Swans chairman Andrew Pridham has launched a scathing attack on those blaming Adam Goodes for the events of the past week, equating their views with those who excuse rapists because of the way their victims dress.

Pridham delivered a powerful speech at the traditional pre-match function, in which he described the views of some sports identities and media commentators attacking the club legend as disgraceful, frightening, outdated and flawed.

The Swans players entered the ground through a banner emblazoned with the word 'respect' to play their first game since last week's infamous match in Perth. In the 60 seconds before the bounce an emotional highlights package of some of Goodes' greatest moments was played on the big screen, sparking a standing ovation from the near-capacity crowd.

Indigenous Swans player Lewis Jetta - whose 'war dance' in the game against West Coast was a catalyst for the debate to open up - scored the first goal of the game.

Beforehand, Pridham said he felt the past week would be "a seminal moment in our history". He said Goodes' stand against racism had "shaken the nation's conscience".

"Some find his message and actions confronting. But the issue of racism is so deep-seated nothing short of confronting can change the tide of generations of prejudice," Pridham said.

"Some disgraceful media commentary from people of some profile, either seeking ratings or relevance, have taken the contrary view for its sake, even if the contrary argument is hopelessly outdated and flawed. These people claiming it's Adam's fault, he needs to change his behaviours … it's akin to blaming a victim of rape for the way they dress, walk, talk. It is totally unacceptable.

"Some say it's political correctness gone mad. It's not political correctness, it's just correctness, it's just decency. The handful of media commentators and high profile sportsmen who have used these arguments are so hopelessly out of step with today's community standards it's frightening. History will judge them very harshly if they are remembered at all."

Pridham used the example of Rosa Parks, who refused to stand for a white person on a bus in Alabama in 1955, helping spark the US civil rights movement.

"The media of the day claimed it was her own fault, that she was divisive, she was uppity, she was refusing to conform to the good ways of society. Does this sound familiar? It does to me."

He then dismissed the argument that the booing of Goodes was not racially-motivated as other footballers were jeered at times.

"This is extraordinary logic. It is unfathomable," he said. "Adam Goodes has been booed relentlessly because he is Aboriginal and because he's had the courage to stand and speak about matters close to his heart.

"The Swans position on this matter is very clear: you cannot be a little bit racist. If you boo Adam Goodes you unequivocally know this behaviour is hurtful and discriminatory. There is no excuse. None.

"Paying $30 to come to a game of football does not give somebody the right to humiliate, to taunt, to bully, to racially vilify anybody and we will not accept it and the game will not accept it.

"Adam and the Sydney Swans have not sought to be in the middle of this maelstrom of public debate. Regardless, we embrace the opportunity to assist in defining the issue and to challenge outdated views and hopefully to educate. Hopefully this whole distressing saga is educating millions of people to think about the issues of racism and bullying and to re-consider their thinking and their actions.

"We all now need to move forward,  we need to learn from these events, to be a better game and to be a better nation. I'm confident that we'll come out better, stronger and more compassionate."