Building apps is not the same thing as activism.
Not everyone can be an activist but everyone can talk to friends and family. Everyone can support the work of people knocking doors and trying to get people out of their comfort zone. And importantly, everyone can avoid criticizing that kind of activism.
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The "heresy" frame is a strong criticism of a flavor of activism that attempts to make it clear that there's a strong challenge afoot to conventional wisdom. So when people repeat "women are just not well represented because of natural preferences", they get strong pushback.
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If you're used to believing those things it will seem like a "heresy" has sprung up over night. But actually what has happened is that a bunch of people decided to fight hard against the sentiment whenever it crops up.
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And importantly, the consequences of the sentiment are still front and center. I'm basically saying that if we want to help, we should help people fight back against excuses people use to justify unequal treatment, rather than put on the Very Serious Hat and tut-tut.
End of conversation
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