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Gossip take up to 2/3 of converastion time. It's suggested role is to defend aggainst free riders<ref>[http://attach.matita.net/ziorufus/Dunbar%20gossip.pdf Dunbar, R. I. (2004). Gossip in evolutionary perspective. Review of general psychology, 8, 100-110.]</ref> (parazite), or basicly against ingustice.
Gossip, I think, is dervied from the need to talk with others and look at problems from other perspective. In people with low self-esteem and [[FFFF]] or [[system 1]] decison making system, the gossip is used to get reasurance that we are OK, and the others are bad. Therefore when there is a society with high precentage of [[system 1]]/[[FFFF]] decision system ([[conservatives]]), we may observe a lot of smear campains. In social wars, partisans may try to harm other by [http://en.wikipedia.org/wiki/Smear_campaign smear campain], carried by gossip.