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People with low self-esteem and [[FFFF]] or [[system 1]] decison making system, will use gossip to get reasurance that they are OK, and the others are bad. Therefore when there is a society with high precentage of [[system 1]]/[[FFFF]] decision system ([[Conservatives and Liberals|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.
Liberals usually despise gossip, because it serves to learn about celebrities, and other "unimportant" issues. But I think, this is because liberals are quiet "autheismautistics" and due to deficit in amygdala and hyper-activity in the ACC, they are more interested in non-social knowledge, then in social knowledge.