The right's inability to understand power of language is most certainly a component in why they continue to lose so embarrassingly.

>Racist
>Fascist
>Bigot
>Sexist
>Homophobe
>Anti-semite

Notice the power of these words?

So powerful that rather than ignore them the right's forced to accept these new words and meanings and only hope they can accuse their opponent (who created them) of being even MORE guilty of them than they are.

Of course it's more than just a word. Anti-White is a word, and it has very little power (for now!). But it is about crafting a word, giving it meaning that taps into something deeper, and then signal boosting the hell out of it. Of course they'll never learn...