The Rules of Contagion

transgender adverts from recent political campaigns. The ads initially
swung opinions back against transgender people, but this reversion
effect soon faded.
To ensure the research was completely transparent, Brookman
and Kalla published all the data and code behind the analysis. It
provided an optimistic epilogue to what had been an awkward few
years for the research community. With the right approach, it was
possible to change attitudes that many had believed were deeply
ingrained. It showed that views don’t necessarily spread in the way
we assume they do, nor are people as fixed as we think they might
be. When faced with apparent hostility, it seems there can be a lot to
gain by trying something new.