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Common knowledge consistently lags behind knowledge. This is my pet theory about why people make e.g. surprisingly sexist commercials: commercials are what some ad writer thinks their boss thinks appeals to audiences, and that might be sexist even if the writer isn't.
To attempt to change common knowledge it's not enough to just explain things to people. You need to be seen explaining things to people, by other people. To first order only the most popular things can change common knowledge. This is why understanding pop culture is important.
