Academic Advisor Mark Schulz has a paper we overlooked previously, on copyright and social norms. Written in the context of the concern with unchecked filesharing, it is worthwhile to compare the paper's findings and recommendations with developments since. From the abstract:

[T]he entertainment industry needs to support highly visible, legal alternatives to file sharing, while aggressively portraying compliance as the norm rather than the exception. Allowing people to believe that file sharing is the norm is disastrous to efforts to foster pro-compliance norms. Consumers' perceptions of fairness of business practices are also important, because norms are influenced by reciprocity.

This is consistent with research on deterrence that I have often cited before--to the effect that harsh penalties do not deter unless perpetrators perceive a good likelihood they will be caught--and if there is such a perception, even a light penalty will deter. The RIAA's lawsuits against colleges and college students have been widely lampooned, but in light of the research the strategy may turn out to be an effective one. But a campaign with even more widely dispersed targets and lesser penalties might prove even more so.