Even if the majority of Gamergate participants are trying to make a change in gaming journalism ethics (which is understandable) and not an unfortunate mix of misogynists, trolls, and angry young men: they are harming their cause's credibility MASSIVELY by taking on the #Gamergate banner. The brand is tainted beyond the ability of any outside repair, and inside repair is unlikely to happen. No matter what your position Anita Sarkeesian or anything one issue, this is a reality of marketing: you cannot fix a bad brand by reframing the issues. When a brand is tainted, you must address the branding if you want people to think differently about it.
If you don't believe a tainted brand image is very likely to kill your issue, I'd encourage you to ask yourself why companies have a history of changing their logos/color schemes after a major controversy or public image shift. And why logo, image heavy creative companies (such as Disney) work so hard to protect their brands from even the slightest wiff of negative public image. Ask Dell why, when they acquired Alienware, they still distanced themselves from that brand as far as they could. Your brand and what it represents cannot survive if it is in clash with your image.
So, GamerGaters, if you want to win women and journalists over to your cause and be the activists you so clearly want to be, you are going to have to rebrand both your image and your goals. Because I've been paying attention and as much as I don't like gaming journalists *some of the time*, you've been hostile (or silently complicit in hostility) to women and minorities like me *all of the time.* I don't see why I should support you if all I hear is how much you think me and mine are out to ruin you. The way I hear it from some of your loudest voices, because I support Anita Sarkeesian and her goals, and donated, and worked hard to create good feminist and female gaming spaces, I'm the enemy. Because I've been on the inside of gaming journalism and done creative work, I'm some sort of fan-hating kombanitor. And this isn't true. I know it's not true because I've worked *for* you in the past. And what's sad is: I think you have some good points because gaming journalism and ethics in journalism is a serious issue. But because you've allied yourself so staunchly to old-man-yelling-at-cloud misogynists and reactionary thinkers, you've done yourselves a huge disservice.
Let me ask you, GamerGate supporters who want this to be about changing gaming journalism: what made you seriously think this brand was the banner you wanted to fly under? No, really, tell me. Because given it's short history I can tell you no one cares it's goals for journalism... and I doubt that will change because right now, Wikipedia, Know Your Meme, and most of America won't get past the "Zoe Quinn's Boyfriend" part without dismissing you all. What I'm saying is: even if your goals are good, you were naive to think GamerGate was any type of vehicle for the changes you claim to want.
I'm not saying this to be mean-spirited, edgy, or cruel. I think some of you do have good, clear goals in mind. The Fine Young Capitalists raised money, and that was good. But the reality is thus: if you want to achieve those goals, you're going to have to reform your brand, apologize, and work together to frame the discussion away from misogyny and FOR GOD'S SAKE GET AWAY FROM THE LOVER'S QUARREL CRAPSLINGING THIS TIME.
Or, you know, business as usual. And if GamerGate wants to carry on with business as usual and doesn't change the brand, it will stagnate and collapse. And if the most it ever wanted to be was a punchline for Stephen Colbert, than I can say it's earned it.
EDIT:
I'm going to try and be succinct since I already said my piece, however I want to add this: Jack Thompson was a hateful man who did bad things to women including the attorney general, but he's no one to compare Anita Sarkeesian. That's because Jack Thompson has been built into such a boogeyman by the gaming community, calling someone him roughly sounds to me like the video game community equivalent of calling someone Hitler in that it's so silly all I can think of is "literally Hitler." I've heard this from more than a few non-gamers and gamers alike, so I know it's not just me, it's something to think about.
If I were a GamerGate supporter who wanted any boogeyman to compare her to, I think a better go-to would have been Tipper Gore. If you don't believe me, look it up, because the history and facts actually support some of the comparisons, unlike a comparison to Thompson which is cartoonishly hampered in mythos. But I doubt anyone thought about that strategy too long.