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TELL THEM THEY ARE UNETHICAL – Telling social scientists and other journalists that they are *wrong* doesn’t bother them much -they sort of know that they are just playing a game. What makes them erupt and lose control is when one tells them that what they do is *immoral* -by harming others without bearing consequences. Then they really get into cognitive dissonance, throwing all manner of objects they can grab at the messenger, demonizing him, trying to strip him of any authority (and in the process building and spreading his argument). They find it very hard to accept that they are themselves committing ethical violations: it makes them feel dirty deep inside.

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