KJK had reached them by using plain language, how she didn't look down on them for being housewives or judge them for not knowing all the correct language, how she'd given them confidence
I often think about that Gottman/community coolers piece. A lot of women are belatedly becoming aware of the full implications of what has been going on for years and how much we've been misled by mainstream media coverage. Serwotka might do well to reflect on the feasibility of engaging with a community when you're completely outside it. You have to have 'coolers' who are well-respected/known within that community.
Goffman observed that all “marks” eventually come to understand that they have been defrauded. But strangely, they almost never complain or report the crime to the authorities. Why? Because, Goffman argues, admitting that you have been conned is so deeply shameful that “marks” experience it as a kind of social death – the painful end of one of the many social roles we all play.
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Within those groups, we can pinpoint influential members who may be turning their backs on Covid denialism, and encourage them in their journey. We can message them offering support, particularly if our reference groups overlap – whether that means sharing the same home town, or practising the same faith. The more shared social space, the better. We might offer to back them up if they get trolled for expressing misgivings about Covid denialism. Or we could let them know that we would admire them for telling the truth.
Those people may not have a television audience of millions, but they nonetheless have the potential to act as “coolers” for those in their reference groups – both online and off. The higher their status within the groups, the more influence they will have in reconciling their fellow travellers to the reality of the pandemic, perhaps enabling them to rejoin society, or at least preventing them from endangering the rest of us.
www.theguardian.com/commentisfree/2021/aug/09/convince-anti-vaxxers
www.mumsnet.com/talk/womens_rights/4339762-How-do-we-provide-a-face-saving-way-back-to-reality-for-the-politicians-public-figures-who-are-currently-transactivisms-minions?reply=110497988