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I sure hear this from @donw. Same.

Part of the power of these hidden language codings and implicit associations is the multiplier effect they create. Someone who does not personally carry a racial association about the phrase they’re using can unwittingly amplify a racist idea. Thus •anti•-racism instead of just “non-racism.” We have to actively push back against forces larger than us and our personal beliefs.
https://mastodon.coffee/@donw/112763207851035826