Is ‘Avatar’ Anti-Christian? Anti-Corporate? Anti-Development?

Posted on December 29, 2009 at 3:58 pm

“Avatar,” which set a record as the biggest-budget movie of all time has also set a box-office record with a total world gross in its first two weeks of $617.3 million. It is a technological wonder, seamlessly combining live action and digital images in a story set on the planet of Pandora in the future, when Earth has been ruined by abuse of its natural resources and humans are about to disrupt a peaceful civilization called the Na’vi so they can collect a highly valuable mineral called “unobtanium.”
Most movie critics, including me, have described the story as thin, mundane, unimaginative, or almost an afterthought, just enough to add some emotional weight to the stunning visuals. But any movie with this level of visibility is going to attract the interest of columnists as well as critics. The very thinness of the story has the advantage of allowing for different interpretations, but that can be a disadvantage when commentators want to project their own ideologies onto it.
For example, on the right, John Podhoretz of the Weekly Standard calls the movie “blitheringly stupid.”

“Avatar” is an undigested mass of clichés nearly three hours in length taken directly from the revisionist westerns of the 1960s-the ones in which the Indians became the good guys and the Americans the bad guys.

Some people might say it is taken from the actual historical incidents in which the Indians were the good guys and the settlers the bad guys, or from other actual historical incidents involving colonialism and imperialism that resulted in the slaughter and exploitation of indigenous people. Or actual evil actions by corporations in externalizing their costs by pouring toxic substances into the water and air and toxic financial instruments into the balance sheets of the surrounding community. And they might say that comparing the characters’ worship around a sacred tree to the Keebler elves (whose tree is a factory, not a church, by the way) is condescending. But Podhoretz can only imagine that this movie is inspired by other movies or television commercials; he has no interest in engaging with its possible sources in reality.
What I think is especially fascinating about his commentary is his conclusion that the movie is not based in any expression of authentic concern about the issues of environmental stewardship, tolerance, and respect for other cultures. Whether he does not believe anyone can hold those views or whether he just does not believe this particular expression, he concludes that it is all as big a fake as the pixel versions of a lush, natural world on an imaginary planet.

The thing is, one would be giving James Cameron too much credit to take “Avatar” — with its mindless worship of a nature-loving tribe and the tribe’s adorable pagan rituals, its hatred of the military and American institutions, and the notion that to be human is just way uncool — at all seriously as a political document. It’s more interesting as an example of how deeply rooted these standard-issue counterculture clichés in Hollywood have become by now. Cameron has simply used these familiar bromides as shorthand to give his special-effects spectacular some resonance. He wrote it this way not to be controversial, but quite the opposite: He was making something he thought would be most pleasing to the greatest number of people.

This of course tells us much more about Podhoretz than it does about Cameron or “Avatar.” Podhoretz confuses insult with argument, calling Cameron or anyone who is moved and inspired by a “nature-loving tribe” as “mindless” without taking the trouble to explain why bringing environmental ruin on our sources of water, air, and food is not what is mindless and saying that Cameron would devote twelve years to making a film and then sketch in the story in the most cynical possible way because it does not matter to him. And he goes on to suggest that by telling a story that will connect to the broadest base of audience members, then it must be because the audience is mindless as well. What is particularly funny about this is that Podhoretz is livid at the portrayal in the film of an evil corporation and yet here he blithely assumes that the corporation behind this film is so soulless that it will churn out anything the audience wants to hear. Hmm, an evil corporation. Perhaps that could be the plot of a movie!
At the New York Times, Ross Douthat disapproves of the movie because he sees it as an apologia for pantheism. Movieguide’s David Outten sees it as an attack on both capitalism and Christianity. But a sympathetic, even romanticized portrayal of one belief system is not necessarily an attack on others. The bad guys in this movie are not affiliated with any religious practice or institution. Outten at least notes that it is not the structures that are at fault but the people in them. There is a reference in the film to a time in the past when the different groups on the planet did not live in harmony. And there are good guy humans in the movie as well, so I think Outten’s view is represented in the film, whether he sees it or not.
Some who wrote about the film approvingly or disapprovingly discussed the portrayal of the “noble savage,” the Rousseauian idea of a civilization untouched by corruption. But it is not so much that the “noble savage” is a myth — the idea of the “savage” is the myth. There is just as much savagery in societies of people who read books and live in houses as in those who cook on a campfire and kill their dinner with arrows.
Beliefnet’s own Pagan blogger Gus diZerega wisely called the film “a Rorschach of the Soul.” And then he tells us how it speaks to him as a Pagan:

It is a wonderful and very Pagan movie. As I understand it the movie’s basic messages are that completeness is achieved in connection with others, that harmony is the basic value and its loss the basic failing of the modern mentality, that individuality exists in the context of connection, and that Spirit exists as immanent in the world. It is a beautiful picture of breathtaking dimensions.

I particularly like his description of the way that the conflict in the movie is more than anything else about power. Again, this is Outten’s point that it is not the belief systems or the societal structures but the people who struggle to aspire to the values of those systems and structures that get into trouble. And that is also the point of the movie.

Teaching Kids Critical Thinking Skills — With Holiday Ads

Posted on December 20, 2009 at 6:03 pm

Ellen Besen has written a worthwhile article about how to use the avalanche of holiday season advertising to give children some important lessons in media literacy and critical thinking. Many thanks to Ms. Besen for permission to reprint it here.

Sugar Plums, Candy Canes and a Little Media Literacy

Ellen Besen

Uh oh, it’s that time of year again! The glut of holiday movies and TV programs and the ad campaigns in overdrive mean that the holiday season is again upon us. And inevitably, the TV ads feature cute characters, catchy music and toys, toys, toys! Yes, let the whining, begging and wheedling begin because it is that time when the full force of media is suddenly directed at one vulnerable audience: children…our children. Or at least that’s how it feels. So with all the expectations that holiday media creates, is it really any wonder that our kids sometimes go off the rails?
Of course, every family finds its own ways to counterbalance the pressure, whether by limiting the hours of TV watching or opting for a secret Santa. But there is another approach that might help solve this at a deeper level, and it begins with increasing your children’s level of media literacy.
“Media what?” you ask. Media literacy, a skill that involves developing an awareness of the subtle and not-so-subtle messages in TV, print, movies and even video games. This awareness includes understanding both what those messages are and how they are being communicated. Sounds good, but do our children really need it?
I would say yes. After all, the average American child is glued to the TV for two to three hours a day, according to the American Association of Pediatrics. Just think, then, how much information and misinformation our children are unquestioningly drinking in.
Part of the problem, here, lies in the fact that anything that appears on TV already seems important. Television automatically lends an air of authority to its content–a powerful built-in trait, which even adults fall prey to. In addition, few young viewers can fully differentiate between fiction and reality within media content. So if the children in the ad look like they are having fun with that new toy, they must really be having fun. Not just any fun, either, but the most fun ever. And then naturally, your child wants to be having that kind of fun too.
Swamped by all this distorted information, children without media training easily get swept up by the belief that they are missing out on something; that they really can’t live without the latest toy. And all of this creates pressure that gets relayed directly onto you, the besieged parent. Give your children some insight into the true nature of media, however, and you just might be rewarded by a refreshing change of attitude that may last well beyond the holidays.
With media literacy training, children are shown how to pull back from media’s spell and consider whether the information being presented is really true; to think about if they agree with the message; to stop regarding the media as an absolute authority and to seek out other points of view–maybe even yours.
So rather than falling into the usual behavior, your media-literate children would be able to ask themselves whether that toy really would be hours of fun or merely a few minutes and therefore whether they really want it or not. Even if they decide they do want the toy, they’d still have a better perspective on how important owning it actually is. Altogether this creates the potential for a much calmer holiday scenario. And who wouldn’t prefer that?

Media Literacy Training 101
To increase your kids’ ML quotient, try making them aware of key ways that media spins information. TV ads aimed at children are, in fact, an excellent place to start. If the ad seems very exciting, for example, see if you can help your kids identify why. Fast camera moves and quick cutting from one shot to another are two factors that create excitement.
Fast-paced music and an ultra-cheery narrator might also be having a big impact here. Try turning the sound off when the ad comes on and see how this affects the perception of excitement. This one might come as a real surprise because sound plays a much bigger role in creating mood that most of us realize.
Also, consider the toy itself. Does the size seem accurate or are they making it seem bigger, perhaps by placing it next to something extra tiny? Discuss the reality of the special features being offered–what might they be like in real life? Connecting this discussion to your children’s own experiences, both positive and negative, with the gap that often exists between expectations built up by advertising and reality can really bring these key points home.
Of course, you can also point out that the happy children in the ad are actors who are being told to look like they are having fun. If you watch carefully you may even find that the shots of happy faces are quite separate from the shots of the toys. There may or may not have been any actual playing with the toy involved in the making of the ad. And even if there were, by the fifth or sixth take, chances are the actors were pretty tired of the whole thing.

Smart Consumers, Not Cynics
If it seems like this will take away some of the fun of the holidays, be careful not to overdo it. The purpose, after all, is not to turn your kids into cynics but simply to prevent them from being sitting ducks.
And why take this on at a time of year when you are already overloaded, anyway? For one thing, at this time of year, you have your children’s full attention. There is something at stake here that has real meaning for them and that puts the odds in your favor. It also helps that holiday ads are particularly vivid in their use of the techniques discussed above and that makes them easier to spot. It’s true that the undertaking may make this holiday season a bit more challenging, but it also may ease holiday tension for years to come.
And keep in mind that while you may be able to control what media your young and even your older children are exposed to, eventually your kids will have to go out into an ever more media-saturated world. ML tools will give them an enviable edge in the greater world–one that will likely serve them well throughout their lives. Talk about a gift that keeps on giving!

MPAA to Revise Rules

Posted on December 19, 2009 at 10:34 am

Following my phone meeting with Joan Graves and Marilyn Gordon of the MPAA and the FTC’s report (citing my article) criticizing the motion picture industry, the MPAA has informed me that it will be making some changes to its rules after the first of the year. While they did not give me any details, I believe that the new rules will improve the alerts on “green band” trailers. As I reported in September, the MPAA made an unannounced change in April of this year, switching the “green band” language that begins most movie trailers from the unambiguous “approved for all audiences” to the meaningless “approved for appropriate audiences.” They may also address some other concerns in the FTC report, including the marketing of promotional tie-ins for children that market PG-13 movies, un-rated DVD versions of previously rated movies, and some response to the FTC’s finding that “In its review of marketing plans and ad placements, the Commission found explicit and pervasive targeting of very young children for PG-13 movies,” including specific attempts to disguise the level of violence in the marketing campaign.
I am hopeful about their willingness to address the concerns I raised and I will provide the details of the MPAA’s new rules as soon as they are available.
On a related note, the LA Times’ Patrick Goldstein has a very good point to make today about the MPAA’s poor judgment in giving the new Meryl Streep movie, “It’s Complicated” an R based not on a scene of pot smoking by people in their 50’s but because there are no bad consequences.

Apparently, everything would’ve been fine if only the characters had been killed in a gory car crash because their reflexes were slightly impaired after sharing the joint, which surely would’ve served as a stern warning to kids not to ever touch the evil weed.

…

It’s another outrageous example of the lunatic priorities of the MPAA, which claims to serve the interests of parents but actually dances to its crazy drummer, happily handing out PG-13 ratings to unbelievably violent movies like “Terminator: Salvation” while whipping out the R rating at the first sign of a few naked breasts or, God forbid, an unsheathed penis. In Rob Marshall’s upcoming film, “Nine,” Daniel Day-Lewis smokes non stop through the entire film, but since it’s only cancer-causing tobacco, the MPAA had no problems giving the film a PG-13 rating. That’s a travesty. If you’re going to restrict kids from seeing a movie because of pot smoking, you certainly should apply similar standards to heedless cigarette smoking.

The R rating for “It’s Complicated,” which hits theaters Christmas Day, is especially ludicrous. It would be one thing if we saw Kristen Stewart smoking weed in “The Twilight Saga: New Moon,” since the movie is right in the sweet spot for teens and tweeners. But if the MPAA is really sticking up for families everywhere, it hardly seems to be a parental concern that impressionable kids are going to be flocking to see a romantic comedy featuring actors who are — in the case of Streep and Martin — even older than some of their grandparents.

Is Target the New Scrooge?

Posted on December 16, 2009 at 8:00 am

Is anyone as bothered by the Target Christmas commercials as I am?

They have a series of commercials reflecting tighter economic times by emphasizing their low prices. Great, I’m on board with that. But these commercials would be sour and tawdry at any time of year and seem even less so at a time that is supposed to be about generosity and family closeness. The theme of these commercials is that someone is unhappy with a gift because he or she thinks it cost too much and so feels uncomfortable and unworthy. Take a look at this thoroughly un-charming family tableau:

This is very unusual; typically, a commercial is a 30-second story with a happy ending. Someone gets good advice on a laundry detergent or insurance policy and is grateful — a bonding experience in half a minute. Christmas commercials usually show people thrilled to receive wonderful gifts that perfectly communicate connection and intimacy. Target’s commercials, though intended to be humorous, leave the characters feeling awkward and estranged, and I suspect the audiences as well. They certainly leave me wanting to stay as far away as possible from Target and promote the idea that bargains lead to bad feelings, not good ones.

FTC: Movie Industry Fails at Protecting Kids from Violent Content

Posted on December 7, 2009 at 3:57 pm

Last week, the Federal Trade Commission issued its seventh report in ten years on the marketing of violent media to children. While the movie industry is doing better at preventing children who are underage from buying tickets to R-rated films and DVDs, the report shows that there is still a long way to go, especially with the marketing of PG-13 movies.

With respect to PG-13 movies, studios continue to market these films purposefully and directly to children under 13. In its review of marketing plans and ad placements, the Commission found explicit and pervasive targeting of very young children for PG-13 movies. The marketing overview for the DVD release of one PG-13 movie, for example, described the movie’s “#1 Key Demo” as parents 25 and older and kids 8 to 14….The studios’ marketing submissions for the six PG-13 movies showed that all were heavily promoted to children under 13 in advertising on children’s cable networks – “Kids’ Cable” – and through promotional tie-ins with candy, snack foods, kids meals, toys, and other licensed products.

Studios also conducted marketing research on young children, including in one instance children as young as 7 years old. When research results showed that children and parents were concerned about the level of violence in the film, studios sometimes even altered their advertising to make the film appear less frightening, rather than market to an older audience. One studio, for example, copy tested ads for its PG-13 movie on various age groups, including children ages 7 to 9 and 10 to 12. The studio found that 80% of boys in these age groups showed definite interest in seeing the movie but also found that many parents were concerned that the movie was too violent. The written report stated that “parents, in large numbers, complain about the violence in , saying they wouldn’t want to expose their children to that.” The solution proposed by the studio was to “experiment with spots that include less intense action and more humourous/light-hearted moments in order to convince more parents that , saying they wouldn’t want to expose their children to that.” The solution proposed by the studio was to “experiment with spots that include less intense action and more humourous/light-hearted moments in order to convince more parents that will be safe to see. (emphasis added)

The Campaign for a Commercial-Free Childhood has issued a statement on the report, calling for broader authority for the FTC over the marketing of media to children.

We are pleased that FTC questions the effectiveness of the film industry’s self-regulatory efforts. The report dismisses the MPAA’s much-hyped referral agreement with the Children’s Advertising Review Unit – an agreement the MPAA claimed would address concerns about PG-13 marketing – as “not a meaningful self-regulatory measure.” The report also notes that the MPAA does not consider movie cross-promotions or other marketing tie-ins to be within its purview, despite the fact these techniques are often part of a deliberate strategy to target younger children. In one instance, the FTC found that the target demographic for licensed products was for a violent PG-13 film was boys 3 to 11.

The FTC report also covers the change to the trailer rules I first wrote about in September and the access to “red band trailers” over the internet. Those trailers are shown in theaters only before R-rated movies to assure that they are not shown to children. But online, they are available to anyone.

A new concern in the online venue has been the proliferation of red tag trailers for R-rated movies on websites without adequate age-based restrictions. Mature Audience trailers (for films expected to be rated R- or NC-17) are preceded by a red tag stating that the preview has been approved for “restricted audiences only” and indicating the movie’s rating and rating reasons. Red tag trailers generally contain content that caused the film to be issued a restrictive rating and thus are subject to more stringent time, media, and venue restrictions.

According to the MPAA’s Advertising Administration, red tag trailers on the Internet must be placed behind an age-gate or similar mechanism to ensure that children under the age of 18 will not easily be able to view the material….Five of the six [video-hosting] sites contained at least one red tag trailer for viewing. Two of the websites did not use any age-screening mechanisms before allowing the user to watch the trailers. Even on the three sites that did, the user could circumvent the age gates by hitting the “back” button to the previous page and re-entering his or her age as 17 or older. (footnotes omitted)

The Commission also raised concerns about other issues, including the marketing of “unrated” DVD versions of theatrically released films. I will post additional information about the FTC’s findings on games and music and will also provide updates on any response from the MPAA or other industry groups.