79. Just as opposing politicians are always telling us what the "American people" want or feel or know. [Back]
80. Dictionary of Marketing Terms (Peter D. Bennett ed., 1998), reprinted in William M. Pride & O. C. Ferrell, Marketing: Concepts and Strategies 4 (8th ed. 1993) (emphasis added). [Back]
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. [Back]
82. Pride & Ferrell, supra note 80, at 250 (emphasis added). [Back]
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. [Back]
84. For example, a vacuum-cleaner manufacturer can sell via their own retail, discount, department or exclusive stores, via mail order, using door-to-door sales people like Kirby, over the Internet, etc. Each distribution channel carries its own persuasive message and expectations for the consumer. For distribution, homosexuals have particularly focused on schools, the workplace and the mass media. [Back]
85. Shimp, supra note 48, at 96. [Back]
86. Pratkanis & Aronson, supra note 4, at 3. [Back]
87. Pride & Ferrell, supra note 80, at 7. [Back]
88. Veith, supra note 2, at 57. [Back]
89. Brummet, supra note 1, at 817. [Back]
90. See Frank Browning, The Culture of Desire: Paradox and Perversity in Gay Lives Today 152 (1994). [Back]
91. Jones & Yarhouse, supra note 10, at 46; see also Reisman, supra note 10; Satinover, supra note 12, at 34. [Back]
92. Kirk & Madsen, supra note 10, at 146 (emphasis omitted) (third emphasis added). [Back]
93. Id. at 188 (emphasis added). [Back]
94. Shimp, supra note 48, at 72. [Back]
95. Kirk & Madsen, supra note 10, at 184. [Back]
96. Reisman, supra note 10, at 245. [Back]
97. Satinover, supra note 12, at 31. [Back]
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). [Back]
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 Ass'n, Diagnostic and Statistical Manual of Mental Disorders (1st ed. 1952). DSM II, 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). [Back]
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. [Back]
102. Charles W. Socarides, “How America Went Gay”, AMERICA, Nov. 18, 1995, at 20, available at http://www.leaderu.com/jhs/socarides.html (last visited Apr. 8, 2002). [Back]
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 http://www.glsen.org/binary-data/GLSEN_ARTICLES/pdf_file/424.pdf (last visited Apr. 13, 2002). [Back]
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. [Back]
105. Satinover, supra note 12, at 34. [Back]
106. Charles Socarides, New Business: NARTH Los Angeles, NARTH Memo (NARTH, Encino, Cal.) at http://www.leaderu.com/orgs/narth/1996papers/socarides.html (updated Aug. 5, 1999). [Back]
107. Satinover, supra note 12, at 35. [Back]
108. Satinover, supra note 12, at 15-16. See also Richard M. Weaver, “The Phaedras and the Nature of Rhetoric”, in Language is Sermonic supra note 45, at 57, 59 (referring to the rhetorical device of disassociating negative symbols with the concept—recognizing that words have meaning and carry with them a power of association that goes far beyond the word itself). ELM theory would categorize this persuasion tactic as eliminating negative peripheral cues just as the tobacco industry disclaimed any connection between their product and cancer in order to protect sales. [Back]
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 minorities: necrophilia, pedophilia, fetishism, as well as practitioners of incest, bestiality, etc. [Back]
110. Browning, supra note 90, at 154. [Back]
111. Elizabeth Birch, Address given at the "Exposed" Conference, University of California, Santa Cruz (Feb. 7, 1998), at http://www.americansfortruth.com/lambda3.htm (last visited Apr. 8, 2002). [Back]
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. [Back]
114. Julia T. Wood & W. Barnett Pearce, “Sexists, Racists, and Other Classes of Classifiers: Form and Function of "-cist" Accusation”, 66 Q. J. Speech 239, 239 (1980). [Back]
116. Henry E. Adams et al., “Putting Freud to the Test”, 105 J. Abnormal Psychol. 440 (1996), available at http://www.pbs.org/wgbh/pages/frontline/shows/assault/roots/freud.html (last visited April 8, 2002). This is a common area of research in the study of the causes of homophobia. Heterosexuals who score "high" on a homophobia test are exposed to homoerotica. Any arousal, as measured by a penile response, is seen to indicate some homosexual interest or anxiety that may be an indication of internalized homosexuality. Id. This type of research is often trumpeted by activists as proving that homophobes are hiding their own homosexuality even when the researcher, gay or non-gay, does not make the explicit claim. It remains to be explained why heterosexual arousal by homoerotica is an indication of homosexual interest while orgasm by rape victims is never given credence as evidence that the victim secretly wanted to be raped. [Back]
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. [Back]
118. “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/Heterosexual Male Earnings Differentials: Unmarried and Unequal?”, 54 Indus. & Lab. Rel. Rev. 631 (2001). Allegretto and Arthur (2001) estimate a 15.6% gap based on assumptions extrapolated from the 1990 Census. Id. at 631. [Back]
119. “In Gay Market, Ads Target Big dollars, Not Big Change”, Boston Globe, Feb. 4, 2001, at E1. [Back]
122. Ronald Alsop, “Cracking the Gay Market Code But Brewers Employ In-Your-Mug Approach” , Wall St. J., June 29, 1999, at B1. [Back]
123. S. F., Cal., Admin. Code ch. 12B (1997).; [Back]
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. [Back]
125. “Gay Activists Launch TV Ad Campaign By Boycotting United Airlines”, Business Wire, March 31, 1999. [Back]
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 E10. [Back]
127. Garth S. Jowett & Victoria O'Donnell, Propaganda and Persuasion (1999). [Back]
130. D.L. Altheide & J.M. Johnson, Bureaucratic Propaganda (1980) [Back]
132. Jay Conrad Levinson, Guerilla Marketing Weapons 30-31 (1990). [Back]
133. Kirk & Madsen, supra note 10, at 187. [Back]
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. [Back]
138. Human Rights Campaign, “Mission Statement of the Human Rights Campaign”, at http://www.hrc.org/about/mission.asp (last visited April 9, 2002). [Back]
139. Human Rights Campaign, “What We Do: An Overview”, at http://www.hrc.org/about/whatwedo.asp (last visited April 9, 2002). [Back]
140. Human Rights Campaign, “Youth College”, at http://www.hrc.org/about/pac/ycapp.asp (last visited April 9, 2002). [Back]
141. “Gay & Lesbian Alliance Against Defamation Inc.”, at Associations Unlimited Database (Gale Group), IRS Document Display. [Back]
142. 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). [Back]
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. [Back]
146. Id. Like gay instead of homo-sexual, transgender has become the preferred replacement version of transsexual. See id. [Back]
147. National Gay and Lesbian Task Force, About NGLTF, at http://www.ngltf.org/about/work.htm (last visited Apr. 9, 2002); see also Gay and Lesbian Alliance Against Defamation, GLAAD's Laura Resource Center, at http://www.glaad.org/org/topics/index.html?topic=108 (last visited April 11, 2002). [Back]
148. “;National Gay & Lesbian Task Force Foundation”, at Associations Unlimited Database (Gale Group), IRS Document Display. [Back]
149. National Gay and Lesbian Task Force, supra note 147 (emphasis added). [Back]
151. Richard M. Weaver, T“he Power of the Word”, in Language is Sermonic, supra note 45, at 34. [Back]
152. Patricia Nell Warren, “Future Shock”, Advocate, Oct. 3, 1995, at 80, 80. [Back]
153. “;Parents Families & Friends of Lesbians and Gays, Inc.”, Associations Unlimited Database (Gale Group), IRS Document Display. [Back]
154. Parents, Families and Friends of Lesbians and Gays, S“chools & Youth”, at http://www.pflag.org/education/schools.html (last visited Apr. 12, 2002). [Back]
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). [Back]
157. GLSEN Inc., at Associations Unlimited Database (Gale Group), IRS Document Display. [Back]
158. Gay, Lesbian and Straight Education Network, “About us”, at http://www.glsen.org/templates/about/index.html?section=25 (last visited April 11, 2002). [Back]
161. “Gay, Lesbian and Straight Education Network, Resource Center, Staff Development”, at http://www.glsen.org/templates/resources/index.html?section=18 (last visited Apr. 11, 2002). [Back]
162. Liberty Counsel, “SSA General Counsel Rules for Religious Freedom” (Aug. 4, 1999), at http://www.lc.org/hotissues/1999/hot080599.html. [Back]
163. “Lambda Legal Defense and Educational Fund”, at Associations Unlimited Database (Gale Group), IRS Document Display. [Back]
164. “ACLU,” at Associations Unlimited Database (Gale Group), IRS Document Display. [Back]
165. See generally, “Gay & Lesbian Alliance Against Defamation (GLAAD)”, at http://www.gladd.org (listing many press releases). [Back]
166. “Human Rights Campaign, Mission Statement of the Human Rights Campaign”, at http://www.hrc.org/about/mission.asp. [Back]
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 Contemporary Rhetoric”, 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. [Back]
168. Bruce, supra note 7, at 78. [Back]
171. Id. at 82. Dr. Laura stated, "Love the Sinner, hate the sin." Id. [Back]
172. 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). [Back]
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 http://www.alternet.org/story.html?StoryID=9427. [Back]
174. See e.g., Brian Lowry, “On TV; Dr. Laura: All is Fair in Syndication”, L.A. Times, Jan. 11, 2000, at F1. [Back]
175. See, e.g., “Christian Berthelsen, Taking Aim at Dr. Laura”, N.Y. Times, Mar. 6, 2000, at C 14. [Back]
176. Gay & Lesbian Alliance Against Defamation, GLAAD Laura Watch, at http://www.glaad.org/org/publicaitons/drlaura/index.html. [Back]
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, “Nontraditional Affluent Consumers”, Am. Demographics, Nov. 1992, at 10. [Back]
178. “Gay & Lesbian Alliance Against Defamation, Schlessinger loses more advertisers, GLAAD Alert”, (August 3, 2000), at http://www.glaad.org/org/publications/alerts/index.html?record=2456. [Back]
179. “Gay & Lesbian Alliance Against Defamation, GLAAD's Laura News Update”, at http://www.glaad.org/org/topics/index.html?topic=108. [Back]
180. “Gay & Lesbian Alliance Against Defamation, GLAAD applauds Cancellation of Dr. Laura” (Mar. 30, 2001) (emphasis added), available at http://www.glaad.org/org/press/index.html?record=2737 (last visited Apr. 8, 2002). [Back]
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. [Back]
182. The West Wing (NBC television broadcast, Oct. 18, 2000). [Back]
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.org/org/press/index.html?record=2663 (last visited Apr. 8, 2002). [Back]
184. The scriptures quoted were actually apples to oranges since the proscriptions cited were ceremonial law, but it made for good television. [Back]
185. Premiere Radio Networks, “About Dr. Laura”, at http://www.drlaura.com/about/. [Back]
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. [Back]
192. Kim I. Mills, Shareholder Resolution Information: Taking Stock of Shareholder Resolutions, HRC Q., Summer 2001, at http://www.hrc.org/equalityatexxon/shareholder/hrcqsum2001.asp (last visited Apr. 13, 2002). [Back]
195. Id.; see also Equality Project, “Recent Corporate Campaigns”, at http://www.equalityproject.org/hist.htm#recent (last visited Apr. 9, 2002). [Back]
196. Equality Project, “What is Shareholder Activism”, at http://www.equalityproject.org/what.htm (last visited Apr. 13, 2002). [Back]
197. Equality Project, “How Shareholder Proposals Work”, at http://www.equalityproject.org/how.htm#if1 (last visited Apr. 13, 2002). [Back]
198. Pertman, supra note 119, at E1. [Back]
200. Peter LaBarbera, "Homosexual Correctness" Advances in America's Schools, Briefing on Capitol Hill (July 2, 1996), available at http://frc.org:80/podium/pd96g0hs.html (last visited Mar. 3, 1999) (on file with the author). [Back]
201. Queer Resources Directory, Read This Before Coming Out to Your Parents, at http://www.qrd.org/qrd/youth/read.this.before.coming.out.to.your.parents (last visited Apr. 13, 2002). [Back]
202. PFLAG, Read This Before Coming Out to Your Parents, at http://www.outproud.org/brochure_coming_out.html (last visited Apr. 13, 2002) (emphasis added). [Back]
205. Eugene Narrett, “Educrats Selling Ancient Snake Oil”, Insight on News, May 13, 1995, at 28-29. See also NARTH, "Making Schools Safe" Means "Refashioning Values" in Massachusetts, at http://www.narth.com/docs/makingsafe.html (last visited Apr. 13, 2002). [Back]
206. The name itself is supposed to be persuasive, drawing on the mythical 10% homosexual figures discussed earlier. [Back]
207. Project 10, “Addressing Lesbian and Gay Issues in Our Schools”, http://www.project10.org/Flyer.html (last visited Apr. 13, 2002). [Back]
209. Project 10 “Background”, at http://www. project10.org/Backrond.html. [Back]
210. See Satinover, supra note 12, at 15. [Back]
211. Project 10, “Teacher's Self-Evaluation of Non-Biased Behavior”, at http://www.project10.org/Selfeval.html. Note again the positioning of the opposing view via non-defensible accusation/label: unconscious bias. [Back]
212. Project 10, “Teacher's Self-Evaluation of Non-Biased Behavior” at http://www.project10.org/Biastest.html. [Back]
213. Just the Facts, supra note 103 (emphasis added). [Back]
214. Id. at 5 (emphasis added). [Back]
215. In addition school officials are cautioned they "should be deeply concerned about the validity and bias of [such] materials." Id. at 9. [Back]
216. Id. at 7 (emphasis added). [Back]
217. Maura Lerner, St. Cloud State's Department “Statement on Gays Causes Backlash”, Star Trib. (Minneapolis-St. Paul), June 1, 1993, at 1A. [Back]
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 "[i]t is simply not acceptable for social workers to view homosexual people as perverse or as sinners" and "[i]t is not OK in this case to 'love the sinner and hate the sin.'" Id. [Back]
219. Id. (representing the homosexualsf agenda targeting of the "priesthood" of the mental health profession). [Back]
220. Steven Waldman et al., “The Battle of the Gay Ban”, Newsweek, Apr. 5, 1993, at 42-43. [Back]
221. Society for the Psychological Study of Lesbian, Gay, and Bisexual Issues, Joint Task Force on Professional Practice Guidelines, at http://www.apa.org/divisions/div44/research.html. [Back]
222. Id. (noting Feb. 26, 2000 approval by the American Psychological Association). [Back]
223. Hawkins, supra note 9 (emphasis added). [Back]
224. Tori DeAngelis, “New Date on Lesbian, Gay and Bisexual Mental Health”, Monitor On Psychol., Feb. 2002, at 46. [Back]
225. Tori DeAngelis, “A New Generation of Issues for LGBT Clients”, Monitor On Psychol., Feb. 2002, at 43 (emphasis added). [Back]
226. Margaret Rosario, “Understanding the Unprotected Sexual Behaviors of Gay, Lesbian, and Bisexual Youths: An Empirical Test of the Cognitive-Environmental Model” Health Psychol, May 1999, at 272-80. [Back]
227. Ron Taffel, “The Wall of Silence: Reinventing Therapy to Reach the New Teens”, Psychotherapy Networker, May/June 2001, at 55. [Back]
228. “Risk for HIV Infection Among Bisexual Men Seeking HIV-Prevention Services and Risks Posed to Their Female Partners”, Health Psychol. July 1998, at 320. [Back]
230. “Gay Domestic Violence Finally Measured”, Family Research Report (Family Research Institute) Dec. 2001, at 1, 2. [Back]
231. “Dancing 'round the Gay Poll”, Brandweek, June 11, 2001, at 23. [Back]
233. Sarah Schulman, “Gay Marketeers”, Progressive, July 1995, at 28. [Back]
234. Browning, supra note 90, at xii. [Back]
235. Schulman, supra note 233, at 28. [Back]
236. Brummet, supra note 1, at 809. [Back]
237. Pratkanis & Aronson, supra note 4, at 84. [Back]
238. Neil Postman, Amusing Ourselves to Death 107 (1985) [Back]
239. Bruce, supra note 7, at 192. [Back]
240. Brummet, supra note 1, at 749. [Back]
241. Browning, supra note 90, at 100. Frank Browning has lived in, reported on, and written about homosexual culture extensively. [Back]