desmettredemettre

Desmettredemettre is a term used in media studies and discourse analysis to describe a specific pattern of information management in public communication. It refers to the deliberate sequence in which a speaker or organization first releases a claim or narrative, subsequently removes or softens it, and later reinserts it in a modified form. The approach is analyzed as a way to preserve a core message while presenting itself as responsive or cautious.

Etymology and conceptual basis: The word is a constructed compound drawing on French elements, notably des- (a prefix suggesting removal), mettre (to put), and remettre (to put back or reintroduce). The combined sense—undoing and reintroducing—encapsulates the behavior of taking something away and then circulating it again under a revised framing. In scholarly discussions, desmettredemettre is used to capture how messages can persist across cycles of criticism and revision.

Origins and usage: The term emerged in academic discussions in the 2010s as a way to label a recurring communication strategy in politics, journalism, and online discourse. Researchers apply it to statements that are partially retracted or altered but not fully abandoned, and then reappear with changes that aim to retain persuasive force.

Examples and implications: In a policy briefing, an official might announce a plan, retract specific elements after backlash, and later reoffer a similar plan with modifications. In social media, a post may be deleted or downplayed and later reposted with adjustments that preserve the underlying message. Critics argue that the pattern can complicate accountability and blur the line between revision and manipulation.

See also: spin, framing, retraction, and reframing.