I am certain that it happens throughout the world, but I can only (without a lot of research which I would just become depressed to do) talk about the US and its habits. The power of a name can move people one direction or another based on long-term associations. The name may not be appropriate. The name may mean something very different from popular usage. The name may be nonsensical. But they are still powerful.
Fear of the people? Redirect definitions
Lately, the US political system is dismayed that “Democratic socialism” is becoming popular within the US. However, it isn’t the socialism part, which is actually not even close to textbook socialism, that scares them. It is the democratic part of the name. Most people in the US have very little idea what socialism is. If you want a summary, check out the Wikipedia link here (or above). It is a word, just slightly less to be feared than communism, to strike fear in the average (tell me what to think, don’t make me research the issues) US voter. The democratic part of the name says that people start deciding, once again, how taxes are to be raised and spent. And THAT is the part that is scary to the political system.
Just what is “patriotic” anyway?
One of the “worst” things someone can do in the US is to call someone “unpatriotic”. It is also one of the most flexibly defined words used within politics and barrages (I shall not call them discussions) between people. For some, patriotic means to support government actions no matter what. For some, patriotic means to support the Constitution and the laws no matter what. For some, the Pledge of Allegience is more a worship of the symbol than “to the Republic for which it stands”. The abstract (piece of cloth) is more important to some than our laws and principles. A visitor to our planet, and our country, would be so absolutely confused. I often am.
We use the word patriotic to justify all kinds of actions. This is true especially in the war department. “Patriot” missiles. The “Patriot” Act. Whether they are misleading or not is a matter of perspective. This is often called “framing” which is putting something into a context (patriotism) that makes it more difficult to oppose them. Looking beneath the label is a necessity to decide but, just as true for other aspects of US legislation and politics, this does not seem to be a popular thing for the general citizenry. Politicians, and legislators, usually know exactly what they are doing and why.
Use of “framing” for legislation
As stated above, people in favor of legislation may feel that the bill, or military campaign, may be validly called by its title. At best, however, they are still often misleading. The USA Patriot Act MAY have increased internal security against terrorists but it definitely weakend Constitutional rights, including privacy, of peaceful regular citizens and inhabitants of the US. The “Defense of Marriage Act” would more appropriately have been called the “Defense of Traditional Heterosexual Marriages Act” or even “Strengthening Attacks against Non-traditional Marriages Act”. You can see how the title makes the bill appear less biased than it actually was.
Another example of misdirecting casual observers of legislation was the “Healthy Forests Restoration Act”. In support of its title, it is true that careful clearing of areas of land can reduce the likelihood, or severity, of forest fires. But the title doesn’t mention that the bill would also open up National Forests to commercial logging and that such logging would not be required to meet appropriate wildfire reduction logistics.
The “Affordable Care Act” was a compromise bill that did some good but not fully as proposed. Although promised, the statement “if you like your plan, you can keep it” was not true for all people. Also, it did expand the number of people in the US covered but the “affordable” was not always true. As a compromise bill, everyone had areas that they disagreed with. It did not come close to making affordable health care available to all inhabitants of the US. (And has never covered undocumented immigrants in spite of what some sources have lied about.)
The framing occurs for all political viewpoints and guards. “For the People”, “Patriotic”, “Family Values”, and so forth. Just call it by names that no one would ever consider “bad” and proceed. The political system in the US (and, likely, much of the rest of the world) knows that people (especially the 98%) have many needs for their time and energy and very often (way too often) do not choose to allocate their time to research what a piece of legislation does or what a candidate, or party, has really done.
Marketing
Get your “gluten-free water” here! “Fat-free cardboard”. Why not? If a word becomes important, and frequently used, then it must be plastered onto every possible place. Get your “AI biscuits” here, folks! This happens with every marketing or technological or scientific fervor. Many times, I was in a room full of technical people and we would laugh at what marketing had put together. To us, it was silly. To the marketing people, and presumably to the people they were attempting to persuade, it was showing that we were on the front edge and no other company had something we didn’t. That might actually be true but the statement was still silly (see the first “gluten-free water” note at the beginning).
This type of marketing method is called “processing fluency”. Basically, your eye (or ear) catches something that you associate with something good (“Artisanal bread”) or lack of something bad (“cholesterol-free vegetable oil”) and you have already categorized it as positive to buy without taking the time to remember that no vegetable, or vegetable product, EVER had cholesterol.
Binary protests. Pro and Anti. For and Against.
Most issues are not “black and white”. Almost all issues are a shade of gray. But, when it comes to naming “causes” and “movements”, we can’t seem to make up our mind. The other viewpoint from pro-choice IS anti-choice but the media seems to be perfectly okay for the one side to call themselves “pro-life”. Ah, but what life? That is the question and is why we should always translate the issue firmly back to anti-choice for that is what it is. Pro-life, as a label, makes very little sense, since the opposite side of the position would be anti-life which would be very hard to justify.
These situations fall into the “framing” methods mentioned above. Each frame, or scale, has different variations along it from “Anti-X” to “Pro-X”. But a group that is “anti-” already has a negative perception against it because people don’t like to think of themselves against something but, rather, for something. Sometimes, groups really should make use of marketing or PR groups to help in naming.
Anti-fascism (or antifa, for short) is a great term and fascism is what people in the “Allied” group in World War II fought against. Most US people have little idea what fascism is but they do recognize that “anti-” is against something. If they thought about it, almost all people would agree they are against fascism with its marginalization of everyone who is not part of the command group. But, it can be counted on that most won’t do that consideration.
At any rate, groups that are aware of naming biases don’t like to call themselves “anti-” so they change the frame, or scale so they can ALSO be “pro-” just as in “pro-choice” versus “pro-life”. Totally different frames that have nothing to do with the other but both get to declare themselves (correctly or not) by a “pro-” label.
Draping oneself under the flag or community standards.
“Mothers for Freedom” is the title of a group which has a primary focus of forcing their opinions upon all families. That’s not how I, personally, define freedom. Many states end up with “Right to Work” petitions and legislation. These laws remove the ability to require everyone to join a union even though they get the benefits negotiated by the union. Thus, they can work even if the other union covered workers are on strike. A referendum that says “Union busting” or “Union weakening” just don’t have that same emotional appeal as “right to work”.
I’m sure that those of you who are reading this can come up with lots of other comparisons that shift the frame. Or examples where the flag is used as a cover for things that most would not consider to be part of the country’s aims and values. I’d love to see a few in the comments.
Understand the language!
It wouldn’t work if people got into the habit of looking past the name and understand the language that we speak then the titles, and use of potentially misleading names would not matter. Alas, that is not the case
but it should be!



