Selling Homosexuality to America
Paul E. Rondeau*
"[I]nstitutional sites from which
discourse proceeds must be identified . . . . [D]iscourse is
power itself, and the power to control discourse is thus the
master power in any society."
"Truth is not the issue. The issue is power."
Among America's culture wars, one of today's most intense
controversies rages around the issue alternatively identified,
depending on one's point of view, as "normalizing homosexuality"
or "accepting gayness." The debate is truly a
social-ethical-moral conceptual war that transcends both the
scientific and legal, though science and law most often are the
weapons of choice. The ammunition for these weapons, however, is
This article explores how gay rights activists use rhetoric,
psychology, social psychology, and the media–all the elements of
modern marketing–to position homosexuality in order to
frame what is discussed in the public arena and how it is
discussed. In essence, when it comes to homosexuality, activists
want to shape "what everyone knows" and "what everyone takes for
granted" even if everyone does not really know and even if it
should not be taken for granted.
The first strategy of persuasion is to establish a favorable
climate for your message so that the communicator (marketer) can
influence the future decision without even appearing to be
persuading. Pratkanis and Aronson refer to this as pre-selling. This is at the heart of the
homosexual campaign: to get consent via social construct today
to determine whose idea of personal freedoms will prevail in our
legal codes tomorrow.
Part II of this article provides a brief overview of the social
climate and politics that ultimately led to the American
Psychiatric Association's (APA) imprimatur of homosexual
behavior. The declassification of homosexuality as a disorder by
the APA provides context for the propaganda war proposed by Kirk
and Madsen's homosexual manifesto fifteen years later. The
section ends by reviewing the main elements of the campaign
including the call to specifically discredit, intimidate, and
silence opponents with particular attention paid to conservative
Part III presents the connection between persuasion and
democratic processes. Rhetoric, persuasive communication,
propaganda, and social psychology theories are foundational to
the concept of selling homosexuality as presented in this
article. The purpose of this section is to provide a greater
understanding of why persuasion works in order to
strengthen the later discussion of how it is applied in
the mass persuasion techniques evidenced in today's "gay
Part IV moves to the "4-P's" of the traditional marketing
paradigm–Product, Price, Place, and Promotion–to deconstruct and
to illustrate how homosexuality is packaged and sold as a
competitive product in the marketplace often through
and through positive media coverage. "What is pitched is
different–a product brand versus an issue–but the method is the
same. In each case, the critical thing is not to let the public
know how it is done,"
states Tammy Bruce, a self-described lesbian feminist and
ex-president of the Los Angles chapter of the National
Organization for Women.
Part V presents several real examples of how this strategy is
employed in five important markets of social influence. The
areas examined, which touch every citizen in America, are
government, education, organized religion, the media, and the
Part VI concludes by recapping some achievements of the gay
rights campaign and discussing what these may portend for their
opponents and American society in the future.
II. Getting Here from There
A. Kinsey to the APA Victory of 1973
A basic understanding of how the social definition of
homosexuality has seen change over the course of this century is
important. Homosexuality was considered criminal under the law
and evil by the church. Homosexuals were rescued by the medical
establishment when the condition was "medicalized" early in the
1900s and redefined as a pathological condition, a disease.
Then, beginning in the 1950s, scientific and political forces
Until Alfred Kinsey claimed that the large majority of
Americans had homosexual interests and John D. Rockefeller's
empire marketed Kinsey's voluminous Sexual Behavior in
the Human Male (1948) and Sexual Behavior in the Human
Female (1953) studies five decades ago, few ever
spoke of homosexuality in public let alone as a public
possibility. It certainly was not "O.K. to be gay" openly in
Even so, several years after the Kinsey bombshells, the Group
for the Advancement of Psychiatry (GAP), an organization of
esteemed physicians founded by the noted psychiatrist William C.
Menninger, still defined homosexuality as a treatable disease, a
sexual perversion, and as psychological (not biological) in
As late as 1960, all fifty states maintained laws criminalizing
sodomy. In 1963 the New York Academy of Medicine Committee on
Public Health, restated that not only was homosexuality a
disease (disorder), "some homosexuals have gone beyond the plane
of defensiveness and now argue that deviancy is a 'desirable,
noble, preferable way of life.'" In 1970, it was estimated
that 84% of Americans agreed homosexuality was a "social
In fact, far from homosexuality being considered just a social
aberration, it was still officially defined by the American
Psychiatric Association as a mental disorder.
Years of disruptive homosexual protests at APA annual
conferences, some openly backed by the Gay Liberation Front, and
aggressive internal homosexual activism finally changed all that
This political and non-scientific decision was "simply the
opening phase of a war with normality. It was part of a
two-phase sexual radicalization, the second phase being the
raising of homosexuality to the level of an alternative
It appears that this war analogy is justified. The success of
the effort to neutralize the APA's disapproval gave the
homosexual movement just the weapon they needed for the campaign
we see today.
B. Sans Facts, Logic, or Proof
1. The Need for War
"In February 1988, a 'war conference' of 175 leading gay
activists, representing organizations from across the land,
convened in Warrenton, Virginia, (near Washington, D.C.) to
establish a four-point agenda for the gay movement." After that meeting,
Harvard-trained social scientists and homosexual activists
Marshall Kirk and Hunter Madsen wrote a homosexual manifesto
that proposed "[d]ismissing the movement's outworn techniques in
favor of carefully calculated public relations propaganda . . .
. lay[ing] groundwork for the next stage of the gay revolution,
and its ultimate victory over bigotry."
The strategies they promulgated are best understood by peering
into the authors' shared fundamental belief: "Any society that
flatly denies the fact that one or two citizens in every ten
have strong homosexual interests, and structures its laws and
values around this denial, is, to this extent, seriously ill." Driven by a worldview of
victimization, the need for revolution and the establishment of
a cultural identity, their strategy was unabashed and blunt:
manipulate and control public discourse in order to unite and
legitimate one group even at the expense of others.
The war goal was to force acceptance of homosexual
culture into the mainstream, to silence opposition, and
ultimately to convert American society. This "stunningly
systematic and controversial blueprint . . . of carefully
calculated public relations propaganda," has value as a template to
guide discussion of how the homosexual movement hopes to achieve social
power and codify homosexual behavior as a right.
Warfare-type tactics are espoused to counter such evils as "homohatred"
from being induced in children at an early age, even children
who later turn out to be homosexual. People who dissent based on
faith are defined as religious homohaters. Heterosexuals
and even homosexuals who do not tow the gay rights line are also
the enemy. Both are labeled as gay homophobes who place "the needs of
their own cowardice above the reputations and even the lives of
millions of others, a failing of the ethical test of life so
great that if the [Christian] fundamentalists are even half
right they'll go straight to hell."
2. Desensitize, Jam, and Convert
The extensive three-stage strategy to Desensitize, Jam and
Convert the American public is reminiscent of George Orwell's
premise of goodthink and badthink in 1984. As Kirk and Madsen put it,
"To one extent or another, the separability–and
manipulability–of the verbal label is the basis for all the
abstract principles underlying our proposed campaign."
Desensitization is described as inundating the public in a
"continuous flood of gay-related advertising, presented in the
least offensive fashion possible. If straights can't shut off
the shower, they may at least eventually get used to being wet." But, the activists did not
mean advertising in the usual marketing context but, rather,
quite a different approach: "The main thing is to talk about
gayness until the issue becomes thoroughly tiresome." They add, "[S]eek
desensitization and nothing more. . . . [I]f you can get
[straights] to think [homosexuality] is just another
thing–meriting no more than a shrug of the shoulders–then your
battle for legal and social rights is virtually won." This planned hegemony is a
variant of the type that Michael Warren describes in Seeing
Through the Media where it "is not raw overt coercion; it is
one group's covert orchestration of compliance by another group
through structuring the consciousness of the second group."
Jamming makes use of the rules of Associative Conditioning . . .
and Direct Emotional Modeling.
. . . .
. . . [T]he bigot need not actually be made to believe . . .
that others will now despise him . . . [r]ather, our effect is
achieved without reference to facts, logic, or proof. . . . [W]hether
he is conscious of the attack or not. Indeed, the more he [the
bigot] is distracted by any incidental, even specious, surface
arguments, the less conscious he'll be of the true nature of the
process–which is all to the good.
Jamming is psychological terrorism meant to silence expression
of or even support for dissenting opinion. According to one
knowledgeable source, "Dr. Laura is only the most visible victim
of this new assault on free speech and thought."
The final stage, Conversion, means the "conversion of the
average American's emotions, mind, and will, through a planned
psychological attack, in the form of propaganda fed to the
nation via the media." With Conversion, the bigot is shown
images of "his crowd actually associating with gays in good
The alleged bigot "is repeatedly exposed to literal
picture/label pairs . . . of gays . . . carefully selected to
look either like the bigot and his friends, or like any one of
his other stereotypes of all right guys."
Another tactic is to claim that famous historical figures were
homosexual. This associates homosexuals with positive images
(symbols) just like advertisers use celebrity endorsements.
Famous historical figures are considered especially useful to us
for two reasons: first, they are invariably dead as a doornail,
hence in no position to deny the truth and sue for libel.
Second, and more serious, the virtues and accomplishments that
make these historic gay figures admirable cannot be gain said or
dismissed by the public, since high school history textbooks
have already set them in incontrovertible cement.
The negative variant is to portray all detractors as victimizers
by pairing them with negative images (symbols) of "[k]lansmen
demanding that gays be slaughtered[,] . . . [h]ysterical
backwoods preachers[,] . . . [m]enacing punks[,] . . . [and a]
tour of Nazi concentration camps where homosexuals were tortured
In essence, they use positive or negative icons (symbols) and
not the actual words for their persuasive message.
3. Dust Off the Unholy Alliance
Perhaps the most menacing focus of the campaign is the special
treatment reserved for the religious dissenters. The strategy is
to "[j]am homohatred by linking it to Nazi horror."
Most contemporary hate groups on the Religious Right will
bitterly resent the implied connection between homohatred and
Nazi fascism. But since they can't defend the latter, they'll
end up having to distance themselves by insisting that they
would never go to such extremes. Such declarations of
civility toward gays, of course, set our worst detractors on the
slippery slope toward recognition of fundamental gay rights.
. . . [Furthermore] gays can undermine the moral authority of
homohating churches over less fervent adherents by portraying .
. . [them] as antiquated backwaters, badly out of step . . .
with the latest findings of psychology. Against the atavistic
tug of Old Time Religion one must set the mightier pull of
Science and Public Opinion . . . . Such an 'unholy' alliance has
already worked well in America against the churches, on such
topics as divorce and abortion. . . . [T]hat alliance can work
Although some might label such virulent persuasion tactics as
antisocial, the form of government that we enjoy has persuasion
at its roots.
III. Persuasion, Society, and Democracy
The ancient civilizations of Greece and Rome are often
considered the cradle of modern Western democracies. In Greece,
a direct democracy, decisions were made through serious public
discussion and open debate. Hence, the ability to personally
persuade others to accept one's point of view was an essential
skill. The Sophists filled the demand (marketplace) for the
teaching of this public speaking skill called rhetoric.
When Rome later arose as a representative republic, "[p]ower was very often
exercised not through bottom line legalities but through the
persuasiveness and force of argument of particular office
holders or assemblies."
The Roman marketplace now required not only teachers but also
professional persuaders for hire. Sophists were reborn as
lawyers and lawmakers.
Modern America is very much like the Roman Republic. Romans were
primarily interested in the practical uses of the art of
persuasion just as Americans are immersed in advertising and
spin doctoring–"[l]ess interested in . . . absolute truth and
more interested in what 'works.'" Therefore, those that most
influence society today, from lawyers to lawmakers, lobbyists to
marketers, descend from the sophists, the experts in rhetoric
and the artists of persuasion.
Modern rhetorician Richard M. Weaver "was a champion of
conservative . . . ideas." "One of the mainstays of
conservative thought is a concern for values. Weaver felt that
American culture was losing many values worth preserving." These very same concepts
underlie the resistance by society at large to affirmation of
the homosexual community. The homosexual movement is formed and
driven in that conflict.
Weaver's book, Ideas Have Consequences, has been
described as "a profound diagnosis of the sickness of our
Certainly, this diagnosis is a common argument in opposition to
homosexuality. Weaver's defense of language as the touchstone to
enduring human values and universal truths is recurring and
central to the conception of the role of rhetoric.
Weaver describes four ways to interpret a subject rhetorically:
"define its nature"; "place it in a cause-and-effect
relationship"; interpret it "in terms of relationship of
similarity and dissimilarity"; or interpret it "by credit of
testimony or authority."
The gay rights movement draws upon this strategy in the hope of
reshaping American society and laws. Recall Kirk and Madsen's
candid admission that, "[T]he separability–and manipulability–of
the verbal label is the basis for all the abstract principles
underlying our proposed campaign."
The current debate, then, is framed differently by both sides.
Is homosexual behavior normal or abnormal? Are the maladies
commonly associated with the homosexual condition (depression,
AIDS, suicide, cancer) caused by the behavior itself or
society's reaction to it? Are homosexuals just the same as
heterosexuals? Should science or society determine the
acceptability of "gayness"?
If history repeats itself, the point of view that holds sway in
America's courts will first hold sway in the minds and hearts of
individual citizens, judges, and lawmakers. And the heart and
mind of society is the target market that the gay rights
campaign means to capture in order to win the courts.
B. Modern Persuasion Theory: The Elaboration Likelihood Model
1. Credibility of the ELM
"Persuasion is the essence of marketing . . ." and the "Elaboration
Likelihood Model of persuasion has emerged in the last decade as
a central focus of research on communication and persuasion." The ELM is the most
comprehensive modern theory of how persuasion works. "For a
given topic and setting, the ELM has the benefit of suggesting
which kinds of source descriptions would or would not have
effects similar to traditional message arguments."
2. To Think or Not to Think: Elaboration
Petty and Cacioppo theorized a framework for two relatively
distinct routes to persuasion (i.e. attitude change) as the
central route and the peripheral route. These two routes are
differentiated by the level of cognitive processing undertaken
(i.e. amount of conscious examination or "elaboration" of the
message) by a person exposed to persuasive communication. The
central route is high level processing "based on a careful and
thoughtful assessment . . . . [The low level peripheral route]
is based on some cognitive, affective, or behavioral cue." As underlying motivations on
how each route is used, Petty and Cacioppo list seven postulates
in the ELM:
People are motivated to hold correct
Although people want to hold correct
attitudes, the amount and nature of issue-relevant elaboration
in which they are willing or able to engage to evaluate a
message vary with individual and situational factors.
Variables can affect the amount and
direction of attitude change by . . . affecting the extent or
direction of issue and argument elaboration [i.e. cognitive
effort to evaluate].
Variables . . . [have an affect] by
either enhancing or reducing argument scrutiny.
Variables affecting message processing
in a relatively biased manner can produce either a positive
(favorable) or negative (unfavorable) motivational and/or
ability bias to issue-relevant thoughts attempted.
As motivation and/or ability to
process arguments is decreased, peripheral cues become
relatively more important determinants of persuasion.
Attitude changes that result mostly
from processing issue-relevant arguments (central route) will
show greater temporal persistence, greater prediction of
behavior, and greater resistance to counterpersuasion . . . .
Although the ELM is often graphically illustrated as two
distinct routes, the theory actually describes a continuum
bounded on one end by "a person's careful and thoughtful
consideration of the merits of the information presented" (the
central route) and on the other by no "scrutiny of the central
merits of the issue-relevant information presented ([the]
but rather a reliance on cues. Persuasive communications can
move the recipient to arrive at a similar final attitude by
either route or by something in between.
With the "mindless acceptance" of cues at the end of the
continuum bounded by the peripheral route, it is put forward
that any attitude change achieved via this process is more
transitory and subject to counterpersuasion and counterargument.
At the opposite end, "attitudes formed or changed via . . .
central route [processes are predicted to be more] persisten[t],
[more] resistan[t], and [more] predict[ive] of behavior." So, although Petty and
Cacioppo believe central route attitude change is "quite
desirable, the ELM makes it clear that this is a difficult
And, while they argue that "enhanced thinking produces
persistence," they believe that "processing may proceed in
either a relatively objective or a relatively biased manner."
Applied to this discussion of marketing the concept of gay
rights, it is noteworthy that "in targeting an attitude for
change, the ELM suggests that it is more important to know
something about the underlying qualities of the attitude than
simply knowing if a person has an attitude or not." In short, knowing how to
influence attitude is more important than knowing what attitude,
opinion, or belief is held.
3. Which Thinking Route to Take: Variables and Moderators
Fleming and Petty make it clear that "many variables are capable
of moderating the route to persuasion, either central or
Petty explains that moderators influence the strength or
direction of a relationship. The moderator variables in the ELM
(e.g. issue involvement, distraction, and need for cognition)
can serve as variables "that can moderate the route to
For different topics, situations, and audiences the same
communication sources can serve as central merits, bias the
interpretation, or generate additional arguments to evaluate the
Moderators can include speaker source or credibility, distraction, strength of argument, personal relevance, the recipient's mood, and
the recipient's ability or motivation to process. However, "[O]ne cannot place
[these] variables into simple lists because, depending upon the
meaning of the variable in the specific context, and the overall
elaboration likelihood, variables can sometimes act as cues,
sometimes act as arguments, and sometimes affect the extent or
direction of elaboration."
Homosexual strategists want lasting attitude change in society
toward their behavior, but know that many people see their
arguments as weak, such that a successful appeal to the central
route (high processing) is unlikely. Since ELM predicts that
attitude changes via the peripheral route (using cues) are less
durable, gay rights activists have a different answer as to how
longer lasting attitude change can still be achieved–cognitive
4. Control Behavior, Change Attitudes: Cognitive Dissonance
Another psychosocial concept is helpful in discussing the actual
marketing of homosexuality. Leon Festinger, "one of social
psychology's most important theorists," theorized that people hold a
multitude of cognitions: beliefs, pieces of knowledge held as
appropriate or true, values, memories or emotions. Most cognitions are
irrelevant to others, such as liking the color blue but not
liking hot dogs. Some are consonant, like believing in God and
believing in honesty. However, an uncomfortable psychological
state called cognitive dissonance sets in when people hold
inconsistent (dissonant) ideas, beliefs, or opinions.
Dissonance is a conflict of inconsistent or "nonfitting"
relations among cognitions. Consonance is consistency or balance
between cognitions. The magnitude of pressure to change is
relational to the importance of the dissonance. Because there is a tendency
among people to seek consistency between attitude and
behavior, something must change in the case of a discrepancy
to resolve the conflict and to eliminate the dissonance. There
are three ways people resolve dissonance: (1) reduce the
importance of the dissonant beliefs, (2) add more consonant
beliefs to outweigh the dissonant beliefs, or (3) change the
dissonant beliefs so they are no longer inconsistent with one
When it comes to mass persuasion in the name of gay rights, two
particularly important concepts from Festinger's work are
applicable. The first is threshold reward/punishment. The second
concept is forced compliance. Maximum dissonance, the maximum
psychological need to rationalize inconsistent beliefs or
replace them with new beliefs, sets in if only just enough
reward/punishment is used to gain public compliance. Then, forced compliance
occurs when, due to their environment, a person must exhibit
overt behavior or the verbal expression of opinions that
conflicts with privately held original beliefs.
Perhaps counterintuitively, attitude change often follows
behavioral change and not vice-versa. This explains why the gay
rights movement often focuses on negative labeling (bigot,
ignorant, intolerant) in the marketplace of competing ideas; a
social environment is created that is unfriendly to
anti-homosexual speech. Like Chinese water torture rather than
brute force, only socially enforced public compliance at a
minimum level, through continued application, can ultimately
change the privately held attitude or belief.
Thus, to psychologically propel societal attitude change
regarding homosexuality, America is deluged with pro-homosexual
messages, education campaigns, positive images, and sympathetic
news in the media creating an antecedent condition that can be
called societal dissonance. "The existence of dissonance
gives rise to pressures to reduce the dissonance . . . .
Manifestations . . . of these pressures include behavior changes
. . . and new opinions."
IV. Marketing 101
A. Defining Marketing
1. Propaganda, Persuasion, Education and the 4 P's
It is not common practice to think of social movements in
terms of marketing. Perhaps this is because using terms like
"selling" or "marketing" seems to denigrate noble activities
that usually portray themselves in terms of grass roots and the
will of the people.
However, the American Marketing Association defines marketing as
"the process of planning and executing the conception, pricing,
promotion, and distribution of ideas, goods and services
to create exchanges that satisfy individual and organizational
There are many variations of the definitions related to the
theory of marketing but generically they all fall into one of
four categories–the easy-to-remember 4-P's: product
(conception), price, promotion (marketing communications), and
place (distribution). Each is interrelated and each also has a
The concept of product is formally defined in marketing to
include all "functional, social, and psychological
utilities and benefits." Ideas (as products) are
defined as concepts, philosophies, images, or issues.
Pricing of a product has several functions. Price is a
pre-persuader. It positions the product versus the
competitor. For example, "good" perfumes are expected to be more
expensive; whereas, generic brands are expected to sell for
less. When pricing is related to policy issues, it is often
framed in terms of competing interests: the cost
to the environment in drilling in pristine wilderness versus the
cost to America of remaining dependent on unreliable
A new pricing concept called exaction pricing is introduced in
this article. Rather than the mutually satisfying exchange
relationships proposed in marketing theory, exaction pricing is
defined as the economic or emotional price that is exacted from
targeted groups for not buying the gay rights idea.
Promotion includes the different methods for getting the
persuasive message to the target audience: advertising (paid
persuasive messages), personal selling (which would include
lobbying), publicity (working the media for positive coverage),
and direct inducements.
Place is shorthand for the distribution channel (place) where
consumers can buy the product.
"Marketing communicators–as well as all persuaders (politicians,
theologians, parents, teachers)–attempt to guide people toward
the acceptance of some belief, attitude, or behavior by using
reasoning or emotional appeals." And, if education is
learning new ideas and information, then "every time we turn on
the radio or television, every time we open a book magazine or
newspaper, someone is trying to educate us." Therefore, marketing is
rhetoric on steroids–the commercialized, technologized, and
systematized application of persuasion, propaganda, or education
(depending on who is doing the naming).
2. The Marketing Environment
There are five broad forces that often are considered
uncontrollable: social, economic, technological, regulatory and
However, the gay rights movement seeks to change the social and
regulatory, exploit the economic and technological, and silence
or convert the competition. Therein lies the brilliance and
power of their marketing campaign.
In this postmodern society "[t]ruth is not the issue. The
issue is power. The new [social] model[ ] 'empower[s]' groups
and "the power to control discourse is thus the master power." By 1990, half of all
marriages from twenty years earlier had ended in divorce, and
the traditional family, and its values, did not look so
The explosion of communications technology, including the advent
of Internet, allowed the homosexual movement to exploit
society's changing values. It enabled a disparate homosexual
community representing "less than 3% (and perhaps less than 2%)
of the population"
to act as a cohesive group to project persuasive power into
B. Conceptualizing the Product
1. Repackaging the Product: A New Identity for Homosexuality
In 1989 two strategies on how to totally repackage homosexual
behavior as a rights issue were unveiled to the gay
[F]irst, you get your foot in the door, by being as
similar as possible; then, and only then–when your one
little difference [orientation] is finally accepted–can you
start dragging in your other peculiarities, one by one.
You hammer in the wedge narrow end first. As the saying goes, [a]llow
the camel's nose beneath your tent, and his whole body will soon
Pederasts, gender-benders, sado-masochists, and other minorities
in the homosexual community with more extreme "peculiarities"
would keep a low profile until homosexuality is in the tent.
Also, common homosexual practices such as anal-oral sex, anal
sex, fisting, and anonymous sex–that is to say what homosexuals
actually do and with how many they do it–must never be a
Rather, only strongly favorable images of homosexuals should be
displayed, even "paint[ing] gay men and lesbians as superior–veritable
pillars of society. . . . Famous historical figures are
especially useful . . . for two reasons: first, they are
invariably dead . . . hence in no position to deny the
truth . . . [and] high school history textbooks have already set
them in incontrovertible cement."
In other words, change the basic offer and do a marketing
practitioner's job; only "provide positively valued information
. . . that will increase the odds of [the consumer] ultimately
choosing the marketer's offering over competitive options." Both ELM and Weaver would
refer to this as associating the right symbols with your
The second strategy was even more powerful.
[T]he public should be persuaded that gays are victims of
circumstance, that they no more chose their sexual
orientation than . . . their height . . . . ([F]or all practical
purposes, gays should be considered to have been born gay–even
though sexual orientation, for most humans, seems to be the
product of a complex interaction between innate predispositions
and environmental factors during childhood and early
adolescence.) To suggest in public that homosexuality might be
chosen is to open the can of worms labeled 'moral choice
and sin' and give the religious right Intransigents a stick to
beat us with.
America takes pride in being a country where tolerance for
others and individual freedom is held in high regard. It is both
part of our laws and our culture. Today's homosexual marketer
has properly recognized this environment and has aggressively
followed these strategies in promoting the idea of
"homosexuality" by directing the consumer away from the
specifics of (especially male) homosexual behavior while also
advertising that the choice to pursue such behavior is normal,
innate, unchangeable, and prevalent. It is even healthy and
desirable so it deserves protection as a right.
What made such a campaign even thinkable was presaged more than
fifteen years earlier.
2. Redefine Abnormal as Normal
In the early 1970s, homosexual activists unleashed a "violent
and extortionary political campaign." Homosexual activists
reasoned that if the influential American Psychiatric
Association (APA) were to redefine homosexuality, other
professional guilds (like the several times larger American
Psychological Association) and then the rest would follow. When the APA leadership
finally capitulated and agreed to allow the membership to
consider the removal of homosexuality as a disorder, a mass
mailing to 30,000 members by the pro-homosexual faction
encouraged all members to agree to the change. With only
one-third responding, the resolution was passed.
"The acceptance of homosexuality by the American Psychological
Association in 1973 was preceded by an unquestioning acceptance
of [Dr. Alfred] Kinsey's work and under heavy political pressure
by the nascent gay lobby, which recognized that to normalize
homosexuality, they had to get it taken off the list of
Charles Socarides, a psychiatrist and reparative therapist who
is an anathema to homosexual activists, recounted his
perspective in The Journal of Human Sexuality on how the
classification of homosexuality was changed in the early
[Homosexual activists] targeted members of the worldly
the psychiatric community, and neutralized them with a radical
redefinition of homosexuality itself. . . . [T]hey co-opted the
leadership of the American Psychiatric Association and, through
a series of political maneuvers, . . . [t]hey got the APA to say
that same-sex sex was "not a disorder." It was merely "a
condition"–as neutral as left-handedness.
The much larger American Psychological Association
followed suit two years later. As homosexuals predicted, over
time other professional guilds from counseling to education to
pediatrics accepted the lead of both APAs and de-diagnosed
homosexuality as a disorder.
What was not known at the time was that the National Gay Task
Force (NGTF) played a central, though secretive, role both
financially and strategically. The mailing by the
pro-homosexual faction to the 30,000 APA members encouraging
members to vote yes was apparently paid for by funds raised from
a letter sent to NGTF's membership. Later it was also found
that the Council on Research and Development of the APA did not
actually investigate the issue thoroughly before it gave formal
approval for deletion of homosexuality from the DSM and the
Committee on Nomenclature had never formally approved the
The de-classification was accomplished without the general
membership ever knowing the machinations behind the scenes. This
might explain why four years after the APA vote, the journal
Medical Aspects of Human Sexuality reported that a survey it
conducted showed 69% psychiatrists disagreed with the vote and
still considered homosexuality a pathological adaptation.
3. Polish the Idea
The sanitizing and repositioning of the product was not over.
Few today remember that AIDS (Acquired Immuno Deficiency
Syndrome) was still known in the medical community as late as
1981 as GRID (Gay-Related Immune Disorder) along with other
unequivocally homosexual related conditions such as "Gay-Related
Bowel Syndrome." As GRID spread and the threat to the homosexual
community became apparent, homosexuals mobilized against the
term. However, their "first priority remained to protect
homosexuality itself as a perfectly acceptable, normal and safe
way of life. . . . So the first move in the early eighties
was to eliminate the earlier name . . . . [P]ressure was swiftly
generated to rename 'gay-related immune disorder' to AIDS:
'Acquired Immune Deficiency Syndrome.'"
4. Reposition the Product
The remake goes on. A recent
term introduced into the message mix is "sexual minority." Homosexual activists now routinely name
themselves as often and as
publicly as possible as they wish to be defined. They strive to
make the language used to describe them indicate that same-sex
couples are "families" with the same values and child-rearing
potential as heterosexuals. Paula Ettelbrick, legal director of
the Lambda Legal Defense and Education Fund proposes: "The norm
in this society should be recognizing families in the way that
they are self-defined." Just how far can repositioning of this idea go?
Elizabeth Birch, executive director of the Human Rights
Campaign, tells us: "[Homosexuals] hold sacred seeds. . . . [T]o
be gay, lesbian, bisexual, or struggle around gender is
literally a gift from God and we [homosexuals] have an enormous
amount to teach this nation."
C. Setting the Price
1. Two-Tiered "Exaction" Pricing: Emotional
As with much of the national persuasion campaign, very original
applications of psychology and marketing theory have been used
by homosexual activists. An extremely effective tool has been
what is defined here as "exaction pricing."
When a marketer speaks of pricing, it is understood that he is
referring to the price that is set for the product and therefore
being asked of the consumer. One role price has in consumer
decision making is in the positioning of the product against
competitors (other ideas). So, from a marketing perspective, how
does one set a price in the marketplace or, in this case, in the
minds of an entire populace, that will encourage people to buy
an idea rather than reject it?
People make buying decisions to satisfy both psychological and
physical or utilitarian needs. First, it is useful to consider
Pride and Ferrell's term "psychological pricing" which encourages "emotional
rather than rational responses."
Buying the homosexual idea, in place of one's own beliefs,
family teachings, or those taught by Christianity and other
faiths is a high price indeed, but gay rights marketers have
found a way to exact that high price by their own version of
emotional pricing. Exaction pricing is unsupported by facts,
logic or proof. With the help of the media, they portray those
who refuse to buy, and especially any who dare to publicly
oppose (competitively react to), the gay rights idea as bigots,
homophobes, heterosexists, ignorant, hateful, intolerant and so
on. They position the accused in the same category as racists,
sexists, elitists and other pejorative classes.
Accusations of "…ist" are used by militant gay rights advocates
in this powerful pricing technique to exact an emotional
price for refusing to accept the gay rights proposition. Wood
and Pearce explain that a distinct characteristic of the "…ist"
accusation is that it is almost impossible to refute. While it seems simple
enough to be accused in this way, this type of label "in
actuality, is an intricate form of argument" which, to defend
against, requires a particularly sophisticated and, hence, both
rare and precarious form of argument. Ergo, all those gay rights
opponents who do not have the capacity to counter the
accusation, even if they feel it is untrue, pay the emotional
price both internally and externally of being branded an "…ist."
To regain the prestige of not being an "…ist" (and ultimately
Festinger suggests an individual will) the even higher price of
moderating one's personal beliefs is exacted.
Remember that people want to hold right opinions,
beliefs, and attitudes. A conflict arises between their own
beliefs and a continuous flood, a shower, of homosexual-positive
messages that cannot be turned off. The emotional price (the
exaction price) is an uncomfortable mental state of perpetual
cognitive dissonance through forced compliance. By comparison,
the idea of accepting homosexuality is presented as a prestige
product, only for those who, by inference, do not want to be
seen as any of the above "…ists"-type negative personalities.
The favorite exaction-pricing weapon is to accuse anyone who
publicly expresses competing ideas of being a homophobe. Its
complexity is particularly effective; by definition it includes
unnatural fear plus all the mechanisms of an "…ist" label. The
exaction power of the tactic is even more powerful as it is
often coupled with the idea that most homophobes use
anti-homosexual attitudes as a smokescreen to disguise their own
2. Two-Tiered "Exaction" Pricing: Economic
The economic pricing of the homosexual idea takes the
carrot and stick approach. Since homosexuals are
"twice as likely as the general population to have a household
income between $60,000 and $250,000," one of the obviously
powerful tools the homosexual community has is the economic
empowerment of where to spend money.
Pertman reports that the recognition of this market is obvious.
From 1997 to 1999, advertising in homosexual publications soared
20.2% to $120.4 million. Now such corporate
mainstays as John Hancock Financial Services, Fleet, American
Express, Levi-Strauss, Alamo Rent-a-Car, MTV, and General Motors
consider sexual orientation when creating target marketing
And, the homosexual marketer knows, social prejudice is eroded
by mainstream advertising aimed at homosexuals.
Of course, as homosexuals have dollar-power, they also have the
power to boycott companies who do not toe the party line. The
homosexual community is not bashful about exacting a price when
it comes to well-publicized boycotts. Sometimes described as a
minefield, even corporate giants have had to compromise and come
around to the activists' demands.
One dramatic example of the use of the stick is an incident
involving Coors. "Still suffering from a boycott that began in
1977 over alleged mistreatment of homosexual employees, Coors
managers are visiting bars to get the word out that Coors wants
their business and is the only major brewer offering
domestic-partner benefits." This is a picture-perfect
example of total conversion accomplished via exaction pricing.
An even more dramatic situation involved United Airlines. The
homosexual-dominated City of San Francisco passed an Equal
Benefits Ordinance heralded as a landmark anti-discrimination
It required all businesses who contracted with the city to offer
the same benefits to same-sex partners as offered to married
When United balked, a nationwide boycott including advertising
campaigns was instigated by supporters of the bill. The boycott
targeted first the Los Angeles and San Francisco markets. The
advertisements were a left-right combination punch. First, the
advertisements linked United to Pat Robertson, characterizing
him as a homosexual discriminator and religious
extremist. Second, the activists promoted American Airlines, who
had made significant donations to various national homosexual
advocacy groups, as the gay-friendliest airline.
This was a powerful emotional and economic version of exaction
pricing backed by a homosexual market estimated to spend "$54.1
billion in annual consumer spending in the U.S. travel industry"
or almost 10% of the national total. The strategy got the
D. Place: Distributing the Idea
How could a movement ever penetrate a market that consists of
the hearts and heads of an entire society? The key was to
consider first and foremost the media in everything the
homosexual movement did–to control information and images. Only
by controlling information could they saturate important centers
of influence and thus avoid or beat other ideas in the market.
As Jowett and O'Donnell explain, control of information is
Control ruses take the form of "withholding information,
releasing information at predetermined times, [or] in
juxtaposition with other information that may influence public
perception, manufacturing information, . . . distorting
information," and communicating key information to or through
The objective is "(a) control[ ] the media as a source of
information . . . and (b) present[ ] distorted information from
what appears to be a credible source" and (c) conceal the true
Altheide and Johnson are cited for a critical control concept
they label as "bureaucratic propaganda." In this form of persuasive
communication, information that appears to be scientifically
gathered and objective is disseminated to influential groups
with the purpose of maintaining the legitimacy of the
propagandizing organization. Although the information is often
contrived, distorted, or falsely interpreted, the information
may never be seen by the public. Rather, some congressional
committees or citizen's groups use it for actions or programs. The groups used by
homosexual activists to distribute the homosexual idea and gay
rights issues were those that touched the most Americans and had
the highest source credibility. Just like the tremendous
leverage they achieved by co-opting the mental health
professions, who would then become disseminators of the
homosexual agenda through actions and programs, it was planned
that the media, the government, educators and liberal, "less
fervent" churches would be forced on board. Each of these
"channels" carries its own authority and credibility.
Just as importantly, it is hard to imagine that anyone can
escape the influence of more than one or two of these
institutions. The homosexual idea would be available for
purchase to everyone through their local distributor.
E. Promotion: Win at All Costs
1. Setting the Theme: Major Gay Rights Players
Jay Conrad Levinson, a former vice-president and creative
director at J. Walter Thompson Advertising and Leo Burnett
Advertising, says, "A theme is a set of words that summarizes
your identity. . . . The best themes are those that can be
utilized for decades. The longer you use them, the more powerful
they become. . . . If you have one, lean on it. You'll find it
to be a potent weapon."
This potent weapon was recognized in the formulation of the gay
rights campaign when it was strategized that the gay "campaign
should not demand explicit support for homosexual practices, but
should instead take antidiscrimination as its theme." That would "[g]ive
potential protectors a just cause. . . . Make gays look good. .
. . Make victimizers look bad." In fact, that would make
the very expression of anti-homosexuality beliefs so socially
unacceptable that even the most intransigent opposition would
ultimately be silenced in public.
If one just reviews some of the prominent national voices in the
movement, it is not difficult to ascertain this recurring gay
The Human Rights Campaign (HRC), based in Washington, D.C., is
the largest national homosexual lobby in the nation. Claiming
400,000 members, HRC and the Human Rights Campaign Foundation
over $16 million. Their activity descriptions are P340 and D050,
to propose, support or oppose legislation and the defense of
human or civil rights, respectively. Their web site explains
that HRC is a vigilant bipartisan "watch dog" dedicated to
Some issues that they take on include: advocating for hate crime
legislation, fighting HIV/AIDS, protecting our [homosexual]
families, and working for better lesbian health. Along with lobbying,
intense training of future GLBT political activists is part of
The Gay and Lesbian Alliance Against Defamation (GLAAD) is the
dominant media relations and watchdog lobby of the homosexual
movement with income of $4,199,134. The GLAAD website proudly
recounts that "[i]n 1992, Entertainment Weekly named
GLAAD as one of Hollywood's most powerful entities and the
Los Angeles Times described the group as possibly the most
successful organizations lobbying the media." One illustration is
that GLAAD takes credit for getting the New York Times to
change their editorial policy in 1987 to use the word gay.
GLAAD claims that it has not only reached industry insiders, but
has also influenced millions through newspapers, magazines,
motion pictures, television and visibility campaigns. Training homosexual
organizations how to deal with the media is GLAAD's mission. It supports positive
portrayals of gay, lesbian, bisexual, and transgender (GLBT) issues or images in
a the media but attacks any negative press. They are
particularly proud of their campaign to derail Dr. Laura
Schlessinger's move to television.
The National Gay and Lesbian Task Force (NGLTF, previously the
same NGTF involved in the APA effort) reports income in excess
of $3.5 million.
Whereas HRC has an emphasis in national government and GLAAD in
media, NGTLF's additional focus is also at the community level.
The organization's website describes the organization's work
this way: "We're proud of our commitment to the linkages between
oppressions based on race, class, gender, and sexual
orientation. . . . NGLTF is waging a campaign against anti-GLBT
hate crimes, which will focus on coalition-building and
legislative work in key states . . . [and ending]
Key strategies include public education, grass roots
training for activist skills, monitoring and reporting on
legislation and building coalitions for advocacy.
"To discover what a thing is 'called' according to some system
is the essential step in knowing, and to say that all education
is learning to name rightly . . . would assert an underlying
Lesbian author Patricia Nell Warren put it much more succinctly:
"Whoever captures the kids owns the future."
Two highly effective organizations who specialize in the K-12
education channel of influence are Parents, Families, and
Friends of Lesbians and Gays (PFLAG) and the Gay, Lesbian, and
Straight Education Network (GLSEN).
PFLAG, with income of just under $1.5 million, claims membership of over
76,000 with 425 local groups. PFLAG promotes the idea that
ignorance of homosexuality has bred a climate of torment,
fear and hatred in our schools. They allege that the
average high school student hears twenty-five anti-homosexual
and that homosexual youth may account for 30% of all teen
Through "support," they implore an adverse society, an
ill-informed public, to help create a more healthy and
GLSEN, with income exceeding $1.8 million states that their mission
is to fight the homophobia and heterosexism that
undermine healthy school climates. They work to educate
teachers, students and the public at large on how these issues
have similar adverse impacts as racism and sexism. They educate the educators
on how to stop discrimination and harassment based on sexual
orientation and to help GLBT teachers and students fight for
Their resources include such training as Homophobia 101 and 102. The organization asserts
that they have trained 400 school staffs around the country and
that the first statewide Safe School for Gay and Lesbian
Students sponsored by the Commonwealth of Massachusetts is a
result of and modeled closely on their work.
The Lambda Legal Defense and Education Fund reports
income over $10,000,000 and is the
homosexual-specific equivalent of the American Civil Liberties
Union (ACLU). The ACLU is also very active in gay rights and
reports income of over $25 million.
2. Summary of a Common Theme
Hate speech and hate crime, homophobia and heterosexism,
oppression versus tolerance, diversity versus discrimination,
ignorance versus education, fear versus safety–all of the old
and new "…ists" and "…isms"–are the thematic vernacular found in
all homosexual persuasive communication. Homosexuals are
innocent victims. Dissent, even by homosexuals, is always
due to ignorance, bigotry, or some variant of homophobia.
If NGLTF is taking credit for linkages of sexual orientation to
accepted discrimination categories, then it follows that NGLTF
created linkages where none previously existed. GLAAD is proud
of its public ranking as being the most powerful (a la
Foucault "controlling discourses") in influencing media. HRC works to insure safety,
openness, and equality. By inference, the opposite must exist
and need fixing.
Just as the sales professional is only there to help, HRC, GLAAD,
NGLFT, PFLAG, and GLSEN are there to help educate
everyone else, thereby helping to protect homosexuals from all
the ignorant "…ists" who are intolerant and victimizers. It is never called
advertising, lobbying, public relations, or–heaven forbid–spin.
It is always about a need for more education.
V. Gay Rights Marketing: The Agenda at Work
A. Stop Dr. Laura
1. The Direct Marketing Approach
"[T]he left-wing power elite is small and interconnected.
Different groups have overlapping constituencies and share a
similar history and tactics, allowing for tacit agreements about
attitude and approach." How powerful and how far
the left-wing power elite is willing to go is illustrated by the
Stop Dr. Laura "public education" campaign that was "designed
and controlled by as few as a half dozen people."
Upon converting to Judaism later in life, the Jewish counselor
changed her stance from pro- to anti-homosexual behavior.
Homosexual activists became infuriated at Dr. Laura for publicly
stating that she felt homosexuality was a "biological" mistake even though a couple
sentences later she also specifically stated that homosexuals
should not be hated or attacked. Hate speech, bigot,
intolerance and all the "…ism" accusations flooded out of the
homosexual promotion machine.
Exaction pricing was brought into play. Homosexual web sites
called for all homosexual supporters to complain to every local
station carrying Dr. Laura. A special StopDrLaura.com web site
was established with the help of free hosting by GAYBC.com, a
generous donation by the HRC, support from Hollywood celebrities like Susan Sarandon, and intense media coverage
framed as a national "uproar" by homosexual-friendly news media
such as the Los Angeles Times and the New
GLAAD's site launched a "Dr. Laura Watch" (along with other
homosexual advocacy sites) which monitored every word of the
conservative talk show host and then posted every statement she
made judged to be "anti-gay." In addition, each day every
advertiser that supported her new television program was
listed for action. Sponsor telephone numbers were published
and links to sponsor email addresses were included in homosexual
Actions taken against advertisers included phoning every
advertiser to make sure the advertiser knew their ads were
running (since many are placed via ad agencies), sending
anti-Laura (i.e. claiming hate speech and bigotry) emails,
complaining directly to the advertiser and threatening boycotts
of the sponsor's products. Proctor and Gamble, AT&T,
Sears, Robuck & Co., Xerox and ultimately dozens of major
advertisers pulled out.
Nine GLAAD updates during November and December of 2000 heralded
Dr. Laura's deteriorating ratings, downgrading of time slots and
nose-diving advertising revenues. Actions in local markets
and all positive and negative media reports were posted for
On March 30, 2001, GLAAD hailed the demise of the Dr. Laura show
as a culmination of GLAAD's "three-year public education
campaign . . . against [her] defamation and anti-gay tolerance."
Dr. Laura's competing idea was silenced by a well executed
promotion using print and electronic media that promoted the
homosexual product as superior (tolerance versus hate-speech)
and set a price to be exacted for not buying (boycotts and
complaints). The Internet was exploited to help facilitate a
of complaints to sponsors, local stations, and local media.
2. Stop Dr. Laura: Indirect Marketing
A powerful and well-disguised example of "negative branding" as
part of the homosexual promotion is the October 18, 2000 episode
of The West Wing. The popular drama, which
has a homosexual character, has won gay awards because it
"regularly addresses issues of discrimination against the
lesbian and gay community. . . ." The particular episode was
titled The Midterms but it became known in homosexual
chat rooms as the slam Dr. Laura show.
In this episode's story line, a manifestly obvious Dr.
Laura-type character, radio talk show host Dr. Jenna (Jacobs) is
meeting with the President of the United States played by Martin
Sheen. The climax of the discussion is when it is revealed
through the interrogation by Sheen that "Doctor" Jenna is not a
medical doctor who might be qualified to give advice in
the area of homosexuality. In fact, she has no training at all
in psychology, theology, social work or health care. She has a
Ph.D. in English literature.
Sheen's character, President of the United States Jed Bartlet,
says that her talk show audience is probably confused, inferring
they must have no idea that she is not qualified to give advice
or, specifically, to say that homosexuality is an abomination.
Dr. Jenna replies, "It's not me . . . but the Bible."
The President, scripted as well versed in scripture, then
severely dresses down Dr. Jenna's character. Sarcastically
ridiculing her reference to the proscription of homosexuality in
Leviticus, he snaps off several other verses of Old Testament
scripture obviously not enforced today, for comparison.
He asks what would be a good price for selling his daughter into
slavery as Exodus 21:7 allows. Further, must he kill his
colleague who works on the Sabbath, as required by Exodus 35:20?
Can the Washington Redskins continue to play football if they
wear gloves so they do not touch the skin of a pig, as required
by Deuteronomy 14:8?
Dr. Jenna, now exposed for what she really is has no
defense. Sheepishly she casts her eyes to the floor. The
President's tirade ends with a mocking statement that perhaps
Dr. Jenna has confused this interview with the President of the
United States with her monthly meeting of the "ignorant
tight-ass club." He then reminds her that she should stand in
Because of all the obvious peripheral cues planted in the
script, viewers who had heard of Dr. Laura likely would
associate her as being represented by the Dr. Jenna character.
Without even thinking, it is likely that many who did not know
better would now "know" that Dr. Laura's Ph.D. was in
literature. And therefore, Dr. Laura must be similarly and
equally unqualified to comment on the biology of homosexuality
or to offer moral advice as Dr. Jenna.
The not too subtle persuasive message is that Dr. Jenna/Laura is
the bad brand of citizen: a deceptive, ignorant, tight-ass,
unqualified to give advice let alone make moral judgments. The
good brand of citizen is the enlightened, literate, credible
President who comes down on the side of homosexuals. Buttressed
by flagrant proof-texting, the good Christian (Sheen's
character is hinted at as possibly Catholic) puts the moralistic
right wing bigot in her place.
The problem is that the real Laura Schlessinger actually has
exceptional credentials to do what she does. Her education
includes a B.S. in Biology Sciences from the State University of
New York, an M.S. and Ph.D. in physiology, and an M. Phil. from
She has a post-doctoral certification in marriage, family, and
child counseling from the University of Southern California at
Los Angeles, was a member of the graduate psychology faculty at
Pepperdine University for eight years, and is licensed in
marriage, family, and child counseling in California. She has been in private
psychotherapy practice for twelve years.
Focusing on (and distracted by) the obvious pro-homosexual
speech of the President, what viewers likely missed was the
subtle character assassination of Dr. Laura. Her education was
misrepresented in order to destroy her source credibility, and
Old Testament ceremonial law was conflated with proscriptions on
homosexuality in order to confound biblical arguments. Many
viewers would be left with two (subconscious) impressions: Dr.
Laura is unqualified and only ignorant homophobes claim
that the Bible condemns homosexuality. But The West Wing
is only fiction.
B. He Who Controls History…
Because influencing, even controlling the media, is so central
to the marketing of the homosexual idea, it is worthwhile to
cite one more example of purposeful yet disguised exploitation
of the media. In the Home Box Office [HBO] "documentary" The
Celluloid Closet, the producers purport to document that,
even in early ultra-conservative Hollywood in the 1950s and
early 1960s, movies were "coded" with subtle homosexual shadings
Movies mentioned as supposedly including homosexuality as a
subtext include Red River, Ben-Hur, and Gilda. "However, when pressed by .
. . the Television Critics Association [the producers] said they
had no documentation–no director's notes or producer's
memos–to support their theory . . . ." Nevertheless, the show
aired in 1996 suggesting that big stars (credible sources, god
words/symbols, cues) like John Wayne, Charlton Heston, and Doris
Day winked at homosexuality.
The homosexual product is promoted as good for business,
education, and entertainment via the use of free celebrity
endorsements–all with greater effect than any advertising money
C. Two Birds with One Stone
1. Using the Government to Influence Business
Businesses (the workplace), the advertising by businesses, and
the credibility of major organizations are all exploited by the
homosexual persuasion campaign. Homosexuals have made great
strides, especially at the national level, in private business.
Hundreds of companies, including many of the Fortune 500, now
have policies specifically banning sexual orientation
In addition to the usual activism one might associate with such
equity goals, a rather unique and successful marketing tactic
has been developed that combines media influence and a
Securities and Exchange Commission (SEC) regulation.
Resolutions are simple. Generally, any shareholder of title
owning approximately $2,000 worth of stock one year before a
resolution-filing deadline (generally twelve months before a
shareholder meeting) may file a resolution. By SEC regulation,
as long as the resolution complies with company guidelines for
such filings, the corporation must actually get a waiver from
the Securities and Exchange Commission to exclude a
shareholder's proposal. While these resolutions almost never win
on a vote, they only have to garner three percent support to be
reintroduced again at the shareholders meeting the following
year. At that time, if they gather six percent, they can be
reintroduced again and then again every subsequent year if
support is ten percent or above.
Shareholder resolutions were designed by the SEC to give small
shareholders a voice since they are, in fact, owners. Trillium
Asset Management, a homosexual investment management company,
began sponsoring these resolutions. Since then, other
homosexuals and homosexual friendly organizations, such as the
HRC itself, have taken the same tack. Since 1995, this
persuasive maneuver has been successfully used to exact change
from giants such as Johnson & Johnson, DaimlerChrysler, American
Home Products, McDonalds, and General Electric. ExxonMobil is one of the
more recent shareholder resolution "projects" of homosexual
This tactic is another example of exaction pricing. While the
stated goal is substantive discussion that will lead to change
in corporate policies and behaviors, "even if [the resolutions]
are ultimately withdrawn by their [homosexual activist]
proponents, proposals are often covered by the press." A price is exacted–either
change or bad press.
2. Using Business to Influence Government
Why are homosexuals so concerned about big business? It cannot
really be about employment discrimination since their higher
income level as a group would indicate access to capital,
wealth, and power.
First, "[C]orporate actions often serve as models for government
and for the popular culture." Second, "[S]ocial prejudice
is eroded by mainstream advertising to homosexuals . . . [with]
more big-league companies jumping on the gay-advertising
bandwagon every day . . . ." Third, the more workplaces
that adopt anti-discrimination policies, the more the
competition is subjected to cognitive dissonance via forced
compliance on the job five days per week.
The real goal is to use the workplace and big business to
promote and distribute the homosexual agenda.
D. The Education Channel
Public schools, especially elementary schools, are at the
forefront of the battle of homosexual tolerance programs.
"Recent months and years have witnessed the beginnings of an
unprecedented campaign . . . to affirm homosexuality and
so-called 'gay youth' in schools . . . . [A]llies argue that
students need . . . 'positive' images . . . to counter . . .
PFLAG's Read this Before Coming Out to your Parents
is described as its "most famous brochure." The stated purpose of the
brochure is "to inform gay and lesbian young adults about the
process most parents go through when their child's
homosexual orientation is disclosed." Note how the persuasive
message is framed as education to help your parents accept your
Don't raise the issue unless you're able to respond with
confidence [that you are sure you are homosexual].
. . . If you're wrestling with guilt and periods of depression,
you'll be better off waiting to tell your parents.
. . . .
. . . Your parents will probably respond based on a lifetime of
information from a homophobic society.
. . . .
. . . If you suspect they are capable of withdrawing college
finances or forcing you out of the house, you may choose to wait
until they do not have this weapon to hold over you.
. . . .
. . . If they tend to see social issues in clear terms of
good/bad or holy/sinful, you may anticipate that they will have
serious problems dealing with your sexuality. If, however,
they've evidenced a degree of flexibility when dealing with
other changing societal matters, you may be able to anticipate a
willingness to work this through with you.
To what does this message appeal?
PFLAG's (1995) promotional message maintains the theme that any
parents who might reject homosexuality as normal are sick.
Parents are characterized as possibly homophobic, potential
victimizers who may use college finances to oppress the
homosexual, or ignorant (needing education) because they
only see things "in clear terms of good/bad or holy sinful" and
find their own child unlovable. The parents' competing idea
of normality is not to be trusted. PFLAG has told the
prospective customer to "buy" (make the decision you are
homosexual) before discussing it with parents.
There are other forms of promotion that education takes. A
health educator at a Massachusetts high school included these
loaded questions in a sex quiz: "Are you heterosexual because
you fear the same sex? How do you know you wouldn't prefer
sleeping with someone of the same sex? Do you merely need a good
The promotion can also take the form of self-improvement
education. Project 10
is a school-counseling program staffed by homosexual counselors.
It is positioned as a "dropout prevention program"
and "a response to suicide, alcohol/substance abuse and risk of
Its mission is to identify and provide support in developing
positive homosexual identity. Again, the product is
positioned as correct. Side effects like AIDS are, at best, a
One resource is a teacher self-evaluation quiz designed to
expose "unconscious biased behaviors." While it asks legitimate
questions with possible answers "Always," "Sometimes," and
"Never" on using or allowing to be used pejorative language like
"dyke" or "faggots," it also asks whether "I use examples in my
job showing gay men and lesbians of diverse backgrounds . . . "
or do "I supplement inadequate treatment of gays and lesbians
[in the classroom]."
The requirement is that to be equitable, not an "…ist," teachers
must not just tolerate homosexuality but value it enough to make
sure that it is included in classroom discussions.
Another promotion strategy is to "help" schools. After
monitoring a conference on Reparative Therapy in 1998
(psychotherapy designed to help homosexuals seeking change to
achieve that goal), the Gay, Lesbian, and Straight Education
Network [GLSEN] distributed almost 15,000 copies of Just the
Facts About Sexual Orientation and Youth to school
superintendents around the country as a "primer."
Once again, the APA declassification in 1973 of homosexuality
came into play. With an impressive list of supporting
organizations including the National Education Association (NEA)
and American Federation of Teachers (AFT), Just the Facts
devoted an entire section discouraging any reparative therapy
type materials (the competing idea) being made available in
schools because national associations of "more than 477,000
health and mental health professionals, have all taken the
position that homosexuality is not a mental disorder and thus
there is no need for a 'cure.'" The wishes of a child
seeking possible change is irrelevant and documented success of
many approaches over the years–including reparative therapy–is
not to be considered.
Just the Facts flatly states that the "most important
fact [to recognize] about 'transformational ministry' is that
its view of homosexuality is not representative of the views of
all people of faith. Many deeply religious people . . .
are supportive and accepting [of gays rights needing] to be
protected from the discriminatory acts of others." Any discussion of the
success of this approach is avoided by the introduction of a
Promotion through education packaged as "tolerance" at St. Cloud
State University in St. Cloud Minnesota went so far that a
policy statement was issued that declared, "It is simply not
acceptable for social workers to view homosexual people . . . as
sinners . . . . The only legitimate position . . . is to abhor
the oppression . . . and to act personally and professionally to
end the degradation [of homosexuals]." It suggested that a
Catholic student or any students who could not agree should
leave the degree program.
It is important to take particular note that the statement, made
in direct violation of the students' religious freedom,
concerned a social work degree program. Furthermore, the American
Psychological Association accredits schools offering graduate
degrees in clinical psychology. Accreditation can be a critical
factor for the long-term success of the program.
E. The Military Campaign
The issue of gays in the military is an excellent example of the
multifaceted theme continuing to work. In a report on the entire
issue of gays in the military, Waldman, Glick, Miller, and
Clift, present this picture:
The key, strategists concluded, was to focus on the issue of
discrimination [and avoid the actual activity. Do] not attempt
to justify the "lifestyle" [and continue to trumpet a biological
connection because] [s]everal focus-group participants . . .
became more tolerant about gays in the military after hearing
[those types of] news reports.
It is for this reason that a constant stream of studies
purporting to suggest some sort of biological cause (not
necessarily supporting, let alone proving, a causal
relationship) are dutifully reported in a cultivated media.
The economics and education of homosexuals makes them prime
players in a capitalistic society. Money means power, and
education means the knowledge to use that power to gain more.
Homosexuals have demonstrated they have access to the leadership
in media, government, education, business and other centers of
influence as well as access to capital. These are hardly traits
of an oppressed minority.
More than twenty-five years after the leadership of
American Psychiatric Association and the leadership of
the American Psychological Association proclaimed homosexuality
normal, they have not convinced their own members. The Joint
Task Force of the American Psychological Association says its
new guidelines represent the education needed to change the
thinking of psychologists. Presumably, this is needed
because, as it states in the guide's introduction, the decision
by the American Psychiatric Association "is yet to be fully
implemented in practice" a quarter century later. Likewise, an article in
Psychiatric Times states that "surveys continue to report
high levels of ignorance and prejudice encountered by
homosexuals in their contacts with health care providers."
While the marketing campaign continues the drumbeat of normalcy
and the valuing of gayness, several recent population-based
studies show otherwise.
Higher rates of major depression,
generalized anxiety disorder and substance use in homosexual
Higher rates of recurrent major
depression among homosexual men.
Higher rates of anxiety, mood and
substance [ab]use . . . among people ages 15 to 54 with same-sex
Higher use of mental health services
in men in women reporting same-sex partners.
In addition, even with massive education efforts about
the devastating effects and prevention of AIDS, "[s]ince
protease inhibitors were introduced in the mid-1990s,
researchers have [found] a surge in the number of young
gay men who practice [anal sex without condoms]." In a 1999 study, it was
found that the primary reason for unsafe anal sex was "poor
intentions to use [condoms] and poor norms [in insisting upon
the use of condoms]."
Only sharing needles compares with anal sex for risk.
How successful is the valuing diversity and AIDS education
effort in schools? Some mental health professionals are
beginning to report that more kids are doing worse things at
younger ages than they have ever seen. Twelve and
thirteen-year-old suburban kids are getting together for group
oral and anal sex parties. Certainly this is not
absolute proof of a causal relationship, but it is powerful
evidence that one exists.
The message continues that AIDS today is everyone's disease. It
has spread to the heterosexual population. Some probable causes
are likely shared needles in drug use and denial of homosexual
sex by HIV-positive "heterosexuals." One possibility, as
research indicates, is that bisexual men with primary female
partners do not disclose their bisexuality to their female
partners 75% of the time. They also do not
modify their sexual behavior to protect female partners 64% of
On the issue of families, contrary to the campaign message,
domestic violence in homosexual "domestic partnerships" as a
group is several times higher than for heterosexual married
Yet the homosexual campaign is winning in the marketplace. "A
little more than a majority [of Americans] now say that
homosexual relations should be legal, and [the lifestyle] is
Half of those polled also now believe that there is a biological
link or genetic trait.
Gay journalism largely has been taken over by slick publications
that are influenced more by the marketing mentality than by
Gay media is flourishing with more main stream advertisers
chasing what is perceived as a lucrative market and films about
the homosexual struggle such as Philadelphia win Oscars.
The gay idea has been successfully transformed, elevated to gay
heroics, focused on rights rather than what is right, reframed
as an issue of discrimination and education, and focus on
valuing rather than values.
Concepts introduced through the media, education, government,
and courts by the homosexual movement theme have shaped our
discourse; homophobia, heterosexism, tolerance and hate speech
are now mainstream vernacular." A "gay culture" has been
successfully fabricated "through nothing more than naming and
renaming, forming and reforming . . . until memory has no
possibility of meaning."
Society is bombarded by the A-list wealthy, gay stereotype that
has become the image by which even homosexual people
increasingly measure themselves. We only see smart, witty,
or sympathetic GLBT characters on television while
simultaneously being shamed that all suffering and every malady
endemic to homosexual behavior is caused by victimization of an
ignorant, homophobic society.
"[E]very age and society has dominant media that shape the way
the culture thinks."
"The content of the mass media sets the public's political and
But, it would appear that our mass communications are mainly
providing us the illusion of being informed. Rather, it is
actually providing "misleading information–misplaced,
irrelevant, fragmented or superficial information–information
that creates the illusion of knowing something but which in fact
leads one away from knowing."
"The way controversial ideas are disseminated makes a big
difference in what we think of someone or something and whether
we even feel comfortable thinking freely about an issue." Even freedom of thought is
being threatened by demands for more hate crimes legislation,
which has little do with defining new crimes or even stopping
crime but everything to do with what one is thinking when
the crime is committed. Public discourse has been influenced to
the extent that even expressions of dissent based on the freedom
of religion, a constitutional right, are now labeled hateful,
a tiny step away from being labeled hate speech.
Adolf Hitler understood the cleansing power that comes with the
ability to place all of one's ills on a scapegoat. It is
especially medicinal to move infirmities outside the self
because then "one can battle an external enemy [rather than the]
In Hitler's Germany, by the use of public discourse, people were
convinced to take horrible action to solve a Jewish problem
where none existed. Today, homophobes and heterosexists are
proclaimed to be the problem. Hate crimes and gay rights
legislation are proposed as the solution.
Yet, the purpose of law is to discriminate against
certain behaviors. It even discriminates against those with
real pathological behaviors, i.e., alcoholics who drive
drunk. Laws discriminate against parents who believe it is
normal to exploit their children, companies who justify making
false promises or dangerous products, citizens who believe that
they should not have to pay higher taxes, incompetent doctors,
drug dealers, and ticket scalpers.
The debate is not about the persecution of a political minority
but is about the state's right and its duty to regulate against
behaviors that are unhealthy and destructive to society at
large. "If at the level of civil politics there are homosexual
people who do not want to be known solely through what sex they
have or where and with how many they have it, it is nonetheless
absurd to claim that sex is merely ancillary to the gay . . .
Gay rights is not about the attainment of truth nor social
justice but the achievement of power. The battle centers on the
control of public discourse through marketing and persuasion, to
shape what society thinks about and how they think
about it. Homosexual activists envision that a decision is
ultimately made without society ever realizing that it has been
purposely conditioned to arrive at a conclusion that it thinks
is its own.
Perhaps with the application of common sense, the balance can be
regained between right and rights and thereby not only will the
few be protected from the whims of the masses but the masses can
be saved from the excesses of the few.
* Mr. Rondeau has been a senior sales and marketing
management professional with industry leaders for over
25 years; MA Management with a specialty in persuasive
communication, Regent University; BA Marketing
Management, Concordia University. Currently, he is a
doctoral student in communications studies with a focus
in rhetoric and persuasion and works as Director of
Development for Regent University.
Reading Rhetorical Theory 817 (2000) (describing
Michel Foucault's theories on power and sexuality).
Foucault was a noted French scholar who died of
complications from AIDS in 1984. Id. "Foucault's
own homosexuality and his discovery that sexuality has
been an issue of power throughout much of history led
him to write a series of works on the history of
K. Foss et al., Contemporary Perspectives on Rhetoric
214 (2d ed. 1991).
Gene Edward Veith,
Jr., Postmodern Times: A Christian Guide to Contemporary
Thought and Culture 57 (1994).
The very use of the phrase
"gay rights" illustrates both the rhetorical success of
pro-gay activists and the rhetorical problem facing
those opposing the homosexual movement's campaign to
legitimize homosexuality as a protected class status.
While the origins of the term "gay" to substitute for
homosexual are debated, the term itself is a preferred
euphemistic construct because it de-emphasizes sex and
make more palatable the basic idea of homo-sex-uality.
Likewise, use of the term "rights" presumes, or at least
frames any discussion with, a pro-gay bias; homosexuals
either are entitled to or are being deprived of
something. In either case, the opposition is already at
a linguistic disadvantage and put on the defensive. For
that reason, homosexual or homosexuality, are most often
used in this text as correct, unloaded nomenclature.
Pratkanis & Elliot Aronson, Age of Propaganda: The
Everyday Use and Abuse of Persuasion 51 (rev. ed.
The relationship between
education and marketing can not be overemphasized. That
the institution of education is a prime marketing
communications channel is demonstrated by companies like
Apple Computer which hopes to create lifelong consumers
by making Apple products the first computers children
use. Channel One Communications gave schools a satellite
dish, a cable hookup, a television monitor for each
classroom, and an agreement to service the equipment for
three years in exchange for just two minutes of age
appropriate ads delivered into the classroom. While some
state school systems originally said no to Channel One,
the Consumers Union Education Services (CUES) notes that
Channel One Communications reports that its program is
viewed in 350,000 classrooms."
Advertising in the Schools (1995), ERIC Digest
389473, available at
(last visited Apr. 10, 2002).
Tammy Bruce, The
New Thought Police 196 (2001). Ms. Bruce is an
example of a credible voice within the gay rights ranks
who believes the far left has taken war for gay rights
over the line into a war against free speech. Why–"not
letting the public know how it is done"–is important is
discussed later in this article.
Psychotherapy for Gay and Lesbian Clients,
Psychiatric Times, Jan. 1998, available at
visited Apr. 8, 2002).
Kinsey actually claimed that
sexuality was a continuum from strictly heterosexual to
strictly homosexual. Neither category made up the
Judith A. Reisman,
Kinsey: Crimes and Consequences 31 (1998). There
is significant evidence that these publications were
marketing masterpieces of seriously flawed, possibly
even fraudulent, research that had a predetermined goal
of engineering a social-sexual revolution in America. A
division of the Rockefeller Foundation underwrote the
studies. Many salient results have never been
corroborated by independent research and the raw data
has never been released to other researchers for
verification. Many meta-studies of peer-reviewed
research have run counter to Kinsey's reported findings
especially as to the prevalence of homosexuality.
Stanton L. Jones & Mark A. Yarhouse, Homosexuality : The
Use of Scientific Research in Today's Moral Debate § 2
In fact, Kirk and Madsen themselves as much as admitted
in their 1989 work that the "10% of the population is
gay" fact is actually propaganda.
Marshall Kirk &
Hunter Madsen, After the ball: How America Will Conquer
Its Fear and Hatred of Gays in the 90s 15 (1989).
Researchers who are critical of the validity of the
studies suggest that Kinsey may have had a personal
stake in what his "research" revealed since it appears
that he was an omnisexual, i.e. a bisexual and pederast
(homosexual pedophile) who engaged in group sexual
orgies with the other researchers as part of the
"research." See generally, Judith A. Reisman, Kinsey: Crimes and
Consequences (1998). See id. at
particular for an in-depth discussion of problems of
methodology, commission, and omission and complaints of
"absolutely basic fault" regarding statistical integrity
raised by The Rockefeller Foundation staff at the time.
See Group for the
Advancement of Psychiatry, Homosexuality and the Mental
Health Profession: The Impact of Bias (2000), available at
visited Apr. 10, 2002) These descriptions are included
in this current Group for the Advancement of Psychiatry
(GAP) monograph. The tone of the authors seems to be a
group mea culpa for their previous findings regarding
homosexuality. GAP notes that in the middle of the
century, "scientists, scholars, and researchers . . .
began the process of advancing new models of
homosexuality, opened up new knowledge and raised
new questions that were not considered by
psychiatrists in 1955." Id. The verbiage suggests
a movement in attitudinal and bias shift in
interpretation rather than scientific discovery
occurring. Meanwhile, although both of Kinsey's
so-called "landmark" sexuality studies had already been
published years before the group's position paper in
1955, the GAP states "new knowledge, models, and new
questions that were not considered by psychiatrists in
1955" explains the difference in their position then and
now. Id. This contradiction would seem to leave
open the possible criticism of political revisionism in
GAP's explanation of its own change of position.
Homosexuality and the Politics of Truth 32
Tony Marco, What does the
Bible REALLY say about Homosexual issues? (1995),
Leadership University, available at
(last visited Apr. 10, 2002).
Satinover, supra note
NOTEREF _Ref6249666 \h \* MERGEFORMAT 12, at 35.
Charles W. Socarides,
Thought Reform and the Psychology of Homosexual Advocacy,
Collected Papers (NARTH, Encino, Cal.), Saturday, 29 July 1995,
Kirk & Madsen,
supra note 10, at 163.
It is important to remember
that the national leaders and organizations of the "gay
rights" movement do not necessarily speak for all or
even necessarily the majority of homosexuals, just as
the National Organization of Women does not speak for
all feminists or all women. The "Gay rights movement" in
the context of this article refers to the loudest and
most public voices that propel the national debate.
Note the powerful complexity
of this assertion: if one is against homosexual
behavior, it is because that person is in fact
homosexual and homophobic simultaneously. That is, such
a person has internalized their own homophobia to
hide their own homosexuality from themselves. Although
perhaps with merit in some cases, it certainly is a
difficult accusation for anyone to counter.
Protestations of heterosexual behavior by the accused
simply validate the accusation of self-delusion.
This is an example of what is known as a double bind in
psychology or self-reflective paradox (communication
theory) that can require a quite sophisticated defense
which is often beyond the capabilities of the average
Kirk & Madsen,
supra note 10, at 127.
1984: A Novel (1949).
Kirk & Madsen,
supra note 10, at 129.
Seeing Through the Media: A Religious View of
Communication and Cultural Analysis 182 (1997).
Kirk & Madsen,
supra note 10, at 152-53.
supra note NOTEREF _Ref6251155 \h \* MERGEFORMAT 7, at 2 (2001) (discussing the campaign by homosexual
advocates to harass Dr. Laura Schlessinger and to keep
her new television show from airing). See also
discussion infra Part V.A.
Kirk & Madsen, supra
note 10, at 155.
Em Griffen, A
First Look at Communication Theory 53-63 (4th ed.
Kirk & Madsen,
supra note 10, at 221.
supra note NOTEREF _Ref6245115 \h \*
MERGEFORMAT 1, at 22-23.
The republic represented the
powerful families and businesses, not the average
supra note 1, at 193.
Ralph T. Eubanks, Richard
M. Weaver, Friend of Traditional Rhetoric: An
Sermonic: Richard M. Weaver on the Nature of Rhetoric
3 (Richard L. Johannesen et al. eds., 1970) (quoting
Richard M. Weaver, Language
is Sermonic, in
Sermonic, supra note 45, at 209 (1970).
Kirk & Madsen,
supra note 10, at 129; see infra text accompanying note 24.
Terence A. Shimp,
Promotion Mgmt & Marketing Communications 96 (3d
Editor's Note, Specifying
the ELM, 3
Comm. Theory 50 (1993).
Duane T. Wegener & Heather M.
Claypool, The Elaboration Continuum by Any Other Name
Does Not Smell as Sweet, 10
Richard E. Petty &
John T. Cacioppo, Communication and Persuasion: Central
and Peripheral Routes to Attitude Change, at
35, at 198.
Petty & Cacioppo,
51, at 173.
Richard E. Petty et al.,
Conceptual and Methodological Issues in the Elaboration
Likelihood Model of Persuasion: A Reply to the Michigan
State Critics, 3
336, 337 (1993).
Monique A. Fleming & Richard
E. Petty, Identity and Persuasion: An Elaboration
Likelihood Approach, in
Behavior, and Social Context: The Role of Norms and
Group Membership 171, 181 (Deborah J. Terry et al
Richard E. Petty et al.,
supra note NOTEREF _Ref6248829 \h \* MERGEFORMAT
60, at 344-45.
Wegener & Claypool, supra
note NOTEREF _Ref6379726 \h \* MERGEFORMAT 50, at 178.
This is one reason why Tammy
Bruce stated that it is important not to let the public
know how "it's done." See supra text accompanying
note 7. Hearing about the need for gay rights from a presumably
neutral newscaster, educator or clergy is far more
credible and therefore persuasive. "News" is more
persuasive than "advertising." The same message
delivered via one of the "elite priesthood" such as
(so-called) unbiased journalists, educators, or a
professional guild like the APA, may be accepted and
become a cognition (belief or attitude) without giving
it any thought whatsoever. Gay rights opponents are
often assigned a negative label such as ignorant or
hateful to undermine source credibility. Extremists on
the "traditional values" side who think that labeling
all homosexuals as faggots, evil incarnate or some other
extremely pejorative term is productive are grossly
mistaken. Such labeling immediately screams lack of
source credibility and only validates in the undecided
segment of public psyche the much more sophisticated
labeling used by many (not all) prominent gay rights
Including inundation of
information, specious arguments, communication "noise,"
attaching other issues and messages.
Including facts, figures,
science, quality of presentation and logic.
Meaning how important or
relevant the subject or issue is to the listener. For
example WWII was not relevant to many Americans until
Including education level,
familiarity with the issue, access to other sources of
information, and the amount of time or desire to
actually "think" about the issue would be examples of
ability and motivation.
Richard E. Petty et. al,
supra note 60, at 354.
Aronson, supra note NOTEREF _Ref6248873
\h \* MERGEFORMAT 4, at 42.
A Theory of Cognitive Dissonance
3 (Stanford Univ. Press 1962) (1957).
A sales professional would
recognize this process in the way they are trained to
overcome customers' objections: (1) Persuade the
perspective customer that the particular objection about
the product is not that important; "Do you really want
to pay more just to get it in blue?" (2) Introduce
additional positive benefits to outweigh the objection;
"Sure the price is higher but the guarantee is better,
has more accessories, and my product will last longer."
(3) Change the perception of the customer; "It's not
price you should be concerned about. It's value."
Festinger, supra note 71, at 95.
This is analogous to rhetoric,
which once applied only to the few that were in hearing
distance. With technological advances, rhetoric is now
applied on a societal scale via marketing
FESTINGER, supra note 71, at 31.
Just as opposing politicians
are always telling us what the "American people" want or
feel or know.
Marketing Terms (Peter D. Bennett ed., 1998),
William M. Pride & O. C. Ferrell, Marketing: Concepts
and Strategies 4 (8th ed. 1993) (emphasis added).
Marketing often is framed as a
discipline that meets consumer needs. Sometimes that
means discovering the needs but more and more
often it means creating a need that the
marketers' products can then fill.
Pride & Ferrell,
supra note 80, at 250 (emphasis added).
Id. Certainly, gay
rights is both an issue and philosophy.
This also addresses why positive images of gays need to
be associated with the idea.
For example, a vacuum-cleaner
manufacturer can sell via their own retail, discount,
department or exclusive stores, via mail order, using
door-to-door sales people like Kirby, over the Internet,
etc. Each distribution channel carries its own
persuasive message and expectations for the consumer.
For distribution, homosexuals have particularly focused
on schools, the workplace and the mass media.
supra note 48, at 96.
Aronson, supra note 4, at 3.
Pride & Ferrell,
supra note 80, at 7.
supra note NOTEREF _Ref6249489 \h \* MERGEFORMAT 2, at 57.
supra note 1, at 817.
The Culture of Desire: Paradox and Perversity in Gay
Lives Today 152 (1994).
Jones & Yarhouse,
supra note 10, at 46; see also
supra note 10; Satinover,
supra note 12, at 34.
Kirk & Madsen,
supra note 10, at 146 (emphasis omitted) (third emphasis added).
Id. at 188 (emphasis
supra note NOTEREF _Ref6249301 \h \* MERGEFORMAT
48, at 72.
Kirk & Madsen,
supra note 10, at 184.
supra note 10, at 245.
supra note 12, at 31.
Steven A. Schwalm, Kinsey,
Kids, and 'Gay' Sex: Why Schools are Teaching Your Kids
About Homosexuality?, Address at St. Paul's' Girls
School, Baltimore MD (May 14, 1998) (transcript on file
with the author).
The normalizing of homosexuality
actually took several steps that went mostly unnoticed
outside the APA. Diagnostic Statistical Manual of Mental
Disorders (DSM) I described homosexuality
as a "sociopathic personality disorder."
Ass'n, Diagnostic and Statistical Manual of Mental
Disorders (1st ed. 1952). DSM II,
published in 1968, had listed homosexuality to a "sexual
Psychiatric Ass'n, Diagnostic and Statistical Manual of
Mental Disorders (2d ed. 1968). The DSM III
limited the diagnosis only to individuals who were
distressed about their homosexual feelings, i.e.,
"ego-dystonic homosexuality." This was quite powerful
because feeling negative about your own
homosexuality was a disorder, not
Ass'n, Diagnostic and Statistical Manual of Mental
Disorders (3d ed. 1980). The DSM-III-R in
1987 deleted homosexuality in total.
Ass'n, Diagnostic and Statistical Manual of Mental
Disorders (rev. 4th ed. 1987).
"Priesthood" has special
non-religious meaning for rhetoric and communications
scholars. The significance of an "elite priesthood" are
those that are keepers and protectors of the commodity
of knowledge. The rest of the population must seek them
out for knowledge, power and truth, just as it was
before the Bible and other religious texts were
translated into common languages. Certainly, it is aptly
used in this context of mental health professionals.
Charles W. Socarides, How
America Went Gay, AMERICA,
Nov. 18, 1995, at 20, available at
http://www.leaderu.com/jhs/socarides.html (last visited
Apr. 8, 2002).
Gay and Lesbian
Straight Education Network (GLSEN),
Just the Facts
about Sexual Orientation and Youth: A Primer for
Principals, Educators & School Personnel (2000)
(listing on the cover the organizations associated with
the flyer), available at
(last visited Apr. 13, 2002).
In this case, the contrived
appearance that the "vote pro-gay" mailing was simply an
effort of fellow psychiatrists probably had a disarming
effect on the opposing forces. They did not know that
this mailing was really a "get out the vote" promotion
campaign backed directly by the NGTF. This is a common
example of how marketers and propagandists use or
support proxies to achieve the acceptance of their
persuasive messages that might otherwise be rejected
outright or examined (elaborated) more closely.
supra note 12, at 34.
Charles Socarides, New
Business: NARTH Los Angeles,
(NARTH, Encino, Cal.) at
(updated Aug. 5, 1999).
supra note 12, at 35.
supra note 12, at 15-16. See also Richard M. Weaver, The
Phaedras and the Nature of Rhetoric, in
Sermonic supra note 45, at 57, 59 (referring to the rhetorical device of
disassociating negative symbols with the
concept–recognizing that words have meaning and carry
with them a power of association that goes far beyond
the word itself). ELM theory would categorize this
persuasion tactic as eliminating negative peripheral
cues just as the tobacco industry disclaimed any
connection between their product and cancer in order to
This is an accurate description
that is obviously meant to reinforce the idea that it is
a group with rights. If society and its lawmakers
legitimate homosexuality as a legally protected class
minority, it would seem to raise questions about the
rights of other sexual minorities: necrophilia,
pedophilia, fetishism, as well as practitioners of
incest, bestiality, etc.
supra note 90, at 154.
Elizabeth Birch, Address given
at the "Exposed" Conference, University of California,
Santa Cruz (Feb. 7, 1998), at http://www.americansfortruth.com/lambda3.htm
(last visited Apr. 8, 2002).
Pride & Ferrell,
supra note 80, at 623. This
type of pricing is based on perception rather than
reality. One type of pricing that falls into this
category, "prestige pricing," is described as setting a
price artificially high to provide a quality or
prestigious image by the nature of the price itself.
Julia T. Wood & W. Barnett
Pearce, Sexists, Racists, and Other Classes of
Classifiers: Form and Function of "…ist" Accusation,
66 Q. J. Speech
239, 239 (1980).
Henry E. Adams et al.,
Putting Freud to the Test, 105
Psychol. 440 (1996), available at
freud.html (last visited April 8, 2002). This is a
common area of research in the study of the causes of
homophobia. Heterosexuals who score "high" on a
homophobia test are exposed to homoerotica. Any
arousal, as measured by a penile response, is seen to
indicate some homosexual interest or anxiety that may be
an indication of internalized homosexuality. Id.
This type of research is often trumpeted by activists as
proving that homophobes are hiding their own
homosexuality even when the researcher, gay or non-gay,
does not make the explicit claim. It remains to be
explained why heterosexual arousal by homoerotica is an
indication of homosexual interest while orgasm by rape
victims is never given credence as evidence that the
victim secretly wanted to be raped.
One could argue that the carrot,
an inducement, might more easily be classified under the
marketing term "promotion" just as coupons or other
direct incentives are considered sales promotions.
Jennifer Gilbert, Ad Spending
Booming for Gay-Oriented Sites: Marketers See
Niche Group as a Lucrative, No-Risk Target,
Dec. 6, 1999, at 58. Activists claim it is only
"homophobic" organizations that frequently cite high
income figures to argue that homosexuals do not
experience discrimination. Ronald Alsop, Are Gay
People more Affluent than Others? ---Advertisers say
Yes, citing Surveys, but Activists call data Overstated,
St. J., Dec. 30, 1999, at B1. See also
Sylvia Allegretto & Michelle M. Arthur, An Empirical
Analysis of Homosexual/Heterosexual Male Earnings
Differentials: Unmarried and Unequal?, 54
Indus. & Lab. Rel.
Rev. 631 (2001). Allegretto and Arthur (2001)
estimate a 15.6% gap based on assumptions extrapolated
from the 1990 Census. Id. at 631.
Adam Pertman, In Gay Market,
Ads Target Big dollars, Not Big Change,
Feb. 4, 2001, at E1.
Ronald Alsop, Cracking the
Gay Market Code—But Brewers Employ In-Your-Mug Approach,
Wall St. J.,
June 29, 1999, at B1.
S. F., Cal.,
Admin. Code ch. 12B
Air Transp. Ass'n of Am. v. City
of San Francisco, 1998 U.S. Dist. LEXIS 2937 (N.D. Cal.
1998). United Airlines and the American Center for Law
and Justice sued to invalidate the mandate. United lost
in a 1998 federal court ruling.
Gay Activists Launch TV Ad
Campaign By Boycotting United Airlines,
March 31, 1999.
Bryn Nelson, Taking on the
World: With Unencumbered Dollars and a Growing
Infrastructure, Gay and Lesbian Travelers Are Breaking
Down Vacation Barriers,
York), Apr. 8, 2001, at E10.
Garth S. Jowett &
Victoria O'Donnell, Propaganda and Persuasion
D.L. Altheide &
J.M. Johnson, Bureaucratic Propaganda (1980)
Levinson, Guerilla Marketing Weapons 30-31
Kirk & Madsen,
supra note 10, at 187.
Human Rights Campaign Inc.,
at Associations Unlimited Database, IRS Document
Display (Gale Group); Human Rights Campaign Foundation,
at Associations Unlimited Database (Gale Group),
IRS Document Display.
See Human Rights
Campaign, Mission Statement of the Human Rights
Campaign, at http://www.hrc.org/about/mission.asp
(last visited April 9, 2002).
Human Rights Campaign, What We
Do: An Overview, at
http://www.hrc.org/about/whatwedo.asp (last visited
April 9, 2002).
Human Rights Campaign, Youth
http://www.hrc.org/about/pac/ycapp.asp (last visited
April 9, 2002).
Gay & Lesbian Alliance Against
Defamation Inc., at Associations Unlimited
Database (Gale Group), IRS Document Display.
Gay & Lesbian Alliance Against
Defamation (GLAAD), About GLAAD, A Brief Introduction to
(last visited April 14, 2002) (emphasis added).
Id. This is another
example of excellent marketing leverage. Similar to the
influence of both APA's in mental health,
journalistic/editorial guidelines set by major market
newspapers are often adopted throughout the industry.
Id. Like gay
instead of homo-sexual, transgender has become
the preferred replacement version of transsexual. See
National Gay and Lesbian Task
Force, About NGLTF, at
http://www.ngltf.org/about/work.htm (last visited Apr.
9, 2002); see also Gay and Lesbian Alliance
Against Defamation, GLAAD's Laura Resource Center, at
(last visited April 11, 2002).
National Gay & Lesbian Task
Force Foundation, at Associations Unlimited
Database (Gale Group), IRS Document Display.
National Gay and Lesbian Task
Force, supra note 147 (emphasis added).
Richard M. Weaver, The Power
of the Word, in
Sermonic, supra note 45, at 34.
Patricia Nell Warren, Future
Shock, Advocate, Oct. 3, 1995, at 80, 80.
Parents Families & Friends of
Lesbians and Gays, Inc., at Associations
Unlimited Database (Gale Group), IRS Document Display.
Parents, Families and Friends of
Lesbians and Gays, Schools & Youth, at
visited Apr. 12, 2002).
Parents, Families and Friends of
Lesbians and Gays, PFLAG's Vision and Mission, at
http://www.pflag.org/about/mission.html (last visited
April 12, 2002).
GLSEN Inc., at
Associations Unlimited Database (Gale Group), IRS
Lesbian and Straight Education Network, About us,
(last visited April 11, 2002).
Lesbian and Straight Education Network, Resource
Center, Staff Development, at
(last visited Apr. 11, 2002).
Liberty Counsel, SSA General
Counsel Rules for Religious Freedom (Aug. 4, 1999),
Lambda Legal Defense and
Educational Fund, at Associations Unlimited
Database (Gale Group), IRS Document Display.
ACLU, at Associations
Unlimited Database (Gale Group), IRS Document Display.
See generally, Gay &
Lesbian Alliance Against Defamation (GLAAD), at
http://www.gladd.org (listing many press releases).
Human Rights Campaign, Mission
Statement of the Human Rights Campaign, at
Weaver would define this
standard theme of good and evil concepts as using "god"
terms—expressions about which all other expressions are
ranked as subordinate and "devil" terms—those concepts
that are perceived as the lowest and most unacceptable.
Richard M. Weaver, Ultimate Terms in Contemporary
Sermonic, supra note 45, at 87-89. In a "sound bite" culture, such terms are worth a
thousand words. Devil terms are associated with
competing ideas and values. God terms are associated
with your own idea.
supra note 7, at 78.
Id. at 82. Dr. Laura
stated, "Love the Sinner, hate the sin." Id.
Tammy Bruce knows the Hollywood
scene well . . . as she should having been president of
the LA chapter of the National Organization of Women
(NOW). She says, "There are two closets in Hollywood:
one for gays and the other for conservatives. These
days, the conservative closet is more jammed than the
gay one." Tammy
Bruce, The New Thought Police 196 (2001).
Stopping Dr. Laura,
July 6, 2000
(quoting Sarandon, on the Dr. Laura situation, saying, "I'm totally against wasting the airwaves to
giving visibility to a person who is clearly in dire
need of compassion, education, and a good shrink
herself."), at http://www.alternet.org/story.html?StoryID=9427.
See e.g., Brian Lowry,
On TV; Dr. Laura: All is Fair in Syndication,
Jan. 11, 2000, at F1.
See, e.g., Christian
Berthelsen, Taking Aim at Dr. Laura,
Mar. 6, 2000, at C 14.
Gay & Lesbian Alliance Against
Defamation, GLAAD Laura Watch, at
Perceived to be an affluent
target market, homosexuals are known to be socially
motivated consumers who vote with their pocketbooks.
Research shows that nearly 90% of homosexuals said they
would participate in boycotts against anti-gay
corporations. John Knoebel, Nontraditional Affluent
Demographics, Nov. 1992, at 10.
Gay & Lesbian Alliance Against
Defamation, Schlessinger loses more advertisers,
GLAAD Alert, (August 3, 2000), at
Gay & Lesbian Alliance Against
Defamation, GLAAD's Laura News Update, at
Gay & Lesbian Alliance Against
Defamation, GLAAD applauds Cancellation of Dr. Laura
(Mar. 30, 2001) (emphasis added), available at
(last visited Apr. 8, 2002).
"Pull strategy" refers to
getting consumers to ask an intermediary, such as a
store, to carry a brand they currently do not sell—or in
this case, to not carry a competing product. Such a
strategy "pulls" the product through the distribution
The West Wing (NBC
television broadcast, Oct. 18, 2000).
Press Release, Gay & Lesbian
Alliance Against Defamation, GLAAD announces Nominees
for 12th Annual Media Awards presented by Absolut Vodka
(Jan. 16, 2001), available at
(last visited Apr. 8, 2002).
The scriptures quoted were
actually apples to oranges since the proscriptions cited
were ceremonial law, but it made for good television.
Premiere Radio Networks, About
Dr. Laura, at http://www.drlaura.com/about.
Larry Bonko, New TV Focuses
on Old Films: HBO explores Gay Themes; PBS relives
Virginian-Pilot: Television Week, Jan. 27,
1996, at 1.
Kim I. Mills, Shareholder
Resolution Information: Taking Stock of Shareholder
HRC Q., Summer 2001, at
hrcqsum2001.asp (last visited Apr. 13, 2002).
Id.; see also
Equality Project, Recent Corporate Campaigns, at
visited Apr. 9, 2002).
Equality Project, What is
Shareholder Activism, at
http://www.equalityproject.org/what.htm (last visited
Apr. 13, 2002).
Equality Project, How
Shareholder Proposals Work, at
http://www.equalityproject.org/how.htm#if1 (last visited
Apr. 13, 2002).
Pertman, supra note 119, at E1.
Peter LaBarbera, "Homosexual
Correctness" Advances in America's Schools, Briefing on
Capitol Hill (July 2, 1996), available at
http://frc.org:80/podium/pd96g0hs.html (last visited
Mar. 3, 1999) (on file with the author).
Queer Resources Directory,
Read This Before Coming Out to Your Parents, at
(last visited Apr. 13, 2002).
PFLAG, Read This Before
Coming Out to Your Parents, at
visited Apr. 13, 2002) (emphasis added).
Eugene Narrett, Educrats
Selling Ancient Snake Oil,
Insight on News,
May 13, 1995, at 28-29. See also NARTH,
"Making Schools Safe" Means "Refashioning Values" in
http://www.narth.com/docs/makingsafe.html (last visited
Apr. 13, 2002).
The name itself is supposed to
be persuasive, drawing on the mythical 10% homosexual
figures discussed earlier.
Project 10, Addressing
Lesbian and Gay Issues in Our Schools, at
http://www.project10.org/Flyer.html (last visited Apr.
Project 10 Background, at
supra note NOTEREF _Ref6249666 \h \*
MERGEFORMAT 12, at 15.
Project 10, Teacher's
Self-Evaluation of Non-Biased Behavior, at
http://www.project10.org/Selfeval.html. Note again the
positioning of the opposing view via non-defensible
accusation/label: unconscious bias.
Project 10, Teacher's
Self-Evaluation of Non-Biased Behavior, at
Just the Facts,
supra note 103 (emphasis added).
Id. at 5 (emphasis
In addition school officials are
cautioned they "should be deeply concerned about the
validity and bias of [such] materials." Id. at 9.
Id. at 7 (emphasis
Maura Lerner, St. Cloud
State's Department Statement on Gays Causes Backlash,
(Minneapolis-St. Paul), June 1, 1993, at 1A.
Id. The policy was
criticized for "telling Catholic students they either
have to reject a part of their church's teachings or get
out of the program." Id. The statement said "[i]t
is simply not acceptable for social workers to view
homosexual people as perverse or as sinners" and "[i]t
is not OK in this case to 'love the sinner and hate the
Id. (representing the
homosexuals’ agenda targeting of the "priesthood" of the
mental health profession).
Steven Waldman et al., The
Battle of the Gay Ban,
Apr. 5, 1993, at 42-43.
Society for the Psychological
Study of Lesbian, Gay, and Bisexual Issues, Joint Task
Force on Professional Practice Guidelines, at
Id. (noting Feb. 26, 2000
approval by the American Psychological Association).
Hawkins, supra note 9 (emphasis added).
Tori DeAngelis, New Date on
Lesbian, Gay and Bisexual Mental Health,
Psychol., Feb. 2002, at 46.
Tori DeAngelis, A New
Generation of Issues for LGBT Clients,
Psychol., Feb. 2002, at 43 (emphasis added).
Understanding the Unprotected Sexual Behaviors of Gay,
Lesbian, and Bisexual Youths: An Empirical Test of the
May 1999, at 272-80.
Ron Taffel, The Wall of
Silence: Reinventing Therapy to Reach the New Teens,
Networker, May/June 2001, at 55.
Seth C. Kalichman et al.,
Risk for HIV Infection Among Bisexual Men Seeking
HIV-Prevention Services and Risks Posed to Their Female
Health Psychol. July 1998, at 320.
Gay Domestic Violence Finally
Measured, Family Research Report (Family Research
Institute) Dec. 2001, at 1, 2.
Becky Ebenkamp, Dancing
'round the Gay Poll,
June 11, 2001, at 23.
Sarah Schulman, Gay
Progressive, July 1995, at 28.
supra note 90, at xii.
Schulman, supra note 233, at 28.
supra note 1, at 809.
Aronson, supra note 4, at 84.
Amusing Ourselves to Death 107 (1985)
supra note 7, at 192.
supra note 1, at 749.
supra note 90, at 100. Frank Browning has lived in, reported on, and
written about homosexual culture extensively.