If the facts don't fit your moral frame then they are ignore

All issues are conceptually “framed”; that is, they have a mental structure that fits one’s moral system.

"I will vote for Obama because he is a 'good' man." (good = moral)
"I will vote for Romney because he is the fresh wind of change."
(fresh a healthy concept as opposed to rotten),

.
"Obama is not 'good' he is as self-serving and cynical as any politician. Look what he did on
A, b and c"
"That is complete nonsense."
Facts matter, but only when they clearly fit one’s morally-based frames
And if the facts don’t fit your frames, the frames stay and the facts are ignored or ridiculed.

Conceptual metaphors are seen in language in our everyday lives. Conceptual metaphors
shape not just our communication, but also shape the way we think and act.