“Gender Theory” – from keyword research to semantic hijacking

 Fragment from an article that examines the phenomenon of semantic hijacking and discursive capture, processes through which political groups, particularly extremist ones, redefine words and concepts to promote their agendas and polarize society. These practices, which have historical roots, are amplified in the digital age through SEO techniques such as keyword research, keyword density, and authority-building via links. Examples include the hijacking of terms like "woke" or "elite" and the monopolization of debates on topics such as migration or LGBT rights. The authors emphasize the impact of these strategies on public discourse, the vulnerability of artificial intelligence to manipulation, and the risk of communication breakdown in society. The conclusion highlights the need to understand these mechanisms to counteract their harmful effects and preserve democratic dialogue.

Globalization of antiglobalism

“Gender Theory” – from keyword research to semantic hijacking

An eloquent example of how SEO techniques amplify conceptual piracy is the evolution of the term “gender theory” in European public discourse. Initially, an academic term describing a theoretical framework for understanding gender social constructs, the term has been systematically hacked and redefined as a “ideology” that “threatens children and the traditional family”.

Researcher Eszter Kováts, in “The Emergence of Powerful Anti-Gender Movements in Europe” (2021), documents how this semantic hijacking was facilitated by extrapolating SEO techniques. Kováts notes that "digital strategies have played a crucial role in accelerating and amplifying this semantic hijacking," soon turning a relatively obscure academic term into a central polarising concept in political debates in many European countries.