„Egoismus ist rational!“ Was „Schlagworte“ so „schlagend“ macht und was Ludwik Fleck mit Teflon-Wörtern zu tun hat
„Egoismus ist rational!“ What makes „Schlagworte“ so „schlagend“ and what Ludwik Fleck has to do with Teflon-words

Summary/Abstract: Behind the meaning of social keywords often there are meanings dependent on time, group and discourse. In a particular usage, these meanings resonate subliminally. These hidden, but sometimes very effective meanings are the subject of the so-called “sub-semantics” and are difficult to record in dictionaries. Against this backdrop, I consider the question of what makes a catchword so catchy based on many examples. Thereby, I focus on so-called “Teflon words” such as “success” which have the ability to drip off any criticism, doubt or common sense like in a Teflon pan. In particular, it is about the question why certain words especially from the fields of consumption, economy and politics have such a highly collective “self-persuasiveness” for certain groups and periods of time. In the attempt to answer these questions I refer to the Polish philosopher of science Ludwik Fleck.

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