A thoughtful piece by Jesse Walker:
http://reason.com/archives/2015/03/15/what-we-mean-when-we-say-conspiracy-theo/
Having lived through the neo-conservative revolution with it’s “stay on message” media philosophy, I tend to see shifts in media truespeak as orchestrated. A perfect example is the brilliant slander of the term “political correctness” to hurl against someone who calls you out on your bigotry.