Look. I do it. You do it. We all do it, because it gives us a little burst of serotonin. But, much like fact-checking, pointing out political hypocrisy doesn't change opinions or ideas. The way to "change minds" is to connect with people on their values. 1/?

Take anti-maskers, for instance. While it may be correct to point out all the studies showing that wearing a mask reduces the spread of airborne viruses, and while it may be satisfying to point out that schools have been policing clothing choices for decades, these strategies 2/?

do nothing to generate pro-mask sentiment or convince officials to impose mask mandates. Instead, we should notice that anti-mask rhetoric is centered around the concept of "freedom." It is wrong to say "wearing a mask is good, give up your freedom for the greater good." 3/?

Instead, try "I also value freedom. Wearing a mask increases my freedom because it means I can engage in my life without fear of contracting an airborne illness. When we take actions to protect our and each other's health, we increase our freedom to do the things we choose." 4/?

Connecting masks to freedom could encourage more people to wear them. Reframe, and connect the issues to values. 5/5