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Specifically where it appears that someone is attempting to 'latch' onto a word of phrase that has longstanding positive connentations in order to lend more credence to their own position in other peoples minds, but in the process ends up doing more to change the way the word or phrase is perceived.
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I think I know what you're getting at, but by using examples particular to sexual orientation I have to wonder if you're discussing the language or have a more political motivation.
If we're talking language;
Take the words "windows", "screw", "killer"; all have taken on modern meanings that don't relate at all to their earlier uses.
If we're talking politics/orientation;
Homosexuals adopted the term "gay" specifically because it indicated joy and happiness. By using that term to apply to themselves, they wanted to convey an image at odds with the image being spread by heterosexuals, who call them "queer" as in odd or strange. Eventually they co-opted the word "queer" as well to take the sting out of its usage.
Another example of political word play; is someone anti-abortion or pro-life? It depends on who's using the words.