Selling Homosexuality To America
Table of Contents

Paul E. Rondeau
Reproduced with Permission

Table of Contents

  1. Introduction
  2. Getting Here from There
    1. Kinsey to the APA Victory of 1973
    2. Sans Facts, Logic, or Proof
      1. The Need for War
      2. Desensitize, Jam, and Convert
      3. Dust Off the Unholy Alliance
  3. Persuasion, Society, and Democracy
    1. Rhetoric
    2. Modern Persuasion Theory: The Elaboration Likelihood Model (ELM)
      1. Credibility of the ELM
      2. To Think or Not to Think: Elaboration
      3. Which Thinking Route to Take: Variables and Moderators
      4. Control Behavior, Change Attitudes: Cognitive Dissonance
  4. Marketing 101
    1. Defining Marketing
      1. Propaganda, Persuasion, Education and the 4 P's
      2. The Marketing Environment
    2. Conceptualizing the Product
      1. Repackaging the Product: A New Identity for Homosexuality
      2. Redefine Abnormal as Normal
      3. Polish the Idea
      4. Reposition the Product
    3. Setting the Price
      1. Two-Tiered “Exaction” Pricing: Emotional
      2. Two-Tiered "Exaction" Pricing: Economic
    4. Place: Distributing the Idea
    5. Promotion: Win at All Costs
      1. Setting the Theme: Major Gay Rights Players
      2. Summary of a Common Theme
  5. Gay Rights Marketing: The Agenda at Work
    1. Stop Dr. Laura
      1. The Direct Marketing Approach
      2. Stop Dr. Laura: Indirect Marketing
    2. He Who Controls History
    3. Two Birds with One Stone
      1. Using the Government to Influence Business
      2. Using Business to Influence Government
    4. The Education Channel
    5. The Military Campaign
  6. Conclusion
  7. End Notes

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