" When a communicable disease threatens a population, you immunize certain vectors first—usually babies and old people, as they are most susceptible to infection. Then nurses and doctors, teachers and bus drivers, as they are most likely to spread a contagion through wide social interaction, even if they do not succumb to the disease themselves. The same type of strategy could help you change culture. To make a population more resilient to extremism, for example, you would first identify which people are susceptible to weaponized messaging, determine the traits that make them vulnerable to the contagion narrative, and then target them with an inoculating counter-narrative in an effort to change their behaviour. In theory, of course, the same strategy could be used in reverse to foster extremism. "

― , Mindf*ck: Cambridge Analytica and the Plot to Break America