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a nicer-sounding word than 'propaganda'

...O'Reilly meme-engineers a nice euphemism -- "meme-engineering" -- to describe what has previously been known as "propaganda."


This is a reaction to Tim O'Reilly's definition of that nicer-sounding term, which goes thus:

Just as gene engineering allows us to artificially shape genes, meme-engineering lets us organize and shape ideas so that they can be transmitted more effectively, and have the desired effect once they are transmitted.

All this could be out-of-context, but I didn't care to check for myself.