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The language tricks are nothing new. Here’s Orwell himself, excerpt from Essays:

“The word Fascism has now no meaning except in so far as it signifies "something not desirable"...In the case of a word like democracy, not only is there no agreed definition, but the attempt to make one is resisted from all sides. It is almost universally felt that when we call a country democratic we are praising it: consequently the defenders of every kind of regime claim that it is a democracy, and fear that they might have to stop using the word if it were tied down to any one meaning.”

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