‘When I use a word,’ Humpty Dumpty said in rather a scornful tone, ‘it means just what I choose it to mean—neither more nor less.’ ‘The question is,’ said Alice, ‘whether you can make words mean so many different things.’

In today’s post-truth world, language has been weaponised. And, as Humpty rightly observed, some words can be made more powerful by redefining their meaning to control our thoughts.