And despite the fact that the majority of the American population gravitate towards the modern value meme, it is the traditionals and the postmoderns who dominate the political discourse: gay rights vs. “traditional family values”, multiculturalism vs. white Christian majority culture, environmentalism vs. climate denial, feminism vs. traditional gender roles, etc. This struggle is just as much a cultural battle as a political one, with each side seeking to establish their respective values as normative for society as a whole, and to denigrate those of their opponents.