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Chapter 8
Framers, Spin Doctors, and Saints
Who Gets to Decide What Counts as 'Evil' This Year
Modeling moral entrepreneurs and strategic framers: how they pick which moral foundations to trigger, how they grow or kill norms, and when sacredness is weaponized or dissolved.
Moral entrepreneursStrategic framingSacred valuesNorm cascadesPersuasionIdentity hooksBacklash
"The medium is the message."
— Marshall McLuhan
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