First, we need to recognize the we are tribal people. Pick a team; sports is the clearest example.
Religion, politics, interests, desires, tastes, style and fashion choices are some of the signs/ marks/ wardrobe within which we strut, flashing our colors, our choices, desires, beliefs and identity.

Individuals mix up their 'self' with all kinds of things that are not them.
So when someone else insults, say their state, they are personally offended.
The sight of a mask becomes a personal affront to the triggered tribal team individual who takes it as an attack upon their intelligence, politics, supremacy, or similar silly stuff mistaken as equal to 'self'.

We hear about " identity politics" but I submit that a better understanding can be had by understanding "mis-identity" politics.
Politics = ethics = morality = how we judge ourselves and those others, our worlds and others around.
Who is on my team, who is worthy, who is in fact 'human'; or conversely, who can I attack.

We must begin to teach our children well that they are individuals in society, not individuals surrounded by society.
We need to teach epistemology and logic; how do you know that you know and what is validity.
Conservatives and religion-ists often opine that morality and ethics and doing good requires God without which there is no measure of good.

I submit that ruth, justice, the American or any other successful way requires validity, a measure of fact without which there exists only the great-deceiver.