%0 Journal Article
%T „Egoismus ist rational!“ Was „Schlagworte“ so „schlagend“ macht und was Ludwik Fleck mit Teflon-Wörtern zu tun hat
%A Antos, Gerd
%J Zeitschrift des Verbandes Polnischer Germanisten
%V 2014
%R 10.4467/23534893ZG.14.018.3155
%N Issue 4 (2014)
%P 261-274
%K catchword, “deeper meaning” of words, “Teflon words”, Ludwik Fleck, “style of thought”
%@ 2353-656X
%D 2015
%U https://ejournals.eu/en/journal/zeitschrift-des-verbandes-polnischer-germanisten/article/egoismus-ist-rational-was-schlagworte-so-schlagend-macht-und-was-ludwik-fleck-mit-teflon-wortern-zu-tun-hat
%X 
	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.