I believe that decentralized movements need to be named properly. If Stallman named it “Liberating Software” instead of “Free Software”, his movement could have attracted a lot more devotees from the wider open source movement.
Similarly, I believe (my personal viewe) thay if BLM had simply called themselves BLAM (Black Lives Also Matter) their message would have been crystal clear and would have attracted far less controversy and much more support across the political spectrum, avoiding such rejoinders as “All Lives Matter.” In fact it rolls off the tongue better and stronger: BLAM!
When starting a decentralized movement, the naming is crucial as it affects positioning long after it has become bigger than those who began it.
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