a voter’s implicit sense of morality is absolutely central to a voter’s identity. Since biconceptual voters have both moral systems—mostly one but partly the other—conservatives need to keep their voters and attract the partly conservative moderate Democrats. Conversely, progressives need to keep their voters and attract partly progressive moderate Republicans. There is an honest strategy for achieving this goal, and also an Orwellian one. The honest strategy is to use only your language and avoid using the other side’s language. That will maximally activate your moral system in the moderates
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