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As he saw it, public understanding of depression as a chemical imbalance is vague, a “mishmash of buzzwords,” he wrote, and Moncrieff had used that misperception to attack the validity of antidepressants themselves.

After seeing a series of bullet-point slides and hearing a slew of buzzwords about UCLA’s athletic department finances, Bob Myers put the crisis facing his alma mater in much simpler terms.

But Tuchel is a deep tactical thinker and perhaps too flexible to be anchored to these buzzwords.

He accused the administration of “waging the culture wars with these buzzwords” to “feed their political base and create political cover for a blatantly unlawful action.”

It’s a rhetorical tactic that conservatives wield frequently: create a boogeyman buzzword that conjures up images of white horror.