an identity, once adopted, is harder to change than an opinion. An identity that binds you into a community you care about is costly and painful to abandon, and the mind will go to great lengths to avoid abandoning it. So the more media people see that encourages them to think of themselves as part of a group, and the more they publicly proclaim—through sharing and liking and following and subscribing—that they are part of a group, the deeper that identity roots and the more resistant the underlying views become to change.
