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Words reflecting core sociohistorical values in a culture or subculture in a particular period, which are consequently prominent in cultural rhetoric. For instance, in the USA, such terms include freedom, motherhood, and justice. These are positively-evaluated, potent, but vague concepts. Devil terms are negatively-evaluated, but similarly potent and vague (for example, un-American). The concept derives from Richard M. Weaver (1910–63), an American rhetorician.

Subjects: Media studies


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