This is quite interesting. I was under the impression that liberals did not really grok the concept of words as
sites of contestation.
I think I shared this essay with you before but I'd be curious on some of your thoughts as I think the author is making basically the same point you are.
https://pages.gseis.ucla.edu/faculty/agre/conservatism.html
It's a good article. A little broad-brush. (And dated! I don't fault the author for that; I'm just myself astounded at how much the words we must contest have changed between 2004 and now).
My response is going to be a little scattershot/impressionistic/unsystematic. First, of course, in its section on language, it's making the same basic point I'm making. And here are what I find to be the key bits on that. First, his sense that the right is
concerted in its efforts to control language territory: "They do not use a word unless they have an integrated communications strategy for taking control of that word throughout the whole of society." (contrasting Bush's use of "heart" with Kerry's of "values.") (The example--in our more immediate conversation of "woke"--is that the conservative rhetors* have attached "mob" to the word. If you listen to Hannity, you'll only ever hear that as a unit of thought "the woke mob"). Just the fact that Gingrich worked up a document called "Language: A Key Mechanism of Control" (which I learned from the article), tells you how focused the effort is.
Second, from the paragraph beginning "The main idea," he talks about messaging, and suiting facts to the message. This has gone onto steroids in the time since his article, for two reasons: first, the Fox rhetors have gotten even better at this messaging. I listen to Hannity, and all he does is reel off fixed verbal formulae. He'll literally say stuff like "the deepstate, Clinton, bought-and-paid-for, dirty Steele dossier" and he'll say
that, that particular string of words, forty times in an episode of his show, every time he refers to the dossier. And second, the overabundance of information on the internet means that one is even more free to fit facts to a message than have one's message derive from facts, because everyone can now say "well, who could possibly get to the truth on such a matter?"
The other person I read, who's in synch with you and me and Bahktin and Agre, is George Lakoff, from his Don't Think of an Elephant. He too faults liberals for being much less systematic and organized in their efforts to control the national logosphere.**
Third, the phrase "flamboyant nastiness" squares with the position of the right as I was trying to characterize it.
Oh, and last, I'm a liberal, but I'm most fundamentally a word guy. So maybe I grok some things that other liberals don't so much. I'll try to dig up my favorite Bakhtin quote on this.
*(and his use of that word is one of the good things about the article)
**
https://twitter.com/warrenisdead/status/810200372505677825