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.
This article explores how gay rights activists use rhetoric, psychology, social psychology, and the media - all the elements of modern marketing - to position homosexuality in order to frame what is discussed in the public arena and how it is discussed. In essence, when it comes to homosexuality, activists want to shape 'what everyone knows' and 'what everyone takes for granted' even if everyone does not really know and even if it should not be taken for granted.
Date posted: 2002-09-26