Describing identical phenomena with different words in such a manner that those different words convey positive or negative emotional charge or approval/disapproval.
Bertrand Russel illustrated the generally nefarious technique in a 1948 BBC Radio appearance using these examples:
- I am firm, you are obstinate, he is a pig-headed fool.
- I am righteously indignant, you are annoyed, he is making a fuss over nothing.
- I have reconsidered the matter, you have changed your mind, he has gone back on his word.
Eric Weinstein used ‘Political Correctness’ and ‘Respectful Speech’ as examples of Russel Conjugates in this tweet