Ottamisetsanaa

Ottamisetsanaa is a term used in Finnish discourse analysis to describe a rhetorical tactic in which a speaker asserts ownership of a word’s meaning or extracts a term from a source and reframes it to support their point. The word combines ottaminen (taking) and sana (word), with a suffix that creates a noun form referring to the act or concept of taking a word.

Origin and usage

The term appears as a neologism in online Finnish discussions and commentary on rhetoric and media literacy in the 2020s. It is used by commentators to critique debates where terminology is claimed or repurposed by one side, often to influence how an issue is framed.

Mechanics

Ottamisetsanaa involves two core aspects: selecting a well-known term and redefining or constraining its meaning to align with a particular argument, while downplaying alternative interpretations. It is related to, but distinct from, contextomy or quote mining, in that it centers on ownership and reinterpretation of a term rather than merely presenting an out-of-context quotation.

Examples

In Finnish: “Keskustelussa hän käytti ottamisetsanaa viittaamalla yleisesti hyväksyttyyn termiin ja määritelmä muuttui hänen argumenttiensa mukaan.” English: “In the discussion, he used ottamisetsanaa by invoking a widely accepted term, but redefined its meaning to fit his argument.”

See also

Quote mining, contextomy, framing (communication), linguistic politicking.

Notes

Ottamisetsanaa is a contemporary, informal term used to analyze rhetoric in public discourse. It is not an established academic concept with formal consensus.