After the Ball. If you don’t know what it is read it! Things become clear.
http://www.endcensorship.com/uploads/After_the_Ball_-_outline_by_Richard_Cohen.pdf
16. How to Halt, Derail and/or Reverse the Engine of Prejudice:
1. Desensitization:
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Prejudice = Alerting Signal. Warns tribal mammals that a potential alien mammal
is in the vicinity and should be fought or fled. Two things can happen: 1) Strong or Weak Stimulus: fight it or flee from it; and 2) Low Grade Stimulus: don’t take action against it, irrelevancy, get used to it. (148)
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If H present themselves as different and threatening, then straights go on alert and fight against them.
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To desensitize straights, H inundate them with conscious flood of H related advertising, presented in the least offensive fashion. If straights can’t shut the shower off, they may at least eventually get used to being wet. (149)
2. Jamming:
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Insertion of incompatible emotion into the pre-existing system. Like sprinkling sand into a pocket watch.
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Jamming is more active and aggressive than desensitization.
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Jamming uses the rules of Associative Conditioning (when two things are
repeatedly juxtaposed, one’s feelings about one thing are transferred to the other) and Direct Emotional Modeling (the inborn tendency of human beings to feel what they perceive others to be feelings). (150)
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Consequent internal confusion has two effects: Unpleasant/Emotional Dissonance will tend to result in an alteration of previous beliefs and feelings so as to resolve the internal conflict. And second, the Internal Dissonance will tend to inhibit over expression of the prejudicial emotion – which is, in itself, useful and relieving. (151)
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All normal people feel shame when they perceive that they are not thinking, feeling, or acting like one of the pack. The trick is to get the bigot into the position of feeling a conflicting twinge of shame, along with his reward, whenever his homohatred surfaces, so that his reward will be diluted or spoiled. (151)
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Propagandistic advertising can depict homophobic and homohating bigots as crude loudmouths and assholes – people who say not y “faggot” but “nigger,” “kike,” and other shameful epithets – who are “not Christian.” It can show them being criticized, hated, shunned. It can depict H experiencing horrific suffering as the direct result of homohatred – suffering of which even most bigots would be ashamed to be the cause. It can, in short, link homohating bigotry with all sorts of attributes the bigot would be ashamed to possess, and with social consequences he would find unpleasant and scary. The attack, therefore, is on self-image and on the pleasure in hating. (151-152)
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When our ads show a bigot – just like the members of the target audience – being criticized, hated, and shunned, we make use of Direct Emotional

