Pollster Frank Luntz helped invigorate his political party, he says, because he realized words are not fixed points on a map. They exist on shifting ground. A phrase that once carried a punch may grow toxic or just fall limp.
“The phraseology determines the context. And the context determines success or failure,” Luntz says, as reported in a well done story on NPR, http://www.npr.org/blogs/itsallpolitics/2013/02/26/172882077/loaded-words-how-language-shapes-the-gun-debate
The story focuses more on “gun control” or something like that. It might be “public safety” or “reform.”
Hard for me to say so you’ll have to decide how to manipulate yourself.