And yet, if you ask them whether this describes their opinions (e.g., “do you believe in white replacement theory?”) most conservative voters will just be confused, wounded, or defensive. They don’t think of themselves this way because their bias remains implicit and unexamined by choice, and that’s why it’s so easy to brainwash them.

Let’s say a conservative casually describes scientific racism to you as a common-sense fact, without necessarily knowing it’s called that. If you told them what it was called, or tried to inform them with better science, they would likely feel insulted that you were basically calling them a racist, which they’re not.

But if instead you agreed with them and offered an anecdote from your experience that reinforced their existing bias, you would instantly build rapport and their desire to repay you that kindness would empower you to plant in their mind one new opinion for free.

Even if it’s a lie, they will want to believe it, and if it doesn’t conflict with what they already think is true, they might just take your word for it for now. They can always reinforce it later the way you showed them. Using this method, over time, you can completely replace the conservative’s old value system and sense of truth with entirely new ones that favor your own design.

Because in their heart, conservatives know for certain that they’re not racists, authoritarians, or any other type of bad guy. That’s impossible because they’re the good guys, by definition, and even if good guys aren’t always right they are certainly never wrong.