The phenomenon of saying "this is X" to good thing A and "this is not X" to bad thing B, for an ambiguously defined word X
It's giving another name to your "good and bad" pretending to be objective.
Specific examples of X
democracy
deconstruction (as in the term coined by Jacques Derrida)
object-oriented
complex system
entrepreneurial spirit
buzzword I guess it's almost the same as
Buzzword X becomes "good stuff, trendy now, everyone is mentioning it".
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