The Politics of Language: Politicized Semantic Change, Pejoration and the Case of “Woke”

Politicized semantic change occurs when ideological actors strategically alter the meaning of existing terms to undermine opponents and to strengthen allies. We develop the concept of politicized pejoration through a case study of the term “woke” in the United States. This word originated in the US Black community as an encouragement to stay aware of social and racial injustices; it was subsequently transformed by the political right to indicate what it perceived as the left’s hypersensitivity and oppressive tendencies. We illustrate the process of pejoration by tracking usage of “woke” in mainstream media outlets, on Twitter and in Google searches from 2010 through 2022, combining quantitative text-as-data analyses with qualitative readings of media stories. Conceptualizing politicized pejoration as a form of politicized semantic change extends scholarly and public understanding of the politics of language.