Generally speaking, a negative review (not one that is positive with a few minor beefs) should be looked upon as unethical.
I must say, as someone who spent decades in the journalism business, for both big and small news organizations, this is pretty much 180-degree opposite to fundamental journalist ethics.
A journalist’s responsibility is first and foremost to provide true information to the readers, and in the case of the sort of consumer journalism that product reviewing is, where you’re helping readers make informed decisions, providing information about less than good product is crucial.
Of course, journalists have a responsibility to be fair with and about the subjects of their reviews. But their responsibility is not to protect the reputation of the manufacturer who delivers a subpar product by killing the negative review and returning the product to the manufacturer. That not only makes the journalist an agent of the manufacturer essentially but also erodes the publication’s credibility with readers, who are the customers you have responsibility to. It’s absolutely corrosive to journalism ethics and effectiveness.
Any of the reasons of competency offered as reasons to assume a bad review is being offered unethically or with ulterior motivation could equally apply to good reviews. There’s no reason to assume that one is any more competently or ethically delivered than the other.
Which is not to suggest that the audio press has ever been a bastion of journalistic standards -- there’s plenty that erodes reader confidence in the audio press: long term equipment loans, extremely cozy manufacturer and retailer relationships with journalists and editors -- but among those things, this unwillingness to publish bad reviews and the hermetic belief of where ones responsibility lies that suggests that the proper thing to do when encountering a bad product is not to inform the public but keep it from the public and inform the manufacturer instead, is a dozy.
The best answer to mediocre journalism, technical incompetence and the inevitable tensions between the editorial and business sides of the house (especially in enthusiast and trade publishing where your sources and your advertisers are often from the same community), isn’t just to throw one’s hand up and say, fine, let’s just publish puff pieces.
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