The denotation of a word is what it literally means. The connotation is the emotional loading of the word, which can be negative or positive; this is how the word makes you feel. To illustrate, “swarm” and “infestation” have strong negative connotations. Whether the connotation is negative or positive depends on various factors, such as how the audience feels about the word. For example, the connotation of “socialism” is negative for most Americans but obviously positive to socialists. Two words can have the same denotation, but very different connotations. For example, the slang “pig” and the word “police” have the same denotation, but different connotations. As would be expected, rhetoric uses the influence of connotation to affect how people feel.

Words that have strong connotations can be powerful rhetorical tools. As with any powerful tool, people will want to use it, even if they must steal it. Hence, connotation theft.  A word can derive its connotation from a variety of factors, such as historical context, and this is how the connotation is earned. If the word is then knowingly used for that connotation in a manner inconsistent with those factors, then the connotation has been stolen. This can also involve intentionally ignoring a word’s denotation to use its connotation.  A person can also unintentionally steal connotation by being unaware that their use is inconsistent with the factors, such as the historical context or denotation, that give the word the connotation in question.

Put into a template, connotation theft looks like this:

1. Word W has connotation C because of P,Q and R.
2. Word W is used in situation S because it has connotation C.
3. But S is inconsistent with P, Q, R.

A good example is the word “fascism.” The word has a strong negative connotation primarily because of the Nazis and their numerous crimes. To a lesser extent, fascist Italy and Spain also contributed to this negative connotation. Because of the strong negative connotation of “fascism” calling something “fascism” or associating it with fascism can be an effective rhetorical tactic. Doing this can generate negative feelings towards the thing in question and these can influence what people think. Because of this, it is not surprising that the term is often used in American politics. George W. Bush’s administration was called fascist. Bush in turn used the term “Islamofascism” (which is distinct from Islamic fascism) to create negative feelings. Obama was called a fascist and, of course, Trump is being called a fascist now. Interestingly, the left is now being called fascist and some claim that the Nazis were leftists (mainly because of the “socialism” in their name). One might thus agree with a quote attributed to George Orwell, that “[T]he word Fascism has now no meaning except in so far as it signifies ‘something not desirable.'” This, it could be argued, arose from connotation theft: using the word for its negative connotation while ignoring its denotation and historical context served to split them apart.

Orwell’s remark shows a problem with connotation theft: it can rob a word of its denotation and historical context, making it just a rhetorical tool. Another problem is that connotation theft is a deceit because the emotional power of the word is exploited by intentionally misapplying it. For example, some on the right assert that the left and the socialists are fascists. Since most people feel fascism is bad, this misuse of the term can make people feel the left is bad. But the claim that fascism is leftist is a lie. First, while the National Socialists used the word “socialist”, they were neither socialists nor leftists. Fascism is a reaction to and an opponent of the left. Second, the negative connotation of “fascism” did not arise from any socialist style programs or policies the Nazis or other fascists might have implemented. It arises from the fascism of the fascists and the Nazi’s multitude of crimes. As such, applying the term “fascist” to the left is an attempt at connotation theft (or, at best an act of ignorance). This is most certainly not to claim that the left is without sin, just that fascism is a sin of the right rather than the left.

The main defense against being deceived by connotation theft is being aware of what gives a term its emotional power, such as its correct denotation and historical context. For example, when someone is accused of being fascist, one should consider if the word applies or, as Orwell said, it is just signifying something the speaker finds undesirable and hopes you will too.