Character shilling in movies is when you hear things about a character that don't really match what your own eyes see in the character. For example, if every character talks about how charming and witty a character is then when you meet him-he's a bore, rude and has the charisma of an angry librarian the characters who told you how wonderful he is are not only wrong, but they engaged in character shilling. Good writers show you the qualities they want their characters to have. Bad writers tell you the qualities the characters have.
It is sometimes the same way in real life. I've met people who say person X or Y has a "good heart" or a "big heart" then when I meet said person, they turn out to be seriously flawed. It doesn't matter how big your heart is if you walk around hurting people and cause destruction and misery wherever you go. The size of your heart doesn't matter, it's what you do with it.
Intentions are not good enough-in the end it's your actions that matter and that's what people will remember you by. If you really want to show people how big your heart is-prove it with your actions. Motives are irrelevant.
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