In 1948, Bertrand Russell gave a name to something all propagandists are familiar with: different words and phrases can be factual synonyms, but emotional antonyms. Words can be technically synonymous, but have very different emotional connotations. This can be used to manipulate entirely different responses to the same underlying reality. 
“Firmness” is behaviorally identical to “stubbornness,” yet they evoke different emotional connotations. “Death tax” and “estate tax” are two descriptions of the same policy, but support for one is greater than the other. “Socialized medicine” and “Medicare for all” are the same thing, but one polls nearly 25% higher than the other. 
This is most consequential in the realm of media, public relations, journalism, politics, and so on, but Russell Conjugations are at work in all of language. Their use isn’t limited to those with a platform, but extends to all human beings -- how we think of each other and ourselves, how we communicate with others, and how we navigate the social landscape. 

Russell Conjugation [Edge]