Nothing speaks to me more about this film than Alasdair MacIntyre's notion of moral practice. In the text book Performance versus Results : A Critique of Values in Contemporary Sport, there is a section entitled : The Monsters of Emotivism. In this chapter, it is stated that emotivism is the belief that all moral and ethical judgements are statements of preference, and no more than that. To say, "this is good", is really to say, " I think this is good, so should you." This assertion can be applied to the mission statement that Jerry McGuire wrote and distributed to his fellow sports agents at SMI.
             The mission statement that Jerry McGuire wrote for his company said that they needed more personal attention for their clients. Fewer clients, less money but more personal attention. He wrote passionately about how the professional agents have become sharks for money, all the while, ignoring the needs of the athletes and their families. In essence, he took his personal feelings about an incident that occurred with a hockey players son, and rewrote the "code" for all his colleagues and expected them to accept his feelings and ideas. What Jerry McGuire was really saying was "I think that this is good, and so should you." MacIntyre would say that Jerry was supporting his theory of emotivism in writing his misson statement.
             MacIntyre said that in the pre - Enlightenment world, human life had a purpose, a "telos". The telos of a man was to fulfill his role in society, that role ascribed to him at birth or ..through position. Ethics was the means by which "man as he is" could become "the man as he could be if he realized his telos". This ideal was precisely stated by Dorothy, Jerry's then assistant, as she described why she loved him. She said that she loves him for the man that he wants to be...and for the man that he almost
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