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There are various ways a corporate name can seem apposite. In the case of existing words, connotations are crucial: a Corvette is a light, speedy attack ship; Tesla was an inventor of genius. Made-up names often rely instead on resonances with other words: Lexus evokes luxurious; Viagra conjures virility and vitality. Bad names bring the wrong associations to consumers’ minds. In the nineteen-eighties, United Airlines tried to turn itself into a diversified travel company called Allegis. The move was a fiasco. No less an authority than Donald Trump (whose faith in brand-name power is total) said that the name sounded “like the next world-class disease.”

Most people would agree that terrorism is no good. The word itself is rich with moralized connotations. It is true that some have argued that terrorism might sometimes be justified, but in popular discourse, terrorism is typically deemed obviously horrible. What are the consequences of branding some action an act of terrorism, or of branding some group a terrorist group? Note, in connection with this question, the ratcheting up of rhetoric surrounding ‘cyberterrorism,’ with many government officials now listing it as a major ongoing threat (e.g., here and here). A recent study by Adam Feltz and Edward Cokely of the Michigan Institute of Technology found that describing a group of people as ‘terrorist’ had far-reaching results. In general, participants in their study were less willing to “understand the group’s grievances,” less willing to “negotiate with the group.” Further, participants in their study found violence directed towards a group described as terrorist more permissible, and perceived such a group as less rational when compared to a group not described as terrorist.

So it is important to be aware of the ways labels such as terrorist subtly influence the way we perceive other groups of people, and also of the way we perceive people we implicitly associate with such groups.

Thankfully, most of this Jew-targeted hatred takes the form of verbal aggression rather than physical violence. But because many critics of Israel make no distinction between citizens of the Jewish state and the worldwide Jewish community, the J-word has been the focus. You won't see "Kill Israelis" scrawled on London synagogue walls. What you see on walls is "Kill the Jews", and on banners "Hitler was Right". And this brings me back to the point about the complexity of anti-Semitism today. It is always around and in the end it is focused primarily on the J-word, in the same way that another form of racism is focused on the N-word. Those on the receiving end find their lives shaped by it. Certainly my life, my sense of myself, has been shaped by the casual anti-Semitism that I have encountered for more than half a century. The first time I was called a "Jew" with malicious intent was September 1958 in the playground of Belmont Hills Elementary School, in the suburbs of Philadelphia. It came as a surprise. I was eight years old and up until that time had been living in New York City where everyone I encountered was Jewish. Until that moment, the word "Jew" had simply been one of the words and phrases - like "Mike", "son" and "114 East 90th Street" - whose meanings were slowly building up into a sense of who I was.