A rhetorical tactic that consists in trying to make something look more negative than it actually is by choosing the most bad-sounding words as possible to refer to it.
Whenever institutions and corporations need to convince people to disagree with potentially liberatory or empowering ideas/practices/technologies, they carefully avoid referring to it with anything that might suggest their positive impact and instead resort to terms with a vaguely similar meaning but are strongly negatively charged, often alluding to generally despised moral disvalues.
Typical examples of this operation:
autonomy becomes "selfishness"
critique becomes "hate"
democracy becomes "populism"
freedom becomes "degeneracy"
indipendence becomes "division"
critical thought becomes "conspirationism"
dissent becomes "disinformation"
right becomes "privilege"
skepticism becomes "denial"