The powers-that-be usually go to great lengths to frame their agenda in a way that is favorable to their interests.
Reframing is a process of replacing an old story with a new one. It is often a critical step to winning a campaign and making real change.
Fossil fuel-backed scientists call themselves “climate skeptics”.
Rather than going down the dead-end road of accusing them of lying, climate activists have been able to frame these voices as marginal by using analogies like “tobacco science” and labeling them “climate deniers.” A denier (as opposed to a liar) makes an active choice to refute a difficult truth that society has already accepted.