Thursday, July 04, 2013

What made same-sex marriage go viral?

A fascinating piece in the Harvard Business Review about what made same-sex marriage go viral, or in other words, so quickly become an issue for mainstream America:
How did we get here? How did we get from a Democratic president signing marriage discrimination into law to a massive turn in the tide of public opinion? How did "LGBT" become rebranded as a mainstream cause while others that progressives have been doggedly trying to evangelize -- like reproductive rights or climate change -- are still seen as "niche" issues?
The article offers some interesting insight.  I will add my own two francs.  I think the real sea change came when the discuss shifted from being about recognizing gay marriage as an issue regarding the institution of marriage to being more about an issue of equality and rights.  The framing of gay marriage as an issue of civil rights, civil responsibilities and civil equality under the law, I think, ultimately helped move the ball forward.  

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