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Another angle is a simple one: "Racism" is an accusation of bigotry, thus stupidity, merged with a sense of emotionally driven carelessness and malevolence. Thus because it is emotional, it further underlines its irrational nature. Thus being "racist" is stupid, evil, irrational, and everything that person says or the facts he shows is tainted by either stupidity, irrationality or plain evil. This provides all the tools necessary to dismiss information.

All of this is summarized in a single word, an idea, a mental image, and it was reinforced via jewish media for decades. When you think of a "racist", it's a person whose personality is some mix of stupidity, evil, irrationality.

A person expressing his displeasure of niggers is therefore stupid or emotional (irrational).

A person who shows facts must be evil and be biased by his irrationality.

A person who criticized jews must therefore be pure evil, because HE DAMN WELL knows how 6 gorillion jews were killed for no reason at all, and the purpose of him questioning it is to do it AGAIN for no reason at all.

This is how average people think about that word, even if they are incapable to explain it. It's like a mental image.