In the early 1990s, Newt Gingrich and his associates developed a strategy to reshape the language used in political discourse. They created memos that guided Republican candidates on utilizing specific negative terminology to characterize their Democratic opponents. Terms like "pathetic," "sick," and "traitors" were part of this deliberate effort, marking a significant turning point in American political rhetoric.

This strategic communication aimed at framing Democrats in a particularly unfavorable light contributed to a growing polarization within the political landscape. As a result, this shift not only transformed campaign tactics but also affected public perception and engagement in politics, as noted in Steven Levitsky's book, "How Democracies Die."