Comment: Simple

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The psychology is simple.

Does it affect me ? Yes/No

Immigration brought out massive protests. Why ?
They felt personally attacked by it.

War protesting ? Doesn't affect me, not a problem.

Anyone's message must take this at it's core.

It's why politicians repeat "More Jobs, more Safety"

Because it affects people personally.
It's nothing to do with Logic.

Only the primal urges being satisfied.
Avoid this truth, and you are wasting your time.

Why did they assassinate Martin Luther ? And not some no body saying the exact same things down the road ?

Because people had a personal attachment to him, and not the other guy. What he said, they accepted as truth. They saw him as themselves.

It personally affected them.