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One of the phrases is most effective propaganda is as follows: deeds, not words!
I think it's an almost meaningless phrase, in fact, in my opinion, the words themselves are made: they contribute decisively to determine the culture of any community.

How can you define "culture" of an organization?
propose this definition:

set of values \u200b\u200bthat guide individual behavior and organizational and determine the "habits" that settle in the organization.

What role do the words in determining the culture of an organization?
This is a fundamental role: the words that we use evidence and suggest the values \u200b\u200bto which they relate.
between language and culture is a dialectical relationship, type coimplicativo: orientation to a certain culture suggests the use of certain words, the use of certain words directed towards a certain culture.
Think of an organization where, in the face of an error, you would use mainly the word "guilty" and another in which he used mainly the word "cause." We imagine (rightly) two culturally different organizations.
The words used are a reflection of the culture of the communities in which they are used and at the same time, contribute to its determination.
course you could do many other examples.

This reasoning applies not only to companies. Applies to any community association, a political party, trade union, a cultural club, a bowling club, a cooperative, a social club, a family, a country.

Take, for example to a country where a foreigner waiting for a residence permit to be called "guest pending regularization" and think of a country in which the same person was called "illegal." We believe, rightly, in two different countries, characterized by two different cultures.
again. Consider a country where the political party that loses the elections were called "minority" and think of a country which was called "opposition". Think, to reason, in two different countries, characterized by two different cultures.
In both cases, the words are both the result and source of different cultures.

attention to the words then. We learn to use those we like and "handle with care" what we do not like.

Each course has its own guidelines on personal values. To me, for example, do not like the culture brought by the words "clandestine" and "opposition".