twooffour said:
A study that doesn't take any of that into account and attempts to make a sweeping statement based on a few students reading a few books? Do not want.
A long-winded reply that starts out by admitting the poster didn't even read the (relatively short) original article? Do not want.
But anyway, I think it depends on two things: the film/show, and the viewer.
I think if the movie/tv show is good of it's own merits, than no, a spoiler wouldn't ruin the viewing. However, that doesn't mean I want it spoiled.
Shutter Island is a good example. I loved that movie the first time I saw it in the theaters, but I have to admit that the whole time I was watching it I was thinking, "what's really going on here?". However, once it came out on DVD and I got to watch it already knowing the end, I enjoyed it even more because I was paying attention to the actual merits of the film. It was like watching it for the first time again - a mark of a good movie in my book is rewatchability.
Someone spoiled Fight Club for me when I was younger, but I really enjoyed the movie regardless - maybe even more so than I would have had I not been spoiled. But that's the thing isn't it? I think the reason people (myself, at least) are so spoiler obsessed is because of the finality of it all. Maybe a spoiler will ruin a whole movie for you, and maybe it won't, but you'll never know until you're actually spoiled -- and then it's too late.
As for the viewer, here's a part of the article that I don't really agree with:
"We like it best when the suspense is contained by the formulaic, when we never have to really worry about the death of the protagonist or the lovers in a romantic comedy."
I think this speaks to the majority of moviegoers or television viewers who just want to sit down and enjoy some explosions or a love story or a few jokes without using their brain too much, but I don't necessarily include myself in that group. I like my entertainment to challenge my brain, not make it numb, but I realize I'm in the minority.
Also, I don't think a twist in a movie has ever made me feel "embarrassed by [my] gullibility", nor do I ever think it will.
So maybe this is true for a lot of people, like my Aunt Mary, who always watches the end of a movie and then watches the whole thing because she hates being surprised. But I don't think I'd ever ask her opinion on what to watch.