I take my father-in-law as a great example. He loves social media. He's cynical about governments. English is not his first language. He's literate, but self taught, not formally educated. He's smart and hard working and entirely self-made. He grew up sleeping on baled hay in stone buildings without heat and built his family entirely on hard work and discipline. He trusts competency: he likes results he can see. He's opinionated. And, I see him routinely befuddled by social media messages from "experts" who appear superficially competent, but could simply be pundits, or quacks. It's easy for him to get into a headspace of "I know what I know," and dismiss anything that causes dissonance while elevating and sharing information that confirms what he already thinks... No way he was getting vaccinated or stopping his travel patterns until my wife got sick. Then he changed over night. All the pandemic noise only makes it harder to get through to someone like him.
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