There's a naive notion among folks in general—especially among gays—that you can argue a person out of a prejudice (such as homohatred) by overwhelming him with facts and logic about the group he hates. This is untrue....
Logically speaking, nothing whatever is either disgusting or sinful, except as one feels it to be so...
...if we're going to enter into arguments with [those who disagree with us] we'd better have a strong emotional appeal in our back pocket.
...it gets a little tiresome to keep seeing and hearing [gays who]... damn all proposals as politically incorrect to precisely the degree that they rely upon cunning manipulation rather than pugnacity....
...thus, propagandistic advertising can depict homophobic and homohating bigots as crude loudmouths...who are 'not Christian.' It can show them being criticized, hated, shunned. It can depict gays experiencing horrific suffering as the direct result of homohatred—suffering of which even most bigots would be ashamed to be the cause....
Note that the bigot need not actually be made to believe that he is such a heinous creature, that others will now despise him, and that he has been the immoral agent of suffering....Rather, our effect is achieved without reference to facts, logic, or proof....
...The objection will be raised...that we would 'Uncle Tommify' the gay community; that we are exchanging one false sterotype for another equally false; that our ads are lies; that that is not how all gays actually look; that gays know it, and bigots know it. Yes of course—we know it, too. But it makes no difference that the ads are lies; not to us, because we're using them to ethically good effect, to counter negative stereotypes that are every bit as much lies, and far more wicked ones....
....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. This can be accomplished in a variety of ways, all making use of repeated exposure to pictorial images or verbal statements that are incompatible with his self-image as a well-liked person, one who fits in with the rest of the crowd....When he sees someone like himself being disapproved of and disliked by ordinary Joes, Direct Emotional Modeling ensures that he will feel just what they feel—and transfer it to himself. This wrinkle effectively elicits shame and doubt...our effect is achieved without reference to facts, logic, or proof. In short, Jamming succeeds insofar as it inserts even a slight frisson of doubt and shame into the previously unalloyed, self- righteous pleasure. The approach can be quite useful and effective—if our message can get the massive exposure upon which all else depends.