infected with politics as mentioned in the article. The way it is, but there's something deeply obnoxious about that to me, the pervasiveness of politics in everything but also just marketing and branding overload in the culture in general.

Jonathan Haidt's book 'The Righteous Mind' (2012) is a popular one about this general topic. Was a psych professor at UVa, now at NYU I believe. The conclusion is basically liberals and conservatives talk past each other because they place different weights on different moral values. Perhaps an obvious one, but it's really like they're speaking different languages. I don't know what constitutes good social science, but it was fairly insightful as a hypothesis to the "why" of the prejudice and made me think about it. He's quoted in this Atlantic piece.

Saw something earlier today w/ a screencap from that book that kind of fits in here, about liberals being less able to predict the views of conservatives, but the book is not all "liberals are more intolerant" etc.