It's a little, I think, like the old stories where there was power in names and that by changing the True Name of something, one could change it's character, it's identity. Politics, in my experience, is a lot like that. Once you reshape how something is described, how it is framed, how it is considered, in the minds of enough people, the something *itself* eventually changes, especially when the "something" is as ephemeral as an idea or a prevailing attitude.

It's like the difference between introducing someone as "the ballet dancer" or "the black kid". Both describe the exact same individual. But the choice of name -- the choice of emphasis -- the way you introduce, discuss, label -- changes in fundamental ways the enviroment that individual will operate in, the assumptions that will be most active, everything moving forward. Names have power. Words have power. The wizards of old knew that; and the modern politician knows that, too.