Just reading the book "Sapiens" by Yuval Noah Harari this fits perfectly in how the book describes language and the art of communication in big groups being the number one thing setting us above animals.

And of course all political movements, companies, leaders and ultimately all people try to use language to their advantage. This has nothing to do with left or right. This is just how we work. Ultimately, everybody acts in a way which he thinks will benefit himself - Even if he or she won't admit that.