One of the stranger, maybe unintentional consequences of the 1930s’ Hays Code was an industry-wide move to hush-hush the unacceptable and repackage it into media moste moral.
Euphemism became a stalwart technique, if it wasn’t already before. Filmmakers and studio executives didn’t invent it, didn’t perfect it, and lost its thread when the Code was lifted in the late 1960s, ushering a golden age of filmmaking. With one fewer (granted, huge) constraint lifted, morality became a function of what studios were willing to produce and what audiences were willing to watch. It was a huge change from “what a governing body was willing to allow.” Freedom of expression brought us movies like Midnight Cowboy in 1969, which, just two years earlier would have been Midday Cowboy, and been about an actual cowboy.
Of course, these rules only applied to films made in America, so it would seem that France and Italy, certainly, exhausted the need to explore sex (pro tip: they didn’t) and violence with a 40 year head start. It’s not true, but America does sill have a tenuous Puritanical relationship with sex and sexuality in a way more liberated countries don’t. There’s less of a fine line between art and pornography in the United States, and the moste modern moral types still seek to protect young people from (female, or female-presenting) breasts, but will happily allow a child to witness gruesome death and produce a Happy Meal about it.
Almost like repressing healthy sexual (and non-sexual!) relationships, packaging them as euphemism for decades, and classifying them as pornography if not perfectly saintlike has had at least some effect on the content American audiences expect. Sex is still shocking; it’s still mostly banned on commercial television and nudity will earn lots of movies a revenue-dampening R, or revenue-killing NC-17 rating from the latest iteration of the Hays Code, the MPAA (but that’s for another discussion). Euphemism, however, will often drag ratings down to PG-13 levels, where it’s safe to say a few swear words and pan out from what the audience “knows” to be a sexual encounter. So it helps at the box office, too. Continue reading