When I was a child growing up in a small Western Kansas town, my mom from time to time would take me to Main Street to visit the shops. Most had some version of the following sign on display, meant as a warning to be careful with the merchandise: “You break it, you bought it.”
There’s a PR corollary that could be said to go like this: “No matter who breaks it, if you don’t fix it you bought it.” It means that no matter what a leader actually says or does, if he or she allows an impression to be created and doesn’t publicly disown it, then it belongs to them.
The thought comes to mind in light of the emerging mystery surrounding the new Pope documentary “Francesco” by Evgeny Afineevsky, which debuted and already is a candidate to contain the most-dissected 20 seconds of imagery about a major world leader since the Zapruder film.
In those twenty seconds, Pope Francis makes comments about civil unions for same-sex persons that created a global media frenzy, reported as the first time a Pope explicitly had endorsed civil unions. It also appeared to directly contradict a 2003 document from the Vatican’s Congregation for the Doctrine of the Faith, prepared by the future Pope Benedict XVI and approved by St John Paul II, warning that such laws are “gravely unjust” and insisting that Catholics may never support them.