[Eric Weinstein on Edge.org]
__In order to understand the concept properly you have to appreciate that most words and phrases are actually defined not by a single dictionary description, but rather two distinct attributes:
I) The factual content of the word or phrase. II) The emotional content of the construction.__
A synonym that preserves the factual, but flips emotion, eg. illegal aliens vs. undocumented workers
Weaponizes empathy by finding those mappings that preserve content surface but not the emotions under it
Bertrand Russel mentions it 1948 on BBC
I am firm (good)
You are obstinate (neutral)
He is pigheaded (bad)