My intention with saying anarchism is being heavily painted is that it is an umbrella term which shouldn't be the focus of struggle. It's as absurd as if fascists, democratic socialists and tankies united under a hierarchist ideology. We shouldn't brand anarchism, but the individual traditions under anarchism. That would strengthen every tradition.
Having a negative aura in itself is fine; We need to oppose that which is bad. And to use a negative aura with solidaric intent is to be celebrated. There is nothing wrong with opposing the machine, opposing patriarchy, opposing transphobia or opposing racism.
Speaking for myself, the negative aura is creating unnecessary friction in my own thinking and makes me more reluctant about talking about it. I know because I have been self identifying as an anarchist for the last 6 years.
You are welcome to self-identify as horizontalist here, but understand that you are not rebranding anarchism, only creating an offshoot identity that signals its willingness to co-exist with the society that structurally must suppress anarchists no matter what term they use to call themselves.
Our goal must not be to increase the amount of people who identify themselves as anarchist or horizontalist, but rather normalize this way of thinking. To make mutual aid common sense. To spread the warmth and samhold of people. To not fear that our humanity is not respected.
Anarchism is inseparable from the concept of choosing to use dysphemism over euphemism, and generally speaking plainly, truthfully, and without guile. While most of the world has moved on to using terms like ‘public relations,’ ‘spin,’ or ‘fair and balanced reporting’ for their self-advocacy, many anarchists embrace the old term ‘propaganda’ to describe their own activity. Anarchism is the opposition to what is destroying the world, and the willingness to use negatively loaded terms in a positive way is effective propaganda.
Feels like an offshoot, but I have made my own word for propaganda :D I like to relight propaganda to sightsteer. To take attention with the goal of changing attitude. This is a word that makes it much more obvious how society steers our sight through advertisements, media and politicians, while at the same time strengthen us to use sightsteer ourselves through chalking, singing and storytelling for instance.