Read enough opinion pieces and you’ll quickly begin to notice the tactic of script flipping. This is when someone takes a term or a type of language used by someone they disagree with and flip it to serve their own political agenda. They may appropriate terms directly and subtly shift their definitions, such as Christians who claim to have lost “religious freedom” when another group is gaining theirs. Or, they may create new terms that parallel others, such as “creep shaming” and “offense culture.”
Script flipping is a way to capitalize on the popularity of certain ways of analyzing particular issues in order to be taken more seriously or to provoke an emotional reaction in readers or listeners. For instance, “rape culture” has become a powerful way to express the complex tangle of factors that lead to high rates of sexual assault among disadvantaged groups. So, people who want to talk about something totally unrelated to rape culture (and probably not even real) may simply append “-culture” to the thing they’re criticizing, presumably hoping that that might cause more people to take it seriously.
The problem with script flipping isn’t necessarily the lack of originality, though some might take issue with that too. The problem is that the script flippers often don’t understand the original script very well, so they flip it in a direction that makes no sense, sometimes for the purpose of ridiculing the original script. As I’ll discuss, people who use terms like “female privilege” and “creep shaming” in earnest don’t seem to understand what is meant by “privilege” or what is meant by “creep” or “shaming.” The analysis falls flat, and everyone who hears the flipped script before understanding the original one ends up with a shallow conception of what people were trying to say in the first place.
The other problem is that it’s simply a bad argument most of the time. It’s an appeal to emotion, whether meant to irritate and hurt the creators of the original script, or to horrify and galvanize the target audience. What if I told you that free speech is being severely threatened on the internet, or that a particular religious group is being steadily denied the freedom to practice their religion in America? That sounds pretty bad. Well, what if I told you that the threat to free speech is bloggers moderating their comments, or that the religious group being denied freedom is Christians who are upset that classroom holiday celebrations must now mention Chanukah and Kwanzaa in addition to Christmas? Sounds a lot less dire now.
Social justice terms seem especially likely to be targeted by script flippers, perhaps because they can be difficult to understand (especially to those with the motivation to avoid understanding), they may sound silly to those unfamiliar with them, and, well, many people oppose social justice ideals.
These are just a few examples of script flipping: