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Could he define it?
Not only does he define it in a novel way that distinguishes it from lying; he also uses this definition to establish a powerful claim: "Bullshit is a greater enemy of truth than lies are".
Similar(58)
The dean of Harvard Medical School has said Trump does not just have narcissistic personality disorder, "he defines it".
He defined it as "a widespread sentiment that powerful media had gone too far".
He defines it as "a heterosexual man for whom relationships and sex are unimportant".
He defined it in this case as a "three-way conversation" among bloggers, readers and marketers (federatedmedia.net).net
He defined it as "The fear that if one is successful, then one's personal needs will be forgotten".
He defines it more rigidly as "disadvantaged classes that operate at some remove from the mainstream and the orthodox".
He defined it as the struggle between members of one sex, "generally male", to possess the other.
He defines it at one point as a collective agreement about "what is right, what is true" (quoting Paul Newman in "The Verdict").
He defined it as "the collective failure of an organisation to provide an appropriate and professional service to people because of their colour, culture, or ethnic origin.
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Since I tried Ludwig back in 2017, I have been constantly using it in both editing and translation. Ever since, I suggest it to my translators at ProSciEditing.

Justyna Jupowicz-Kozak
CEO of Professional Science Editing for Scientists @ prosciediting.com