" Recognizing these patterns has a number of important implications. First, obviously, accusing people of racism or calling them the “deplorables,” as Hillary Clinton famously did, is a terrible idea. It assaults people’s moral sense of themselves and puts their backs up. They immediately stop listening. Conversely, one can see why calling egregious racists “fine people,” and emphasizing there are bad people “on both sides,” as President Trump did, is clearly an effective strategy (however morally reprehensible) to gain popularity, since it makes those who make these remarks feel better about themselves. "

― Abhijit V. Banerjee , Good Economics for Hard Times: Better Answers to Our Biggest Problems