The Power of Words

By Dick Rolfe

While it is generally accepted that actions speak louder than words, we should never underestimate the power of the tongue. It can be used to build up or tear down. Nearly every waking moment of our lives is spent talking or listening to someone, somewhere.  

 Thousands of books have been written on the importance of words. Bess Seltzer Sondel’s book, “Power Steering with Words” is considered the bible of business communications.  Speaking of bibles, the Holy Bible is also called the “Word of God.”  

No one is more aware of the power of words than media executives. Two divisions of the media, however, have conflicting opinions on the way words impact the audience. On one hand, television ad sales reps boast that a positive 60 second commercial can change the buying habits of the public.  At the same time, filmmakers claim that a raunchy 100 minute movie has virtually no negative impact on social behavior. They claim instead that such movies reflect rather than influence anti-social acts.

We instinctively judge people by the words they use when expressing themselves. Certain words are considered indecent or “out of bounds” by most socially responsible adults. These words are classified under several categories; blasphemies or profanities (disrespect for God or sacred things), obscenities (sexually offensive comments), and vulgarities or crudities (tasteless remarks or acts).  Over the years the film industry has continually lowered the moral bar where language is concerned.  According to MPAA (Motion Picture Association of America) president, Jack Valenti, this change is the result of adjusting the movie and television ratings to “reflect the changing morays of society.”  There is plenty of evidence that supports the fact that movie ratings are becoming more relaxed, especially where rough language is concerned.

In 1999, Walt Disney Pictures released a G-rated movie, “Straight Story,” based on the true tale of a man who had no means of transportation except a lawn mower. He drove it across several states to visit his estranged brother. Unfortunately, this so-called family movie contains several obscenities and two profanities; words you would not expect to find in G-rated entertainment. Naturally, The Dove Foundation could not award its Family Approved Seal to this otherwise rewarding movie.

Since 2000, there have been ten PG movies that missed the mark due solely to the use of graphic language. Several of them had redemptive life lessons that could have left a positive impression on the viewers. The profanities and obscenities, however, robbed moviegoers of a potentially uplifting experience.

A 2001, PG-rated film, “The Majestic,” was released starring Jim Carrey.  It’s a story of a young stranger who restores a town’s hope in the future during WWII by refurbishing a neglected movie theater. The dialogue includes several obscenities and a number of strong profanities.  Without the vulgar language, “The Majestic” would have been an inspirational film for anyone over age 10.

Another almost-Dove Seal-winner is “A Walk to Remember,” a PG-rated film from 2002. This family friendly movie is about a young juvenile delinquent who, as punishment for his pranks, has to tutor a slow student and take part in the school drama. The story contains strong religious elements, including bible quotations about love. Unfortunately, almost a dozen obscenities are heard in early scenes, which forced Dove to withhold its recommendation.

In 2001, the PG-13 film, “I Am Sam,” came to theaters. Sean Penn received a best actor nomination for his portrayal of a mentally retarded man who fights for custody of his 7-year-old daughter. In the process Sam teaches his cold-hearted lawyer the value of love and family. The movie was full of redemptive messages like unconditional love, loyalty, and commitment. Foul language marred what could otherwise have been a thought-provoking film for older teens and adults.

The news for the future is mixed. Most filmmakers are still intent on re-creating their own myopic version of family life in film.  That’s because the Hollywood family culture is considerably different from that in the “fly-over” states. One well-known producer said he found it hard to believe that a typical family doesn’t use the f-word in normal conversation at the dinner table.

Filmmakers who are serious about capturing the lifestyles and values of mid-America should commit to first-hand research by living for at least six months among the people whose lives they intend to “reflect.”  

Several recent developments have impacted Hollywood in ways that are difficult to quantify.  The unprecedented success of “The Passion of the Christ” coupled with the record-breaking sales of Christian music CD’s has shined a spotlight on Christians as a viable market segment that had been vastly underestimated in the past.

The spillover effect of these tandem successes is causing many studio executives to turn their attention, not to producing more Christian films but, to understanding what kinds of movies faith-based families want to watch. The Dove Foundation is at the vortex of this paradigm shift. Several major motion picture studio executives recognize Dove as specialists at representing the “family” audience. They are sending their titles to the Dove Review Board in hopes of receiving the coveted Dove Seal as a means of reaching family movie audiences, nationwide.

If this trend continues, it may cause the entertainment landscape to change for the better. That is, if values-oriented moviegoers do not compromise their standards by supporting films that taint moral messages with indecent language. Families should keep it “clean” when making their movie selections, because Hollywood is watching. 

Notes: Making informed choices is easy by checking the movie reviews at www.dove.org.  The films listed in this article are available in Dove Family-Edited versions by going to http://www.dove.org/shop