propaganda technique

Name calling

Also called: Labelling

Name calling attaches a negative label to a person, group or idea so that the audience rejects it without examining it.

How it works

A label such as extremist, traitor or snowflake triggers a ready-made reaction. Once the label sticks, the target's arguments no longer get a hearing.

Examples

"Only radicals would support this reform."

The label radicals replaces any discussion of the reform's merits.

"These so-called experts are just paid shills."

The label dismisses the experts without addressing their evidence.

How to spot it

A label stands where an argument should be.
The label is vague and hard to test.
It is applied to a whole group.

How to respond

Ask what the label means and what evidence supports it.
Return to the substance of the position.
Avoid replying with a counter-label.