When we think about the state of discourse in America today, one of the most glaring problems isn’t just the inequality or corruption itself—it’s how language has been co-opted to make it seem normal, acceptable, or even virtuous. Words have power, and over the past few decades, corporate and political interests have become masters at softening or distorting the terms we use to describe their actions. This isn’t just semantics; it’s a deliberate effort to manipulate public perception and suppress meaningful resistance.
Take a moment to think about this: when we hear the word “lobbying,” what comes to mind? A reasonable, professional activity where experts inform politicians? That’s the image we’re supposed to see. But in reality, lobbying today is little more than bribery, with corporations and wealthy individuals buying policies that serve their interests at the expense of the public good. Calling it what it truly is cuts through the fog.
This is why I never refer to the wealthy as “elites” or the “ruling class.” Those terms, whether intentional or not, still confer a level of respect or legitimacy. Instead, they are parasites who take far more from society than they give, hiding behind tax loopholes and lobbying efforts to avoid accountability.
And it doesn’t stop there. Let’s dive into some other examples where soft language hides the true harm being done and how we can reclaim the narrative.
A Historical Perspective on Media and Language
There was a time when the media was referred to as the “fourth estate,” a critical pillar of democracy meant to hold power accountable. But as Noam Chomsky and others have pointed out, the media has increasingly become a tool of propaganda, shaping public perception to align with corporate and political interests. This shift has been gradual but profound.
When Did It Change?
While it’s hard to pinpoint a single turning point, a few key trends accelerated the media’s transformation:
- Corporate Consolidation (1980s-Present):
- As media companies merged and consolidated, fewer voices controlled the narrative. Objectivity gave way to profitability, with coverage increasingly reflecting the interests of advertisers and owners.
- Rise of PR (Post-WWII):
- Public relations firms began crafting euphemisms and spinning stories to shape public opinion, influencing how journalists reported on corporate and political actions.
- 24/7 News Cycle (1990s):
- The need for constant content led to sensationalism and soundbites, replacing deep investigative journalism with shallow, easily digestible pieces.
- Post-Citizens United (2010):
- The Supreme Court’s decision unleashed unlimited corporate spending in politics, further aligning media narratives with wealthy donors.
How Language Was Weaponized
Over time, the media began adopting the language of power. Terms like “free market” replaced “deregulation,” masking the harm done by removing protections for workers and the environment. “Job creators” became the euphemism for billionaires, despite their reliance on underpaid labor. This linguistic shift wasn’t accidental—it was a deliberate effort to obscure the truth and maintain the status quo.
Reframing the Narrative
If we want to challenge these systems, we have to start by calling them what they are. Words shape how people think, and using direct, honest language is a powerful tool for shifting perspectives. So I wanted to just put together a decent starter list we need to begin considering.
Examples of Reframing
| Sanitized Term | Reframed as | True Meaning |
|---|---|---|
| Lobbying | Bribery | Corporations using money to influence policies in their favor, often against the public interest. |
| Tax Avoidance | Wealth Hoarding | The ultra-rich dodging their responsibility to fund the society that enables their wealth. |
| Super PACs | Legalized Election Buying | Billionaires and corporations drowning out regular voters with massive political donations. |
| Right-to-Work Laws | Union-Busting Laws | A coordinated effort to weaken workers’ rights and suppress wages. |
| Philanthropy | Tax-Deductible PR | Wealthy individuals preserving their image and sheltering their money rather than addressing systemic issues. |
| Carbon Offsets | Pollution Permits | Credits that allow companies to keep polluting instead of reducing emissions. |
| Downsizing | Mass Firing | A way to boost corporate profits at the expense of workers. |
| Gig Economy | Exploitation Economy | A system that strips workers of protections, benefits, and stability. |
| Misinformation | Deliberate Propaganda | Falsehoods spread intentionally to mislead and manipulate public opinion. |
| Media Consolidation | Information Monopolies | A few corporations controlling the majority of information, stifling diverse viewpoints. |
| Shareholder Value | Wealth Extraction | Profits prioritized for investors at the expense of workers and communities. |
| Energy Independence | Fossil Fuel Expansion | Policies that promote continued reliance on oil and gas rather than renewable energy. |
| Judicial Gratuities | Judicial Bribery | A system allowing judges to accept financial incentives that erode impartiality. |
| Bipartisanship | Corporate Consensus | When both parties agree to policies that benefit donors over constituents. |
| Elites or Ruling Class | Parasites | Wealthy individuals who take from society without giving back, enabled by tax codes they influence. |
Why This Matters
Reframing the language isn’t just about making a point—it’s about shifting the way people see the world. If we can strip away the euphemisms and expose the reality beneath, we can start to build a shared understanding of the challenges we face and the solutions we need.
What Can We Do?
- Use Honest Language
- Commit to calling things what they are, even if it feels uncomfortable or confrontational.
- Educate and Share
- Spread awareness of how language is used to manipulate, and encourage others to think critically about the words they encounter.
- Hold Media Accountable
- Demand better from news outlets. Support independent journalism that prioritizes truth over profits.
- Amplify the Message
- Use social media, blogs, and community discussions to share reframed narratives. The more people hear the truth, the harder it becomes for euphemisms to stick.
Language is a battlefield, and right now, those in power are winning by controlling the terms of the debate. But we don’t have to accept their framing. By reclaiming the words we use, we can start to reclaim the narrative—and, eventually, the systems those narratives support.
