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Small-Scale Question Sunday for June 2, 2024

Do you have a dumb question that you're kind of embarrassed to ask in the main thread? Is there something you're just not sure about?

This is your opportunity to ask questions. No question too simple or too silly.

Culture war topics are accepted, and proposals for a better intro post are appreciated.

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Can anyone help me recall/locate an essay written around 2018-2020 which had as its thesis the idea that when the ideas circulating around the Social Justice movement developed a name that could identify the ideology readily to the general public (and one more value neutral than Social Justice / SJW), then the Social Justice ideology could be effectively counteracted? I remember this circulating prior to Woke becoming the common term for the ideology.

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EDIT: The essay in question is here

Thanks for the suggestion, but it wasn't Freddie. I remember it being by someone further to the right (not necessarily a conservative or someone further right, either).