It matters what you call things. Especially if you're an Alabama fan. From the Failure blog:
In December 2008, the visitors’ locker room at Alabama’s home field was christened “The Fail Room” (in honor of benefactor James M. Fail), and Crimson Tide opponents have experienced precious little success in the years since.
In fact, visiting teams lost 19 of 21 games between 2009 and 2011, the only victories authored by Auburn (in which soon-to-be NFL #1 draft pick Cam Newton brought the Tigers back from a 24-0 deficit), and a #1-ranked Louisiana State team (which escaped Tuscaloosa with a 9-6 win thanks to Alabama’s four missed field goals).
In the nineteen losses, the visitors have been outscored by an average of 28.7 points a game, outcomes that were likely influenced by the Fail Room, says California native Dr. Rosanna E. Guadagno, a social psychologist who became a Crimson Tide fan after landing a job at the university and experiencing the excitement generated by the team. “There is some psychological theory that suggests we should see a difference in home games as a result of the Fail Room,” she contends.
Guadagno is referring to labeling theory, which posits that if you label somebody — by calling them shy or geeky, for instance — it becomes a self-fulfilling prophecy. With the help of graduate students at Alabama, she is currently working on an archival study of the psychological impact of the Fail Room; in other words, an applied demonstration of labeling theory.
“We are calling our visitors failures and suggesting that they are going to fail. I think it is detrimental to the psychological mindset of those who come to play at Alabama,” continues Guadagno, who argues this has more impact than, say, painting the visitors’ locker room pink, as the University of Iowa has done at Kinnick Stadium in Iowa City.
In my continuing effort to make every single thing into an insight about the election, I offer this. "Labeling theory" works. You call Republicans "the party of the rich," and "out of touch" and "anti-female" enough, and it starts to stick. Not with the voting public, though. With Republicans themselves.