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How did Western society go from being based on Christian morals and values to one which promotes extreme libertarianism, lacking a moral sense, and unconcerned with the rightness or wrongness of morality, most especially sexual morality.
Much of how this transition took place lies in the fundamental philosophy underlying modern liberal democracy which enshrines the right to the “pursuit of happiness”. The trouble with that premise is that individuals have different ideas of what the “pursuit of happiness” entails, for example, for some people the pursuit of happiness involves a happy penis.
So just how was it possible for Western nations to be persuaded to change its whole world view of morality. The answer is through a constant barrage of marketing, propaganda, bullying and vilification of dissenters.


In 1988, some 175 leading gay-rights activists met in Warrenton, Virginia, where two Harvard graduates, Marshall Kirk and Hunter Madsen, took the strategic ideas of that meeting and wrote “After the Ball: How America Will Conquer Its Fear and Hatred of Gays in the ‘90s”.
The key was to maximize sympathy and minimize fear based on a program of propaganda firmly established in the principles of psychology and advertising.
Through a detailed strategy including “desensitization” (attitudinal manipulation through constant repetition), “jamming” (in which ruthless intimidation tactics are used to silence dissenting expression), and other powerful tactics, they have been able to shape public opinion.
Marketing expert Paul Rondeau explained that the “war goal” of the book was to “force acceptance of homosexual culture into the mainstream, to silence opposition, and ultimately to convert American society. In his comprehensive study “Selling Homosexuality to America”, he writes “The extensive three-stage strategy to Desensitize, Jam, and Convert the American public is reminiscent of George Orwell’s premise of goodthink and badthink in “1984”
Desensitization was accomplished by inundating the public in a continuous flood of gay-related advertising presented in the least offensive fashion possible. The main focus was to “talk about gayness until the issue became thoroughly tiresome”-“If you can get (straights) to think (homosexuality) is just another thing-meriting no more than a shrug of the shoulders-then your battle for legal and social rights is virtually won”
Manipulating the emotions and restructuring the thoughts and beliefs of large numbers of people is what modern marketing is all about.
Jamming is psychological terrorism meant to silence expression of or even support for dissenting opinion.

Separability and Manipulability are psychological marketing jargon which basically means “We can change what people actually think and feel by breaking their current negative associations with our cause and replacing them with positive associations.”
Naming the movement “Gay Rights” accomplishes 2 major objectives:
1.Use of the word ‘Gay’ rather than ‘homosexual’ masks the controversial sexual behavior involved and accentuates a vague but positive sounding cultural identity.
2.Describing their battle as one over ‘rights’ implies homosexuals are being denied the basic freedoms of citizenship that others enjoy.
By merely using the term ‘gay rights’ and persuading politicians and media to adopt this terminology allowed activists seeking to transform America to frame the terms of the debate in their favor before the contest even begins (and in PR warfare, he who frames the terms of the debate almost always wins) . The same tactic was used in the the abortion “rights” movement which succeeded early on in framing the debate as a question not of abortion, but of choice.
In the book they established several key points
• The AIDS epidemic gives a” brief chance to establish gays as a victimized minority deserving of America’s special protection and care.”
• The campaign outlined in the book, “though complex, depends centrally upon a program of unabashed propaganda firmly grounded in long-established principles of psychology and advertising”
• The AIDS epidemic could “conquer American resistance to homosexuality and form the basis of a comprehensive, long-term marketing campaign to sell “gay rights” to straight America.
• “To one extent or another, the separability and manipulability of the verbal label is the basis for all the abstract principles underlying our proposed campaign” • A critical component of selling the movement was to pull in from the fringe and to look and act as normal as possible-“hammer the wedge narrow edge first”.
“We mean conversion of the average American’s emotions, mind, and will, through a planned psychological attack, in the form of propaganda fed to the nation via the media. We mean ‘subverting’ the mechanism of prejudice to our own ends—using the very processes that made America hate us to turn their hatred into warm regard—whether they like it or not.”
• “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.”
“Famous historical figures are considered especially useful to us for two reasons; first, they are invariably dead as a doornail, hence in no position to deny the truth and sue for libel. Second, and more serious, the virtues and accomplishments that make these historic gay figures admirable cannot be gainsaid or dismissed by the public, since high school textbooks have already set them in incontrovertible cement.”
Another technique in the marketing plan was to claim that famous historical figures – such as Bessie Smith, Alexander the Great, Alexander Hamilton and, most recently, Abraham Lincoln – were homosexual or bisexual, with little or no real substantiation. This celebrity endorsement relies on the virtue of their accomplishments already verified by history and the person in question being unable to refute the claim.
“Most contemporary hate groups on the Religious Right will bitterly resent the implied connection between homo-hatred and Nazi fascism. But since they can’t defend the latter, they’ll end up having to distance themselves by insisting that they would never go to such extremes. Such declarations of civility toward gays, of course, set our worst detractors on the slippery slope toward recognition of fundamental gay rights.”
The flipside of this is to associate all detractors with historically universally-despised tyrants and lowlifes such as Klansmen, backwoods preachers, slave owners and Nazis. The objective is for anyone who wishes not to be associated with these figures and their philosophies, which is most people, to distance themselves from any opposition. This conditioning of the American people has been so powerful that it has caused a stunning turnaround in our culture, politics, law, business, media, entertainment, education and even the church.
“After the Ball” became the public relations “Bible” of the movement.
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