You’re No Hero!
By Trudy A. Martinez
“I’ll never buy another package of Doritos again!” That was my thought back in 1994 when I watched attentively as an elderly woman was mowed down by heavy machinery. In the scene, a group of people looked on as a young man (Chubby Chase) came running toward the gray-haired woman, appearing as if he was about to become her hero. But instead, he grabbed her Doritos! He left her to be knocked down face forward in the muddy dirt and then acted as if he was a hero for saving her Doritos for himself.
The man depicted by Cubby Chase was not a hero; he was a thief! An audience watched and this member of the audience was very displeased with the negative message communicated. Knowing that the same theme came into millions of Americans homes, angered me. The effect was not positive like the greedy man tried to convey by saving the Doritos. The Doritos were not saved! They were stolen!
In the process of the crime, the victim suffered humiliation. It didn’t matter that the machinery knocked her down, not the man. The message transmitter to society was the same as if he had: “It’s all right to steal, if the theft is perpetrated against an elderly woman.”
The Boy Scout seen assisting the woman after the fact did not make the crime any less of a crime. This action only persuades the viewers that the chore of the next generation will be to pick the elderly out of the gutter that the current generation allowed them to fall into.