"At the end of the day, people vote on issues based on how they think it will impact them and their families. We spent a great deal of time trying to understand what impacts could we develop that would work. Communication has to be aimed at and appeal to those self interests of the electorate."
This is the challenge our opponents have. The quote is from the emerging guru of the right, Frank Schubert, whose Shubert/Flint Communications had the task of instilling fear about same-sex marriage into otherwise disinterested heterosexuals during the Prop. 8 battle. What he found was that gay marriage wasn't an issue most moderate voters cared much about. Schubert and his folks needed to "develop" those fears, so they could exploit them.
Karen Ocamb does a thorough job of examining exactly how much work this involved, and I'll leave you to be fascinated, appalled or sickened by the underlying videos (via Pam's House Blend). The only thing I can add is to emphasize this obvious truth. Most heterosexuals don't see a real threat from same-sex marriage because there isn't one. This is something we've known from the start, but we've been doubting ourselves. In the words of Schubert's partner in this crime, Jeff Flint, their trick is in "â¦raising a doubt and projecting a doubt forward - that you have to get people to believe may happen but it hasn't happened yet." Along with heterosexuals, they got us, too.
Schubert/Flint proved in California that they could raise those doubts among the undboutful, creating and inflating the fear they needed people to have. They are now unleashed in Maine, and will be spooking people throughout the Halloween season.
To the sturdy people of Maine, I can only say this: Your instincts are right. Same-sex marriage will not, and cannot affect yours. It will only add to the happiness in the world, not subtract from it. These ghouls haunting the countryside and the airwaves are being paid to scare you. Tell them to take their horror stories somewhere else.