I have tons of empathy for "Joe" though, as he (correctly) has figured out that the media is the enemy. It is counter-intuitive to ask "Joe" to observe a "neutral" as not the enemy. (At the fundamental level in conflict, an individual truly is either "with us or against us.")

But, embedded media can be useful, so how do you "sell" things which are counterintuitive to "Joe" who does not have the distance to see things in shades, rather than in black or white.