception? Through historical analysis regarding the MPAA's campaign against film piracy along with interviews from key media industry personnel and the pirate underground, this contemporary illustration depicts how the MPAA secures its content for Internet distribution, and defines and criticizes the legal and technological controls that collide with consumer freedoms.