Yelling louder about President Trump’s multitudinous lies isn’t going to change anything. Yet that’s what Washington Post media columnist Margaret Sullivan suggested last week when she wrote in frustration about the lack of public outrage over the 10,000 “false or misleading statements” Trump has made since his inauguration.

Sullivan argued that “to do their jobs, the news media can’t engage in business as usual,” and that they “have to bring some new tools and techniques — and maybe a new attitude — to the project.” Her suggestions were commonsensical: be more willing to label falsehoods as lies and stop using euphemisms, as The New York Times did on Twitter recently when it blandly described Trump's ugly libel that doctors who are performing abortions are "executing babies" as “an inaccurate refrain.”

But the idea that a more aggressive attitude on the part of the press will persuade Trump supporters to embrace facts that they don’t already know is not just absurd — it misunderstands the role of the media and the limits of journalism.

Consider that, by a wide margin, the public already regards the president as dishonest. According to a Quinnipiac University poll conducted two months ago, 65 percent of those surveyed said that Trump was dishonest while just 30 percent said he was honest. In other words, the message that Trump lies is already being heard loud and clear.

Consider, too, the swamp of misinformation and disinformation that many of Trump’s supporters are mucking around in. A new NBC/Wall Street Journal poll, for instance, found that “fewer than 30 percent of Americans who get their news via broadcast TV, CNN or MSNBC believe Trump has been honest about the Russia probe, compared with 61 percent of Fox News viewers.”

The reality is that the media we choose is based in large measure on our tribal identity, and that identity is far more powerful than mere facts.

Currently I’m reading a collection of essays by the late media theorist James W. Carey. Carey’s writing tends to be difficult and obscure, but some of his ideas are as relevant today as they were when he wrote them in the 1980s and ’90s. Especially useful to this discussion is his argument that media serve two functions: “transmission” and “ritual.”

The transmission function of media is to inform. In Carey's view, it's much more complicated than that — it’s tied up in notions of power and the ever-accelerating speed of media (from the town crier to the printing press, from the telegraph to the internet), which enables them to encompass ever more people and territory. But its essence is clear enough, and it’s what we generally mean when we think about the media.

By contrast, the media’s ritual function serves to reinforce a sense of community and identity. “If the archetypal case of communication under a transmission view is the extension of messages across geography for the purpose of control, the archetypal case under a ritual view is the sacred ceremony that draws persons together in fellowship and commonality,” Carey writes. Later, he adds, “ We recognize, as with religious rituals, that news changes little and yet is intrinsically satisfying; it performs few functions yet is habitually consumed. Newspapers do not operate as a source of effects or functions but as dramatically satisfying, which is not to say pleasing, presentations of what the world at root is.”

The problem, which Carey does not address because his work was published before the rise of partisan media, is that we are no longer reinforcing our shared sense of community with a mainstream newspaper and a daily visit with Walter Cronkite. Rather, we are hanging out with fellow tribe members in our own separate mediaspheres.

Seen in this light, calling more attention to presidential lying not only is ineffective but has the effect of confirming for Trump supporters that the mainstream press is not to be trusted and is fundamentally opposed to their interests and beliefs. At the same time, those mainstream outlets are themselves benefiting from tribal loyalties, as the anti-Trump majority rallies around newspapers like The Washington Post and The New York Times. Yes, those outlets have reported factually, for the most part, on Trump’s many flaws, lies, and misdeeds. But they have done so in much greater quantity than would have been strictly necessary to transmit that information to the public.

Margaret Sullivan closed her call for more innovative approaches to reporting on Trump’s lying with this: “None of this, of course, will solve the problem. It’s unlikely to reverse the avalanche or slow the ever-increasing pace. But it may help an overwhelmed and numbed public find renewed reason to care.”

No, it won’t. Most of us are well aware that he’s lying, and some love him all the more for it. The function of news is to inform, of course. But it’s also to express and reinforce our common values. Sadly, hyperpolarization means that there no longer is one set of common values, but, rather, two, three, or more.

“Everybody is entitled to their own opinions, but not their own facts,” the late Daniel Patrick Moynihan famously said.

He was wrong.

WGBH News contributor Dan Kennedy’s blog, Media Nation, is online at dankennedy.net.