The emotion of disgust evolved initially to optimize responses to the omnivore's dilemma. Individuals who had a properly calibrated sense of disgust … - Jonathan Haidt

There is a special pleasure in the irony of a moralist brought down for the very moral failings he has condemned. It’s the pleasure of a well-told joke. Some jokes are funny as one-liners, but most require three verses: three guys, say, who walk into a bar one at a time, or a priest, a minister, and a rabbi in a lifeboat. The first two set the pattern, and the third violates it. With hypocrisy, the hypocrite’s preaching is the setup, the hypocritical action is the punch line. Scandal is great entertainment because it allows people to feel contempt, a moral emotion that gives feelings of moral superiority while asking nothing in return. With contempt you don’t need to right the wrong (as with anger) or flee the scene (as with fear or disgust). And best of all, contempt is made to share. Stories about the moral failings of others are among the most common kinds of gossip,3 they are a staple of talk radio, and they offer a ready way for people to show that they share a common moral orientation. Tell an acquaintance a cynical story that ends with both of you smirking and shaking your heads and voila, you’ve got a bond.

This is an essential part of our story. Americans now bear such animosity toward one another that it’s almost as if many are holding up signs saying, “Please tell me something horrible about the other side, I’ll believe anything!” Americans are now easily exploitable, and a large network of profit-driven media sites, political entrepreneurs, and foreign intelligence agencies are taking advantage of this vulnerability.

The social intuitionist model offers an explanation of why moral and political arguments are so frustrating: because moral reasons are the tail wagged by the intuitive dog. A dog’s tail wags to communicate. You can’t make a dog happy by forcibly wagging its tail. And you can’t change people’s minds by utterly refuting their arguments.