In fall 2018, for example, a Russian account we identified called @PoliteMelanie re-crafted an old urban legend, tweeting: “My cousin is studying sociology in university. Last week she and her classmates polled over 1,000 conservative Christians. ‘What would you do if you discovered that your child was a homo sapiens?’ 55% said they would disown them and force them to leave their home.” This tweet, which suggested conservative Christians are not only homophobic but also ignorant, was subtle enough to not feel overtly hateful, but was also aimed directly at multiple cultural stress points, driving a wedge at the point where religiosity and ideology meet. The tweet was also wildly successful, receiving more than 90,000 retweets and nearly 300,000 likes.

This tweet didn’t seek to anger conservative Christians or to provoke Trump supporters. She wasn’t even talking to them. Melanie’s 20,000 followers, painstakingly built, weren’t from #MAGA America (Russia has other accounts targeting them). Rather, Melanie’s audience was made up of educated, urban, left-wing Americans harboring a touch of self-righteousness. She wasn’t selling her audience a candidate or a position — she was selling an emotion. Melanie was selling disgust. The Russians know that, in political warfare, disgust is a more powerful tool than anger. Anger drives people to the polls; disgust drives countries apart.