What's in a name? that which we call a rose
By any other name would smell as sweet?
-Romeo & Juliet, ACT II Scene 2
A name is very important and changing the name of something changes the thing. Oh I know someone would say that is silly but this about how "re-branding" something can change how something means to us.
For example: The Opossum, or 'Possum.
A nasty, diseased pest, known as a roadkill delicacy in the more rural areas of the country.
Now, behold, The North American White-Faced Pouch-Cat.
A vibrant edition to the local ecosystem that should be preserved and respected.
Even though it's wrong, calling something by a different name has this affect. Think about people who are "pro-life". Well of course you are! Who isnt?? No, what they mean is they are "anti-abortion." However, "anti" has negative connotations. The same is with "progressives." So those that disagree with you are ultimately backwards? That is quite an assumption. Businesses that "downsize" are really just firing people and those that are "proactive" are...actually I'm not sure. They are "in favor of being active?" What's that even mean??
