" Under this linguistic strategy, the New Right relabeled its resistance to women's newly acquired reproductive rights as "pro-life"; its opposition to women's newly embraced sexual freedom became "pro-chastity"; and its hostility to women's mass entry into the work force became "pro-motherhood." Finally, the New Right renamed itself- its regressive and negative stance against the progress of women's rights became "pro-family." . . .

In the '20's, the Ku Klux Klan had built support with a similar rhetorical maneuver, downplaying their racism and recasting it as patriotism; they weren't lynching blacks, they were moral reformers defending the flag.

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― Susan Faludi , Backlash: The Undeclared War Against American Women