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You're absolutely right. I've heard Trump described as a "mudman". You can throw mud at him all day -- it just makes him stronger.

"Shame" is a moving target. In the culture I grew up in (rural midwest), being homeless, or on welfare was "shameful". It was becoming increasingly accepted that being a "racist" was "shameful". What is shameful these days? Clearly, being a racist is widely considered "shameful" (hence it's utility as a weapon). But I don't think merely being called a "racist" is "shameful", as pointed out, the term has been leveled against some people/activities that many do not consider as "racist". While BEING a racist should be shameful, being LABELED a racist may not produce any shame, but instead a sense of persecution.

Another reason that people rally to Trump is they think he's being unfairly (politically) persecuted. (I'd put the Colorado Supreme Court decision to take him off the ballot in this category.) I note this support isn't rational - you might think he is being persecuted and also not want him for President - but here we are.

Both of these play to Trump's strengths. His stated appeal is "They don't hate me, they really hate YOU; I'm just in the way", and I see the appeal of that. Again, it doesn't logically follow that he gets my vote...

I feel like both sides are playing with fire. And I don't see a path forward, I feel we are fated to the lesser of two evils in 2024. And I think it's going to be a really ugly campaign.

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Excellent article - you're really on to something. Not only a strong electoral strategy, but a better path for our country.

Shame only works when there is overwhelming revulsion. Sometimes, that revulsion is caused by overwhelming physical force. See 1943 Germany vs 1946 FRG. Other times, it can be instilled more peacefully (1965 Alabama vs 1985 Alabama), but this can be misleading. Alabama changed because there was conflict with a core American value, even among racists ("All men are created equal").

Do you think there is a specific tipping point or objective measure of internal conflict that can predict when shame works? Why do you think we've only recently reached for ineffective shame?

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