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How Thunder's Joke Hurts the Disabled

'Retard' a painful word for mother of daughter with Downs

By Kate Rockwood,  Newser Staff

Posted Aug 16, 2008 7:09 PM CDT

(Newser) – Patricia E. Bauer suffers every time her Downs syndrome daughter hears the word "retard." When Bauer saw ads for Tropic Thunder, which jokes about retardation, they echoed every insult that her blond, blue-eyed daughter had endured for 24 years. After weeks of debate, Bauer remains stunned by ads that feature "the word ‘retard’ without a thought to the consequences," she writes in the Washington Post

DreamWorks did pull a marketing campaign with the tagline, “Once upon a time…There was a retard.” But the movie unkindly portrays a "Simple Jack" and filmmakers never consulted families who care for the intellectually disabled, writes Bauer. Some 38,000 are housed in US institutions, and deserve our empathy, writes Bauer—even if comics insist, "I didn't mean it like that, and lighten up. It doesn't mean anything."

Within days of coming under scrutiny by disability-rights groups, DreamWorks pulled its Simple Jack marketing campaign.
Within days of coming under scrutiny by disability-rights groups, DreamWorks pulled its Simple Jack marketing campaign.   (DreamWorks)
Simple Jack is just one of the film-within-a-films that appear in Tropic Thunder.
"Simple Jack" is just one of the film-within-a-films that appear in "Tropic Thunder."   (DreamWorks)
Guadalupe Lupita Cano shares an apartment with two other women with Down syndrome. She sells her artwork on greeting cards.
Guadalupe "Lupita" Cano shares an apartment with two other women with Down syndrome. She sells her artwork on greeting cards.   (KRT Photos)
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It seems that the studio never considered that its portrayal of people with disabilities would touch a nerve farther below the skin than it would want to go. - Patricia E. Bauer

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