So you managed to turn over a new leaf and are in a truce with your former enemies. However, just when you think all is well, the Big Bad appears for some reason, and you must confront them: no running away and no diverting yourself to someone else. They will find you and they will make sure you are working for them again. But they can't just kidnap you; a rebellious soldier is likely to try to escape again. So how do they break you? They use the "They Still Belong to Us" Lecture.
The Big Bad uses this against the heroes in order to sow distrust among the heroes about the new comrade. They will say their former minion is merely infiltrating the group and that he or she will soon backstab them in the worst time possible. Or they'll scorn the naivete of the recruiter to be so desperate to make what will be, at best, a temporary alliance with the newly recruited villain. When the Lecture is used against the betrayer, the Big Bad will start off by mocking them for joining the wrong side. When they refuse to change sides, they resort to talking about how worthless they are to both sides. If that doesn't work, blackmailing will: talking about how they need a certain drug to survive will possibly put them back in line. Dead relatives are the best way to coerce them. Afterwards, the Big Bad will leave, letting it stew for a while before getting the results.
In less idealistic fictions, this is effective in getting them back in the fold and causes the character with weak mental resolve to go back to the bad guys' side. Even if the speech doesn't work, expect comrades to be suspicious of the reformed baddie once they realize he can become a liability in an instant and one of the members to enter a Inspector Javert like state. This may even provoke the turncoat to make another turn. If the speech fails and the heroes believe that they can be trusted anyway, the Big Bad need only hire a replacement who is guaranteed to be loyal.
- Northa attempts to use this on Setsuna in Fresh Pretty Cure! as part of a More Than Mind Control gambit. Earlier in the series — right after her HeelFace Turn — Wester attempted a similar speech, but it was closer in tone to a "I Know You're in There Somewhere" Fight. Soular tries the same thing the next episode, also failing.
- A few years later, Bassdrum of Trio the Minor would pull this on Ellen a few times after her HeelFace Turn in Suite Pretty Cure ♪, under Mephisto's orders. It works to a point - she was under a lot of guilt over what she'd done as Seiren and was under the assumption that no one would want to forgive her. Hummy had to hit her with a Clue Bat a few times to get her to understand everything.
- Schneizel uses this trope against Lelouch in Code Geass. He goes over to the Black Knights and "accidentally" drops the little bit of info that Zero is Lelouch, his brother. Then he follows up by revealing Lelouch's Geass and finishes with an out-of-context recording of Lelouch admitting his responsibility of the Euphinator incident, conveniently forgetting to tell the shocked Knights that Lelouch did that due to Power Incontinence. Cue the Black Knights freaking out and betraying him, with Lelouch playing along and pretending to have manipulated everyone to his own ends in order to save Kallen. And Lelouch still pulls out of this shitstorm by going over to Britannia and usurping the throne.
- In Soul Eater, Medusa does this to the defector in question. Without missing a single beat, she manages to talk Chrona into admitting that Chrona only pretended to defect in order to spy for Medusa, when no such thing was true. Given that Chrona is still a half-insane emotional wreck with severe mommy issues this works perfectly and causes Chrona to become an actual mole, while the rest of Chrona's new friends are blissfully unaware. This only further deteriorates Chrona's fragile psyche. Later, in the anime she tries the same thing again when Chrona turns against her, with less fruitful results.
- The Lion King II: Simba's Pride: Zira uses this effectively with the Pridelanders after Kovu betrays her, leading Simba to exile him back to the Outlands.
- Aladdin: The Return of Jafar: Jafar uses this tactic on Iago. Iago does betray Aladdin as Jafar commands him to, but this allegiance doesn't stick.
- In The Lion, the Witch, and the Wardrobe, the Witch tries to reclaim a character who has made a HeelFace Turn by telling the heroes that he is a traitor and his blood is her property. According to the laws of magic in Narnia, it's actually a valid claim; the Witch has the right to kill any traitor, and they have to go through, to put it simply, a lot of troubles to get him completely back.
- A heroic variant appears in Harry Potter and the Deathly Hallows, in which Harry pulls one on Voldemort about Severus Snape.
- Played with in the Star Trek: The Next Generation episode "Heart of Glory", the audience's first in-depth look at the Klingon race. The Klingons were portrayed as a Villain of the Week in the Original Series, and in this episode Korris wants to go back to the Good Old Ways rather than accept the era of peace that Worf (a Klingon raised among humans) represents, so he tries to recruit Worf to his cause, arguing that battle is In the Blood.
Korris: I have tasted your heart. You have been with them, but you are still of us. Do not deny the challenge of your destiny. Get off your knees and soar! Open your eyes and let the dream take flight!Worf: You have talked of glory and of conquest and legends we will write. [...] Yet in all you say, where are the words "duty", "honour", "loyalty"? Without which a warrior is nothing!
- On Star Trek: Voyager, the Borg Queen was prone to a "You Still Belong To Me" variant of this kind of speech on the subject of Seven of Nine.
"You've changed. Your exo-plating, your ocular implant. They've taken you apart and they've re-created you in their own image. Hair, garments, but at the core, you are still mine."
- In the seventh season of Buffy the Vampire Slayer, this is one of the main strategies used by the First Evil to make the Scooby Gang split itself by infighting. Spike, Andrew, and Faith are all formerly evil, and the First warns both these characters and their comrades that they will inevitably return to their evil ways (so they might as well start now).
- In Final Fantasy VI, Kefka declares Celes to be a spy for the Empire. Celes denies it, but Locke still questions her true intentions. Villains Never Lie after all. Kefka's escorts then incapacitate the party before Celes teleports them all away, leaving it in question for Locke (and the player) as to who was really telling the truth - Celes or Kefka. Celes.
- In the Warcraft series, the Orc chieftains sealed their pact with the Burning Legion by drinking the blood of Mannoroth, gaining a portion of his power and bloodlust. Over time the demonic influence faded, until Grom Hellscream and the Warsong clan drank from a well polluted with Mannoroth's blood in order to defeat a demigod. After they won their battle, Mannoroth reclaimed dominion over the Orcs, responding to Grom's claims of freedom with the page quote.
- Though completely unintentional, Doviculus causes this in Brütal Legend. He went to where the heroes were at the time demanding that Succoria was "meant to spy on them, not to join them." Lita instantly assumes that Ophelia is the one he's talking about, and after Lars is killed by the emperor, Eddie has his doubts as well. It turns out that Doviculus was talking about Eddie. He had mistaken the scent of Eddie's blood for that of his mother Succoria's.
- In The Order of the Stick, during a fight, Elan's brother Nale throws this into play when he realizes that Haley can't speak up to defend herself. He not only makes up the "fact" of her being on his side from the beginning, he uses a suggestion spell to help Elan believe it and to ensure he reacts with anger - hoping Elan will turn on Haley and maybe even kill her himself. It might've worked, except that the situation gave Haley exactly the reason she needed for her subconscious to stop blocking her ability to speak.
- The Venture Bros.: After Henchman 21 quits in the previous season finale, the Monarch delivers an odd variation of this trope to his own wife instead of the good guys, insisting that the former employee is just "deep undercover" and still loyal and dedicated to the Monarch's goal of ruining Dr. Venture's life. Whether he's just in denial or really believes it is unclear.
- Samurai Jack: While they are fighting during Jack's meditation for his sword, the High Priestess delivers one of these speeches to Ashi berating her for her disowning her family and joining Jack on the good side.