It's important to acknowledge that in any debate, both sides believe that they're right. And we, as human beings, are hard-wired to gravitate towards the things that reinforce our beliefs or existing knowledge, rather than refute them.
Take the recent case of the dispute at the Grangemouth petrochemical plant. Leaving the politics aside, the language that was (reported as) being used added fuel to an already inflamed debate, one in which both sides believed their perspective was the 'right' one. Workers, on the one hand, allegedly described one INEOS director as being "evil", while David Cameron described the plant's former Unite convener as a "rogue" operator.