Selling Homosexuality To America: Paul E. Rondeau

SELLING HOMOSEXUALITY TO AMERICA
PaulE. Rondeau*
"WIlnstitutional sites from which discourse proceeds must be identified
....
[Dliscourse is power itself, and the power to control discourse is
thus the master power in any society."1
2
"Truth is not the issue. The issue is power."
I. INTRODUCTION
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 persuasion.
This article explores how gay rights3 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
* 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.
1 BARRY BRUMMETT, 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 sexuality." SONJA K. FOSS ET AL., CONTEMPORARY
PERSPECTIVES ON RHETORIC 214 (2d ed. 1991).
2 GENE EDWARD VEITH, JR., POSTMODERN TIMES: A CHRISTIAN GUIDE TO
CONTEMPORARY THOUGHT AND CULTURE 57 (1994).
3 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.
HeinOnline -- 14 Regent U. L. Rev. 443 2001-2002
REGENT UNIVERSITY LAW REVIEW
[Vol. 14:443
"what everyone takes for granted" even if everyone does not really know
and even if it should not be taken for granted.4
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.5 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
Christians.
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 rights"-style marketing.
Part IV moves to the "4-P's" of the traditional marketing paradigmProduct, Price, Place, and Promotion-to deconstruct and to illustrate
how homosexuality is packaged and sold as a competitive product in the
marketplace often through education6 and through positive media
coverage. "What is pitched is different-a product brand versus an issuebut the method is the same. In each case, the critical thing is not to let
4
ANTHONY
R.
PRATKANIS
&
ELLIOT ARONSON,
EVERYDAY USE AND ABUSE OF PERSUASION

5
Id.
AGE
OF PROPAGANDA:
THE
51 (rev. ed. 2001).
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." AMY ADIMAN, ADVERTISING IN THE SCHOOLS (1995), ERIC Digest 389473,
available at http://www.ed.gov/databases/ERIC-Digests/ed389473.html (last visited Apr.
10, 2002).
6
2002]
SELLING HOMOSEXUALITY
the public know how it is done," 7 states Tammy Bruce, a self-described
lesbian feminist and ex-president of the Los Angles chapter of the

National Organization for Women. 8
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 workplace.
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 converged. 9
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 10 five decades ago,
7
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.
8 Id. atxi.
9 David Hawkins, Psychotherapyfor Gay and Lesbian Clients, PSYCHIATRIC TIMES,
Jan. 1998, available at http://www.psychiatrictimes.conp980142.html (last visited Apr. 8,
2002).
10 Kinsey actually claimed that sexuality was a continuum from strictly
heterosexual to strictly homosexual. Neither category made up the majority. See 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. See, e.g., STANTON L. JONES & MARK A. YARHOUSE,
HOMOSEXUALITY : THE USE OF SCIENTIFIC RESEARCH IN TODAY'S MORAL DEBATE 2 (2000).
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, AFrER 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
[Vol. 14:443
few ever spoke of homosexuality in public let alone as a public

possibility. It certainly was not "O.K. to be gay" openly in America.
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 nature.1 1
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."'1 2 In 1970, it was estimated that 84% of
Americans agreed homosexuality was a "social corruption." 13 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 in 1973.14 This
political and non-scientific decision was "simply the opening phase of a
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 33-34 in
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.
11 See Group for the Advancement of Psychiatry, Homosexuality and the Mental
at
(2000),
available
Impact
of
Bias
Profession:
The
Health
(last visited Apr. 10, 2002) These
http://www.groupadpsych.orglpublications.html
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 advancingnew 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.
12 JEFFREY SATINOVER, HOMOSEXUALITY AND THE POLITICS OF TRUTH 32 (1998).
13 Tony Marco, What does the Bible REALLY say about Homosexual issues? (1995),
Leadership University, availableat http'//www.stonewallrevisited.com/issues/marco2.html
(last visited Apr. 10, 2002).
14 SATINOVER, supra note 12, at 35.
2002]
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 lifestyle."' 5 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."' 6 After that meeting, Harvard-trained social
scientists and homosexual activists Marshall Kirk and Hunter Madsen
wrote a homosexual manifesto that proposed "[dlismissing the
movement's outworn techniques in favor of carefully calculated public
relations propaganda ....layling] groundwork for the next stage of the
17
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."18 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,"' 9 has value as a
template to guide discussion of how the homosexual movement 2 hopes to
achieve social power and codify homosexual behavior as a right.
15 Charles W. Socarides, Thought Reform and the Psychology of Homosexual
Advocacy, NARTH 1995 COLLECTED PAPERS (NARTH, Encino, Cal.), Saturday, 29 July
1995, availableat http-//www.narth.com/docs/1995papers/socarides.html.
16 KIRK & MADSEN, supra note 10, at 163.
17
Id. at cover.
18 Id. at xvii.
19 Id. at cover.
20 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
[Vol. 14:443
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 homophobes2' 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 2[Christian]
2
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 1984.23 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."' 2
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
25
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."26 They add, "[S]eek desensitization
[Ihf you can get [straights] to think
.
and nothing more .
[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."27 This planned hegemony is a variant of the type that Michael
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.
21 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 person.
23
GEORGE ORWELL, 1984: A NOVEL (1949).
24 KIRK & MADSEN, supranote 10, at 129.

25 Id. at 149.
26 Id. at 178.
27 Id. at 177.
2002]
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."28
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 . . . [riather, our effect is achieved without
reference to facts, logic, or proof.... [Whether 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
29
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." 30
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 fellowship."3 1 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. 32
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. 33
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[, . . .
28 MICHAEL WARREN, SEEING THROUGH THE MEDIA:
COMMUNICATION AND CULTURAL ANALYSIS 182 (1997).
RELIGIOUS VIEW OF
29 KIRK & MADSEN, supra note 10, at 152-53.

30 BRUCE, supra note 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.
32 Id. at 154.
33 Id. at 188.
[Vol. 14:443
[mienacing punks[,I ... [and a] tour of Nazi concentration camps where

homosexuals were tortured and gassed." 34 In essence, they use positive
or negative icons (symbols) and not the actual words for their persuasive
35
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 "[jiam
36
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
37
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. . . . [Tihat
38
alliance can work for gays.
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
A. Rhetoric
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
39
rhetoric.
34
35
36
37
38
Id. at 189.
See EM GRIFFEN, A FIRST LOOK AT COMMUNICATION THEORY 53-63 (4th ed. 2000).
KIRK & MADSEN, supra note 10, at 221.

Id. (emphasis added).
Id. at 179.
39 BRUMMET, supra note 1, at 22-23.
20021
When Rome later arose as a representative republic, 40 "[plower was

very often exercised not through bottom line legalities but through the
persuasiveness and force of argument of particular office holders or
assemblies."'41 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."'42
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."43 "One of the mainstays of conservative thought
is a concern for values. Weaver felt that American culture was losing
many values worth preserving."44 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 culture." 45 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. 46
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, "[Tihe separability-and manipulability-of the verbal
40
The republic represented the powerful families and businesses, not the average
person.
42
BRUMMET, supra note 1, at 193.

Id. at 196.
43
Id. at 772.
41
44
Id.
Ralph T. Eubanks, Richard M. Weaver, Friend of Traditional Rhetoric: An
Appreciation, in LANGUAGE IS SERMONIC: RICHARD M. WEAVER ON THE NATURE OF
RHETORIC 3 (Richard L. Johannesen et al. eds., 1970) (quoting Reinhold Niebuhr).
46
Richard M. Weaver, Language is Sermonic, in LANGUAGE IS SERMONIC, supra
note 45, at 209 (1970).
45
[Vol. 14:443
label is the basis for all the abstract principles underlying our proposed
campaign."
47
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 PersuasionTheory: The ElaborationLikelihood Model (ELM)
1. Credibility of the ELM
"Persuasion is the essence of marketing.. ,"48 and the "Elaboration
Likelihood Model of persuasion has emerged in the last decade as a
central focus of research on communication and persuasion."49 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
50
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. 51 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." 52 As underlying
47
KIRK & MADSEN, supra note 10, at 129; see infra text accompanying note 24.
48
TERENCE A. SHIMP, PROMOTION MGMT & MARKETING COMMUNICATIONS 96 (3d
ed. 1993).
Editor's Note, Specifying the ELM, 3 COMM. THEORY 50 (1993).
50 Duane T. Wegener & Heather M. Claypool, The Elaboration Continuum by Any
OtherName Does Not Smell as Sweet, 10 PSYCHOL. INQUIRY 178 (1999).
51 RICHARD E. PETTY & JOHN T. CACIOPPO, COMMUNICATION AND PERSUASION:
CENTRAL AND PERIPHERAL ROUTES TO ATITUDE CHANGE, at vii-viii (1986).
52 id. at vii-viii.
49
20021
SELLING HOMOSEXUALI7Y
motivations on how each route is used, Petty and Cacioppo list seven
postulates in the ELM:
1. People are motivated to hold correct attitudes.
2. 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.
3. 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].
4. Variables .. .[have an affect] by either enhancing or reducing
argument scrutiny.
5. 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.
6. As motivation and/or ability to process arguments is decreased,
peripheral cues become relatively more important determinants of
persuasion.
7. Attitude changes that result mostly from processing issuerelevant arguments (central route) will show greater temporal
persistence, greater prediction of behavior, and greater resistance
to counterpersuasion ....
53
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] peripheral route),"54 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.55
With the "mindless acceptance" 56 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."57 So, although Petty and Cacioppo believe
central route attitude change is "quite desirable, the ELM makes it clear
that this is a difficult persuasion strategy."58 And, while they argue that
53
54
55
56
Id. at 5.
Id. at 3.
Id. at viii.
GRIFFEN, supra note 35, at 198.
57 PE'rY & CACIOPPO, supra note 51, at 173.
58 Id. at 22.
[Vol. 14:443
"enhanced thinking produces persistence," they believe that "processing

may proceed in either a relatively objective or a relatively biased
manner."5 9
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."60 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 peripheral." 61 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 persuasion." 62 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 persuasive communication. 6
Moderators can include speaker source or credibility,64 distraction,5
strength of argument, 66 personal relevance, 67 the recipient's mood, and
59 Id. at 173.
60 Richard E. Petty et al., Conceptual and Methodological Issues in the Elaboration
Likelihood Model of Persuasion:A Reply to the Michigan State Critics, 3 COMM. THEORY
336, 337 (1993).
61 Monique A. Fleming & Richard E. Petty, Identity and Persuasion:An Elaboration
Likelihood Approach, in ATTITUDES, BEHAVIOR, AND SOCIAL CONTEXT: THE ROLE OF NORMS
AND GROUP MEMBERSHIP 171, 181 (Deborah J. Terry et al eds., 2000).
62 Richard E. Petty et al., supra note 60, at 344-45.
63 Wegener & Claypool, supra note 50, at 178.
64 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) unbiasedjournalists,
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 activists.
65 Including inundation of information, specious arguments, communication "noise,"
attaching other issues and messages.
66 Including facts, figures, science, quality of presentation and logic.
2002]
the recipient's ability or motivation to process. 68 However, "[Olne 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."6 9
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 dissonance.
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,"70 theorized that people hold a multitude of
cognitions: beliefs, pieces of knowledge held as appropriate or true,
values, memories or emotions.7 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
in
uncomfortable psychological state called cognitive dissonance sets
72
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. 73 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
67 Meaning how important or relevant the subject or issue is to the listener. For
example WWII was not relevant to many Americans until Pearl Harbor.
68 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.
69 Richard E. Petty et. al, supra note 60, at 354.
70 PRATKANIS & ARONSON, supra note 4, at 42.
71 LEON FESTINGER, A THEORY OF COGNITIVE DISSONANCE 3 (Stanford Univ. Press
1962) (1957).
72 Id. at 12-15.
73
Id. at 17.
[Vol. 14:443
the dissonant beliefs so they are no longer inconsistent with one

74
another.
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. 76 Then, forced compliance occurs when, due to their
environment, a person must exhibit overt behavior or the verbal
76
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. 77 "The existence of dissonance gives rise to pressures to
reduce the dissonance .... Manifestations ... of these pressures include
behavior changes... and new opinions."7 8
74 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."

75 FESTINGER, supra note 71, at 95.
Id. at 84.
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 communications.
78
FESTINGER, supra note 71, at 31.
76
77
20021
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.7 9 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 goals."8'0
There are many variations of the definitions related to the theory
of marketing but generically they all fall into one of four categories-the
4-P's: product (conception), price, promotion
easy-to-remember
(marketing communications), and place (distribution). Each is
interrelated and each also has a persuasive function.8 1
The concept of product is formally defined in marketing to
include all "functional, social, and psychological utilities and benefits."8 2
Ideas (as products) are defined as concepts, philosophies, images, or
issues.8 3
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 foreign energy.
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.
79 Just as opposing politicians are always telling us what the "American people"
want or feel or know.
80 DICTIONARY OF MARKETING TERMS (Peter D. Bennett ed., 1998), reprinted in
WILLIAM M. PRIDE & 0. C. FERRELL, MARKETING: CONCEPTS AND STRATEGIES 4 (8th ed.
1993) (emphasis added).

81 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.
82 PRIDE & FERRELL, supra note 80, at 250 (emphasis added).
83 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.
[Vol. 14:443
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.8 4
"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."8 5 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."86 Therefore, marketing is rhetoric on steroids-the
technologized, and systematized application of
commercialized,
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:
87
social, economic, technological, regulatory and competitive. 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 "[tiruth is not the issue. The issue is
power. The new [social] model[ I 'empowerisi' groups formerly
excluded," 8 and "the power to control discourse is thus the master
power."8 9 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 traditional anymore.go
The explosion of communications technology, including the advent
of Internet, allowed the homosexual movement to exploit society's
84 For example, a vacuum-cleaner manufacturer can sell via their own retail,
discount, department or exclusive stares, 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.
85 SHIMP, supra note 48, at 96.
87 PRIDE & FERRELL, supra note 80, at 7.
8
89
90
VEITH, supra note 2, at 57.

See FRANK BROWNING, THE CULTURE OF DESIRE: PARADOX AND PERVERSITY IN
GAY LIvEs TODAY 152 (1994).
20021
changing values. It enabled a disparate homosexual community

representing "less than 3% (and perhaps less than' 2%) of the
population"91 to act as a cohesive group to project persuasive power into
society.
B. Conceptualizingthe 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 rights community.
[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 otherpeculiarities,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 follow. 92
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 topic.
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."93
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."94 Both ELM and Weaver
would refer to this as associating the right symbols with your
communication.
The second strategy was even more powerful.
IT]he public should be persuaded that gays are victims of
circumstance, that they no more chose their sexual orientation than..
. their height . . . .([Flor all practical purposes, gays should be
considered to have been born gay-even though sexual orientation, for
91
JONES & YARHOUSE, supra note 10, at 46;
see also REISMAN, supra note 10;
SATINOVER, supra note 12, at 34.

92 KIRK & MADSEN, supra note 10, at 146 (emphasis omitted) (third emphasis
added).
Id. at 188 (emphasis added).

94 SHIMP, supra note 48, at 72.
93
[Vol. 14:443
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.95
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."96 Homosexual activists reasoned that if
the influential American Psychiatric Association (APA) were to redefine
homosexuality, other professional guilds (like the several times larger
97
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
98
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,
9
they had to get it taken off the list of psychological disorders."
Charles Socarides, a psychiatrist and reparative therapist who is an
anathema to homosexual activists, recounted his perspective in The

96 REISMAN, supra note 10, at 245.
97
SATINOVER, supra note 12, at 31.
98 Id. at 35.
99 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).
20021
Journal of Human Sexuality on how the classification of homosexuality

was changed in the early seventies: 100
[Homosexual activists] targeted members of the worldly
priesthood, 10' the psychiatric community, and neutralized them with a
radical redefinition of homosexuality itself.... [Tihey co-opted the
leadership of the American Psychiatric Association and, through a
series of political maneuvers ....[t]hey got the APA to say that samesex sex was "not a disorder." It was merely "a condition"-as neutral as
left-handedness.102
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. 10 3
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. 10 4 The mailing by the pro-homosexual faction to the
30,000 APA members encouraging members to vote yes was apparently
100 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." AM. PSYCHIATRIC A5S'N,
DIAGNOSTIC AND STATISTICAL MANUAL OF MENTAL DISORDERS (1st ed. 1952). DSM I
published in 1968, had listed homosexuality to a "sexual deviation." AM. 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 homosexuality itself.
AM. PSYCHIATRIC ASS'N, DIAGNOSTIC AND STATISTICAL MANUAL OF MENTAL DISORDERS (3d
ed. 1980). The DSM-III-R in 1987 deleted homosexuality in total. AM. PSYCHIATRIC ASS'N,
DIAGNOSTIC AND STATISTICAL MANUAL OF MENTAL DISORDERS (rev. 4th ed. 1987).
101 "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.
102 Charles W. Socarides, How America Went Gay, AMERICA, Nov. 18, 1995, at 20,
availableat http-//www.leaderu.com/jhs/socarides.html (last visited Apr. 8, 2002).
103 See 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 httpj/www.glsen.org/binary-data/GLSENARTICLES/pdfifile/424.pdf
104 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.
[Vol. 14:443
paid for by funds raised from a letter sent to NGTF's membership. 0 5

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
10 6
Committee on Nomenclature had never formally approved the change.
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
107
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 (GayRelated 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 ....
[PIressure was swiftly generated to
rename 'gay-related immune disorder' to AIDS: 'Acquired Immune
Deficiency Syndrome."' 0 8
4. Reposition the Product
The remake goes on. A recent term introduced into the message mix
is "sexual minority."'1 9 Homosexual activists now routinely name
106 Charles Socarides, New Business: NARTH Los Angeles, NARTH MEMO (NARTH,
Encino, Cal.) at httpJ/www.leaderu.com/orgs/narth/1996papers/socarides.html
Aug. 5, 1999).
(updated
108 SATINOVER, supra note 12, at 15-16. See also Richard M. Weaver, The Phaedras
and the Nature ofRhetoric, in LANGUAGE IS SERMONIC supranote 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 protect sales.
109 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
2002]
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 childrearing 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 selfdefined."110 Just how far can repositioning of this idea go? Elizabeth
Birch, executive director of the Human Rights Campaign, tells us:
"[Homosexuals] hold sacred seeds .... [To 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"112 which encourages "emotional
rather than rational responses.'113
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
minorities: necrophilia, pedophilia, fetishism, as well as practitioners of incest, bestiality,
etc.
110 BROWNING, supra note 90, at 154.
I Elizabeth Birch, Address given at the "Exposed" Conference, University of

California, Santa Cruz (Feb. 7, 1998), at http://www.americansfortruth.com/lambda3.htm
112 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.
113
Id.
[Vol. 14:443
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.1 1 4 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. 115
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
16
their own homosexual feelings.1
Julia T. Wood & W. Barnett Pearce, Sexists, Racists, and Other Classes of
Classifiers:Form and Functionof "...ist"Accusation, 66 Q. J. SPEECH 239, 239 (1980).
114
115
Id.
116 Henry E. Adams et al., Putting Freud to the Test, 105 J. ABNORMAL PSYCHOL. 440
http://www.pbs.org/wgbh/pages/frontline/shows/assault/roots/
at
available
(1996),
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
2002]
2. Two-Tiered "Exaction" Pricing: Economic

The economic pricing of the homosexual idea takes the carrot
and stick approach.1 1 7 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.118
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. 119 Now such corporate mainstays as John Hancock
Financial Services, Fleet, American Express, Levi-Strauss, Alamo Renta-Car, MTV, and General Motors consider sexual orientation when
creating target marketing groups.1 20 And, the homosexual marketer
knows, social prejudice is eroded by mainstream advertising aimed at
homosexuals. 121
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
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.
117 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.
118 Jennifer Gilbert, Ad Spending Booming for Gay-Oriented Sites: Marketers See
Niche Group as a Lucrative, No-Risk Target, ADVER. AGE, 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, Harmful, WALL ST. J., Dec. 30, 1999, at B1. See also Sylvia Allegretto &
Michelle M. Arthur, An Empirical Analysis of Homosexual/HeterosexualMale 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.
11
9 Adam Pertman, In Gay Market, Ads Target Big dollars,Not Big Change, BOSTON
GLOBE, Feb. 4, 2001, at El.
121 Id.
121Id.
[Vol. 14:443
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. 122 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 bill.123 It required
all businesses who contracted with the city to offer the same benefits to
same-sex partners as offered to married couples. 124
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.12 5
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.126 The strategy got the intended results.
D. Place: Distributingthe 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
essential. 127 Control ruses take the form of "withholding information,
122 Ronald Alsop, Cracking the Gay Market Code-But Brewers Employ In-Your-Mug
Approach, WALL ST. J., June 29, 1999, at B1.
123 S. F., CAL., ADMIN. CODE ch. 12B (1997).
124 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.
125 Gay Activists Launch TV Ad Campaign By Boycotting United Airlines, BUSINESS
WIRE, March 31, 1999.
126 Bryn Nelson, Taking on the World: With Unencumbered Dollars and a Growing
Infrastructure, Gay and Lesbian Travelers Are Breaking Down Vacation Barriers,
NEWSDAY (New York), Apr. 8, 2001, at El0.
127 GARTH S. JowE'r & VICTORIA O'DONNELL, PROPAGANDA AND PERSUASION (1999).
20021
releasing information at predetermined times, [or] in juxtaposition with

other information that may influence public perception, manufacturing
. distorting information," and communicating key
information, .
information to or through selective audiences.128 The objective is "(a)
control[ I the media as a source of information . . .and (b) present[ I
distorted information from what appears to be a credible source" and (c)
129
conceal the true purpose.
Altheide and Johnson are cited for a critical control concept they
label as "bureaucratic propaganda." 130 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.13 1 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.
132
You'll find it to be a potent weapon."
128
129
Id. at 42.
Id.
130 D.L. ALTHEIDE & J.M. JOHNSON, BuREAucRATIc PROPAGANDA (1980)
131 Id. at 43.

132 JAY CONRAD LEVINSON, GUERILLA MARKETING WEAPONS 30-31 (1990).
[Vol. 14:443
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."' 33 That would "[glive
potential protectors a just cause.... Make gays look good.... Make
victimizers look bad. " 1'4 in fact, that would make the very expression of
anti-homosexuality beliefs so socially unacceptable that even the most
35
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 rights theme.
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 report
income 136 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.137 Their web site explains that HRC is a
vigilant bipartisan "watch dog" dedicated to educate Congress. 138 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. 139 Along with lobbying, intense training of
140
future GLBT political activists is part of the mission.
The Gay and Lesbian Alliance Against Defamation (GLAAD) is the
dominant media relations and watchdog lobby of the homosexual
movement with income of $4,199,134.14' The GLAAD website proudly
recounts that "[in 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

134 Id. at 191.
135 Id. at 189
136 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.
137 Id.
13' See Human Rights Campaign, Mission Statement of the Human Rights
Campaign, at httpJ/www.hrc.orgaboutmission.asp (last visited April 9, 2002).
139 Human
Rights
Campaign,
What
We
Do:
An
Overview,
at
http://www.hrc.org/about/whatwedo.asp (last visited April 9, 2002).
140 Human
Rights
Campaign,
Youth
College,
at
http://www.hrc.org/about/pac/ycapp.asp (last visited April 9, 2002).
141 Gay & Lesbian Alliance Against Defamation Inc., at Associations Unlimited
Database (Gale Group), IRS Document Display.
2002]
media. 142 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. 143
GLAAD claims that it has not only reached industry insiders, but
has also influenced millions through newspapers, magazines, motion
pictures, television and visibility campaigns.144 Training homosexual
145 It
organizations how to deal with the media is GLAAD's mission. 146
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 of147their 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. 148 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
149
ending] institutionalized homophobia.
Key strategies include public education, grass roots training for
activist skills, monitoring and reporting on legislation and building
coalitions for advocacy. 150
"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
Gay & Lesbian Alliance Against Defamation (GLAAD), About GLAAD, A Brief
Introduction to GLADD, at http://www.glaad.org/org/about/index.html?record=65 (last
visited April 14, 2002) (emphasis added).
143 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.
142
144
145
Id.
Id.
Id. Like gay instead of homo-sexual, transgender has become the preferred
replacement version of transsexual. See id.
at
NGLTF,
About
Force,
Task
Lesbian
and
Gay
147 National
http'J/www.ngltf.org/abouttwork.htm (last visited Apr. 9, 2002); see also Gay and Lesbian
at
Center,
Resource
Laura
GLAAD's
Defamation,
Against
Alliance
http://www.glaad.org/orgtopicsindex.html?topic=108 (last visited April 11, 2002).
148 National Gay & Lesbian Task Force Foundation, at Associations Unlimited
149 National Gay and Lesbian Task Force, supra note 147 (emphasis added).
146
ISO Id.
[Vol. 14:443
name rightly ... would assert an underlying truth."151 Lesbian author

Patricia Nell Warren put it much more succinctly: "Whoever captures
152
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, 15 3 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 slurs daily'54 and that
homosexual youth may account for 30% of all teen suicides.15 5 Through
"support," they implore an adverse society, an ill-informed public, to help
156
create a more healthy and respectful society.
GLSEN, with income exceeding $1.8 million 5 7 states that their
mission is to fight the homophobia and heterosexism that undermine
healthy school climates. 158 They work to educate teachers, students and
the public at large on how these issues have similar adverse impacts as
racism and sexism. 15 9 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 rights.160 Their resources
include such training as Homophobia 101 and 102.161 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
151 Richard M. Weaver, The Power of the Word, in LANGUAGE IS SERMONIC, supra
note 45, at 34.
152 Patricia Nell Warren, FutureShock, ADVOCATE, Oct. 3, 1995, at 80, 80.
153 Parents Families & Friends of Lesbians and Gays, Inc., at Associations
Unlimited Database (Gale Group), IRS Document Display.
154 Parents, Families and Friends of Lesbians and Gays, Schools & Youth, at
http-//www.pflag.org/education/schools.html (last visited Apr. 12, 2002).
155 Id.
156 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).
157 GLSEN Inc., at Associations Unlimited Database (Gale Group), IRS Document
Display.
About us, at
Network,
Straight Education
and
Lesbian
158 Gay,
http'J/www.glsen.orgttemplates/abouttindex.html?section=25 (last visited April 11, 2002).
159 Id.
160 Id
161 Gay, Lesbian and Straight Education Network, Resource Center, Staff
(last
Development, at http://www.glsen.org/templatestresources/index.html?section=18
visited Apr. 11, 2002).
20021
sponsored by the Commonwealth of Massachusetts is a result of and

162
modeled closely on their work.
The Lambda Legal Defense and Education Fund reports income
over $10,000,00063 and is the homosexual-specific equivalent of the
American Civil Liberties Union (ACLU). The ACLU is also very active in
164
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. 165 HRC works to insure safety,
openness, and equality. By inference, the opposite must exist and need
fixing.166
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. 167 It is never called advertising,
lobbying, public relations, or-heaven forbid-spin. It is always about a
need for more education.
162 Liberty Counsel, SSA General Counsel Rules for Religious Freedom (Aug. 4,
1999), at http:J/www.lc.org/hotissues/1999/hotO80599.html.
163 Lambda Legal Defense and Educational Fund, at Associations Unlimited
164 ACLU, at Associations Unlimited Database (Gale Group), IRS Document
Display.
165 See generally, Gay & Lesbian Alliance Against Defamation (GLAAD), at
httpJ/www.gladd.org (listing many press releases).
16 Human Rights Campaign, Mission Statement of the Human Rights Campaign, at
httpJ/www.hrc.org/about/mission.asp.
167 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 ContemporaryRhetoric, in LANGUAGE IS 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.
[Vol. 14:443
V. GAY RIGHTS MARKETING: THE AGENDA AT WORK

A. Stop Dr. Laura
1. The Direct Marketing Approach

cec.A
"[T1he left-wing' power elite is small and inter
Different groups have overlapping constituencies and share a similar
history and tactics, allowing for tacit agreements about attitude and
approach."168 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
69
people."1
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 170 even though a couple
sentences later she also specifically stated that homosexuals should not
be hated or attacked. 17, 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
carryming 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 172 like Susan Sarandon, 173 and
intense media coverage framed as a national "uproar" by homosexualfriendly news media such as the Los Angeles Times
74
and the New York
Times.175
GLAAD's site launched a "Dr. Laura Watch" (along with other
homosexual advocacy sites) which monitored every word of the
168 BRUCE, supra note 7, at 78.
169 Id. at 79.
170 Id. at 60.
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).
173 Katherine Lemons, Stopping Dr. Laura, ALTERNET, 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 httpilwww.alternet.orgstory.html?StoryD=9427.
174 See e.g., Brian Lowry, On TV; Dr. Laura:All is Fair in Syndication, L.A. TIMES,
Jan. 11, 2000, at Fl.
175 See, e.g., Christian Berthelsen, Taking Aim at Dr. Laura, N.Y. TIMES, Mar. 6,
2000, at C 14.
171
172
20021
conservative talk show host and then posted every statement she made
judged to be "anti-gay."'176 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 web sites.
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. 177 Proctor and Gamble,
AT&T, Sears, Robuck & Co., Xerox and ultimately dozens of major
178
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. 179 Actions in local markets and all
positive and negative media reports were posted for further action.
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."'18
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 "pull strategy"518 of complaints
to sponsors, local stations, and local media.
176 Gay & Lesbian Alliance Against Defamation,
GLAAD
Laura Watch, at
http://www.glaad.org/org/publicaitons/drlaura/index.html.
177 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, NontraditionalAffluent Consumers, AM. DEMOGRAPHICS, Nov. 1992, at 10.
178 Gay & Lesbian Alliance Against Defamation, Schlessingerloses more advertisers,
at
2000),
3,
(August
Alert,
GLAAD
http'J/www.glaad.org/org/publications/alerts/index.html?record=2456.
179 Gay & Lesbian Alliance Against Defamation, GLAAD's Laura News Update, at
http'/www.glaad.orgorg/topics/index.html?topic=108.
180 Gay & Lesbian Alliance Against Defamation, GLAAD applauds Cancellationof
at
available
added),
(emphasis
2001)
30,
(Mar.
Laura
Dr.
httpJwww.glaad.orgtorg/press/index.html?record=2737 (last visited Apr. 8, 2002).
181 "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 channel.
[Vol. 14:443
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.5 2 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. . . ."183 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. 1 1
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
182 The West Wing (NBC television broadcast, Oct. 18, 2000).
183 Press Release, Gay & Lesbian Alliance Against Defamation, GLAAD announces
Nominees for 12th Annual Media Awards presented by Absolut Vodka (Jan. 16, 2001),
available at http://www.glaad.orglorg/press/index.html?record=2663 (last visited Apr. 8,
2002).
184 The scriptures quoted were actually apples to oranges since the proscriptions
cited were ceremonial law, but it made for good television.
20021
meeting of the "ignorant tight-ass club." He then reminds her that she
should stand in his presence.
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 Columbia.18 5 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. 18 She has been in private psychotherapy practice for twelve
187
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
185 Premiere Radio Networks, About Dr. Laura, at http://www.drlaura.comlabout.
186
Id.
187
Id.
[Vol. 14:443
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 and nuances.188 Movies mentioned as supposedly
including homosexuality as a subtext include Red River, Ben-Hur, and
the Television Critics
Gilda.89 "However, when pressed by
Association [the producers] said they had no documentation-no
director's notes or producer's memos-to support their theory ....,,90
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.191
The homosexual product is promoted as good for business,
education, and entertainment via the use of free celebrity endorsementsall with greater effect than any advertising money could buy.
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 discrimination. 192 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
188 Larry Bonko, New TV Focuses on Old Films: HBO explores Gay Themes; PBS
relives 'Kane' Battle, VIRGINIAN-PILOT: TELEVISION WEEK, Jan. 27, 1996, at 1.
189 Id.
190 Id.
191 id.
192 Kim I. Mills, Shareholder Resolution Information: Taking Stock of Shareholder
Resolutions, HRC Q., Summer 2001, at http-J/www.hrc.org/equalityatexxon/shareholder/
hrcqsum2001.asp (last visited Apr. 13, 2002).
20021
they gather six percent, they can be reintroduced again and then again
every subsequent year if support is ten percent or above. 193
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. 194 ExxonMobil is one of the more recent shareholder
resolution "projects" of homosexual activists. 195
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, 19 6 "even if [the resolutions] are ultimately
withdrawn by their [homosexual activist] proponents, proposals are
often covered by the press. 197 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, "[Clorporate actions often serve as models for government and
for the popular culture."'198 Second, "[Slocial prejudice is eroded by
mainstream advertising to homosexuals . . . [with] more big-league
companies jumping on the gay-advertising bandwagon every day....,199
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.
193 Id.
Id.
195 Id.; see also Equality Project, Recent Corporate Campaigns,
httpJ/www.equalityproject.org/hist.htm#recent (last visited Apr. 9, 2002).
196
Equality
Project,
What
is
Shareholder
Activism,
http//www.equalityproject.org/what.htm (last visited Apr. 13, 2002).
197
Equality
Project,
How
Shareholder
Proposals
Work,
httpJ/www.equalityproject.org/how.htm#ifl (last visited Apr. 13, 2002).
198 Pertman, supra note 119, at El.
199 Id.
194
at
at
at
[Vol. 14:443
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 schoois ....
[Aillies
argue that students need
. .
'positive' images . . . to counter
'homophobic' society. 20
PFLAG's Read this Before Coming Out to your Parents is
described as its "most famous brochure." 20' 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." 202 Note how the persuasive message is framed as education to
help your parents accept your coming out:
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.
S..
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, you203may
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
200 Peter LaBarbera, "Homosexual Correctness" Advances in America's Schools,
Briefing on Capitol Hill (July 2, 1996), availableat httpJ/frc.org.80/podiunlpd96gOhs.html
(last visited Mar. 3, 1999) (on file with the author).
201 Queer Resources Directory, Read This Before Coming Out to Your Parents, at
httpJ/www.qrd.org/qrdfyouth/read.this.before.coming.out.to.your.parents (last visited Apr.
13, 2002).
202
PFLAG, Read This Before Coming Out to Your Parents, at
httpJ/www.outproud.org/brochurecoming-out.html (last visited Apr. 13, 2002) (emphasis
added).
203 Id.
20021
holy sinful" and find their own child unlovable. 2 4 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 gay experience? 20 5
The promotion can also take the form of self-improvement
education. Project 10206 is a school-counseling program staffed by
homosexual counselors. It is positioned as a "dropout prevention
program" 207 and "a response to suicide, alcohol/substance abuse and risk
of AIDS." 208 Its mission is to identify and provide support in developing
positive homosexual identity. 209 Again, the product is positioned as

21 0
correct. Side effects like AIDS are, at best, a tertiary issue.
One resource is a teacher self-evaluation quiz designed to expose
"unconscious biased behaviors." 211 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]. "212 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,
204 Id.
205 Eugene Narrett, Educrats Selling Ancient Snake Oil, INSIGHT ON NEWS, May 13,
1995, at 28-29. See also NARTH, "Making Schools Safe" Means "RefashioningValues" in
Massachusetts,at httpJ/www.narth.com/docs/makingsafe.html (last visited Apr. 13, 2002).
206 The name itself is supposed to be persuasive, drawing on the mythical 10%
homosexual figures discussed earlier.

207 Project 10, Addressing Lesbian and Gay Issues in Our Schools, at
http'J/www.projectlO.org/Flyer.html (last visited Apr. 13, 2002).
208 Id.
209 Project 10 Background, at http://www. projectlo.orgBackrond.html.

210 See SATINOVER, supra note 12, at 15.
211 Project 10, Teacher's Self-Evaluation of Non-Biased Behavior, at

httpJ/www.projectlO.org/Selfeval.html. Note again the positioning of the opposing view via
non-defensible accusation/label: unconscious bias.
212 Project 10, Teacher's Self-Evaluation of Non-Biased Behavior, at
httpJ/www.projectl0.org/Biastest.html.
[Vol. 14:443
Lesbian, and Straight Education Network [GLSEN] distributed almost

15,000 copies of Just the Facts About Sexual Orientation and Youth to
213
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
is not a mental disorder and thus there is no need for a
homosexuality
'cure."'214 The wishes of a child seeking possible change is irrelevant and
over the years-including

documented success of many approaches
215
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
2 16
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 specious argument.
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
[of
personally and professionally to end the degradation
or any students
homosexuals]. "217 It suggested that a Catholic student
218
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. 219 Furthermore, the American Psychological
213 JUST THE FACTS, supra note 103 (emphasis added).
Id. at 5 (emphasis added).

In addition school officials are cautioned they "should be deeply concerned about
the validity and bias of [such] materials." Id. at 9.
216 Id. at 7 (emphasis added).
217 Maura Lerner, St. Cloud State's Department Statement on Gays Causes
Backlash, STAR TRIB. (Minneapolis-St. Paul), June 1, 1993, at 1A.
218 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
"Jilt is simply not acceptable for social workers to view homosexual people as perverse or as
sinners" and "[ilt is not OK in this case to 'love the sinner and hate the sin.'" Id.
219 Id. (representing the homosexuals' agenda targeting of the "priesthood" of the
mental health profession).
214
215
2002]
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] [sleveral focus-group participants ...became more tolerant
about gays in the military after hearing (those types ofi news
22 0
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.
VI. CONCLUSION
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. 221 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.222 Likewise, an article in Psychiatric
Times states that "surveys continue to report high levels of ignorance
220
Steven Waldman et al., The Battle of the Gay Ban, NEWSWEEK, Apr. 5, 1993, at
42-43.
221 Society for the Psychological Study of Lesbian, Gay, and Bisexual Issues, Joint
Task
Force
on
Professional
Practice
Guidelines,
at
http'J/www.apa.org/divisions/div44/research.html.
222 Id. (noting Feb. 26, 2000 approval by the American Psychological Association).
[Vol. 14:443
and prejudice encountered by homosexuals in their contacts with health

223
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 youth.
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 partners.
Higher use of mental health services in men in women reporting
224
same-sex partners.
In addition, even with massive education efforts about the
devastating effects and prevention of AIDS, "[slince protease inhibitors
were introduced in the mid-1990s, researchers have ffoundi a surge in
the number of young gay men who practice [anal sex without
condoms].*"225 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]. '"226 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. 227 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
223 Hawkins, supra note 9 (emphasis added).

224 Tori DeAngelis, New Date on Lesbian, Gay and Bisexual Mental Health,
MONITOR ON PSYCHOL., Feb. 2002, at 46.
225 Tori DeAngelis, A New Generation of Issues for LGBT Clients, MONITOR ON
PSYCHOL., Feb. 2002, at 43 (emphasis added).
226 Margaret Rosario, Understanding the Unprotected Sexual Behaviors of Gay,
Lesbian, and Bisexual Youths: An Empirical Test of the Cognitive-EnvironmentalModel,
HEALTH PSYCHOL, May 1999, at 272-80.
227 Ron Taffel, The Wall of Silence: Reinventing Therapy to Reach the New Teens,
PSYCHOTHERAPY NETWORKER, May/June 2001, at 55.
20021
their female partners 75% of the time.228 They also do not modify their
229
sexual behavior to protect female partners 64% of the time.
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 couples. 23 0
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 acceptable." 231 Half of
those polled also now believe that there is a biological link or genetic
trait.232
Gay journalism largely has been taken over by slick publications
that are influenced more by the marketing mentality than by social
inquiry.233 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 Philadelphiawin 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
23 4
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. 235 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.
"[Elvery age and society has dominant media that shape the way
the culture thinks."236 "The content of the mass media sets the public's
228 Seth C. Kalichman et al., Risk for HIV Infection Among Bisexual Men Seeking
HIV-Prevention Services and Risks Posed to TheirFemale Partners,HEALTH PSYCHOL. July
1998, at 320.
229 Id.
230 Gay Domestic Violence Finally Measured, Family Research Report (Family
Research Institute) Dec. 2001, at 1, 2.
231 Becky Ebenkamp, Dancing 'round the Gay Poll, BRANDWEEK, June 11, 2001, at
23.
232 Id.
233
234
235
236
Sarah Schulman, Gay Marketeers, PROGRESSIVE, July 1995, at 28.

BROWNING, supra note 90, at xii.
Schulman, supra note 233, at 28.
[Vol. 14:443
political and social agenda. 237 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. 238
"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."239 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] enemy within."240 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 whb 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...
agenda."24 1
238 NEIL POSTMAN, AMUSING OURSELVES TO DEATH 107 (1985)
239 BRUCE, supra note 7, at 192.

240 BRUMMET, supra note 1, at 749.
241 BROWNING, supra note 90, at 100. Frank Browning has lived in, reported on, and
written about homosexual culture extensively.
2002]
485
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.

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SELLING HOMOSEXUALITY TO AMERICA

[Dliscourse is power itself, and the power to control discourse is

thus the master power in any society."1

HeinOnline -- 14 Regent U. L. Rev. 443 2001-2002

REGENT UNIVERSITY LAW REVIEW

EVERYDAY USE AND ABUSE OF PERSUASION

51 (rev. ed. 2001).

The relationship between education and marketing can not be overemphasized.

HeinOnline -- 14 Regent U. L. Rev. 444 2001-2002

the public know how it is done," 7 states Tammy Bruce, a self-described

lesbian feminist and ex-president of the Los Angles chapter of the

A basic understanding of how the social definition of homosexuality

HeinOnline -- 14 Regent U. L. Rev. 445 2001-2002

REGENT UNIVERSITY LAW REVIEW

few ever spoke of homosexuality in public let alone as a public

HeinOnline -- 14 Regent U. L. Rev. 446 2001-2002

war with normality. It was part of a two-phase sexual radicalization, the

HeinOnline -- 14 Regent U. L. Rev. 447 2001-2002

REGENT UNIVERSITY LAW REVIEW

Warfare-type tactics are espoused to counter such evils as

GEORGE ORWELL, 1984: A NOVEL (1949).

24 KIRK & MADSEN, supranote 10, at 129.

HeinOnline -- 14 Regent U. L. Rev. 448 2001-2002

29 KIRK & MADSEN, supra note 10, at 152-53.

HeinOnline -- 14 Regent U. L. Rev. 449 2001-2002

REGENT UNIVERSITY LAW REVIEW

[mienacing punks[,I ... [and a] tour of Nazi concentration camps where

KIRK & MADSEN, supra note 10, at 221.

HeinOnline -- 14 Regent U. L. Rev. 450 2001-2002

When Rome later arose as a representative republic, 40 "[plower was

BRUMMET, supra note 1, at 193.

HeinOnline -- 14 Regent U. L. Rev. 451 2001-2002

REGENT UNIVERSITY LAW REVIEW

The current debate, then, is framed differently by both sides. Is

TERENCE A. SHIMP, PROMOTION MGMT & MARKETING COMMUNICATIONS 96 (3d

HeinOnline -- 14 Regent U. L. Rev. 452 2001-2002

57 PE'rY & CACIOPPO, supra note 51, at 173.

HeinOnline -- 14 Regent U. L. Rev. 453 2001-2002

REGENT UNIVERSITY LAW REVIEW

"enhanced thinking produces persistence," they believe that "processing

HeinOnline -- 14 Regent U. L. Rev. 454 2001-2002

the recipient's ability or motivation to process. 68 However, "[Olne cannot

HeinOnline -- 14 Regent U. L. Rev. 455 2001-2002

REGENT UNIVERSITY LAW REVIEW

the dissonant beliefs so they are no longer inconsistent with one

concerned about. It's value."

HeinOnline -- 14 Regent U. L. Rev. 456 2001-2002

1993) (emphasis added).

HeinOnline -- 14 Regent U. L. Rev. 457 2001-2002

REGENT UNIVERSITY LAW REVIEW

Promotion includes the different methods for getting the persuasive

VEITH, supra note 2, at 57.

GAY LIvEs TODAY 152 (1994).

HeinOnline -- 14 Regent U. L. Rev. 458 2001-2002

changing values. It enabled a disparate homosexual community

JONES & YARHOUSE, supra note 10, at 46;

see also REISMAN, supra note 10;

SATINOVER, supra note 12, at 34.