Jim Burroway has an excellent post at Box Turtle Bulletin on the contrasting messages in the Maine election: Frank Schubert's ugly, fear-inflected slurs against marriage equality (when he even bothers to address marriage, which isn't very often), vs. our hopeful appeals to the better angels of the electorate.
Jim is worried that this is a recipe for us losing, and he has a point. Schubert has worked hard to create doubts among many moderate heterosexuals about what would happen if same-sex marriage were legalized. These are fraudulent doubts, but they are nontheless effective ones.
Jim's concerns about our response are well-taken, but he doesn't offer a better strategy for us. I think that's because there isn't one.
Here is the gist of his analysis:
". . . people don't see how same-sex marriage will impact them and their families - especially not enough to pay attention to the issue and go out and vote in an off-year election on someone else's problem. . . . So how do you fix it? Change the topic from something nobody personally cares about to something everyone cares about."
In both California and Maine - and in Washington, which keeps getting left out - the other side appeals to education as the primary self-interest that heterosexuals care about. As Jim notes, there simply isn't much reason for the 95-97% of Americans who are heterosexual to care about same-sex marriage, but everyone (even us!) cares about education.
But it's not just "education" that is being appealed to; it is centuries of prejudice about the "Homosexual Menace" when it comes to children. The savvy characters running the anti-marriage campaigns know enough to finesse their leverage of prejudice. But when you start insinuating that legalizing homosexual marriage will lead to second graders learning about gay sex, it's hardly accurate to claim your argument is a high-minded one about education.
That is why fear works for the other side. That gut-level dread and misunderstanding is exactly what we have spent generations trying to erode in people's consciousness. The other side is not interested in conscious thought, they're manipulating unarticulated bias, which they get to take for granted as part of their voters' psyche.
We don't have any similar bias to work with. Or even rational fears. The only thing we have in our toolbox is what is best about people: their sense of justice, understanding and fairness about how majorities can advantage themselves, even without meaning to disadvantage a minority. As I was reading Jim's piece, I kept wondering what kind of campaign we would run if we tried to emulate Frank Schubert's tactics. We just don't have the fundamental material to work with - accumulated prejudice - that he has.
That is, in fact, the dilemma any very tiny minority with a long history of being misunderstood has in a majoritarian culture. Burdened with all those harmful stereotypes, and lacking any constitutional protection against laws that single them out, a minority's only remedy is an appeal to the majority to move beyond the stereotypes, the little formless fears. If there is some way to present that as involving the self-interest of the majority, I would dearly love to know it.
Perhaps I'm being too narrow in my thinking, and I'm certainly open to suggestions. But the only two heterosexual self-interests I can think of are both weak tea. The first is that heterosexuals have an interest in protecting themselves from being deceived by people who are in the closet. Marriage is the arena where the closet becomes the most potentially dangerous for heterosexuals. Don't ask, don't tell works well enough when people are single, but if the gold standard of heterosexuality is entering into a marriage, then heterosexuals have a self-interest in making sure we are not deceiving both ourselves and consequently, them. But try making a 30-second spot out of that.
The other heterosexual self-interest is the purely political one of reasonably-minded people protecting themselves from the aggrandizement of the religious right. As I've argued, I think it is in the President's self-interest to make sure we win both of these elections, because losses will energize some of his most virulent opponents. But he's being advised by a lot of very smart people, and he doesn't seem to see this as worrisome.
And that leaves us where we started. We simply don't have anything bleak or cynical to use in these campaigns. That is certainly a weakness in a political campaign where the other side does have those tools. But we can only work with what we have. We can't run a negative campaign because we don't have anything for people to vote against.